Using Competitors To Do Better UX Research - UXPA 2018
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There are many ways to solve a design problem, but only so much time for testing and iteration. Fortunately, theres a great source of alternative designs that can be reviewed, tested, debunked and borrowed from thanks to your competitors. In this presentation from UXPA2018, we describe how to incorporate the designs of your rivals into research with users, drawing on case studies about everything from booking exotic vacations to planning your next movie night to piloting your sport yacht. Youll come away with the means to break design logjams by putting your competitors to work for you.
Using Competitors To Do Better UX Research - UXPA 2018
- 1. @Centralis_UX Keep Your Friends Close and Your Enemies Closer: Using Competitors To Do Better UX Research Kathi Kaiser @kathikaiser Centralis @Centralis_UX
- 4. 1. How comparisons produce more informative research 2. Why competitors make great comparisons 3. How weve done it and what weve learned Today Ill share: @kathikaiser
- 5. Party trick @kathikaiser What color do you see?
- 8. Party trick @kathikaiser @Centralis_UX Color, like everything we perceive, only has meaning in context.
- 9. Chicken Salad or Tuna Salad? @kathikaiser
- 10. Chicken Salad or Tuna Salad? Chicken! Tuna! @kathikaiser
- 14. Comparisons help us: Define Distinguish Judge magnitude See detail @kathikaiser
- 15. Comparisons extend the value of research by helping you learn more about your product. @kathikaiser
- 16. but I barely have time for research on my own product! @kathikaiser
- 17. How Your Competitors Can Help As designers, we solve problems. Our competitors are trying to solve the same problems. Chances are, they are solving the same problem in a different way. Their solutions = our comparison set.
- 18. How Your Competitors Can Help As designers, we solve problems. Our competitors are solving the same problems. Chances are, they are solving the same problem in a different way. Their solutions = our comparison set.
- 19. How Your Competitors Can Help As designers, we solve problems. Our competitors are solving the same problems. Their solutions = our comparison set. in different ways.
- 20. How Your Competitors Can Help As designers, we solve problems. Our competitors are solving the same problems. Their solutions = our comparison set. in different ways.
- 21. How Your Competitors Can Help Comparison set for wine openers
- 22. How Your Competitors Can Help Comparison set for online shopping
- 23. Competitors = Efficiency The Internet is a library of prototypes. @kathikaiser
- 24. Competitors = Reality Check Is the grass really greener? @kathikaiser
- 25. Competitors = Bigger Picture @kathikaiser
- 38. Case Study: Pixels Comparisons focus the conversation on design elements that matter. @kathikaiser
- 43. Case Study: Paths Comparisons help you set the standard. @kathikaiser
- 47. Case Study: Products Competitors help you see where you fit. @kathikaiser
- 48. Summary @Centralis_UX @Centralis_UX Comparisons extend the value of research by helping you learn more about your product. Competitors are a rich source of alternative designs Use competitors to help you: Choose the best elements of each design Set the industry standard See where you fit & identify opportunities for innovation @kathikaiser
- 49. Tips & Tricks @Centralis_UX @Centralis_UX Pixels Paths Products Choose competitors who solve your problem differently. @kathikaiser
- 50. Tips & Tricks Keep your participants blind.
- 51. Tips & Tricks Randomize the order of the things they use.
- 52. Tips & Tricks Have them do before they compare.
- 53. Tips & Tricks Focus your results on your product.
- 54. Thanks!