Competitive analysis compares competing products or websites against a chosen set of criteria. It turns scattered impressions into documented observations that can guide user-experience and visual-design decisions. Rather than copying competitors, use the comparison to notice what supports users, what creates friction, and where an experience can offer something missing. section 4.2.3 section 1.1
Begin by selecting the top three to five competitors. Limiting the set keeps the work focused and avoids an endless comparison list. Assess each competitor consistently, then record what it does well and poorly; flaws are especially useful because they reveal mistakes to avoid during design. section 4.2.3 section 4.2.3
Choose criteria that match the experience users need to complete. Possible comparison areas include:
- Visual design, content, and tone, for assessing how the experience communicates. section 4.2.3
- User flows, functionality, navigation, and usability, for assessing how easily people can complete similar tasks. section 4.2.3
- Qualitative and quantitative data, for supporting observations with more than personal preference. section 4.2.3
Capture detailed notes and screenshots as visual reference. A spreadsheet can organize the comparison, while competitor artboards can make visual patterns easier to review. Microsoft Excel supports a tabular approach; Adobe Illustrator and Figma support a more visual one. section 4.2.3 section 4.2.3
Turning comparisons into decisions
After comparing competitors, separate findings into four groups: where your product outshines them, where it is lacking, where competitors are lacking and you can benefit, and where they excel. These groups provide concrete priorities for subsequent design work instead of leaving the team with an undirected collection of screenshots. section 4.2.3 section 1.1
