Finish what you started and have a clear goal.
User layer
Understand who the user is, why he uses the product, what the scene is, whether there are any pain points, provide the products that the user wants, and understand the products that the user wants.
You can do this through the following channels:
1. Use the research results of the research team.
2. Search online for user feedback (app store review/official website official micro/forum) 3. Direct user research (methods include questionnaire survey, usability test, user interview, eye movement test, focus group, user portrait, data analysis, etc. ).
Practice layer
Get effective verification and useful summary, find the highlights that can inspire the design, and promote the team to reach a consensus.
Choose competitive products carefully.
Direct competition
Direct competing products refer to products that are highly consistent with their own product positioning, consistent with target users, and have very similar product functions.
Competing for the same market with the products you design is direct competition.
This kind of competing products is the first choice.
Indirect competitive product
Indirect competing products refer to products with similar product positioning, overlapping target users and different core functions. It is indirectly related to your products, and their typical products, versions or key activities can be used as reference for these competing products.
Related competitive products
Related competing products refer to competing products with inconsistent product positioning, but the target population has certain characteristics and can meet the same needs of users, as well as products from other industries. This competitive product has an alternative competitive relationship with each other:
1. rob users of their time resources,
2 rob each other of user budget resources
3. Cross-border competing products need the attention of industry leaders.
4. You can find relevant competing products across borders.
Multidimensional Perspective —— Five Elements of User Experience
Presentation layer
It mainly includes visual expression, layout, color matching, typesetting, emotionalization and so on. This is the most familiar and easy to see module.
Frame layer
Including experience operation, refresh, page jump, query, interactive framework, interface design, navigation design, label design, details, etc., this is the result of the unification of our common design specifications.
structure sheaf
Including information architecture, general functions, characteristic functions, implementation, user flow, etc. This level is mainly to transform the needs of users into the needs of products and reflect the logic of products.
Range layer
Including core functions, secondary functions, functional architecture, business process design and other modules, this level defines the direction of products to provide users with solutions, that is, content.
Strategic level
Including corporate vision, product positioning, demand control, user habits, business model, etc. This level is related to the commercial value of the product and the width of the scope that its business can expand.
Collect information from all over the world
Opponent website
Competitor websites, exchange and interaction platforms, updated versions of product history, promotional activities, latest adjustments, recruitment information, etc. , as well as the internal market, operating departments and management information collection.
Collect information subscription of foreign official website and the same industry.
Third party data
Generally through industry reports, industry white papers, etc. The quarterly annual reports of competitors, such as some industry reports published by authoritative websites such as iResearch, Analysys Qian Fan, Aurora Big Data, Yiou Think Tank and 199IT, are of great reference value.
Industry news
Industry media platform news, forums, QQ groups, etc. Baidu searches for soft articles of well-known products, and analyzes the content and release time of soft articles, which can infer the promotion rhythm, renewal rhythm and strategic play of Zhihu.
User survey
User comments, investigate products with different needs of core users, active users and ordinary users to make up and replace them.
Personal experience in using other products, customer service consultation, technical question and answer, etc.
Analysis of Silk Reeling and Cocoon Stripping Finishing
table method
Table analysis mainly uses tables to count the existence of functional elements of competing products.
Five elements of user experience
Performance layer, framework layer, structure layer, scope layer and strategy layer.
Carnot model
Describe basic needs, expected needs and exciting needs.
Yes/no method
Mainly applicable to the functional level. Simply put, all the function points of each product are listed, and the places with function points are marked with "V". Through comparison, we can clearly understand the similarities and differences between products in functional points.
SWOT analysis is a common method for competitive product analysis. Through SWOT analysis, the strengths, weaknesses, opportunities and threats are obtained, so as to formulate competitive strategies.
The perfect ending of the summary report
Strategic analysis 1. Product background II. User group 3. Product positioning. Competitive product selection.
Range layer analysis 1. Module division 2. Function module 3. MVP function 4. abstract
Structural layer analysis 1. Structural brain diagram II. Core process 3. Key step flow 4. abstract
Frame layer analysis 1. Typesetting summary II. Different demonstrations of the same module 3. abstract
Performance layer analysis 1. Basic performance layer analysis II. Brand communication III. Emotional design 4. Overall visual grasp