Comparison is the Gateway to Growth

“Comparison is the thief of joy” was often echoed to me as a kid. I grew up a ballerina, so it was common for me to compare my skills and appearance to those around me. But as I progress in my career as a user experience designer, I have reevaluated that saying. While this mantra stands true in ballet, it is quite the opposite in product design.

In product design, one way we can determine what is working well is by comparing it to something that isn’t working well, and vice versa. So, when assessing products, we should embrace a new mindset. Instead of “comparison is the thief of joy,” we should think, “comparison is the gateway to growth.” In this context, ‘comparison’ means competitive audits.

Competitive audits analyze competitors, identifying strengths, weaknesses, and strategies. How can we use these insights to exceed user expectations?

Covering the Basics

For a deeper understanding of competitive audits, consider reading Derek Adam’s blog post “Harnessing UX Competitive Analysis: A Product Playbook for Strategic Domination” before continuing. It provides foundational insights that can enhance your understanding of competitive audits.

Conducting competitive audits in product design allows us to gain vital clarity into market dynamics. We can examine competitors’ functionality, monetization strategies, UI/UX highlights, marketing, etc. in detail. Then, we can use the data to inform our own product decisions.

How Competitive Audits Influence Product Decisions

A well-executed competitive audit can influence the strategic direction of product design. Below are 3 key ways your competitive audit can help you shape product decisions:

1. Prioritize Feature Inclusion

You can prioritize feature inclusion by evaluating features that are effective in your competitive landscape. Competitive audits can uncover popular, well-executed features in the market.

To reach your target audience, meet their expectations. Look at what users want from similar products. You can also address any missing or ineffective features. Hence, it helps you identify where to focus your resources for the most impact.

For example, let’s take a look at fast food applications. McDonald’s, Chick-fil-A, and Dunkin’ Donuts start their user experience with a pop-up offering an exciting reward. Then, they have a separate rewards tab in their navigation. If I am planning a new fast food app, I would add a pop-up for a special reward upon opening the app and a separate rewards tab in the navigation.

By offering both a pop-up for rewards and a dedicated rewards tab, I can enhance user engagement and retention while meeting industry standards.

2. Refine your Information Architecture

You can refine your information architecture (IA) by examining the trends and patterns of your competitors. Poor navigation frustrates users. It leads to churn and lower conversion rates.

Studying competitors’ IAs can uncover ways to optimize your product. Refining your IA will make it easier for users to navigate your product and achieve their goals. User satisfaction hinges on the speed and effectiveness with which they can achieve their goals. A clear, intuitive navigation system enhances the user experience.

Let’s think about e-commerce websites. Kohl’s, Target, and Nordstrom all have their cart/bag in their highest-level navigation. So if I am creating a new e-commerce website, I would consider doing the same thing. Not only is it logical to put it in the highest-level navigation. But users expect to find it there, as it is on similar websites.

3. Find and Fill Product Gaps

You can find and fill gaps to differentiate your product. Address real user pain points to stay relevant. These gaps can be in features, user experience, or market needs. By finding and filling these gaps, you can provide a better, user-focused solution. This proactive approach makes your product’s solution seem more thoughtful and complete.

Let’s get more theoretical here…

Pretend you check a competing mobile app that you are subscribed to. You can’t find how to cancel your subscription… anywhere! Still, you dig and dig, but there’s no luck.

As you reflect on your product, you now know the importance of clarity surrounding subscription cancellation. You found a gap in a competitive app and have created an opportunity for growth in your app.

Start Your Comparison Journey

Competitive audits are essential for driving product design and achieving growth. By analyzing competitors, businesses can identify opportunities for innovation and enhance user experiences. Additionally, they can prioritize key features, find design ideas, close market gaps, and boost user satisfaction.

In the realm of product design, comparison serves as a vital compass, guiding teams toward meaningful progress. Embracing competitive audits allows teams to be proactive in their decision-making. In pursuit of product growth, recognize that comparison is not just a route to success; it is the essential roadmap that guides it.

Start your journey today by analyzing a competitor’s product and identifying opportunities for your design.

Competitive Audits: 3 Key Wins to Amplify Your Product