18F

18F - Comparative Analysis

Comparative Analysis systematically reviews existing products, services, or experiences that address similar user needs. This exercise analyzes user experience, information architecture, interaction patterns, and visual design. Teams examine direct competitors, adjacent solutions, and analogous experiences. They document strengths to emulate, weaknesses to avoid, and market opportunities. The analysis reveals industry conventions, differentiators, and potential best practices. Results inform design direction, feature prioritization, and positioning strategy.

Duration
3 hours
Group Size
3-6
Category
18F
Difficulty
Easy
Energy
Medium

Objectives

Identify competitors' solutions that excel, are lacking, or are missing critical design elements. Comparative analysis provides a competitive edge. It helps identify opportunities, gaps in other services, and potential design patterns.

Outcomes


  • Comparative analysis findings

  • Clear understanding of the competitive landscape

  • Identified opportunities and gaps

Step-by-Step Instructions


  1. Identify direct or related competitors. Pare the list to four or five.

  2. Establish evaluation criteria.

  3. Break down the analysis into specific focal areas. For example, consider the relevance of search results.

  4. Use a spreadsheet to capture the evaluation, determining performance based on the identified heuristics.

  5. Present the analysis, showcasing opportunities and design patterns to adopt or avoid.

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Facilitator Tips

For an example, see the Draft U.S. Web Design Standards comparative analysis from USWDS GitHub. When working with government entities, remember to check for any Policy Review Act (PRA) implications.

Pre-Work

For Facilitators

  • Review participant profiles and expectations
  • Prepare all materials and supplies
  • Test technology and room setup

For Participants

  • Complete pre-session survey
  • Review background materials
  • Prepare examples or case studies

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Materials Required


  • Product samples

  • Evaluation criteria

  • Comparison matrix template

  • Research materials

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Resources & Templates

NNGroup - Competitive Analysis
Nielsen Norman Group guide on competitive UX analysis.

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