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The Pocket Universal Methods of Design by Bella Martin, Bruce Hanington

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015 Competitive Testing

Research to evaluate the usability and learnability of your competitors’ products

• This complements traditional marketing strategies and business audits by considering the social, economic, and technical context.

• It allows design teams to assess a competitor’s products from the end user’s point of view.

• Teams inspect how usable and learnable competitors’ digital applications are by conducting usability tests on competitive products, as well as on their own.

• In contrast to attitudinal surveys, competitive testing focuses on end-user behavior as people attempt to accomplish tasks that exist across products.

• By understanding key similarities and differences between competitors, gaps can be identified for further ...

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