1. Designing to Compete:
Two UX Approaches to Beating “The Competition”
Beverly Freeman
@HungryBeverly

2. 4 ways to view the competition
Defined externally
BRAND
EXPERIENCE
Abstract
Concrete
STRATEGY
PRODUCT
Defined internally

3. 2 UX approaches to competing
Product-Centric Approach
Experience-Centric Approach
1. Start with direct competitors
1. Start with the generic experience
2. Build a better UX than theirs
2. Address the “competitors” to it

4. PRODUCT-CENTRIC APPROACH:
Control for brand halo & baggage
“How likely are you to use [PRODUCT] in the future?”
(Top 2 box, New users)
100
90
80
70
60
50
PRE-experience rating
40
POST-experience rating
30
20
10
0
Competitor A
Watch out for
Competitor C
Competitor B
Invest in
UX
Competitor C
Invest in
marketing

5. EXPERIENCE-CENTRIC APPROACH:
Rethink “the competition”

6. UPSTREAM COMPETITOR:
Something that prevents people
from entering the experience in
the first place

9. DOWNSTREAM COMPETITOR:
An after-the-fact hassle that
prevents people from entering or
completing the experience

13. SIMULTANEOUS COMPETITOR:
Something people must cope with
at the same time they would be
engaging in the experience

14. SIMULTANEOUS COMPETITOR:
Something people must cope with
at the same time they would be
engaging in the experience

15. ANALOGOUS COMPETITOR:
Something from another domain
that shares similar themes with
your experience

17. An online example:
Selling on eBay

18. Upstream “competitor”:
Determining the value of
your stuff

19. Downstream “competitor”:
Dealing with international
shipping and customs

20. Simultaneous “competitors”:
Phone calls, text
messages, interruptions

21. Analogous “competitors”:
Other marketplaces

22. Implications
Product-Centric
Approach:
A bigger piece of the pie
Experience-Centric
Approach:
A bigger pie

23. Designing to compete: A summary
ProductCentric
Approach
ExperienceCentric
Approach
Upstream
competitors
Control for
brand halo &
baggage
Rethink “the
competition”
Downstream
competitors
The enemy of
your enemy is
your friend
Simultaneous
competitors
Analogous
competitors
Inspiration can
come from afar

24. Thank you!
bfreeman@ebay.com
@HungryBeverly