Creating actionable insights from competitive analysis for interactive design

Stuart SilversteinSenior User Experience Designer, Fandango

CREATING ACTIONABLE INSIGHTS FROM COMPETITIVE ANALYSIS

What do designers need out of competitive analysis?• Intuitive understanding of the visual landscape

• See what is and what is not working functionally and visually

• A-ha moments

• Knowledge for future work

Qualitative

Quantitative Heuristic

Emotional

The four pillars of competitive analysis for interactive design

6 Competitive Analysis Exercises for Designers

Visual Language TrendsColor

Features HeuristicsPositioning

VISuAL LANGuAGE

1. Visual LanguageU s e F U L F O R :

• Getting an initial feel for the landscape

• Understanding level of visual sophistication of the industry

• idea generation

• expanding dialogue on possibilities

G O A L :

• Understand how competitors are using the visual elements to reinforce position

• See who is doing the best job, and understand what and why elements are successful

• Collect information for trend analysis

• Formulate qualitative responses to visual language

VISuAL LANGuAGE

Activities1. Analyze Visual Language Print out 3 to 4 pages of each competitor’s site and post the printouts on a wall. Write down thoughts and observations about imagery, color, type, layout, vibe, on Post-it notes.

• What types of imagery are used?

• How is type used?

• How is color used?

• What is the overall vibe?

2. Analyze Layout Print out each of page template type (Home Page, Product Detail, Category Grid/Landing, Location Finder, Timeline, etc). Analyze how interactivity and layout effect the design. Things like placement of large images, overall organization (including architecture), Calls to Action, how products are featured, etc.

VISuAL LANGuAGE

sample

PRODUCTS

Trail Running

Multi-Sport

Hiking

Backpacking

Kids

Shoe Finder

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Red Wing Shoes

Irish SetterEnter ZIP to find a retailer

Search Vasque.com

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See the Taku, featured in Outside Buyer's Guide magazine. Get the latest updates and interact with Vasque onFacebook!

Vasque is proud to be the exclusive footwear sponsor forBackpacker's Get Out More Tour. Learn more about theoutdoors!

Taku in Outside Buyer's Guide Follow Vasque on Facebook Get Out More Tour

RANGER GTX 7214Taupe / Orange

The price sensitive Ranger delivers a solid boot

at a killer value. Taking cues from our popular

Breeze series, the Ranger is crafted with large

panels of mesh to maximize comfort and

breathability in warmer temperatures. Built on our

athletic Perpetuum last for a nimble feel on the trail.

Gore-Tex fabric technology provides the ultimate

system for durable waterproof and breathable

comfort.

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Construction

Weight: 2lb. 14 oz. (1304g)

Outsole: Vasque Strider

Last: Perpetuum

Midsole: EVA

Available Sizes: Men's Medium 7-

12,13,14,15

Product View Tread View

Taupe / OrangeTaupe / Orange

Technologies

Gore-TexGORE-TEX® is the ultimate system for durable waterproofing and breathable comfort.

Perpetuum LastAs the name suggests, the Perpetuum Last creates a fit for steady, long distance

endeavors.

See All »More Hiking Shoes

Ranger GTX »You are viewing this shoe.

Breeze » Breeze GTX » Breeze GTX » Scree Low »

Home > Hiking > Men's > Ranger GTX

Enter ZIP to find a retailer Search Vasque.com

PRODUCTSChoose your own path.

TECHNOLOGYWe out think, you outperform.

EVENTSSee you on the trail.

ATHLETESAnd other sponsorships.

BLOGUp-to-date news from Vasque.

• Category structure Starts with sport and then drills down to gender. Also off ers a compare feature for easy review and comparison.

• Excellent use of imagery Gives sense of lifestyle without overpowering product.

• Excellent product grid Uses oversized product grid images, which makes the prod-ucts feel impressive and interesting.

• Product detail page Product details show technologies clearly, while also giving only 2 key calls to action — “Shop Online” and “Find a Store.” Oversize images and pop-ups of product info, make this product page a big winner.

Polished, balanced, one of the best. Vasque relaunched in July with clear structure, straightforward navigation, interesting mix of imagery and generously sized product shots. This site does a lot of things very well.

Vasque

COLOR

2. ColorReview of the main colors used on websites to compare color, value and density of the competitor’s websites.

U s e F U L F O R :

• Color strategy - from neutral to very colorful

• Deciding on density - very dense color to very sparse color

• Finding holes in color palettes for exploration

G O A L :

• Understand color schemes and oversaturation

• Review brightness/dark color trends

• Understand amount of color used (very colorful to very neutral)

COLOR

Activities1. Color Analysis Find the 2 primary colors of a website/product and plot them on 2 axises. These may not be the 2 brand colors, so be aware. Look for the vacant spots on the graph to see if there is a viable color on the graph. If your brand colors are in a place of heavy competition, look for a hole in the accent color.

Also make notes on color value for each competitor. Are they dark? light? Colorful? White? Keep this information for your Trends analysis.

COLOR

Blue with green has a glut of competition. There are some space in the orange primary space, but it on the whole is oversaturated. In general the market is Blue or Orange as primary color.

P R I M A R Y

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CO

ND

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Y

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Faith Rivera is now friends with James Arthur Tenney and .

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Universal CityWalk HollywoodFREEBIE ALERT! Find CHERYL in front of the The Jon Lovitz Comedy Clubtonight at 7. She'll be wearing a BLUE Hawaiian lei. Say the password"Aussie, Aussie, Aussie! Rove, Rove, Rove!" and she'll give you 2 free tix toRove McManus' first show tonight featuring Jon Lovitz!

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Bear McCrearyMy new Battlestar Galactica piano video is up! "Pegasus" might even soundBETTER on solo piano. What do you guys think?

Bear McCreary - Pegasus - Solo Pianowww.youtube.com

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Jonathan Barkan I think it's private and, apparently though, I'mnot invited to the party. Le sigh...about a minute ago · Like

Roger Reynolds and changed their profile pictures.

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Hidden Los AngelesShoutout to our pal David at Creepy LA :)

Jim Morrison's strange Los Angelescreepyla.comTrue story: Jim Morrison’s body was supposed to bereturned to California over ten years ago. After passingaway in 1971 in France of an apparent drug overdose, hewas buried in the Père Lachaise Cemetery with a 30 yearlease on the tomb. Alas, when the move-out date came up,Paris officials decreed...

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Hidden Los AngelesHere's the tribute video made for Duke Snider Night at Dodger Stadiumlast night. http://tinyurl.com/3vjqv3s

Friends and teammates honor Duke Snidermlb.mlb.com"You cannot underestimate the impact DukeSnider has had on Dodger history, from Brooklynto Los Angeles," said Dodgers historian MarkLangill. "He is one of the links that will liveforever."


Art Center College of DesignIt must be Week 13 at Art Center! http://twitpic.com/642ffa

Twitpic - Share photos and videos on Twittertwitpic.com

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Andrea Cutlerwhy not?!

Should Bert & Ernie Have a Televised Same-SexWedding?: LAistlaist.comMost of us grew up watching Bert and Ernie bicker on"Sesame Street," and urban legend has suggested thatthe perennial roomies were actually educationaltelevision's puppet version of same-sex love. Now agroup is calling for the show to air an episode featuringBert and Ernie uniting themselves in...


Congressman Brad Sherman

Congressman Sherman on MSNBC's DylanRatigan Show Talking About the Debt andDowngradewww.youtube.comCongressman Brad Sherman appeared onWednesday, August 10, 2011, on MSNBC's DylanRatigan Show, with guest host Matt Miller.Sherman spoke on the economy, tr...


MashableIs there room in the marketplace for another Twitter-like microbloggingplatform?

Twitpic Founder Launches Twitter Cloneon.mash.toTwitpic founder Noah Everett has unveiled Heello, hisfeature-for-feature copy of Twitter. It's more apublicity stunt than a real business.

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Tim FerrissHave time-consuming tasks and errands on your to-do list? Finally --TaskRabbit launches in NYC! http://bit.ly/rpBHv1

Get pretty much anything done by awesome people| TaskRabbitwww.taskrabbit.comTaskRabbits are your own personal assistants cleaningyour home, delivering groceries, running errands,building IKEA furniture, and so much more.


Octavio A. Figueroa is now friends with Lillian Camacho and CarmenLuisa Noriega.

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Andrea Cutler World Of Tomorrow School (WOTS, South School)is there a dedicated page for the reunion?31 minutes ago

Andrea Cutler via Marla SchulmanI think we should get a posse together.

Independent Taco Vestifalindependenttacovestival.eventb rite.comIt is time for us to gather for the 1st AnnualIndependent Taco Vestifal Let us get together to enjoyand celebrate independent television with the food ofkings, The Taco. We will celebrate things created bypeople who care enough to make something, and notjust wait, meet and mingle with other sm...


Luther GrayAlto, Trumpet, and 2 drummers tomorrow 8:00 at the Outpost: JimHobbs, Forbes Graham, Laurence Cook, Luther Gray40 minutes ago · Like · Comment

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GoWhistlerWho's getting stoked for another great weekend of free concerts! TomCochrane & Colin James take the stage this weekend during the ResortMunicipality of Whistler (RMOW) Presents Concert Series! Are you going tobe there?!

Whistler Olympic Plaza - Whistler.com is theOfficial Site for Accommodation, ActivityReservations.www.whistler.comTourism Whistler Accommodation, Ski VacationPackages and complete Whistler Blackcomb Resortinformation. Whistler.com is your in resort connectionto Whistler BC


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Sierra Trading PostAs promised another round of movie trivia! Who was the female lead in"Cat on a Hot Tin Roof" and what year was it released in theaters? Emailthe correct answers and your mailing address [email protected]. First *three* correct answers take home an STPT-shirt! -Juliette

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Eater LA

BREAKING : Umami Goes Green, Launching Flagship Resto at TheGroveHoly cats! Umami is growing some more. The burger brand whichcommands eight eateries at the moment (La Brea, Los Felix, Hollywood,Santa Monica, Studio City, Anaheim, Downtown, San Francisco-opening in the fall) is launching its flagship cafe this fall a...See MoreSource: Eater LAPublished: 2011-08-10 21:37:26 GMT

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Jenn de la FuenteDay 2 of AAJA Voices production was decidedly a little less hectic thanDay 1. For me, anyway.57 minutes ago · Like · Comment

Sourena VasseghiI just found out last night that I will be speaking at TEDxPasadena onOctober 22nd and I couldn't be more excited.

Published: 2011-08-10 19:31:05 GMTRead: Full storySource: Twitter / sourenav

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Dave WaiteSaw the future at a potential new client's offices this morning. It's prettycool.about an hour ago · Like · Comment

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Jenn de la Fuente Was it so bright you had to wear shades?59 minutes ago · Like ·

Keith Casper Was the future in plastics?46 minutes ago · Like ·

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Larry GassanStandard & Poor gives AAA+ bond rating to Lindsay Lohan and CharlieSheen.about an hour ago · Like · Comment

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THE MEXICAN SUITCASE - Gets a chance forAcademy nomination!the journey of 4,500 negatives taken during theSpanish Civil War and recovered in a closet inMexico City, seventy years later.

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ArcLight CinemasIf you missed Miranda July's Q&A last weekend at ALH, she will be backthis Friday 8/12 after the 7:30pm show and Saturday 8/13 after the 5pmand 7:30 shows to answer questions and discuss her new film The Future.

The Future - Movie Trailers - iTunestrailers.apple.comTHE FUTURE tells the story of a thirty-something couplewho, on deciding to adopt a stray cat, change theirperspective on life, literally altering the course of time andtesting their faith in each other and themselves.

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Jonathan LackeyI'm at Sony Pictures Studios (10202 W Washington Blvd., btwn Madison &Overland, Culver City) w/ 5 others http://4sq.com/oJPuQn

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TechCrunchTwo new sections are being added to Twitter that will change everything.

TechCrunch | Twitter Comes Alive With Realtime ActivityStreamstechcrunch.comSince its inception, content on Twitter has largely beendisplayed in the same basic manner. That is a linear, reversechronological stream of Tweets. Two new sections beingadded to the service are about to change that. Specifically,the "@Mentions" tab on twitter.com is being replaced by twone...


Jason Adam is now friends with Dara Nathan Powell and Graham Clarke.


Tim Ferriss"The art of progress is to preserve order amid change, and to preservechange amid order." - Alfred North Whitehead

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Noelle BeaugureauSwimming in gratitude.

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Doomie's Home Cookin is now friends with Christine Dore and .


MashableAside from adding more services in just a few months, Klout also recentlyunveiled a +K button that allows you to give other users a +K on topicsyou think they influence.

Klout Adds Blogger, Flickr, Instagram, Last.fm &Tumblron.mash.toKlout just doubled the number of services it measuresto determine your online influence, adding Blogger,Flickr, Instagram, Last.fm and Tumblr to...

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Maryann Aragon-Lesser8 1/2 inches :-(about an hour ago · Like · Comment

Design Seeds{ thrown tones } ➳ http://ow.ly/5ZEah

Design Seedsow.lyfor all who ❤ color

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Andrea AdamsWOW... It has been a great journey. Thanks to all who joined Greg Adamsand East Bay 2.0 and came along for the ride! Just a little than less 2HOURS To Go! In True Funk Soldier fashion.. We BEAT our new goal of$27,500.00! RIGHT NOW $28,460! C'mon and join us in the last hours!

Join Greg Adams and East Bay Soul 2.0www.kickstarter.comGreg Adams invites you to be part of hisupcoming album and is offering special one ofa kind incentives, you don't want to miss!

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Andrea Adams Yipee!! I can't wait either. I just called the clubto give them a heads up, so we can makee the arraangement inplenty of time to give everyone can plan their itinerary. Lookingforward to a big hug too!about an hour ago · Like

Bambang Taruna Congrats Andrea.28 minutes ago · Like

Shay Godwin is now friends with Doran Danoff and .


Art Center College of DesignWho are Art Center's Great Teacher Award winners for 2011?http://ow.ly/60aEU

Great Teacher Award Winners Announced « DottedLine | Official Blog of...ow.lyEarlier this year, the Art Center Student Government,together with Student Affairs and of Provost’s Office,together reinstated an annual Great...

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Andrea Cutler likes JamesVictore and 8 Questions with Michelle LeClerc,LA's Behance Ambassador.

JamesVictoreDouble Justice

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TechCrunchTurns out, it was all real:

TechCrunch | The Vast Starbucks Conspiracy: Jonathan’sCard Wasn’t Fakedtechcrunch.comThe Internet (namely the corner populated by some dudewith a coffee blog) is a place where no good deed goesunpunished. A few days ago, Jonathan Stark posted hisStarbucks card online asking people to buy coffee and thenrecharge the card when it was falling low. The result? Lots ofgood will, lot...


Roger Reynolds was tagged in CJ's Thumbs Up Foundation's album.

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DisneylandThe sights and sounds of jungle wildlife surround you as you travelthrough Adventureland at Disneyland park. But one sight may surpriseyou; Zoyie, a Goffin’s Cockatoo perched above the Jungle Cruise.

Have You Seen the Jungle Cruise Bird atDisneyland Park? « Disney Parks BlogSource: fb.disneyparks.com

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DisneyDisney Fact: In the Mandarin and Cantonese versions of Mulan, martialarts legend Jackie Chan provided the voice for Captain Shang.

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MUTEMATH shared a link.

Blood Pressure / Odd Soul - Single by MuteMath -Download Blood Pressure / Odd Soul - Single on iTunitunes.apple.comPreview and download songs from Blood Pressure / Odd Soul- Single by MuteMath on iTunes. Buy Blood Pressure / OddSoul - Single for just $1.99.

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MUTEMATHNew single Blood Pressure now available on iTunes -http://bit.ly/n8muxx & @Rdio - http://rd.io/x/QVwycCJRTIg

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MUTEMATHNew single Blood Pressure is now available on iTunes. Odd Soulavailable everywhere October 4.

Yesterday at 9:33am · 45 174 · Like · Comment

Roger ReynoldsI am the multi-tasking MackDaddy! Multiple errands for Romp n' Roll,CJSTUF, and home, voice lesson coming up, then Wine Down Wednesdayat the Wine Loft to benefit our buddy, Chase Kilpatrick. Then rewind andstart over tomorrow.2 hours ago · Like · Comment

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Roger Reynolds OK, to be very honest, for every one thing I gotdone today, I probably forgot to do three.about an hour ago · Like ·

Kim Fox Hate to break the news, but lots of women do thisevery day :-)about an hour ago · Like ·

MUTEMATH

Upper arm strength competition! (Taken withinstagram)

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TheFindToday is National S'mores Day! S'mores are a campsite treat filled withroasted marshmallows and chocolate, sandwiched in between two grahamcrackers. When is the last time you had a S'more and any tips for makingthem? http://bit.ly/qGosFK

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Cee Lo GreenBritish singer/rapper ESTELLE will be joining Cee Lo on Talking ToStrangers tonight at 11PM EST only on Fuse TV! Watch a clip of herinterview where she discusses who her ideal 'American Boy' is...http://www.fusemusic.com/talki ng-to-strangers/video/player?p id=rHPw_X2NEEZyaofUVrnKN3bLWCV 7PHDx

CeeLo Green * Talking To Strangers | Video |Fuse.tv - Music Videos and News, Free Downloadsand Conwww.fusemusic.com


Free PeopleKeep it Simple http://ow.ly/607l4

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Bon Appétit Magazine asked Summer treat: snow cone or Slurpee? Tellus what food or drink cools you off in the comments.

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Amy Engelhardt Syracuse University Drama OrganizationOne week from today... and it's my birthday. Your presence would be mypresent, SU PEEPS! Hope to see you there!

THE BOBS in NEW YORK, NYLocation: The DuplexTime: 6:30PM Wednesday, August 17th

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3 people like this.

Andrew Grose Lets do it!about an hour ago

Martin RizzoBoy, those looters are getting out of control. Everyone is getting in on theact.

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Matthew Lasar ok. i'm going total law and order over this.about an hour ago · Like

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The Scoop: The city of Agra is home toNorthern India’s greatest treasures like thesamosa and chicken tikka masala—butsomehow they regularly get upstaged by thislittle known building in the region called the TajMahal. (Unbelievable, isn’t it?) At Agra Café inSilver Lake, however, the focus is on the foodand there are plenty of those cute savorypouches of deliciousness to fawn over andappreciate. Plus, since they’re portable (noreally, Agra Cafe delivers), we’re still going tostand our ground and say that samosas andother edible Indian exports win the Best ofNorthern India contest.... {more }

50% OffAgra Cafe

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Excludes lunch specials.

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HOW IT WORKS LOCAL BUSINESS

PAST DEALS JOBS

APPS

Main Links:ABOUT BLOG

REVEL POLICIES

FAQ PRESS

CONTACT

Other Links:

50%

66

11/08/2011

sample

opportunity

opportunity

TRENDS

3. TrendsA review of Trends and clichés of competitors of based on page layout, visual language, and page type.

G O A L :

• Visually identify trends in the visual language elements

• Look for oversaturation/clichés

• Understand functional and visual design trends by type

U s e F U L F O R :

• Seeing how elements are used

• Learning best practices in the industry

• expanding dialogue on possibilities

TRENDS

Activities1. Trends in Visual Language Print out 3 to 4 pages of each competitor’s site and post on a wall, (you can also do this online with a software like Springpad, Little Snipper, Moodshare, InDesign etc). Look for similarities and trends in the various visual language elements: type, imagery, color, density, vibe, and layout, by posting sticky notes on each of the items. Group the sticky notes and take the most repre-sentative to put into your deliverable.

2. Trends by Page Type Print out each of page template type (Home Page, Product Detail, Category Grid/Landing, Location Finder, Timeline, etc) group them together and post sticky notes of observations on each. Group the sticky notes and take the most representative to put into your deliverable.

Note: You can also use the notes from the Visual Language and Color Analysis for the items on your sticky notes to categorize.

TRENDS

Newsletter Contact us Dealer lounge Faq COUNTRY

Follow Tecnica

COMPANY

historycompany profile

COLLECTION

skibootsoutdoorwinter footwearmoon boot®

NEWS & EVENTS TEAM

ski-racingski-freeridelegends

PARTNERSHIP VIDEOS JOIN US DEALER LOCATOR

Tecnica is a division of Tecnica Group S.p.A.Sede in Giavera del Montello (TV) - Via Fante d'Italia n. 56 | Capitale Sociale Euro 8.508.874,00 interamente versato | Società iscritta al n. 78175 R.E.A. di Treviso Registro Imprese e Codice Fiscale 00195810262

Rune Michael Jule Morgan Chelsea Quintin

Tyler Ranny Andrew John Ivar

Tecnica Blizzard on Facebook

2,095 people like Tecnica Blizzard.

Like

Facebook social plugin

view all

RT @blizzimages: Thanks @GrimeyGatsby for the love:http://t.co/kCkPgxz

Top RowSmartWoolBlack DiamondVasqueSalewa

Bottom RowObozTecnicaSalewaLowa

• Large Background Images Many use the technique, but surprisingly few do it well—by removing distracting objects and retaining focus & legibility on the product.

• Lifestyle imagery as part of the Brand. The most eff ective are the ones that use close up pictures of people and product, such as Oboz, Smart Wool, and Vasque.

• Integrated imagery Images are integrated into the design as opposed to separate objects. Some are doing it well, such as Tecnica and Scarpa.

Imagery

sample

TRENDS

PRODUCTS

Trail Running

Multi-Sport

Hiking

Backpacking

Kids

Shoe Finder

FOR OUR DEALERS

UPC Lookup

Media Portal

ABOUT VASQUE

About Us

Our Athletes

CONTACT US

Contact Us

Privacy / Security

Jobs

THE FAMILY

Red Wing Shoes

Irish SetterEnter ZIP to find a retailer

Search Vasque.com

© 2011 VASQUE. ALL RIGHTS RESERVED.

Follow us on Facebook Follow us on Twitter

See the Taku, featured in Outside Buyer's Guide magazine. Get the latest updates and interact with Vasque onFacebook!

Vasque is proud to be the exclusive footwear sponsor forBackpacker's Get Out More Tour. Learn more about theoutdoors!

Taku in Outside Buyer's Guide Follow Vasque on Facebook Get Out More Tour

RANGER GTX 7214Taupe / Orange

The price sensitive Ranger delivers a solid boot

at a killer value. Taking cues from our popular

Breeze series, the Ranger is crafted with large

panels of mesh to maximize comfort and

breathability in warmer temperatures. Built on our

athletic Perpetuum last for a nimble feel on the trail.

Gore-Tex fabric technology provides the ultimate

system for durable waterproof and breathable

comfort.

SHOP ONLINE FIND A STORE

Construction

Weight: 2lb. 14 oz. (1304g)

Outsole: Vasque Strider

Last: Perpetuum

Midsole: EVA

Available Sizes: Men's Medium 7-

12,13,14,15

Product View Tread View

Taupe / OrangeTaupe / Orange

Technologies

Gore-TexGORE-TEX® is the ultimate system for durable waterproofing and breathable comfort.

Perpetuum LastAs the name suggests, the Perpetuum Last creates a fit for steady, long distance

endeavors.

See All »More Hiking Shoes

Ranger GTX »You are viewing this shoe.

Breeze » Breeze GTX » Breeze GTX » Scree Low »

Home > Hiking > Men's > Ranger GTX

Enter ZIP to find a retailer Search Vasque.com

PRODUCTSChoose your own path.

TECHNOLOGYWe out think, you outperform.

EVENTSSee you on the trail.

ATHLETESAnd other sponsorships.

BLOGUp-to-date news from Vasque.

Newsletter Contact us Dealer lounge Faq COUNTRY

Follow Tecnica

COMPANY

historycompany profile

COLLECTION

skibootsoutdoorwinter footwearmoon boot®

NEWS & EVENTS TEAM

ski-racingski-freeridelegends

PARTNERSHIP VIDEOS JOIN US DEALER LOCATOR

Tecnica is a division of Tecnica Group S.p.A.Sede in Giavera del Montello (TV) - Via Fante d'Italia n. 56 | Capitale Sociale Euro 8.508.874,00 interamente versato | Società iscritta al n. 78175 R.E.A. di TrevisoRegistro Imprese e Codice Fiscale 00195810262

0Share

CYCLONE III LOW GTXM's

CYCLONE SPORT MID M's DIABLO MAX M's

usa » collection » outdoor trail running » multi-function » hiking

Size Chart

For the outdoor inspired looking for a mid-height hiker that islight, fast and has all day comfort. High performance shoesdesigned for day hiking, adventure travel and the 360 outdoorlifestyle. Waterproof and breathable GTX bootie let's youventure out in any weather or conditions on your nextadventure.

Product Pages

Top RowLa SportivaVasqueLowaScarpa

Bottom RowTecnicaSmartWoolBlack DiamondTimberland

• Larger Images Larger images on product detail are the most eff ective.

• Dealer locators There is an opportunity to create a cool dealer locator on the product page to make it easier to buy. Asolo is doing a great job (but the execution needs help).

• Smart reveal of features Most products have several technologies, but they need to be hidden. Some do it with pop-up, some with updated panels. These are all distracting and hard to read. SmartWool handles this the best by putting it all in the same window.

sample

POSITIONING

4. PositioningA comparison of positions of various competitors to understand context, and various value propositions.

U s e F U L F O R :

• Clarifying focus and features of the site

• Understanding value proposition of competitors

G O A L :

• Find positioning of each competing brand

• Verify positioning focus of website

• Verify if brand position is viable (if applicable)

POSITIONING

Activities• Position List for competitors

With your 20-40 competitors, write out a one sentence description of their positioning. Use your vertical categories as a way to categorize the businesses.

• Positioning Matrix Choose 2 axises to compare the competition that make sense for you to understand. Plot the competitors in the space they occupy on the matrix. Use an absolute scale, not a relative scale, in order to evaluate the top and bottom ends of the scale appropriately. If you are working with a startup, this tool can be used to help verify viability of positioning. With more established companies, this can serve as a conversation starter around focus of the company. Oftentimes, this positioning conversation will give stakeholders an opportunity to refine focus and gain consensus on what the brand is about.

A F e w s A M P L e A x i s e s :

• High Quality vs. Low Quality

• Sophisticated vs. Commercial Design Aesthetic

• Feature Rich vs. Simple Features

• Social vs. Personal

• Consumer vs. Professional

• Conservative vs. Eccentric

POSITIONING

Moodboards for interior designers w/ social component.

Note based ticklers

Full featured moodboards

Social to do’s

WebClipper for storing visual

We are Realmac Software. We make nice things. Contact UsLike UsTweet Us

Snap Happy

Website Wonderkid

The LittleSnapper menu item and

browser bookmarklet both allow you

to snap webpages as you visit them -

no interruption required. Alongside

these tools, there's even a Safari

Extension that allows you to add a

Snap button to the Safari toolbar.

LittleSnapper also saves the HTML

behind each page for future reference.

Super Screenshots

LittleSnapper allows you to snap the

entire screen complete with multi-

display support, snap a specific area,

or even a particular window. You can

select a group of windows to snap by

just clicking on the windows as you

go, and if you need to complete an

action before snapping there's the

handy Timed capture option to give

you a countdown.

Built-In Browser

If you're wanting to save a specific

area of a webpage, then the

LittleSnapper browser allows you to

open a page and navigate elements in

the page hierarchy, just by hovering

over them. Just rollover the page

elements until you find the one you

want, click to set the area to snap

(adjusting the grab-handles if need be)

and voilà - the element is snapped!

Organised

Tag Away

There's all your favourite tag

management options in LittleSnapper

- a Tag Manager that lets you find,

add, edit and remove tags - and also

tag autocompletion. As you type tags

into the Inspector, LittleSnapper

suggests them based on those already

in your library, making it super-speedy

to get your images all tagged up.

Get Collecting

If you've got a large library, or simply

need to group together a particular set

of snaps, you'll love collection.

Collections are built by simply

dragging and dropping your snaps

into them: and if you're an

organisation junkie we've also built in

folder support that allows you nest

folders and collections to keep your

sidebar in tip-top order.

Smart Collections

Whilst drag and drop is great for

manually grouping snaps, but

wouldn't it be great if you could group

them automatically by creating rules

for collections? That's the power of

LittleSnapper's Smart Collections:

whether it's snaps that use a specific

tag, or snaps from a particular URL

you can group your images

automagically using snap metadata.

Annotations

Highlight

If you need to draw a client's attention

to particular areas of a webpage or

interface, the highlight tool allows you

to subtly draw focus to them. Simply

clicking and dragging fills the image,

apart from your selected area, with a

semi-transparent overlay - you simply

'cut out' areas from the overlay until

you're done.

Blur & Crop

If you need to hide some sensitive

information from a snap, there's no

need to obscure content with a

brightly-coloured blob: use the blur

tool. As with all the annotation tools

the blur feature is always-editable,

meaning you can drag and resize as

you please. If you only need to share a

portion of a snap, there's also non-

destructive cropping built-in.

Text and Callouts

LittleSnapper's text tools making

writing on your snaps easy. There's all

the usual options you'd expect such as

fully customisable fonts & colours, and

the freedom to place the text

absolutely anywhere you want. We've

also built in a handy callouts option to

the text tool, allowing you to add

numbered callouts to any area of your

images.

“If you create screen grabs for a living, write technical

manuals or need to snap on-screen material for a blog, this

is a truly useful, innovative tool.”

“LittleSnapper's user interface displays a level of finesse,

found only in the best of Mac software, that makes the

program a joy to use.”

Pixel Perfect ScreenshotsLittleSnapper was built to help designers and other creative-minded Mac users build up a design scrapbook. Whether it's

proofs of client work, live sites that interest you, or screenshots of your favourite Mac applications, LittleSnapper allows you to

capture, organise, annotate and share them all - from one beautiful OS X application.

Snap AwayWith LittleSnapper it's easy to start capturing webpages and your desktop. From entire

webpages - including the bits that are out of view in a standard browser window and

important metadata such as the web address - to specific windows on your Mac,

LittleSnapper can handle it. The super-smart screen-capture engine you can capture

your entire desktop - multiple displays included - and the powerful area and window-

snapping tools make it super-simple to capture any area of the screen you require.

Just to top it all off, there's a built-in web browser that allows you to select specific

webpage elements, snap them on their own and save them to your library for future

reference.

Get OrganisedKeeping your snaps organised is a breeze! LittleSnapper automatically categorises

your snaps based on their type - websnap or screensnap - meaning that even before

you've applied tags you can quickly locate the webpage you snapped last week!

As well as auto-categorising snaps as you take them, LittleSnapper allows you to build

your own collections - either using drag or drop, or building Smart Collections based

on tags or other snap metadata such as URL. Want to see only 5-star, Red-tagged

website or snaps taken Today? No problem! That's just two of the super-powerful, yet

super-simple, rules you could set for a Smart Collection.

Core AnnotationWe know that you'll want to give feedback on snaps. Whether you're highlighting a

UI element or simply wanting to point out a typo on your website to your over-

typing copywriter, LittleSnapper's seven powerful annotation tools mean you'll

always be able to give clear visual feedback.

LittleSnapper packs a formidable annotation toolkit with blur, vector shapes, text

annotations (complete with callouts if you want them), crop and the highlight tool

that dims out all but the key areas of a snap at your fingertips.

DownloadDownload Buy NowBuy Now

Join the Realmac Newsletter Email Address Join

Tweet 1,096 28

Full featured notes w/visual integration and social component

Social pinboarding

Mind mapping software

Notes and visual to dos

Notes and visual to do’s

Simple to do’s

Already a member? Login.

AccountsSign Up (Free!)LoginLearn MoreUpgrade

AboutJobsPressContact Us

BlogsEnglish日本語Status

ServicesAndroidAPIEmailGmailGoogle CalendariGoogleiPadiPhone/iPod touchMilkSync- BlackBerry- Microsoft OutlookMobileSiriSmart AddTester ProgramTranslationsTwitter

ForumsHelpIdeasTips & TricksiPadiPhoneAndroidGmailMilkSyncTranslate

HelpGetting StartedFAQHelp by Email

Sign in with your Google Account

Follow us!

Welcome! English (US)

Home Sign Up (Free!) Services Blog Help

Sign Up Now!

for a free account

123

Remember The Milk is also available for...

"Remember The Milk reinvents the to-do list"

Sign up now for a free account

© 2012 Remember The Milk | Terms of Use | Privacy Policy

Our biggest Androidapp update ever.» See what's new

Get Remember The Milkon the Android Market

Streamlined productivity and ticklers

Idea to done for left brainers

To do’s for integration w/ BC

Home Tour Examples Who uses Backpack? Extras & Add-ons Help/SupportPlans & Pricing Sign in

Better Organize YourBusiness.Share information with yourteam. Keep your documents,discussions, and schedules inone place all the time.

Web-based, secure, and backed-updaily.

“Very cool organizational tool.”“Editor’s & Reader’s Choice.”“Tremendous. Top 100 Product.”

Backpack is an easy intranet for your business. Store, share, discuss, and archive everything that’s essential foryour team. Safe and secure.

Backpack Pages: The magic of BackpackBackpack Pages are Backpack's secret weapon. You can add anycombination of notes, to-dos, files, photos, and dividers to a page.Pages just take seconds to create and can be used to organize, share,and discuss anything.

See Backpack Plans and Pricing , See examples , Read the buzz or Take a tour

Here are a few ways Backpack can help you organize your business...

Keep important documents in one place.The files, forms, and documents your employees need are likely scattered across the office on different computers or in different filing cabinets.That's old school and inefficient.

Now you can store your company’s forms, expense reports, and worksheets on Backpack. Now everyone knows where they are and can getthem at any time.

Share how-tos, tutorials, and guides.You might share information with your employees by email, phone calls, or posting flyers in common areas. Maybe your company publishes anewsletter or catalogs employee FAQs in the form of employee manuals. There's a better way.

Corporate productivity

The ultimate productivity suite

Ticklers

Productivity

Ideation

Positioning List

sample

POSITIONING

Business

Consumer

Text basedVisual

Wallboard

Home Tour Examples Who uses Backpack? Extras & Add-ons Help/SupportPlans & Pricing Sign in

Better Organize YourBusiness.Share information with yourteam. Keep your documents,discussions, and schedules inone place all the time.

Web-based, secure, and backed-updaily.

“Very cool organizational tool.”“Editor’s & Reader’s Choice.”“Tremendous. Top 100 Product.”

Backpack is an easy intranet for your business. Store, share, discuss, and archive everything that’s essential foryour team. Safe and secure.

Backpack Pages: The magic of BackpackBackpack Pages are Backpack's secret weapon. You can add anycombination of notes, to-dos, files, photos, and dividers to a page.Pages just take seconds to create and can be used to organize, share,and discuss anything.

See Backpack Plans and Pricing , See examples , Read the buzz or Take a tour

Here are a few ways Backpack can help you organize your business...

Keep important documents in one place.The files, forms, and documents your employees need are likely scattered across the office on different computers or in different filing cabinets.That's old school and inefficient.

Now you can store your company’s forms, expense reports, and worksheets on Backpack. Now everyone knows where they are and can getthem at any time.

Share how-tos, tutorials, and guides.You might share information with your employees by email, phone calls, or posting flyers in common areas. Maybe your company publishes anewsletter or catalogs employee FAQs in the form of employee manuals. There's a better way.

Already a member? Login.

AccountsSign Up (Free!)LoginLearn MoreUpgrade

AboutJobsPressContact Us

BlogsEnglish日本語Status

ServicesAndroidAPIEmailGmailGoogle CalendariGoogleiPadiPhone/iPod touchMilkSync- BlackBerry- Microsoft OutlookMobileSiriSmart AddTester ProgramTranslationsTwitter

ForumsHelpIdeasTips & TricksiPadiPhoneAndroidGmailMilkSyncTranslate

HelpGetting StartedFAQHelp by Email

Sign in with your Google Account

Follow us!

Welcome! English (US)

Home Sign Up (Free!) Services Blog Help

Sign Up Now!

for a free account

123

Remember The Milk is also available for...

"Remember The Milk reinvents the to-do list"

Sign up now for a free account

© 2012 Remember The Milk | Terms of Use | Privacy Policy

Our biggest Androidapp update ever.» See what's new

Get Remember The Milkon the Android Market

We are Realmac Software. We make nice things. Contact UsLike UsTweet Us

Snap Happy

Website Wonderkid

The LittleSnapper menu item and

browser bookmarklet both allow you

to snap webpages as you visit them -

no interruption required. Alongside

these tools, there's even a Safari

Extension that allows you to add a

Snap button to the Safari toolbar.

LittleSnapper also saves the HTML

behind each page for future reference.

Super Screenshots

LittleSnapper allows you to snap the

entire screen complete with multi-

display support, snap a specific area,

or even a particular window. You can

select a group of windows to snap by

just clicking on the windows as you

go, and if you need to complete an

action before snapping there's the

handy Timed capture option to give

you a countdown.

Built-In Browser

If you're wanting to save a specific

area of a webpage, then the

LittleSnapper browser allows you to

open a page and navigate elements in

the page hierarchy, just by hovering

over them. Just rollover the page

elements until you find the one you

want, click to set the area to snap

(adjusting the grab-handles if need be)

and voilà - the element is snapped!

Organised

Tag Away

There's all your favourite tag

management options in LittleSnapper

- a Tag Manager that lets you find,

add, edit and remove tags - and also

tag autocompletion. As you type tags

into the Inspector, LittleSnapper

suggests them based on those already

in your library, making it super-speedy

to get your images all tagged up.

Get Collecting

If you've got a large library, or simply

need to group together a particular set

of snaps, you'll love collection.

Collections are built by simply

dragging and dropping your snaps

into them: and if you're an

organisation junkie we've also built in

folder support that allows you nest

folders and collections to keep your

sidebar in tip-top order.

Smart Collections

Whilst drag and drop is great for

manually grouping snaps, but

wouldn't it be great if you could group

them automatically by creating rules

for collections? That's the power of

LittleSnapper's Smart Collections:

whether it's snaps that use a specific

tag, or snaps from a particular URL

you can group your images

automagically using snap metadata.

Annotations

Highlight

If you need to draw a client's attention

to particular areas of a webpage or

interface, the highlight tool allows you

to subtly draw focus to them. Simply

clicking and dragging fills the image,

apart from your selected area, with a

semi-transparent overlay - you simply

'cut out' areas from the overlay until

you're done.

Blur & Crop

If you need to hide some sensitive

information from a snap, there's no

need to obscure content with a

brightly-coloured blob: use the blur

tool. As with all the annotation tools

the blur feature is always-editable,

meaning you can drag and resize as

you please. If you only need to share a

portion of a snap, there's also non-

destructive cropping built-in.

Text and Callouts

LittleSnapper's text tools making

writing on your snaps easy. There's all

the usual options you'd expect such as

fully customisable fonts & colours, and

the freedom to place the text

absolutely anywhere you want. We've

also built in a handy callouts option to

the text tool, allowing you to add

numbered callouts to any area of your

images.

“If you create screen grabs for a living, write technical

manuals or need to snap on-screen material for a blog, this

is a truly useful, innovative tool.”

“LittleSnapper's user interface displays a level of finesse,

found only in the best of Mac software, that makes the

program a joy to use.”

Pixel Perfect ScreenshotsLittleSnapper was built to help designers and other creative-minded Mac users build up a design scrapbook. Whether it's

proofs of client work, live sites that interest you, or screenshots of your favourite Mac applications, LittleSnapper allows you to

capture, organise, annotate and share them all - from one beautiful OS X application.

Snap AwayWith LittleSnapper it's easy to start capturing webpages and your desktop. From entire

webpages - including the bits that are out of view in a standard browser window and

important metadata such as the web address - to specific windows on your Mac,

LittleSnapper can handle it. The super-smart screen-capture engine you can capture

your entire desktop - multiple displays included - and the powerful area and window-

snapping tools make it super-simple to capture any area of the screen you require.

Just to top it all off, there's a built-in web browser that allows you to select specific

webpage elements, snap them on their own and save them to your library for future

reference.

Get OrganisedKeeping your snaps organised is a breeze! LittleSnapper automatically categorises

your snaps based on their type - websnap or screensnap - meaning that even before

you've applied tags you can quickly locate the webpage you snapped last week!

As well as auto-categorising snaps as you take them, LittleSnapper allows you to build

your own collections - either using drag or drop, or building Smart Collections based

on tags or other snap metadata such as URL. Want to see only 5-star, Red-tagged

website or snaps taken Today? No problem! That's just two of the super-powerful, yet

super-simple, rules you could set for a Smart Collection.

Core AnnotationWe know that you'll want to give feedback on snaps. Whether you're highlighting a

UI element or simply wanting to point out a typo on your website to your over-

typing copywriter, LittleSnapper's seven powerful annotation tools mean you'll

always be able to give clear visual feedback.

LittleSnapper packs a formidable annotation toolkit with blur, vector shapes, text

annotations (complete with callouts if you want them), crop and the highlight tool

that dims out all but the key areas of a snap at your fingertips.

DownloadDownload Buy NowBuy Now

Join the Realmac Newsletter Email Address Join

Tweet 1,096 28

Positioning Matrix

sample

FEATuRES

5. Feature AnalysisReview of the features and functions on competitor’s site and the focusof the functionality.

U s e F U L F O R :

• Best practices in functionality

• Find holes in industry on features or focus

• Feature list and requirements

G O A L :

• See what features (or group of features) are off ered on other sites, and how well the other sites are doing at meeting/focusing on those features

• Figure out what features are mandatory, and what are the areas of innovation

FEATuRES

Activities• Focus Comparisons

Define broad areas of focus or functionality and plot on a graph. Define on a scale of 1 to 10 how well the competitor is doing for that function or feature. Plot all the points on the graph, and highlight the holes as area of opportunity. If you are comparing multiple verticals, plot each vertical out on it’s own chart, and include an onion skinned version of all the holes.

• Feature Comparison Take specific features on a page or a task and compare them on a grid. Rate them on a scale of one to five. Mark an “x” for omitted features.

FEATuRES

Business Discovery

SocialCommunication

MobileFocus

Offl inepurchasing

FundraisingEvents

DirectDonation

Connects Causes& Companies

LoyaltyRewards

Gamifi cation Christian Based

08/10 { We never judge books by their covers, but we do judge them by their movie versions.

One downside to the many restaurants,bars, and shops we choose from?Sometimes it can be hard to keep upwith all the options. "Local Bites...{more}

The title pretty much sums it up on thisone; weʼll be featuring all thatʼshappening around town worth knowingabout, Monday through Thurs... {more}

Take Local Bites

What To Do On TheWeeknights

enter your email

The Scoop: The city of Agra is home toNorthern India’s greatest treasures like thesamosa and chicken tikka masala—butsomehow they regularly get upstaged by thislittle known building in the region called the TajMahal. (Unbelievable, isn’t it?) At Agra Café inSilver Lake, however, the focus is on the foodand there are plenty of those cute savorypouches of deliciousness to fawn over andappreciate. Plus, since they’re portable (noreally, Agra Cafe delivers), we’re still going tostand our ground and say that samosas andother edible Indian exports win the Best ofNorthern India contest.... {more }

50% OffAgra Cafe

SILVER LAKE4325 W Sunset Blvd

Los Angeles, CA 90029(323) 665-7818

website | map

THE SKINNYExpires: 11/08/2011

$10 max discount. Dine-in only. 1per table. Can't combine offers.

Excludes lunch specials.

TODAY SCOUTFINDS

HOW IT WORKS LOCAL BUSINESS

PAST DEALS JOBS

APPS

Main Links:ABOUT BLOG

REVEL POLICIES

FAQ PRESS

CONTACT

Other Links:

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Focus Comparison - Social Apps

sample

1

2

3

4

5

6

7

8

9

10

FEATuRES

7

8

9

10

Business Discovery

SocialCommunication

MobileFocus

Offl inepurchasing

FundraisingEvents

DirectDonation

Follow Up w/Causes

Connects Causes& Companies

LoyaltyRewards

Gamifi cation Christianbased

Primary

Social focused appsFundraisers Purchase for donation

2ndary

Focus Comparison - Opportunities

1

2

3

4

5

6

FEATuRES

Competitor 1 Competitor 2 Competitor 3 Totals

• Key Art 2 5 3 10

• Photo Gallery 3 2 4 9

• Cast & Crew 5 2 2 9

• Cast member detail 5 x 2 7

• Trailers 4 4 3 11

• Clips 3 4 3 10

• Interviews 1 2 3 6

• Showtimes 2 4 3 9

• Box Offi ce 2 x 4 6

• Reviews 4 x 2 7

• Synopsis 2 2 4 8

• Critic Reviews 1 x 2 3

• Fan Reviews 2 x 2 4

• Discussion Forum 4 x x 4

• Movie News 4 x 4 8

Feature Comparison - Movie Detail Page

sample

HEuRISTICS/TEST DRIVE

6. HeuristicsPutting yourself in the users shoes, by test driving other sites and seeing how competitors sites/products perform.

U s e F U L F O R :

• empathy - putting yourself in the users shoes

• Determining level of innovation necessary

• starting conversations around what is working and not

• Best practices in the Industry

G O A L :

• See what is working on each site and what is not

• Look for ideas to steal and improve upon

• Understand feeling of using other sites - frustration, excitement, speed, orientation (task or browse)


Activities• Take your competitors’ sites for a test drive.

Take the best 3 to 5 sites that have similar user tasks to yours, and try to complete the tasks for each of your personas. Take each of the tasks and rate satisfaction of completion on a scale of 1 to 5. If at all possible, try to use a real situation for yourself as a real customer, for example actually sign up as a user for a social site invite some friends, and use the site for yourself. You can also order something you really need from a competitor. This will help you evaluate the site in a real situation. This is for the high value competitors: the one’s you are in direct competition with, or the ones who are doing things right that you want to get a better feel for, so choose wisely.


Persona 1 Competitor 1 Competitor 2 Competitor 3 Totals

• Read Reviews 1 x 2 3• Decide on which movie to see 3 2 3 8• Watch Trailers 5 4 4 13• Buy Tickets x x x 0

Persona 2

• Find Theatre Information 2 3 3 8• Read News and Latest 4 x 4 8• Invite Friends to Movie x x x 0• Find Showtimes in Your Area 3 3 3 9

Persona 3

• Keep Movie List 4 x 4• Find out whether as movie is good or not 2 x 2 4• Discuss Movies 5 x 3 8

Heuristic Evaluation by Persona Task

sample

•Zag•Uncover missed opportunities•Look for points of oversaturation•See what is working and what is not•Review comps against competitors

What do you do with results Competitive Analysis?

Parting thoughts...• Do only what you need to/have time for. These techniques are

not appropriate for all projects.

• Keep things visual in deliverables. Short statements with accompanying visuals.

• Don’t let the analysis rule your design work. This is a tool for you and your team to understand and digest the landscape, but use your gut to make the decisions ultimately.

• it’s as much about the intangibles as the deliverables: Intuitive understanding, fostering communication, and ideation.

Stuart Silverstein [email protected] (818) 763-3256

Text your email address: (818) 631-9016

www.stuartsilverstein.com

Questions, Comments or Documentation Samples.

Creating actionable insights from competitive analysis for interactive design

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Transcript of Creating actionable insights from competitive analysis for interactive design