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Problems of access to competitor products are usually the over-riding consideration in deciding how competitor analysis is carried out.
If you have access to marketing survey expertise, then a market survey involving questionnaires, interviews etc., is a good alternative method. The survey should seek to find out (a) what are the most popular products, (b) why are these products popular, and (c) what are the issues the popular products do not address.
If you have access to a sample of established users of a good representative range of competitor products, then a usability survey, including a standardised user satisfactionquestionnaire, is recommended.
It is possible to do formal usability tests of competitor products that will also establish baseline usability requirements, but as this is resource intensive it is usually only possible to test a limited number of competitor products.
Next Steps
After a competitor analysis, the project should be able to move to requirements and prototyping activities.
How can you design computer displays that are as meaningful as possible to human viewers? Answering this question requires understanding of visual representation - the principles by which markings on a surface are made and interpreted. The analysis in this article addresses the most important principles of visual representation for screen design, introduced with examples from the early history of graphical user interfaces. In most cases, these principles have been developed and elaborated within whole fields of study and professional skill - typography, cartography, engineering and architectural draughting, art criticism and semiotics. Improving on the current conventions requires serious skill and understanding. Nevertheless, interaction designers should be able, when necessary, to invent new visual representations.
Video 5.1: Introduction to Visual Representation by Alan Blackwell.
Courtesy of Rikke Friis Dam and Mads Soegaard. Copyright: CC-Att-ND (Creative Commons Attribution-NoDerivs 3.0 Unported). View full screen or download (1 MB)
Video 5.2: Alan Blackwell on applying theories of Visual Representation.
Courtesy of Rikke Friis Dam and Mads Soegaard. Copyright: CC-Att-ND (Creative Commons Attribution-NoDerivs 3.0 Unported). View full screen or download (4 MB)
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