Experience environment
Market conditions (market capacity, competition pattern, market share distribution)
Industry analysis (historical changes, development trends)
Demand analysis (play the user and choose the research object)
Identify competitive products (product consultation and collection, selecting products with the same or similar services/target users)
Comparison of competitive products (multiple analysis methods)
Similarities and differences of business models
Similarities and differences of business/product models
Operation and promotion strategy
Induction and summary
Third, the commonly used analysis methods:
1, five elements of user experience method
Strategic level
(corporate vision, product positioning, demand control, user habits, business model)
Range layer
(Main functions, core functions, secondary functions, functional architecture, business process design)
structure sheaf
(Information architecture, general functions, featured functions, implementation, user process analysis)
Frame layer
(Operation, refresh, page jump, query, interactive framework, interface design, navigation design, label design, details)
Presentation layer
(Visual expression, layout, color matching, typesetting)
2. Yes/No method:
Mainly applicable to the functional level. Simply put, it is to list all the function points. Product A with this function point is marked as "Yes", and product B without this function point is marked as "No". By comparison, we can clearly understand the similarities and differences of products in functional points.
3. Scoring method:
This method is often used in user research work, and is usually suitable for quantitative research questionnaire survey, that is, the interval of 1-5 points is given, and the score is made according to a certain aspect or point in the product.
4, analysis and description method:
Describe the characteristics of different products in the form of comparison.
5.SWOT analysis method:
Aiming at the competing products to be analyzed, this paper compares and combs them from four dimensions: "strength, weakness, opportunity and threat".
6, alkali+solution analysis method:
Base: What is the target user? What are the core needs of the target users? What solution can be used to meet it? What are the differences and selling points of this solution compared with other products? How to promote marketing? What is the market effect?
Solution: How is the solution realized? How big is the space? How to use strange users when they come in? How about information organization and interaction? Why are you doing this? Is it in line with user expectations? Does the color matching and UI conform to the user's aesthetics? Where will users be confused? How often do users open the product? Will users recommend products to others?
7. Kano model:
Carnot model
8, four quadrant analysis method:
It is often used when listing the problem points or arranging the next plan. According to the actual situation and comparative analysis, the elements, characteristics, function points and problems of our own products can be divided into four quadrants, such as the urgent need for improvement, competitive advantage, secondary improvement and continuous maintenance.
9. Comparative research methods:
Set the analysis target, group similar functional modules or appearance details into tables, and make further analysis according to the comparison results.
10, comparison methods of different dimensions:
According to specific needs, you can choose to compare a problem point, a function point, a core point (key point) and so on.
Fourth, the supplementary aspects of the report:
1. data reference
It is easy to mix too many subjective factors and user experience elements in the report. For example, it is easy for us to conclude that "I don't like this design, so it's not good!" This kind of subjective judgment. In a competition report, if you want to explain an article, then quantitative data must be one of the important reference bases. Therefore, the data becomes more convincing.
Where does the data come from? The monthly ranking can come from Appannie and Usage Intelligence, and the website ranking comes from Alexa. Other data, including Baidu Index, taobao index, Analysys think tank, CNNIC, iResearch, Sina Weibo, WeChat and financial reports of listed companies, are all mainstream platforms and channels that can be used as data sources.
2. There are screenshots for reference when comparing.
This is easy for readers to understand, and also helps to ensure that the whole report is clear, readable, focused and conclusive to a certain extent.
3. Add tasks or cases if necessary.
Tasks and cases play a supporting role, and the other is to facilitate readers to understand clearly in the corresponding scenes. For example, when comparing a certain function or business logic problem of product A, if an appropriate typical case or simulation task is introduced, readers will have a better sense of substitution and be more convenient to explain.
In addition, real user comments can also be introduced here appropriately.