First, product analysis method
1, five elements of user experience method
Strategic level: corporate vision, product positioning, demand control, user habits, business model.
Scope layer: main functions, core functions, secondary functions, functional architecture and business process design.
Structure layer: information architecture, general functions, characteristic functions, implementation and user process analysis.
Frame layer: operation, refresh, page jump, query, interactive frame, interface design, navigation design, label design, detail point.
Presentation layer: visual presentation, layout, color matching and typesetting.
2. Situation analysis
Aiming at the competing products to be analyzed, this paper compares and combs them from four dimensions: "strength, weakness, opportunity and threat".
3, table method
Suitable for summarizing the overall situation of the product.
4. Customer satisfaction model (kano model) Basic demand, expected demand and excited demand.
5. Yes/No method:
Mainly applicable to the functional level. Simply put, it is to comprehensively list the function points of each product, and tick "√" where there are function points. Through comparison, we can clearly understand the similarities and differences between products in functional points.
Second, analyze five points for attention
1. Ensure the authenticity and validity of data sources.
It should indicate where the data in the report came from and when it was released.
2. There are screenshots for reference when comparing.
Ensure that the comparison in the report is well-founded, clear and readable.
What we do is "analysis" of competing products, not "plagiarism" of competing products.
The key is to analyze the product and understand why other competitors do this. Analyze your own resources and capabilities to make the same or better choice, instead of comparing all products, choose the functions that you think are good and assemble an APP.
4. Choose the right competing products and understand why you choose competing products.
Because of overlapping business, similar services and similar functions, competitors may be selected. Never start disassembling the analysis function directly when you see competing products. You should know what it is and why it is in the process of analyzing competing products.
It is important to analyze the results, not to list the data.
It is meaningless to simply compare functions and list data. You need to see the essence through the phenomenon. Behind each function, a series of technologies and services are involved. Through comparative analysis, you can draw a conclusion and then sum up the development route that suits you.
Third, competing product analysis document template
1, experience the environment
2. Industry analysis (historical changes and development trends)
3. Market conditions (market capacity, competition pattern and market share distribution)
4, demand analysis (play the user, choose the research object)
5. Identify competitive products (product consultation and collection, selecting products with the same or similar service/target users)
6. Comparison of competitive products (multiple analysis methods)
7. Similarities and differences of business models
8. Similarities and differences of business/product models
9. Operation and promotion strategy
10, summary
The above framework is for reference only. When competing products are analyzed for different groups of people, the emphasis will be different.