Research

Compare competitors

Compare existing products feature by feature, from their own websites.

How to do it

1. Pick 3 to 5 products your users would actually consider.
2. Choose features that matter for your research questions.
3. Note gaps no one fills.

Tip. Searches the web and reads each product’s own pages. Every evidence line quotes the page it came from, so you can check it.

The draft searches the web and reads the pages itself. A quote counts as checked only when it was found in a page that was actually read.

What you need

Start from:

• Brief or Research questions

It is better with: Web source.

What you get: Product matrix

A product matrix template has these sections:

• Comparison
• Evidence
• Gaps

Where it fits

• Discover (Double Diamond): Learn what is really going on, before jumping to answers.

Usually comes after

• Write a project brief
• Frame research questions

What to do next

• Synthesize insights
• Write a readout

Templates that use it

• Exploratory study: We don’t know the problem well yet: why do people do what they do?
• Double Diamond: A whole project, from understanding a problem to a tested answer.
• Design Sprint: Five days from a big question to a prototype tested with real people.