Beverly Freeman, Designing to Compete, WarmGun 2013

TL;DR

UX researcher Beverly Freeman discusses different approaches to competition through product and experience-centric lenses.

Transcript

we have Beverly Freeman who is the lead ux researcher at eBay she's going to tell us how to design to compete and win because Winning is Everything anyway I've probably destroyed your title this is Beverly everybody give her a hand woohoo good afternoon everyone I was actually going to start with some arm wrestling you up for it no I'll lose clearl... Read More

Key Insights

• 🫵 Competition can be viewed through product, strategy, brand, and experience lenses.
• 🧑‍🏭 Addressing real-life external factors can significantly impact user experience.
• 👤 Controlling for brand effects is crucial to accurately evaluate user preferences.
• 👨‍💼 Considering upstream and downstream competitors can differentiate businesses in the market.
• 🥺 Partnerships with analogous competitors can lead to innovative solutions.
• 👤 Google and Facebook influence user expectations across various domains.
• 🧍 User experience design is crucial in standing out amongst competitors.

Questions & Answers

Q: What are the different ways to view competition according to Beverly Freeman?

Beverly Freeman discusses viewing competition through product, strategy, brand, and experience lenses, highlighting the importance of considering real-life factors.

Q: How does the product-centric approach differ from the experience-centric approach?

The product-centric approach involves comparing user experiences with competitors, while the experience-centric approach focuses on addressing real-life external factors that impact user interactions.

Q: Why is controlling for brand effects important in a product-centric approach?

Controlling for brand effects is crucial in a product-centric approach to ensure that user preferences are based on the actual experience and not brand loyalty.

Q: How can businesses differentiate themselves by considering upstream and downstream competitors?

By addressing upstream and downstream competitors, businesses can enhance user experience and attract new users who may be deterred by external factors, thereby gaining a competitive advantage.

Summary & Key Takeaways

• Beverly Freeman shares insights on viewing competition through product and experience perspectives.

• Product-centric approach involves comparing user experience with competitors.

• Experience-centric approach focuses on addressing real-life external factors that affect user experience.