Competitor Benchmarking
Designing reusable framework and processes for benchmarking.
Client
Confidential
Role
Experience Designer
Service
Process
User Research
YEar
2024
OverView
Our client asked us to investigate a way to benchmark themselves against their competitors. After our initial report was well-received they wanted to be able to commission reports on a regular basis for key areas of their platform. I worked closely with a senior experience designer to build out a framework and process to build benchmarking reports. The goal was to ensure that the process could be replicable, by anyone in our team, and still provide the most amount of value to the client. We landed on a report: That aimed to proactively monitor and benchmark our client against industry competitors. Identified competitor innovations, to ensure they remain competitive and responsive to industry changes and gather valuable insights for enhancements so that they can keep an innovative edge.
Presented and led stakeholder meetings Topic Guides Screeners User Research
The Challenge
To create a process and framework for benchmarking that removed personal bias and focused on scoring a range of competitors. Additionally, create reports that deliver key insights to clients, showcasing the depth and detail of our work while ensuring they are easily understood and actionable for a diverse group of stakeholders.
The Solution
Comprehensive and Actionable Reports: We created reports that focused on the usability of the site, the appearance, the efficiency and effectiveness of key features, and competitor innovations. The focus was on delivering actionable insights and clear recommendations. To remove bias, we triangulated data through various research methods and collaborated with team members. Visually Engaging Reports: I led the creation of visually impactful reports, using strong visuals, colour schemes, and graphs. I believe that well-designed reports not only enhance readability but also make complex insights easier to digest. Scalable Resources: We built reusable templates and guidelines for metrics and user testing, ensuring that our process could be replicated consistently by the team in future projects.
Report Overview: Started by aligning with the client on key features and conducting a reverse brief to ensure mutual understanding. Then conducted user research, populated metrics, analysed results, compiled the findings into a report and presented the report. Methodology: Expert Review: Assess each key section within the interface against recognized usability benchmarks and provide recommendations. Competitor Analysis: Explore and evaluate BetOnline's competitors, comparing design elements and functionalities, assigning scores based on criteria such as ease of use, visual appeal, and impact concerning business/user goals. Player Research: Interview players regarding their current experiences with BetOnline / competitor’s sportsbook to validate key learnings and recommendations of expert review and competitor analysis. Continuous Iteration: After each report, we iterated and refined our approach, incorporating client feedback to consistently enhance the quality and effectiveness of our reports.
Outcome
Expanded our contacts with the team at BetOnline, presenting to more stakeholders and different product teams wanting similar benchmarking reports for their areas of the product. Completed 7 benchmarking projects over the last year with plans to create more.
Continuous Improvement: Always asking, "What can we do better?" This mindset allowed us to collaborate with the creative team to make reports more visually engaging and informative. Client Feedback is Crucial: Regularly asking clients what they liked or didn’t like about the reports helped us refine our approach, ensuring that the final product met their needs and expectations. Process Iteration: Even with established processes and templates, there's always room for improvement. I consistently sought feedback from all team members to ensure that we were evolving and optimizing our approach.
