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Chapter 10. Analyzing Your Competition > Conducting an Analysis

Conducting an Analysis

Conducting a features analysis is a basic, easy-to- follow process that can be expanded or scaled back depending on time, resources, and budget. Whether 20 hours or 200 hours, the process contains the same four steps: define the process, create a features list, conduct analysis and usability testing, and lastly, create a report. Use the accompanying chart as a guide. Modify as your time, resources, and industry dictate.

In-House Expertise

If you are part of an in-house web development department, chances are you are already exceedingly familiar with your industry. Most likely, you have spent considerable time browsing through competitor sites… but how long ago? If your research is more than a year old, your industry's online landscape has probably changed. Perhaps you have new competition. Perhaps your competition is no longer in existence.

Perhaps you are too close. Internal teams are often biased and would benefit by having an outside team's vantage point. Regardless of circumstance, being at the brink of redesign is a critical juncture at which the competition should be looked at closely … and as objectively as possible.



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