Competitive Benchmarking and User Insights for IT Software Provider
Competitive Analysis and User Interviews
What are users’ experiences across 5 key use cases, how do competitors measure up, and how do users expect platforms to change over the next 5 years?
Our client had developed a north star vision for their product, and they wanted to user research to support their next steps and define recommendations to define and elevate the user experience.
This project was completed with another agency, and, due to an agreement, the name of the end client’s name — a global IT platform — cannot be disclosed.
Project Approach
Approach
We developed a comprehensive competitive analysis framework to evaluate each product offering. Collaborating closely with a Subject Matter Expert, I conducted detailed walkthroughs of each product to understand its features and positioning. Using the framework, we systematically assessed and rated each product.
To complement this analysis, we performed a lightweight review of third-party research, including analyst reports, peer reviews, and product marketing materials, to identify industry trends and benchmarks.
Finally, we conducted 30 in-depth user interviews—20 with users of competitive products and 10 with users of the client’s product—to gather actionable insights and refine our understanding of user needs and perceptions.
Outcomes
To meet the client’s request for competitive research, I conducted a detailed analysis of each product, evaluating their strengths and weaknesses across various use cases and identifying where each product had a clear advantage.
Following the user interviews, we delivered a comprehensive report synthesizing all findings. This report highlighted additional use cases uncovered during the interviews, including insights into how competitors were leveraging AI and the pivotal role of Microsoft within the user ecosystem.
Our analysis revealed several strategic opportunities for the client—some aligned with their north star vision and others that offered unexpected avenues for growth. These insights provided actionable direction to refine and enhance their platform strategy.
Impact
The research findings significantly influenced the design concepts we developed and presented to the client. These concepts incorporated predictive AI to enhance user efficiency and demonstrated ways to integrate transparency into how the platform utilizes AI, aligning with user expectations and trust principles.
Our research was presented to the client’s executive team, including the CEO, where it sparked engaging discussions and was met with enthusiastic approval. Several months later, we were invited to share the research with additional team members, as the client began integrating our findings and recommendations into their strategic planning. The continued interest and excitement underscored the value and relevance of the insights we delivered, shaping their vision and driving actionable outcomes.
Lessons Learned
This project offered a valuable opportunity to refine how AI can enhance the synthesis of complex research. Managing both the user research and SME walkthroughs provided me with an in-depth understanding of the data, but the sheer volume of insights required a strategic approach to synthesis. By leveraging AI tools, I was able to organize and analyze the data more efficiently, uncovering patterns and connections that might have taken significantly longer through manual methods alone.
AI acted as an accelerator, enabling me to focus on deeper analysis and strategic insights rather than being bogged down in repetitive tasks. This experience not only enhanced the overall quality and speed of the deliverables but also reinforced the value of combining human expertise with AI capabilities to tackle large-scale research projects effectively. It demonstrated how AI can be a powerful ally in transforming raw data into actionable insights, a lesson that will shape my approach to future projects.
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