Competition sparks progress. Don't miss the opportunity to map what competitors do at each stage of the user/persona journey. This may require prior research on what competitors offer to their users.

Your map's phases and user goals help define the main comparison criteria before you start. You can always add more criteria along the way if necessary.

What are the benefits of evaluating your competitors?

• Prevent failures and learn how to avoid them
• Discover how competitors solve similar usability issues
• Discover competitors' strengths and weaknesses
• Learn about trends and innovations in your product field

The most effective ways to evaluate your competitors include:

• Using competitors' products and evaluating all the customer touchpoints and channels — the medium of interaction between a customer and an organization^[1]
• Read reviews about competitors' products on social media, mobile app stores, marketplaces, or similar resources
• Conduct usability testing of competitors’ products^[2]