UX Deliverables and Assets

Competitive analysis is a valuable tool

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I recently took it upon myself to compare three online movie ticket purchasing websites: Fandango*, movietickets.com and Arclight Cinemas. By comparing the features, design, content and user flow of similar websites, one can gain invaluable knowledge about their own sites.

When you compare your website to what a competitive website is doing, you will learn:

  • What your website or experience is doing right
  • What your website or experience is doing wrong
  • What your competitors are doing right
  • What your competitors are doing wrong

This is a great jumping off point in improving your own website or experience.

This graphic only shows some some of the insights I discovered when comparing websites. My brief overview is below:

Comparative Analysis for movie sites as a User Experience learning tool and step in the process
Comparative Analysis is a valuable process for getting your website up to par. See what other websites are getting right and wrong, and you can modify your own website accordingly.
* At the time of publishing this post, Fandango had not yet released its redesigned website and mobile app. Therefore many of the specific features I discuss here will no longer be applicable. However, going this process was still a great learning tool.

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