Selligent/Marigold Engage: Competitive analysis
Problem
At Selligent we had a lot of fragmented resources on competitive analysis that was wide in scope, often focused more on the buyer persona than the end user, and not actionable.
The design team wanted competitive analysis more focused on specific products with an emphasis on UX and UI and actionable insights.
I was tasked with producing .pdf documents on several competitors initially of Selligent's Site module.
Outcomes
- Actionable insights
- More focused scope relevant to specific products and feature sets
- Accessible and easily maintained within the Design team
Methodology
I chose the SWOT methodology as it was my first time doing competative analysis in a structured way and based my research on that.
After creating the series of .pdf reports in keeping with the outcome of making the research more actionable I decided to use Selligent Marketing Cloud's (SMC) platform to create a web page online (essentially a single page application) with all the relevant information stored in lists (database tables similar to a prodcut catalogue) that could be updated in the SMC interface.
To answer the actionable insights outcome the feature filter was coded into the UI using tags on the features to dynamically add filters to the page.
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