Understanding your user behaviour and usage patterns is critical (I know the word “critical” gets thrown around a lot in articles like this but seriously, it is important) in order to build a successful user experience. However, it is not the only type of research that your organisation could be conducting to guarantee the most successful experience for your users. During digital transformation projects, competitive research serves as a crucial tool for understanding market standards and user expectations. By uncovering what makes the competition “tick” you find inspiration and a sense of where your product is in the market place.
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