In this case, it is worth evaluating the interface of products (websites, applications, CRM systems), as well as its elements, such as colors, fonts, buttons, order fields.
You can also test landing pages, analyze the user’s path from the moment of choosing a product to payment.
As the main metrics, we recommend using customer engagement, satisfaction from using the site or application. It is also worth considering how often a person returns.
Lifehack: it’s worth taking a look at the reviews local marketing email list of a website or application, because it’s often there that users share positive and negative impressions of the interface and its convenience.
As in this case:
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Graphic design
When comparing graphic design, the competitors’ corporate style is usually studied: what fonts, colors and visual elements they use to create a recognizable image.
For example, Ozon has a red, blue and white color scheme, while Sber has green as a symbol of stability and reliability.
You can compare product packaging, advertising ethical and regulatory issues: campaigns, infographics and magazine designs, business cards and logos, presentations.
The metrics considered are sales dynamics. For example, after changing the corporate identity or product packaging.
Brand mentions on social media—likes, reposts, and comments—are analyzed to understand how people perceive visual elements.
Companies also assemble focus groups, conduct surveys and find out how the target audience perceives the brand, its logo and color schemes.
Industrial design
In the case of industrial design benchmarking, metrics mobile lead are used to evaluate the functionality of a product, its aesthetic properties and ease of use.
To do this, they usually examine color and proportions, the introduction of new technologies and standards, wear resistance, and the durability of the materials used.
Interior design and landscape design
Within the framework of functional and comparative benchmarking, it is possible to compare the tendencies and trends that competitors rely on in their work. For example, current styles, environmental friendliness, the use of smart technologies.
Also looking at:
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- the quality of the materials used in the furniture and plumbing, and how this affects the perception of the brand;
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- what design and 3D visualization programs do designers use;
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- what landscape projects are more in demand on the market;
- how the brand presents and positions itself on the website, at exhibitions and in social networks, as well as when presenting a specific project to a client.
Game design
Typically, successful games are analyz here: what makes them popular, what controls are convenient, what ensures interesting gameplay for players.
The overall visual style of the game, the engines used, memorable characters and, of course, the plot and the game world are also assessed.
Clothing design
The criteria for analysis in this case include studying popular trends and understanding how companies adapt design to the needs of specific target groups.
That is, fabrics and textures are compared, as well as the technologies used in the production of clothing.
Stages of benchmarking: how to organize work to obtain a quality result
First of all, we recommend starting from the goal – determining why you are conducting benchmarking.
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The final result of the work will be conclusions, a general report and an action plan for the implementation of the insights obtained.
Let’s look at all the steps in order.
Step 1. Defining the goal
Determine what results you want to achieve after benchmarking – for example, reduce the time it takes to develop a clothing collection, increase the company’s competitiveness and productivity, conduct research on advanced technologies and trends.
Of course, goals should be specific, measurable, achievable, concrete and time-bound (that is, the very same SMART)
Establish metrics to measure success – customer satisfaction, sales volume, etc.
For example: improve the ergonomics of the site and increase its traffic by 5-10% in 6 months.