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Competitive analysis

Competitive analysis—also referred to as competitor analysis—is the practice of evaluating the landscape for competitive products, services, and companies. By conducting a competitor analysis, you can learn about the market, what’s working and not working for your customers or potential customers, and where there are areas of opportunity for your company. The knowledge you gain from competitive analysis can then inform your product, marketing, and sales strategies and potentially your business strategy for the future.

Empathy map

UX professionals have a difficult task. They must create products beneficial to users they have never met or interacted with. To do so, it’s important to understand their users and help their colleagues do the same. An empathy map is a powerful tool that helps you do both. Empathy maps are visualization tools that allow you to articulate what you know about specific types of users. They empower you to create a shared understanding of user needs and help decision-makers with key judgement calls.

Journey map

CJMs are beneficial because they are infinitely adaptable. Teams of all kinds, from sales to engineering, use CJMs to solve problems and fill gaps. A basic map includes a specific persona, the steps beginning-to-end of the customer experience, and the potential emotional highs and lows. Other parts of the journey are optional and depend on your objectives.

Key trends

Make your business future-proof, plot trends together and create your future. Plot trends and foresights that matter to your organization. Future-proof your strategy.

Lean UX canvas

Lean UX Canvas gives you the big picture of what you are building, why you are building it, and for whom you are building it. You can quickly identify and fix potentially weak areas of your product and solve your business problems, creating an excellent, much improved and customer-centric product.

Opportunity canvas

Use the Opportunity Canvas when you already have a product and you’d just like to examine new features or capabilities. If you don’t have a product or revenue model in place yet, you may find a Business Model Canvas or Lean Canvas more helpful.

Proto persona

Whereas a classic persona builds on firsthand user research, a proto-persona is based on whatever insights you have, which can include secondhand study or even the well-informed hunches of a team of people. (Of course, if you have firsthand research to refer to, that’s ideal.) Proto-personas are less scientific and rigorous than traditional personas, but they can be equally useful for helping a team shift into a more empathetic mindset about users' needs.

Stakeholder map

Imagine you’re starting on a new project and want it to be as successful as possible. Who should you involve? Who should you keep updated? Who is likely to have questions or objections? These are all important questions that can arise as a project progresses, and which may lead to a phrase being derailed or delayed.


Your team can conduct a SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis in various situations, such as when you want to explore opportunities for new businesses and products, decide the best way to launch a product, determine what you can change in an existing business, unlock your company’s potential, or use your strengths to develop opportunities. The analysis is a useful tool whenever you need to develop a business strategy.

Value proposition

Precisely define your customer profiles. Identify your customer's major Jobs-to-be-done, the pains they face when trying to accomplish their Jobs-to-be-done and the gains they perceive by getting their jobs done.

Visualize the value you create. Define the most important components of your offering, how you relieve pain and create gains for your customers.

Achieve Product-Market fit. Adjust your Value Proposition based on the insights you gained from customer evidence and achieve Product-Market fit.