UX RESEARCH LAB

Competitive analysis table

The competitor matrix is for scoring and decisions: put your product beside direct rivals on shared criteria and see the gaps. It does not auto-scan rival sites — quality depends on the evidence and scores you enter.

Pick the evaluation type, add rivals and criteria, then fill the cells. Mark one column as yours so the summary and opportunities build below. Gather raw intel in the market research bot first, then score here and export a JSON backup.

Score 1–5 plus importance weight — for how well it is done.

Export, backup & print

Clearing browser data deletes your tables. For classwork or real projects, download a JSON backup and restore it later from the same file.

How to build a standard table

Competitive analysis means comparable criteria on real products — not brand guessing. Keep feature presence and quality scoring separate.

  1. Pick the evaluation type first: quality (1–5) or feature presence. Mark one column as yours from the start.
  2. Add 3–5 direct rivals. For each score, log a source and date under Evidence so the assessment stays defensible.
  3. Raise weight on criteria that matter to the audience. Convert opportunities into actions with an owner and due date.
Market research bot → Product design path →

Saved only in your browser. Nothing is sent to Nova Lab servers.

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Why you’ll love this

The competitor matrix turns scattered screenshots and slide notes into a decision-ready table of features, scores, and qualitative observations.

How to jump in

  1. Define products and criteria

    List rivals and the features that actually affect decisions.

  2. Score status and quality

    Mark presence/absence and capture quality notes.

  3. Summarize gaps and opportunities

    See where you lag, where you lead, and what hypothesis to test next.

What you walk away with

  • Feature matrix plus qualitative scores
  • Local storage
  • Useful for UX workshops
  • Pairs with persona and journey tools

Where it shines

Product research kickoff

Clarify the competitive field before ideation.

Class case studies

Show a decision table as evidence in critiques.

Backlog prioritization

Highlight must-have gaps versus rivals.

Quick answers

How many competitors are enough?

Three to five direct rivals usually beat an overcrowded matrix.

Should I compare features only?

No. Capture experience quality, perceived price, and audience fit in notes too.

Where is data stored?

Only locally in your browser on this device.

You’ll probably want these too

◇ Product Design →
Market research bot Structure market briefs and public rival copy — then send the output to the competitor matrix. Persona builder Build a product persona, style the poster, and print it for class or workshops. Customer journey builder Name the persona, lay out the stages, and watch emotion, pain, and opportunity shift at each touchpoint. Empathy map canvas Turn interview notes into the classic quadrants — says, thinks, does, feels — then collect pains and gains. Maps stay on this device.

All tools →