Review: Create a competitive audit and audit report
評論：製作競爭分析及報告
You’ve learned that a competitive audit is an overview of your competitors’ strengths and weaknesses.
你已經明白競爭審核是對競爭對手優勢與劣勢的整體分析。
You’ve also reviewed the steps for conducting an effective audit.
你也已經了解了如何進行有效審計的各個步驟。
When conducted effectively, a competitive audit should:
有效進行時，競爭審核應該做到以下幾點：
Identify your key competitors
確認您的主要競爭對手Review the products that your competitors offer
評估並分析競爭對手所提供的產品內容Understand how your competitors position themselves in the market
了解競爭對手在市場上的定位方式Examine what your competition does well and what they could do better
分析競爭對手的優勢與可改進之處Consider how your competitors describe themselves
思考你的競爭對手是如何介紹自己的
An effective audit can help:
有效的審核能夠協助：
Inform your design process
指導您的設計流程Solve usability and accessibility problems
解決使用便利性與無障礙性問題Reveal gaps in the market
發現市場中的空白點Provide reliable evidence about whether designs work or not
提供有力的證據來證明設計是否可行Save time, money, and energy
省下時間、金錢與精力
In this review, you’ll explore an example of an effective audit for the CoffeeHouse project, including an audit report in which the audit’s findings are summarized and analyzed.
在本次回顧中，您將了解一個針對 CoffeeHouse 專案的有效審核範例，並查看一份總結與分析審核結果的審核報告。
When you create a competitive audit for your own portfolio project, use this example to compare and contrast your designs and grow as a user experience designer.
當你為自己的作品集專案進行競爭性審核時，可以參考這個範例來比較和分析你的設計，幫助你在使用者體驗設計師的道路上持續成長。
Outline competitive audit goals
明確設定競爭分析的目標
Before the CoffeeHouse app designer moves into the details of their competitive audit, they define their audit goals.
在 CoffeeHouse 應用程式設計師著手進行競爭審核細節之前，會先明確設定審核的目標。
Since the overall project is for the design of the CoffeeHouse app, the goal is to compare the in-app purchasing experience of each competitor.
由於整個專案是針對 CoffeeHouse 應用程式的設計，目標是比較各競爭者在應用程式內購買的體驗。
Once the designer chooses their goal, they write that goal in the cell in row 1 where it says “Competitive audit goal.”
設計師一旦確定目標，就會在第一列標示為「競爭審核目標」的儲存格中填寫該目標。
Goal: Compare the purchasing experience of each competitor’s app as a new user and a returning user.
目標：比較各競爭對手應用程式中，新用戶與回訪用戶的購買體驗差異。
Notice how the designer has created a very specific goal to focus on.
注意設計師如何設定了一個非常明確的目標以便專注。
They don’t want to know about user experience in general, but rather about users’ purchasing experiences.
他們不關心一般的使用者體驗，而是關注使用者的購買經歷。
And they don’t just want to know about users in general; they want to know about new and returning users.
他們不只是想了解一般用戶，還特別關注新用戶和回訪用戶的狀況。
Specific audit goals help designers generate more precise and useful findings.
明確的審核目標能協助設計師得出更精準且實用的結論。
Add competitor names and types to the template
在範本中加入競爭對手的名稱及類型
An effective audit should include three to five competitors, ideally a mixture of direct and indirect competitors.
一份有效的競爭審核應涵蓋三到五家競爭者，最好是直接與間接競爭對手的組合。
Designers typically identify competitors for their products by searching for similar products online.
設計師通常會透過在網路上搜尋相似的產品，來找出自家產品的競爭對手。
In the example, the designer enters competitors’ names in the “Enter competitor” cells in column A, which is located on the left side of the table.
在這個範例中，設計師會在表格左側 A 欄的「輸入競爭者」欄位中填寫競爭對手的名稱。
Importantly, notice how the designer records which competitor is direct and which is indirect in the cell to the right of the competitor’s name:
請特別留意設計師如何在競爭者名稱右側的欄位中標示該競爭者是直接競爭者還是間接競爭者：
JavaMate, a direct competitor
JavaMate，直接的競爭者BeanTown, an indirect competitor
豆城，一家間接競爭對手
As a reminder: 提醒您：
Direct competitors have offerings that are similar to your product and focus on the same audience.
直接競爭者提供與您的產品相似的商品，並且針對相同的目標客群。
Essentially, you’re both trying to solve the same problem.
本質上，你們雙方其實都在努力解決同一個問題。
Indirect competitors either have a similar set of offerings, but they focus on a different audience or have a different set of offerings and focus on the same audience.
間接競爭者可能提供相似的產品，但針對不同的客群，或者提供不同的產品，但目標客群相同。
By including both direct and indirect competitors in their audits, designers create a better picture of the full competitive landscape.
設計師在審核時同時考慮直接和間接競爭對手，能夠更完整地呈現整體競爭格局。
Add competitor information to the template
將競爭者資訊加入範本中
After listing competitor names in column and identifying the competitor type (direct or indirect) in column B, the CoffeeHouse designer adds important pieces of general information in Columns C–I:
在欄中列出競爭對手名稱，並在欄 B 標明競爭對手類型（直接或間接）後，CoffeeHouse 的設計師會在欄 C 到欄 I 填入重要的一般資訊
Location 地點
Product offering 產品項目
Price 價格
Website 網站
Business size 企業規模
Target audience 目標對象
Unique value 獨特的價值
With all this general information in place, the designer can quickly remind themself or inform others about key competitor details:
有了這些基本資訊後，設計師能夠迅速提醒自己或向他人說明關鍵競爭對手的相關細節：
JavaMate, a direct competitor, is a coffee chain that features a variety of fresh-brewed coffee and specialty drinks.
JavaMate 是一家直接競爭對手的咖啡連鎖店，主打多款新鮮現煮咖啡及特色飲品。BeanTown, an indirect competitor, is a subscription mail-order service that sends a monthly supply of roasted coffee beans to subscribers’ homes.
BeanTown 是一個間接競爭對手，提供訂閱制郵寄服務，每月將烘焙好的咖啡豆送到訂閱者家中。
Add research findings to the template
將研究結果加入範本中
After outlining their audit goals and competitor information, the designer downloads the competitor apps and reviews them carefully.
在確定審核目標和收集競爭對手資訊後，設計師會下載競爭對手的應用程式並進行詳細檢視。
This step takes empathy and imagination: The reviewer tries to imagine the perspective of each user type they identified in their audit goals: new users and returning users.
這個步驟需要具備同理心和想像力：審查者會嘗試從他們在審核目標中所識別的不同用戶類型——新用戶和回訪用戶——的角度來思考。
As they gather ideas and insights, they record their findings in the audit template.
在收集想法和見解的過程中，他們會將結果記錄在審核範本裡。
Notice how they group their findings to capture ideas about:
注意他們如何將發現進行分類，以便整理和捕捉各種想法：
Overall first impressions
整體初步印象Interactions, including accessibility, user flow, and navigation
互動體驗，包括無障礙設計、使用者流程與導覽方式Visual design, including brand identity
視覺設計，包含品牌形象識別Content, including tone and descriptiveness
內容，涵蓋語氣與描述風格
Within these categories of findings, the designer includes details about what works well, what could be improved, and whether the competitor meets the needs of their target audience.
在這些發現類別中，設計師會詳細說明哪些部分表現良好、哪些地方有待改進，以及競爭對手是否滿足其目標受眾的需求。
Notice how the “First Impressions” section of the spreadsheet is a high-level overview of the competitor’s products.
請注意，試算表中的「第一印象」部分提供了競爭對手產品的整體概覽。
There, the designer focuses on their feelings and impressions rather than on specific features and functions.
在那裡，設計師著重於自己的感受和印象，而非具體的特點與功能。
In the next sections—Interaction, Visual design, and Content—the designer goes into more depth.
在接下來的章節中，包括互動、視覺設計和內容，設計師將進行更深入的說明。
They evaluate positive and negative aspects of each category for each competitor, and they record their findings in the spaces provided.
他們會評估每位競爭對手在各類別中的優缺點，並將結果記錄在指定的欄位中。
To refresh your memory on evaluation criteria that's relevant to each category, revisit the Steps to conduct a competitive audit reading.
為了幫助您回顧與各類別相關的評估標準，請再次閱讀「進行競爭審核的步驟」這篇文章。
Analyze and summarize findings in a report
分析並整理調查結果，撰寫報告摘要
After adding their audit goals, competitors, and findings into their audit spreadsheet, the CoffeeHouse designer analyzes and summarizes their findings in an audit report.
CoffeeHouse 的設計師在將審核目標、競爭對手及調查結果記錄於審核試算表後，進行分析並撰寫審核報告來總結這些發現。
To access this report, see CoffeeHouse competitive audit report below.
如需查看此報告，請參考下方的 CoffeeHouse 競爭分析報告。
You can also click the link below and select USE TEMPLATE.
您也可以點擊下方連結，然後選擇「使用範本」。
Link to example: CoffeeHouse competitive audit report
範例連結：CoffeeHouse 競爭分析報告
OR 或者
If you don’t have a Google account, you can download the example directly from the attachment below.
如果您沒有 Google 帳戶，也可以直接從下方附件下載範例檔案。
CoffeeHouse competitive audit report
咖啡館競爭分析報告
Review of CoffeeHouse competitive audit report
咖啡館競爭分析報告評閱
In their audit report, notice how the designer summarizes their findings in eight categories.
在審核報告中，請留意設計師如何將調查結果歸納為八大類別。
It can be helpful to imagine these categories as questions an audit report should answer:
將這些類別視為審計報告需要回答的問題，會更容易理解：
What are your audit goals?
你的審計目標是什麼？
The designer imports their audit goals verbatim from their audit template spreadsheet.
設計師直接從審核範本試算表中匯入審核目標，完全照原文複製。Who are your key competitors? The designer describes each competitor in 1–2 sentences, including whether they are direct or indirect competitors.
你的主要競爭對手有哪些？設計師會用一到兩句話簡要說明每位競爭對手，並指出他們是直接還是間接競爭者。What are the type and quality of the competitors’ products? The designer describes what each competitor offers, making note of what they do well and what they could do better.
競爭對手的產品類型和品質如何？設計師會說明每位競爭對手的產品特色，並指出他們的優點與可改進之處。
Importantly, the designers’ answers here are both complete and relatively brief: no more than a short paragraph (2–5 sentences) for each competitor.
設計師在此的回答既完整又簡潔，每位競爭對手的說明都控制在短短一段（2 到 5 句話）之內。
How do the competitors position themselves in the market? The designer describes each competitor’s target audience in a few sentences, including the characteristics of their ideal customers (age, location, income, spending habits, and so on).
競爭對手如何在市場中定位？設計師會用簡短的幾句話描述每位競爭者的目標客群，涵蓋理想客戶的特徵，如年齡、地區、收入及消費習慣等。How do the competitors talk about themselves?
競爭對手是如何描述自己的？
The designer includes each competitors’ unique value proposition.
設計師納入了每位競爭者的獨特價值主張。
They summarize what each competitor claims about its offerings in 2–3 sentences.
他們用兩到三句話簡要概述每個競爭對手對其產品的說明。What are the competitors’ strengths? The designer briefly lists 2–4 things each competitor does particularly well.
競爭對手有哪些優勢？設計師簡短列出每位競爭對手特別擅長的 2 到 4 項能力。What are the competitors’ weaknesses? The designer briefly lists 2–4 things each competitor could do better.
競爭對手有哪些不足之處？設計師簡短地列出每位競爭對手可改進的 2 到 4 項要點。What gaps are there in the competitors’ products? The designer briefly identifies 2–3 gaps in the market that the competitors do not fill.
競爭對手的產品存在哪些不足？設計師簡要說明市場上競爭對手未滿足的 2 到 3 個需求缺口。
This category can include design or product features, customization options, accessibility elements, and so on.
這個類別可以涵蓋設計或產品功能、客製化選擇、無障礙設計等方面。What opportunities are there for your product to stand out?
你的產品有哪些機會能夠突出重圍？
The designer lists 2–3 opportunities for their product to stand out from its competitors.
設計師列出 2 到 3 個讓產品在競爭中突出的機會。
Finally, notice how the report builds on the audit findings in two ways:
最後，請注意報告是如何從審核結果出發，並以兩種方式進一步展開：
It distills and summarizes the findings into manageable chunks of information.
它將調查結果濃縮並整理成易於理解的資訊片段。
These chunks will be very helpful when the designer has to share their findings with others or convince stakeholders of their research insights.
當設計師需要與他人分享發現或說服利益相關者接受他們的研究洞見時，這些內容將非常有用。It states key trends, themes, and actionable insights that may shape the designer’s design decisions.
它說明了可能影響設計師設計決策的主要趨勢、主題及可採取的見解。
You can observe these features especially in the later parts of the report: strengths, weaknesses, gaps, and opportunities.
你可以在報告的後半段特別看到這些特點：優勢、劣勢、缺口與機會。
For example, under Gaps, notice how the designer observes that both competitors don’t remember past orders or favorites.
例如，在「差距」部分，設計師觀察到兩家競爭對手都無法記住用戶過去的訂單或收藏項目。
That gap is an actionable insight that the designer may use to help the CoffeeHouse app stand out.
這個差距提供了設計師一個具體可行的洞察，能幫助 CoffeeHouse 應用程式更具競爭力並突出特色。
So, under Opportunities, the designer suggests that CoffeeHouse include a quick and easy way for users to reorder previous orders.
因此，在「機會」部分，設計師建議 CoffeeHouse 提供一個快速且簡單的功能，讓用戶能輕鬆重新訂購之前的訂單。
Reflect on your competitive audit
回顧並思考你的競爭分析報告
In the next activity, you’ll create a competitive audit for your project portfolio.
在接下來的活動中，您將為您的專案組合進行競爭分析。
When you do, use the example above for guidance and comparison, and ask yourself the following questions.
當你進行操作時，可以參考上述範例作為指引和比較，並思考以下問題。
Does my competitive audit spreadsheet and final report:
我的競爭分析試算表和最終報告是否：
Identify three to six key competitors, complete with “direct” and “indirect” designations?
請找出三到六個主要競爭對手，並區分他們是「直接」還是「間接」競爭者Include clear competitive audit goals at the top?
是否在文件頂部清楚列出競爭審核的目標？Review the products that the competitors have to offer?
檢視競爭對手所提供的產品有哪些？
Include three to six features for comparing the businesses that are based on the competitive audit goal?
根據競爭審核的目標，包含三到六個用來比較企業的特徵？
Include an analysis of trends among competitors?
是否包含對競爭對手趨勢的分析？
Comment on how my competitors position themselves in the market?
請評論我的競爭對手在市場上的定位方式
Examine what the competition does well and what they could do better?
分析競爭對手的優勢與可改進之處Consider how the competitors describe themselves?
想想競爭對手是如何介紹自己的？Describe the competitors’ strengths and weaknesses?
請描述競爭對手的優勢與劣勢
Highlight gaps in the competitors’ products?
強調競爭對手產品的不足之處？
Identify opportunities where my product can stand out and make itself unique?
找出我的產品能夠突出並展現獨特性的機會？