How to present a competitive audit
如何展示競爭分析報告

After researching direct and indirect competitors, and compiling those findings into a spreadsheet, the next step is sharing your insights with your team or client.
在調查了直接和間接競爭對手並將結果整理成試算表後，接下來就是與團隊或客戶分享您的洞察。
 

You can present your competitive audit as a written report or a slideshow presentation using software like Google Slides, Microsoft PowerPoint, or Apple’s Keynote.
你可以使用 Google 簡報、Microsoft PowerPoint 或 Apple Keynote 等軟體，將你的競爭分析以書面報告或簡報的方式呈現。
This course will teach you how to present your audit findings as a written report, but in the workplace you can choose from many different formats to demonstrate what you’ve learned to stakeholders.
這個課程會教你如何以書面報告呈現審計結果，但在職場中，你可以選擇多種不同的方式，向利益相關者展示你的學習成果。
In this reading, you’ll learn about some best practices for creating a slideshow presentation of your competitive audit findings.
在本篇閱讀中，您將了解如何製作競爭審核結果的簡報，以及一些最佳實務技巧。
 

Both written reports and slideshow presentations have their advantages.
書面報告和投影片簡報各自都有其獨特的優勢。
Slideshows are dynamic and visually engaging, but require more time and effort to create and rehearse.
幻燈片放映生動且具視覺吸引力，但製作和排練都需要投入更多時間與心力。
Written reports are more concise and less time-consuming to create.
書面報告較為簡明，且製作所需時間較短。
They’re an efficient way to communicate insights quickly when your audience doesn’t have a lot of time.
當觀眾時間有限時，這是一種能迅速傳達洞見的有效方法。
 

Later in the course, you’ll prepare to present a competitive audit for your portfolio project.
在課程後期，你將準備向他人展示你的作品集專案的競爭分析報告。
You’ll learn more about written reports when you get there.
你到了那裡會學到更多有關書面報告的知識。
Right now, let's explore some best practices for  presenting competitive audit findings as a slideshow presentation.
現在，讓我們來了解一些以簡報形式呈現競爭審核結果的最佳方法。
Ready to learn more?
想要進一步學習嗎？
Here we go!  出發吧！

Tips for your slides and presentation structure
投影片與簡報結構的建議

Every good presentation needs an introduction, so you’ll want to begin by laying out the goals of your competitive audit.
每一場好的簡報都需要一個引言，因此你應該先說明競爭審核的目標。
It’s also a good idea to outline your research questions, methodology, and  the features or characteristics you compared across competitors.
同時，說明你的研究問題、方法，以及你用來比較競爭對手的特徵或特性，會是一個不錯的做法。
Summarizing the purpose of your presentation makes it clear exactly what you're trying to learn about the competition.
總結簡報的目的，讓你明確了解自己想從競爭對手身上學習什麼。
Note that the example introductory slide below includes sections for an objective, research questions, and procedures.
請注意，以下範例的介紹投影片包含了目標、研究問題及流程等部分。

To organize your information for your audience, begin each section of your presentation with a slide that identifies the section’s topic (similar to a chapter title in a book).
為了讓觀眾更清楚您的內容，請在簡報的每個章節開始時，放上一張標示該章節主題的幻燈片，就像書中的章節標題一樣。
Stick to simple, clear visuals, like the bold text and solid background of the slide below:
保持簡潔明瞭的視覺設計，就像下面投影片中使用的粗體字和純色背景一樣

Next, summarize what you learned about your competitors’ products, and how they compare to yours.
接下來，總結你對競爭對手產品的認識，並說明它們與你的產品有何異同。
Be sure to point out where your product excels, as well as areas that need improvement.
請務必說明您的產品在哪些方面表現出色，以及哪些地方還有待改進。

As you organize your presentation, think about the most effective ways to present your insights.
在準備簡報時，請思考如何以最有效的方式呈現你的見解。
Keep the overall design as simple and clean as possible.
盡量保持整體設計簡潔明瞭。
Avoiding cluttered and confusing imagery makes it easier for your audience to follow along and focus on the important information.
避免使用雜亂且令人困惑的影像，讓觀眾更容易理解並專注於重要資訊。
Note how the example slide below outlines  the most important information and expands on it  in the section to the left:
請留意下方範例投影片如何列出最重要的資訊，並在左側區域詳細說明：

Finally, conclude your presentation with  a summary of key points and takeaways.
最後，請以重點摘要和主要收穫作為簡報的結尾。
As you learned earlier, competitive audits can compare up to 10 companies.
如同您之前所學，競爭審核最多可比較 10 間公司。
That’s a lot of information for your audience to take in!
這對你的觀眾來說資訊量太大，難以一次吸收！
A summary can refresh their memories by recapping the most important information.
摘要可以透過重點回顧，幫助他們重新記起關鍵資訊。
 

Presenting data effectively
有效地展示資料

The way you present your data can influence how your audience interprets it.
你呈現資料的方式會影響觀眾對資料的理解與解讀。
Keep in mind that different types of data lend themselves to different formats.
請記得，不同類型的資料適合使用不同的呈現格式。
For example, if your presentation has a lot of numbers or quantitative data, a chart or graph can help your audience grasp how the numbers compare to one another.
例如，當你的簡報包含大量數字或量化資料時，使用圖表能幫助觀眾更清楚地了解這些數字之間的比較關係。
To demonstrate a specific function or issue with a competitor’s product, consider including a screen recording in your presentation.
若要展示競爭對手產品的特定功能或問題，建議在簡報中加入螢幕錄影。
Finally, it can be helpful to include a rubric that explains the grading system you used in your audit.
最後，附上一份說明您在審核中所使用評分系統的評分標準，會對理解整體評分方式有所幫助。
For example, the rubric system used in the example audit graded the burger restaurants from “needs work” to “outstanding.” Using that rubric, each restaurant was rated on a scale of one to four in each category to create a final rating.
例如，在範例審核中使用的評分標準系統，將漢堡餐廳的表現從「需要改進」到「傑出」進行評分。根據這個標準，每家餐廳在各個類別中以一到四分的等級評分，最終得出總評分。

Delivering a strong presentation
進行一場有力且具說服力的簡報

Knowing what  to include in your presentation is only part of the process.
了解簡報中應該包含的內容只是整個過程的一部分。
As you prepare to present your findings, keep these tips for effective presentations in mind:
在準備呈現你的調查結果時，請記得掌握以下幾個有效演示的要點：

• Get feedback from your team. Share your report or slides with a trusted teammate ahead of time to get their take on how the information flows.
  向團隊成員徵求意見。事先將報告或簡報分享給信任的同事，了解他們對內容安排和資訊流暢度的建議。
   

• Limit the amount of text on your slides.
  減少投影片上的文字數量。
  Your slides should include just enough information to draw attention to important points.
  你的投影片應該包含足夠的資訊，讓觀眾能聚焦於重要的重點。
  Save the details for your speech.
  保存你演講的內容細節。
   

• Stick to the highlights.  聚焦重點內容。
  A presentation to your team or client should only focus on the highlights of your audit.
  向團隊或客戶的簡報應只聚焦於審核的重點內容。
  If you want to get into more detail, add them to the appendix of your presentation or create a written report.
  如果你想更深入說明，可以把這些內容放在簡報的附錄中，或是製作成書面報告。
   

• Use notes. An outline or note cards can help you stay focused, on topic, and on time.
  使用筆記。大綱或筆記卡能幫助你保持專注、緊扣主題並掌控時間。
   

• Practice ahead of time. Do a few trial runs before the big day to get comfortable with the content and pace of your presentation.
  提前練習。在正式場合之前多做幾次試講，讓自己熟悉簡報的內容和節奏。

• Use relevant graphics. Make sure any images and graphics relate directly to the topic of your presentation.
  使用相關的圖像，確保所有圖片和圖形都與你的簡報主題直接相關。
  Choose images and graphics carefully to ensure they enhance clarity.
  謹慎挑選圖片和圖表，確保它們能提升內容的清晰度。

• Keep your biases in check. Be aware of your own design biases and try to prevent them from clouding your judgment during the presentation.
  控制你的偏見。意識到自己在設計上的偏見，並盡量避免它們在簡報時影響你的判斷。

• Be able to defend your conclusions.
  能夠為你的結論提供有力的支持與說明。
  Make sure you have evidence to back up your conclusions.
  請確保你有足夠的證據來佐證你的結論。
  Use actual data and specific examples whenever possible.
  盡量使用真實數據和具體的例子來說明。
   

Presenting your research can seem intimidating, but remember that you are representing your users!
發表你的研究可能會讓人感到緊張，但請記得你是在為你的使用者發聲！
Competitive audits give you, your team, and your clients knowledge that will help create well-rounded product designs that work.
競爭審核能為您、您的團隊及客戶帶來寶貴的洞見，幫助打造兼具實用性與完整性的產品設計。
To ease your presentation jitters, check out  this article from Forbes for expert tips on connecting with your audience:  20 World-Class Presentation Experts Share Their Top Tips
為了幫助你緩解簡報時的緊張，建議你閱讀這篇福布斯文章，裡面有多位頂尖簡報專家分享與觀眾有效互動的實用技巧：20 位世界級簡報專家的最佳建議.