According to Norman Nielsen Group (2017), Benchmarking is a type of study that compares the product or brand with those of the competition (direct or indirect). This is also applied in usability, focused on user experience.
To achieve the best outcomes, it is essential to conduct the study immediately after finalizing the design briefing and establishing the project's objectives and guidelines. It is also important to revisit and follow up on this study throughout the project's duration.
Ideally, the study should be carried out by comparing the project with up to 10 products of the direct or indirect competition (but as a reference).
In other words, the first step is to plan the study in terms of the points to be taken into account and the benchmarks to be compared.
After collecting the necessary data, an analysis is carried out to identify the opportunities for improvement detected in the benchmarks.
Finally, when implementing the improvement opportunities found, it is necessary to follow up on the action plan throughout the project to ensure continuous improvement.
