UX Competitive Analysis Template: Free step-by-step guide with examples, downloadable template, and best practices to boost UX now.
When I was asked to do my first UX competition analysis, I remember that an empty Google Sheet stared at the feeling as an eternity. I had some handful of competing apps open in a separate browser tab, my coffee got cold, and I think everyone could think:
“Where do I start from?”
If it seems familiar, you are not alone. Competitive analysis in UX can feel heavy because it’s not just about collecting data, it’s about explaining it, discovering opportunities, and making raw comparisons to action-rich insights.
It’s here UX Competitive Analysis Template comes to work. Instead of reinforcing the wheel, you can rely on a structured structure that guides you through the phase speed phase and provides helpful resources to make the process smoother.
In this article, I will drive you through all the things you should know:
- A free UX Competitive Analysis Template
- Effective how-to-use examples in the real world
- Best practice that I have learned (sometimes difficult ways) on the way
What is a UX Competitive Analysis?
In the core, a UX competitive analysis is about studying digital products from your rivals to understand how they provide design, composition, and user experience.
Think of it as a spy task: you look at the fence to see how the gardens of your neighbors are kept, what plants thrive, and how grieving is growing.
But unlike accidental snaping, UX competitive analysis is structured. You don’t just browse websites or apps speechlessly, you systematically compare features, flow, purpose, design, and even emotional resonance.
It answers questions like:
- How easily is my product compared to others?
- What are the functions of the industry and which are differentials?
- Are competitive users happy and where do they fall less?
- What opportunities can I inspire to exploit?
Why Use a UX Competitive Analysis Template?
Here is the case: without a structure, competition analysis can quickly spiral into chaos. I went there. You start lowering notes here and there, adding screenshots, writing very few comments in the margin… and before you know it, you drown in the ocean of disconnected comments.
A template solves that problem. It gives you structure, stability, and clarity. Instead of starting from the rip every time, you have a repetitive format to catch up:
- Competitors you analyze
- The features they offer
- Strengths and weaknesses
- Design and emotional items
- Availability and performance
- Opportunities and takeaways
Think of it as a checklist when packing for a trip. Without one, you almost always forget something important (such as a phone charger or toothbrush). ONE UX Competitive Analysis Template ensures that you cover all important UX angles and are not lost in noise.
The UX Competitive Analysis Template (Free to Use)
Here is a UX Competitive Analysis Template you can copy in Google Sheets, Excel, or Notes.
1. Competitive Observation
| Rival | Website/App | Type (Direct/Indirect) | Note |
| Rival A | [Add] | Direct | Popular in the target market |
| Rival B | [Add] | Indirect | Alternative solution |
| Rival C | [Add] | Direct | Strongly mobile appearance |
2. Comparison of Facilities
| Function / Efficiency | Your Product | Rival A | Rival B | Rival C |
| Onboarding Flow | ||||
| Guidance | ||||
| Search Functionality | ||||
| Ease of Use | ||||
| Mobile Responsiveness |
3. UX Assessment Criteria
Use (Good), (Needs Work), (Poor), or a 1–5 rating.
| Criterion | Your Product | Rival A | Rival B | Rival C |
| Visual Design | ||||
| Purposeful | ||||
| Material Clarity | ||||
| Ease of Use | ||||
| Performance | ||||
| Emotional Appeal |
4. User Flow (Functional Analysis)
| Task | Your Product | Rival A | Rival B | Comments |
| Create an Account | ||||
| Purchase Flow | ||||
| Contact Support |
5. Insights and Opportunities
- Competitor Strengths: Competitors are doing great
- Competitor Weaknesses: Where they are struggling
- Differentiation Options
- Quick Wins
- Long-Term Strategies
How to Use the Template (Step-by-Step Guide)
Step 1: Select the Right Competitors
Don’t just see the clear big players. Include:
- Direct participant (offers the same solution)
- Indirect participant (solves the same problem in a different way)
- Ambition competition (companies outside their niche, but with stable UX, e.g., Airbnb or Spotify)
Example: When I worked with a Fintech product, we not only analyzed the other Fintech apps. We also looked at Duolingo (for the gamified onboarding) and Slack (for wonderful subtle tone). This made our approach wider.
Step 2: Define Your Evaluation Criteria
Ask yourself: “What does most of our users mean?”
- B2B SaaS → clarity, efficiency, data visualization
- Consumer apps → happiness, simplicity, emotional commitment
Tailor your evaluation. A UX Competitive Analysis Template is not one-size-fits-all, it’s a skeleton you customize to your product.
Step 3: Analyze Key User Flows
Instead of being lost in every small detail, focus on 2–3 important tasks (e.g., registration, checkout, search). Compare how competitors handle them.
Example: I remember testing a travel booking app where the checkout process had seven (!) different screens. On the other hand, Airbnb streamlined it into three steps. That insight alone pushed us to simplify our own flow.
Step 4: Add Screenshots and Annotations
The text is good, but visuals make your analysis more powerful. A screenshot of an unorganized form speaks louder than any bullet point. Annotate with arrows, highlights, or comments to clarify insights.
Step 5: Extract Insights and Opportunities
This is the magic part. Raw data is not valuable until you translate it into action.
Ask yourself:
- What is baseline (industry standard)?
- Where can we differentiate?
- What competition weaknesses can we exploit?
- What can we use as a “Quick Win” tomorrow?
Real-World Example: Airbnb vs. Booking.com vs. Expedia
- Onboarding: Airbnb’s onboarding is minimal (just email + password). Booking.com overwhelms with too many options.
- Search: Expedia has powerful filters, but the UI looks heavy. Airbnb keeps filters simple and visual.
- Emotional Appeal: Airbnb sells “live like a local” with beautiful images. Booking.com feels more transactional.
Takeaway: If you’re building a travel product, combine Airbnb’s storytelling with Expedia’s depth, happiness plus power.
Best Practices for UX Competitive Analysis
After dozens of these, here’s what I’ve learned:
- Don’t overdo it. Focus on what matters most to your users.
- Update regularly. UX evolves fast. A template from last year is outdated.
- Look beyond features. UX is about emotions, trust, and happiness too.
- Include accessibility. Many teams forget this, but it’s a differentiator.
- Validate with real users. Test findings with real people whenever possible.
Why It Matters: Strategic Value
A competitive analysis is not just a design practice, it’s a strategic weapon. By systematically studying rivals, you don’t just catch up, you discover how to leapfrog them.
For me, the biggest mindset shift was realizing UX analysis isn’t about copying. It’s about learning what works, avoiding what doesn’t, and then creating something unique.
Key Takings
- Do you remember how I said I once stared at an empty sheet, not knowing where to start? That changed when I adopted a UX Competitive Analysis Template. Suddenly, I had structure. I didn’t need to remember what to include, I could just plug in data, compare, and zoom out to see the bigger picture.
- If you’re starting your analysis, grab the template, adjust it, and dive in. Think of it as your UX compass. You’ll not only save time but also gain clarity, highlight opportunities, and create experiences that don’t just meet expectations, they exceed them.
Additional Resources
- Sizing up the competition: How to run competitive analysis of user experience: Step-by-step guide with a downloadable UX template. Great for beginners and pros who need structure.
- How to do a UX competitor analysis + FREE template: Detailed walkthrough of the process with an actionable template and examples.
