Competitive Matrix
Frontier Airlines
An Competitive Matrix (sometimes referred to as a "site matrix") is a inspection technique of the competitive landscape of sites within the client's specific industry that could potentially directly compete aginst the site that is being designed or redesigned. It is the process of analyizing the competitons sites and itenditfying key functionality, content and overall appeal of the site that make this type of deliverable invaluable to a project. The end result is often a Excel matrix file that typically gets designed into initial project pitches or responces to RFPs.
In Febuary of 2005 Campbell-Ewald asked me if I would be interested in conducting an expert review for the Frontier Airlines web site. The first task I undertook was to go through and identify the top airline sites within the industry and then identify the client's top competitors as they see them. From there I reviewed each site for known functionality and features documenting each one into a matrix for easy site to site compairison. In addition I also reviewed the sites for overall appeal in visual design, success in overall architecture and navigation, and easy to read content. Each site had it's pros and cons and the end document helped explain what was working and what was not within the client's industry. The results were integrated into Campbell-Ewald's RFP responce.
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22 KB Excel XLS