Competitive Analysis of Siemens’ Competitor Websites
Roles: Usability Researcher
Project Summary
Project Context
Siemens EnergyIP, a leader in Meter Data Management (MDM), sought to improve potential customers' experience when accessing product pre-sales information. As the product website is often the first customer touchpoint, enhancing its effectiveness was critical for maintaining a competitive edge.
Objective
To analyze the usability, messaging, and customer journey on Siemens' and competitors’ publicly available information, identifying areas for improvement.
Role & Deliverables
Role Overview
Conducted in-depth usability studies and developed a competitive SWOT analysis.
Created buyer personas to frame insights from a customer's perspective.
Worked with product management, marketing, and user experience teams to deliver a comprehensive competitive analysis report.
Provided strategic insights that informed Siemens' marketing, product management, and website redesign initiatives.
Problem Statement
Challenge
The lack of an optimized website experience risked losing prospective customers and hindered Siemens' ability to communicate its value proposition effectively. Therefore, how might we understand how end users view Siemens' products using common web-based search methods.
Methodology
Approach
Buyer Persona Development:
Steve Baloma— Meter Operations Manager, seeks reliable long-term partnerships for MDM solutions but struggles with complex product ecosystems.
Data Sources:
Gartner Reports, Gartner Peer Insights, Allied Market Research, public materials, and competitor websites.
Key Steps:
Defining benchmarks.
Identified key competitors (Oracle, Itron, Landis+Gyr, etc.).
Benchmarked Siemens' product offering website against competitors in following categories: visual appeal, ease of navigation, and content relevance.
Identify Siemens' positioning against competitors using SWOT analysis.
Tools and Techniques
Comparative matrix for benchmarking scores (e.g., ease of use, visual appeal).
Keywords analysis for marketing differentiation (e.g., "low cost," "vendor agnostic").
Assessment of functional capabilities and marketing narratives.
Quantitative method of benchmarking and evaluating website experiences.
Key Findings & Insights
Key Competitors
Top competitors identified included Oracle, Itron, Landis+Gyr, and EnergyWorx. Competitors like Trilliant and SAP were noted as weaker due to limited usability and scalability.
Competitive Benchmarking
Strengths of Competitors:
Oracle excelled in customization and integration but fell short in pricing flexibility.
Landis+Gyr offered ease of use but struggled with delayed feature rollouts.
Siemens’ Differentiators:
AMI agnostic approach and proven integrations.
Scalability across electricity, water, and gas utilities.
Strong customer support and timeliness.
Website Usability Scores
Siemens scored 5/5 for ease of use and visual appeal, outperforming key competitors like Trilliant (2/5) and SAP (3/5).
Marketing Insights
Common phrases included "highly scalable," "real-time data," and "secure management platform."
Siemens uniquely positioned its product as “vendor agnostic,” standing out from the competition.
Proposed Solutions
Recommendations for Siemens
Website Improvements:
Simplify navigation and consolidate disparate web presences into a unified portal.
Highlight Siemens' unique features, such as vendor agnosticism and AMI library.
Customer-Focused Enhancements:
Provide guided product exploration tools for potential customers.
Increase accessibility of product datasheets and brochures.
Strengthen Messaging:
Emphasize Siemens' advantages in scalability, integration, and customer support.
Impact and Results
Outcome - Stakeholder Feedback
The Head of MDM Product House commented: “This was very eye-opening and really helped me understand how we can do better.” The results of this analysis were used to inform improvements within the product offering website.
Reflections & Learnings
Challenges Overcome
Navigating the complexity of Siemens’ product ecosystem.
Synthesizing diverse research sources into actionable insights.
Skills Developed
Competitive analysis and benchmarking.
Translating user research into strategic recommendations.
Cross-functional collaboration to align stakeholders on priorities.