Score every competitor against the stories your user actually has. A grid: your user stories down the side, competitors across the top. Score how well each alternative serves each story, and the gaps become your roadmap and your positioning in one move.
A competitive analysis that starts from the user rather than the feature list. Down the side go the user stories you learned from research — “as a [who], I need to [what] so that [why]”. Across the top go the real alternatives, including the spreadsheet and doing nothing. Each cell is scored on how well that alternative serves that story. The pattern in the grid tells you three things at once: where every competitor is strong (table stakes you must match), where they are all weak (your opening), and which stories nobody else has even noticed (your category).
Built for: Product managers and founders deciding what to build first, and anyone writing a competitive slide that needs to be true.
Work the boxes in the numbered order. The order is the method.
Your user stories, from research: as a [who], I need to [what], so that [why].
Every real alternative — direct, indirect, the spreadsheet, doing nothing.
0 = not served · 1 = partial · 2 = served · 3 = served exceptionally
Yourself, scored today, not the roadmap.
Columns of 3s are table stakes; rows of 0s are your opening; rows that disagree are contested.
The free edition is the whole canvas — nothing held back except the watermark. The pack is for people who will run it more than once and want it clean, in Miro, with the full guide.
The full canvas at A3 with every prompt, and a two-page quick guide. Watermarked with the DSH mark, otherwise complete.
Print at A3 landscape. Or open the PDF in Miro / FigJam as a board background.
All five canvases, clean and print-ready, with the full walkthrough guides. Buy once, use it in every workshop you ever run.
Secure checkout by Lemon Squeezy. Instant download. VAT handled at checkout. Single-team licence — run it on your company and your clients, don't resell it.
The full guide in the pack adds what good looks like for each box, a worked example, the agenda and the mistakes.
Take the gap rows into the Category Design Canvas (they are your problem statement) and the table-stakes rows into the UX Strategy Canvas as constraints.
Yes — both editions. Run it in your workshops, your company and your client work. The one thing you can't do is resell the files or upload them to template marketplaces.
A light tiled DSH mark and the site address across the sheet. Prompts, boxes and layout are identical to the pack version. The preview above is the free edition.
The pack includes a 4K PNG of each canvas. Drop it on a board, lock it, and put sticky notes on top.
Pack buyers get every new version of every canvas by email. The free edition is always the current version on this page.
Stop competing in someone else's category. Name your own.
Four rings from what they see to what they feel.
The clever “how” between a business goal and a design team.
Design the person first. Then the agent that serves them.