a compelling competitive advantage, a strong reason why a product is better than its competitors, a competitive edge, something that makes a product or company better than others, sustain a competitive advantage, keep your product better than competitors over time, user journey map, a visual plan showing how a user interacts with a product step by step, discoverability, how easy it is for users to find a feature or product, SEO (Search Engine Optimization), techniques to make a website appear higher in search engine results, Alexa rankings, a measure of a website’s popularity compared to others, gain an edge, get an advantage over competitors, target demographic, the specific group of people a product is aimed at, iterations, repeated versions or updates of a product or design, assumptions, things you believe to be true without proof, user onboarding process, steps that help a new user start using a product successfully, be convoluted, be confusing, complicated, or hard to understand, information architecture, how information is organized and structured in a product or website, in-depth analysis, very detailed study or examination of something, a sitemap, a visual or written map showing all pages or sections of a website, a comprehensive list, a complete, detailed list of items, visual design shortcomings, weaknesses or problems in the look and layout of a design

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