Here’s a ready-to-build competitor analysis template you can set up in Figma in the next 30 minutes. I’ve structured this so you can start collecting data immediately, then iterate on the design later.

Phase 1: File Architecture (Set This Up First)

Create 5 separate pages in your Figma file:

1. 📊 Dashboard – Executive summary & scoring
2. 🔍 Competitor Profiles – Deep dives on each competitor
3. ⚡ Feature Matrix – Side-by-side comparisons
4. 🎨 Visual Audit – Screenshots & UX patterns
5. 📝 Research Notes – Raw data & links

Phase 2: Build the Core Components

A. The Competitor Card (Master Component)

Create a reusable card for each competitor:

Figma Pro Tips:

• Use Auto Layout (Shift+A) so cards resize as you add content
• Create as a Component (Ctrl+Alt+K) to update all instances at once
• Add Component Properties for text fields (name, pricing, etc.)

B. The Feature Comparison Matrix

Set up a table using Figma’s Table Creator plugin (or manual auto-layout):

Action Step: Use boolean component variants for checkmarks (Yes/No/Partial) so you can toggle states quickly.

Phase 3: Data Collection System

The "Screenshot Wall" Method

On your Visual Audit page:

1. Create 4 frames (Desktop, Mobile, Tablet, Marketing Site)
2. Use the Figma Chrome extension or drag screenshots directly
3. Tag elements with Stickers (Red = Friction, Green = Delight, Blue = Innovation)

The "Tear Down" Template

For each competitor, create a frame containing:

• Hero Section analysis (messaging hierarchy)
• Onboarding Flow (3-5 key screenshots)
• Pricing Page (strategy notes)
• UX Patterns (navigation, search, CTAs)

Pro Tip: Use Sections (Shift+S) to group each competitor’s assets—this keeps your file searchable.

Phase 4: Analysis Frameworks (Insert These as Templates)

1. SWOT Grid (2×2 Matrix)

Use auto-layout grids to create:

• Strengths (Top-left): What they do better
• Weaknesses (Top-right): Gaps you can exploit
• Opportunities (Bottom-left): Market whitespace
• Threats (Bottom-right): Their moats

2. Positioning Map (X/Y Scatter)

• X-axis: Price (Low to High)
• Y-axis: Feature Complexity (Simple to Complex)
• Plot each competitor as a dot component with logo
• Add a quadrant label for "Where we want to play"

3. JTBD (Jobs-to-be-Done) Comparison

Create a list of user jobs/tasks and rate completion:

• 5 = Solves it perfectly
• 3 = Partial solution
• 1 = Not addressed

Phase 5: Make It Actionable

The "So What?" Dashboard

On your first page, add these sticky note clusters:

Immediate Actions (This Week):

• Fix onboarding gap identified in Competitor X
• A/B test pricing page layout (inspired by Competitor Y)

Strategic Opportunities (This Quarter):

• Build [Feature] – no one has this yet
• Target [Segment] – underserved by current solutions

Threats to Monitor:

• Competitor Z just raised $10M – watch their hiring
• New entrant with AI feature

Quick-Start Checklist (Do This Now)

1. Duplicate this structure: Create the 5 pages above
2. Pick 3 competitors: Don’t analyze everyone—start with your top 3
3. Set up the Component Library: Build the Competitor Card first
4. Install these plugins:
   • Notion (sync research notes)
   • Datavizer (create charts from your spreadsheet data)
   • Fig3D (if you want 3D positioning maps)
5. Schedule review: Block 30 mins Friday to update the matrix

Ready-Made Templates You Can Copy

If you want a head start, search Figma Community for:

• "Competitor Analysis" by UX Minimal (clean, minimal)
• "Product Strategy Kit" by Rahul (includes Porter’s Five Forces)
• "UX Benchmark" by Figma (official template, research-focused)

What specific industry or product type are you analyzing? I can help you customize the feature matrix and suggest the exact metrics you should track (SaaS metrics differ wildly from e-commerce or mobile apps).

Also: Are you doing this for investor due diligence, internal strategy, or design inspiration? This changes whether you should focus on financials vs. UX patterns vs. technical capabilities.

Building a competitor analysis in Figma is superior to using a spreadsheet because it allows you to see visual UI patterns, user flows, and branding side-by-side with data.

Here is a step-by-step guide to building a professional competitor analysis template in Figma.

Phase 1: Structure Your Canvas

Don’t just start placing screenshots. Organize your Figma page to make it readable for stakeholders.

1. The Header: Create a section at the top for the Project Name, Date, and Objective (e.g., "Objective: Audit checkout flows to reduce friction").
2. The Competitor Profiles: Create a row of "Profile Cards." Each card should include:
   • Company Logo
   • Target Audience
   • Value Proposition (What is their "hook"?)
   • Market Position (Premium, Budget, Disruptor?)

Phase 2: Build the Comparison Matrix (The Table)

Figma doesn't have a native "Table" tool, so use Auto Layout to make your template responsive.

• Step 1: Create a "Cell" component. Use a text layer inside a frame.
• Step 2: Group cells into a row using Auto Layout (Shift + A).
• Step 3: Stack rows vertically to create the grid.
• What to Compare (Columns):
  • Features: Do they have X, Y, or Z? (Use ✅/❌ icons).
  • Pricing Model: Subscription, one-time, freemium?
  • User Onboarding: Time to value, number of steps.
  • Tech Stack: If relevant (e.g., "Built with React").

Phase 3: The Visual Audit (Most Important)

This is where Figma shines. Create a section dedicated to side-by-side screenshots.

1. Screenshot Standards: Use a plugin like "Html.to.design" or take high-res screenshots of specific flows (e.g., the Sign-up flow).
2. The "Redline" Method: Use Figma’s arrow tools or red circles to annotate specific elements on the screenshots.
   • Example: Point to a button and add a comment: "Confusing CTA placement."
3. UI Component Breakdown: If you are analyzing a specific element (like a Navigation Bar), place all competitors' Nav Bars in a vertical column to compare spacing, hierarchy, and icon usage.

Phase 4: SWOT Analysis Component

For each competitor, create a simple 2x2 grid to summarize your findings:

• Strengths: What do they do better than us?
• Weaknesses: Where are users complaining? (Check App Store/Trustpilot reviews).
• Opportunities: What gaps are they leaving unfilled?
• Threats: What are they doing that could steal our market share?

Phase 5: Actionable Insights Summary

End your template with a "Key Takeaways" section. This prevents the analysis from being "just a bunch of pictures."

• Stop: What patterns should we avoid?
• Start: What "best practices" are we currently missing?
• Keep: What are we already doing better than everyone else?

Pro-Tips for Figma Efficiency

• Use Sections: Use the Section Tool (Shift + S) to group each competitor. This makes it easier for others to navigate using the "Prototype" or "Observe" mode.
• Interactive Components: If you’re presenting this, use Figma’s "Overlay" feature to show mobile vs. desktop views of the same competitor without cluttering the screen.
• Plugins to Help:
  • Html.to.design: Imports live websites directly into editable Figma layers.
  • Contrast: To check if your competitors are meeting accessibility standards.
  • Iconify: To quickly grab checkmarks or warning icons for your matrix.

Ready to get started?

To help me provide more specific advice or a custom layout idea, let me know:

1. What industry are you in? (e.g., SaaS, E-commerce, FinTech)
2. What is the specific goal of this analysis? (e.g., Redesigning a landing page, adding a new feature, or a general brand audit)
3. How many competitors are you planning to track? (This changes the layout from horizontal to vertical)