Competitive Research Template - Brooke Scibelli

	A	B	C	D	E	F	G	H	I	J	K	L
1	Template based on UX Strategy, by Jaime Levy: https://www.oreilly.com/library/view/ux-strategy/9781449372972/ch04.html
2	Company	URL	Purpose of the site	Target audience	Primary categories	Content types	Primary features/flows	Calls to action	Personalization	Visual style	Strengths	Weaknesses
3	List the company name here	Paste the URL here	What is the site trying to sell or communicate to its audience?	Who is the website trying to reach? What categories of people?	What are the top-level navigation categories? (These often signal what the company thinks are the most important or most valuable to their customers.)	List the types of content you find: text, videos, images, user-generated content (like comments), etc.	Experiment with the site. Where is it directing the audience to go? What do these primary flows highlight about the company?	What are the main buttons and urgent messages on the site?	What kind of personalization, if any, does the site offer? Are there different views for different user types? Is there member experience?	Describe the visual style and tone.	What do you think works well about this design?	What could be better about this design?

4	Case Study Company
5	Bikes Not Bombs	https://bikesnotbombs.org/bike-shop/	Purchase bikes and vintage bike parts. Connect user with the main shop website and mission of the organization.	Cyclists of a wide variety of biking experience, with a focus on those who ride and repair refurbished bikes, those on a budget, and those interested in bike mechanics, maintenance and transportation justice.	Home Complete Bikes Parts & Accessories Used Parts Repairs About Us/ Our Mission Blog	Images Text Blog Logo	Water bottles, custom bags, e-bikes, refurbished bikes, bike accessories, vintage & used parts. Highlights bike building & maintenance, promotes refurbishing bicycles.	Bikes & parts, buy a handmande bag with shop brand, shop ebikes, buy waterbottles.	Option to make an account to monitor order history. Different flows for users who build/maintain their own bikes versus users who are in need of a new bike.	A lot of blue, simple, dated, hard to read colors/contrast, inconsistant image styles (product listing image vs. image at shop), feels homemade/DIY.	Simple, direct. Because the online inventory is small users can figure out quickly if what they want is available or not.	More filtering, more approachable/fun look, more info about mission & where your money goes/ why users should choose them.
6	Competitors
7	REI Co-op	https://www.rei.com/	Sell outdoor gear and apparel and connect people to adventure resources.	Outdoor enthusiasts, hikers, campers, bikers, skiiers, etc. Upper/middle class, products are expensive.	Camp & Hike Climb Cycle Water Run Fitness Snow Travel Men, Women, Kids Deals Brands More	Images Text Icons llustrations Carousel of notifications Pop-ups User-generated photos Reviews Charts Q & As	Camp/Hike> search by activity or item. Encourages year round adventuring & needs for gear year round.	Spring arrivals, trying to sell new in-demand inventory, sign up for REI credit card and/or membership.	Member sign in, Shops near you, definitely a member experience, age & gender categories, REI Outlet is cheaper gear if on a budget (whole other webside).	Sleek & modern, outdoor/ scrapbook inspired, approachable/ familiar, social/community	Well categorized, easy to find & search for what users need & likely will find something they didn't know they needed.	A lot going on visually, could be simpler.
8	Landry's Bicycles	https://www.landrys.com/	Selling bikes online to a wide variety of riders, identify store locations, services & resources.	Anyone who rides a bike (adults, kids, commuters, mountain bikers, BXM riders, etc.), with a focus on suburban upper-middle class user with active lifestyle, emphasis on middle-aged demographic.	Shop Stores Fitting Services Resources Community Events Deals	Images Text Carousel of images Buttons Pop-ups User reviews	Shop> bikes Stores> shop in person Fitting & services> maintenance, etc. They seem to be about sustainable purchases, long-lasting bikes, safety	Shop, Spring Sale, Bike Buying Guide, Electric bikes	Shop location based on your location, account sign in for viewing order status	Dated, very New England, feels like its for middle-aged people, serious, patriotic (USA colors), made from scratch, reminds me of my childhood & family	Hosts a big inventory well, inspires desire to bike, caters to target user well	Lots of information & can feel overwhelming in places, stylistically feels dated, could be appealing to more users of different backgrounds/ages/etc.
9	Riverside Cycle	https://www.riversidecycle.com/	Sell bikes & services to riders. Connect cyclists to events, group rides, racing team, and store locations.	All bike riders, with added resources for the avid experienced rider and racer.	Shop Services Events Group Rides Team About Locations Contact Us	Logo Images Text Race stats Graphics Drop-down text User reviews	Shop> bikes/ accessories Services & Repairs Events, Group Rides, Team They seem to focus on bike buying & repairing and community events & racing competitions.	Seasonal sale, discount items. E-bikes. Gift cards. Indoor training.	Option to make an account to view order history, save information, special offers, save and share wish lists.	Pretty basic, fairly modern, simple. Has a mix of community photos and stock photos. Areas with large blocks of text, informational but overwhelming. Some helpful icons & charts.	Feel simple, intuitive and usable. Items and information feel like they're in logical locations. Colors and contrast feel very readable and accessible.	Logo and colors feel outdated to me. Too many local navigation items, could be simplified.
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