Example Competitive Audit

	A	B	C	D	E	F	G	H
1		Competitive Audit		Smartify: Museum & Art Guide	Heard Museum	Art Institute of Chicago	National Gallery of Art DC	The San Diego Museum of Art
2		Competitive Audit		Indirect	Direct	Direct	Direct	Direct

3	Competitive Audit Goal	General information	Location(s)	Serves multiple galleries	Phoenix, AZ	Chicago, IL	Washington, D.C.	San Diego, CA
4			Product offering	Why invest in expensive devices when visitors bring their own? Smartify allows visitors to follow their own interests, with a choice of guides and tours available to download and instantly accessible via web app.	Includes 12 exhibition galleries, free guided tours, outdoor sculpture gardens, a renowned café, a contemporary art gallery and trading-post style shopping	...thousands of artworks in the museum’s collection—from our renowned icons to lesser-known works from every corner of the globe—as well as our books, writings, reference materials, and other resources.	150,000 sculptures, decorative arts, prints, drawings, photographs, and paintings in the National Gallery’s permanent collection	Broad permanent collection with particular strength in Spanish art ranging in date from 5000 BC to 2012 AD.
5			Price ($ - $$$$)	$	$$	$$$	$	$$
6			Website (URL)	smartify.org	heard.org	artic.edu	nga.gov	sdmart.org
7			Business size (small, medium, large)	Medium	Small	Large (Institutional)	Washington, D.C.	Small
8			Target audience	Everyone, All Ages	Everyone, All Ages	Students, All Ages	Everyone, All Ages	Everyone, All Ages
9			Unique value proposition	"Inspire, Educate and Entertain Your Audience with Smartify"	"Advancing American Indian art."	"...experience firsthand the beauty and power of art."	"What will these works inspire for you?"	"See where art can take you!"
10		First impressions	Desktop website experience	⭐⭐⭐⭐ + Extremely fast load time ± Heavy use of decorative video - may pose a problem on slower connections ± Doesn't seem to have a clear CTA but is not overwhelming. - Wants to know my location and log in before anything else	⭐⭐⭐ + Simple layout, easy to understand + All expected functions easy to find - Design looks a bit dated, doesn't really feel polished	⭐⭐⭐⭐ + Nice modern layout ± Average load time - Functional but just kind of bland in every way	⭐⭐⭐⭐🌟 + Fast load time + Perfect design, layout, typography, color, and image use	⭐⭐⭐ + Large visuals + Latest exhibits front and center ± Average load time - Video presentation seems low resolution - Had a few typos
11		First impressions	App or mobile website experience	⭐⭐⭐ + App is very polished and focuses on the art / scanning functionality immediately - Mobile website experience vastly different from desktop	⭐⭐⭐ + App loads instantly and is very fast, and has all the features of the desktop experience - Website is not mobile friendly so I feel like I am required to use the app on mobile	⭐⭐⭐⭐ + Website is mobile friendly and has same information as desktop experience + App runs quickly and supports multiple languages ± App doesn't seem to offer much more functionality than the website ± App languages should be automatically detected by system settings	⭐⭐⭐⭐🌟 + Website is mobile friendly and has same information as desktop experience + App is amazing, full 3D maps, information, everything + App has modes for remote and in-person experiences	⭐⭐ + Website is mobile friendly and has same information as desktop experience - App was not compatible with my phone
12		Interaction	Features	⭐⭐⭐ + Map Virtual Tour, Events, FAQs and Contact - Doesn't seem to be an easy way to get to the individual art gallery information areas	⭐⭐⭐⭐🌟 + Hours, Map Virtual Tour, Merch Store, Jobs, Events, FAQs and Contact	⭐⭐⭐⭐ + Hours, Map Virtual Tour, Merch Store, Jobs, Events, and Contact - No merch store or FAQs	⭐⭐⭐⭐🌟 + Hours, Map Virtual Tour, Merch Store, Jobs, Events, FAQs and Contact	⭐⭐⭐⭐ + Hours, Map Virtual Tour, Merch Store, Jobs, Events, and Contact - Difficult to find general info about the museum such as trustee information
13			Accessibility	⭐ + Language support - 85 lighthouse accessibility score - Site code breaks accessibility tools - Not all links and images are able to be accessed without a mouse	⭐⭐ + Does not break accessibility tools - 88 lighthouse accessibility score - Bad tab order - No content skip - No extra accessibility efforts	⭐⭐⭐ + Logical tab order + Many languages supported - 87 lighthouse accessibility score - Excessive tags due to automated search tagging - No content skip	⭐⭐⭐⭐ + Perfect tab order + Audio and language features - 86 lighthouse accessibility score - Some features are a little buried to access	⭐⭐⭐⭐ + Logical tab order + 95 lighthouse accessibility score - Very difficult to see where tab is on the page - Too many tabs (90!) consolidate repeated items
14			User flow	⭐⭐⭐⭐ + Site encourages exploration - App doesn't seem to have a clear CTA and is a little overwhelming	⭐⭐⭐ + Most activities easy and clear to complete - Buying tickets takes you completely off the site	⭐⭐⭐⭐ + Most activities easy and clear to complete - UI in ticket purchasing flow follows a very unusual order and makes it a little confusing to book	⭐⭐⭐⭐ + Able to find and complete any goals I have - Some activities took more clicks than I would prefer	⭐⭐⭐⭐ + Almost all information on one page so easy to scroll to where you need to be + Checkout process extremely simple and easy - Page is very long so depending on information sought it may take a while to get there - Checkout page goes to an generic-domained host that may not feel secure
15			Navigation	⭐⭐⭐⭐🌟 + Everything works as expected and I was able to find everything I was looking for easily	⭐⭐⭐⭐🌟 + Everything works as expected and I was able to find everything I was looking for easily	⭐⭐⭐⭐ + Almost everything works as expected and I was able to find everything I was looking for easily - Two tier menus are kind of strange to navigate, hierarchy doesn't make sense to me	⭐⭐⭐⭐ + Almost everything works as expected and I was able to find everything I was looking for easily -Some activities such as the map and hours do not have a dedicated link so I have to scroll for quite a bit to get to them	⭐⭐⭐⭐🌟 + Everything works as expected and I was able to find everything I was looking for easily
16		Visual design	Brand identity	⭐⭐⭐⭐ + Clear brand identity (colors, font, style, imagery, and photography) - Brand itself is somewhat generic for art galleries.	⭐⭐⭐⭐🌟 + Full of energy with strong typography and color + Good branding throughout experience	⭐⭐⭐⭐ + Clear brand identity (colors, font, style, imagery, and photography) - Brand itself is somewhat generic for art galleries.	⭐⭐⭐⭐🌟 + Traditional with strong typography and color + Meets the expectations for this gallery. - Possibly hard to adapt for a much younger audience	⭐⭐⭐⭐ + Clear brand identity (colors, font, style, imagery, and photography) - Presentation is slightly inconsistent in areas
17		Content	Tone	Generic	Simple and bold.	Braggadocio	Completely formal.	Somewhat formal and dry
18		Content	Descriptiveness	⭐⭐⭐ + Short and to the point. - No guidance for if you want to learn more.	⭐⭐⭐⭐🌟 + Descriptive bullet points for the short story + Additional longer articles if you want to know more	⭐⭐⭐⭐ + Medium length articles + Extra technical details if you need to reference them for research	⭐⭐⭐⭐ + Short and to the point. + Extra guidance for if you want to learn more.	⭐⭐⭐⭐ + Medium length articles + Extra technical details if you need to reference them for research
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