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Competitive audit
Goals: Compare the purchasing experience of competitor’s apps for new and returning users, who are looking to purchase pet food based on pet’s individual health and dietary needs
 Compare competitor’s apps for getting pet food delivered quickly and efficiently.
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General informationUX
(rated: needs work, okay, good, or outstanding)
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First impressionsInteractionVisual designCustomizable optionsDelivery
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Competitor type
(direct or indirect)		Location(s)
Product offering
Price
($ - $$$$)		Website
(URL)		Business size
(small, medium, large)		Target audience Unique value proposition Desktop website experienceApp or mobile website experienceFeaturesAccessibilityUser flow NavigationBrand identitySearch and filters customizationPet food customizationDelivery Ease & Efficiency
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PetPlate DirectNone, online storePersonalized gourmet meals for dog $$$$https://www.petplate.comMediumHigher income dog ownersCustom meals based on dog’s size, breed, allergies. 100% human grade ingredients, cooked freshGOOD
Large font, simple design
In-depth info on menu items and how purchasing works
Gives idea of pricing for each item
Some customizable options to build meals, with simple graphics
- Can’t purchase without account		OKAY
Similar to web, simple design with large font making it easy to find items
Great use of color, pictures, and modern font
No app for this brand
OKAY
Discount easily identifiable at top for new users
Loyalty program for returning customers, through referral codes and discounts
Inability to search and filter for pet food options
Not able to add things to cart and still browse site before checkout		NEEDS WORK
+ Large font is easier to read
+ Includes images of recipe beside each meal option
Not enough universal icons (cart/checkout, menu, search)
No search and filter options
No app, or ability to check order without internet connection 		NEEDS WORK
Clear description of their ordering process and then let’s you begin process on each page
Distinct buttons for ordering that contrast the look of others. Easy to find and start ordering process
Some list options appear that you can scroll through but you can’t. Must use buttons at bottom
Difficult to go back once started questions about pet
If you decide on different pet food option, difficult to go back and make another selection
Process pain point— Can shop but may have a problem at checkout because site doesn’t allow you to search zip codes they ship to before starting ordering process		OKAY
Simple website, concise menu options
Can navigate the site fairly easily
Can’t find cart or checkout button
No search options for quickly finding items		GOOD
Consistent branding across all platforms
Branding is in line with company values
Excellent use of image, image and icon placement, color, font
Logo cut off at bottom of each page
NEEDS WORK
Ingredient info available, but can not search for them to find it easier
No search or filter options
Cannot filter (or filter out) certain ingredients, such as allergens
NEEDS WORK
Ability to choose dog’s unique characteristics so that the meal is tailored to them
Limited meal options (only 4)
Only available for dogs
Can’t identify allergy or food sensitivity info
Can’t choose between food type (ie. Kibble, raw, freeze-dried, wet food) 		GOOD
Subscription based service, so users don’t have to worry about constantly ordering dog food
Delivered on a schedule, very efficient service
No options to see whether they ship to particular location/ zip code
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ChewyIndirectNone, online storePet food from over 2000 brands$$https://www.chewy.comLargePet owners with access to online Quick purchase and delivery from hundreds of brands online.OUTSTANDING
Good layout on site, easy to find items and categories
Excellent options to encourage purchase (customer recommendations, review system, discounts)
Highly customizable search and filter options
OUTSTANDING
Colorful and simple icons to easily find info
Returning users have faster ways to order at bottom & under each item
Excellent experience for new and returning customers (can find info easily as new customer, return customers can re-order quickly)
Accessibility options in search		Saves “My Pet” info and preferences OUTSTANDING
Universally recognizable icons beside text
Search accessibility: voice to text search, barcode scanner
24/7 phone or email support under “accessibility” in account options
Autoship & order history saved for more efficient ordering
Lengthy descriptions under list of search items for pet food items
OUTSTANDING
Flow from page to page seamlessly
Commands and motions through the page are intuitive
Movement from search to selecting, cart, and checkout is simple and straightforward 		OUTSTANDING
Easily navigate the site as headings and categories are well labelled and laid out well
Home page acts as starting point and includes all pertinent info and categories for getting started
Excellent use of color to categorize menu options
Visuals are modern and simpleOUTSTANDING
Voice and scan barcode options
Can sort results in a variety of ways (eg. Price, reviews, newest, etc.)
Can refine search based on very specific preferences (brand, special diet, lifestage, flavor, health, packaging type, etc.)
Allows for all different types of pets
Can only use filter option after initially typing in search
OKAY
Sell hundreds of brands so you can find a brand that sells pet food with customized preferences
Can choose food type (kibble, wet, dry, etc.)
They sell other brands, not customizable
Food is not fresh, ingredients can’t be changed or modified 		OUTSTANDING
Cart and checkout easy to find in app
Once item is added to cart, button pops up to bring you to cart and checkout faster
Autoship option. Users don’t have to worry about forgetting to reorder
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Petco Indirect1500 stores across US & Puerto Rico, online storePet food from over 776 brands$$https://www.petco.comLargeAverage pet owner of all agesConvenient locations, many choices in brands GOOD
Great rebranding, more modern simple colors
Rewards system and discount options
Lots of brand and food options, organized well
Many options for customizing search and filters
Can’t click on reviews under item; review system needs work		OKAY
Options to input pet info upon opening the app
 Simple icons to find pet and subcategories
Good layout of menu on mobile and app
“Back” button didn’t work when completing pet info page
Similar review button issue on app		GOOD
Saves pet information and tracks needs
Detailed descriptions with each item, with separate ingredients list
Most used menu options on bar on bottom for easy access (good placement of menu for app)
Reviews are not able to be accessed from the top when clicking star rating, need to scroll to bottom
 No loyalty program, discounts, or coupons easily found
OKAY
Barcode scanner in search
Pictures alongside item name and description
No other accessibility options in settings
OUTSTANDING
Each interaction from page to page, flows well into the other (user can make actions in the order they need)
Can easily add items to cart and checkout
New user experience good because you don’t need an account to purchase items
OUTSTANDING
Well organized app layout
Easy to find menu items, most important across bottom
Simplistic icons make finding items and categories easier
User review button should be clickable instead of scrolling to the bottom of the page (harder to navigate reviews)
GOOD
Simple design
Rebranding to keep to few colors; two-toned blues and white
Modern font, short descriptions
Potentially too minimalistic icons (outlines of animal)
Refine search based on a list of categories (weight management, brand, holistic, limited ingredient, etc)OKAY
Sells from almost 800 diff brands, many have dietary preference options
Choice between diff types of food (kibble, wet, etc.)
They sell other brands. Pre-made, not customizable
Ingredients can’t be modified for recipe 		OUTSTANDING
Delivery options given in cart, such as “same day" delivery, or autoship
Ability to save items for later. Choose items and purchase later with item saved
Fast delivery
New users can purchase as a guest”, without an account
- Unable to check shipping zip code coverage
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OllieDirect None, online storeHigh-quality fresh dog food$$$https://www.myollie.comMediumHealth conscious dog owners. Medium to high incomeHuman-grade dog food with no artificial flavors or fillersOKAY
+ Eye-catching visual design
Simple, clean, modern website and branding
Items for purchase have detailed information
Brand messaging extremely clear
- Experience for “new users” needs work; can’t view pricing or purchase without an account		NEEDS WORK
Clear and simple language
Easy to follow mobile site
No app for this brand
Menu on mobile should be organized directly on home page
Can’t get pricing and purchase food without an account		OKAY
Pet profile saves dog’s info
Customized meals based on your individual dog
New user discount
No search or filter options
No app for ease of use
There isn’t any discounts, or loyalty program for returning users		NEEDS WORK
Clear concise text descriptions
Large pictures of recipe beside items
No app or ability to check order without internet connectivity
No talk-to-text search or barcode scanner
They don’t use universal icons that would easily identify actions (ie. cart, menu, login/profile, etc)		NEEDS WORK
Website gives users an idea of what their service is and walks them through ordering
Can not purchase “as guest”, must complete user profile
Prices not listed until after you fill out user info. Could lead to less users completing purchase because of lack of info from the start
Can not make any selections and add to cart until they first collect user info
Users can’t complete actions in the order they want, with little to no flexibility. Can’t look at what types of customizations can be made before committing to giving user info 		NEEDS WORK
Action buttons are easily identifiable as they are in orange, making navigation easier
Simple web layout, easy to find categories across top menu
Don’t have all relevant subcategories in menu
There is no search option, for quickly finding items
Can’t find cart of checkout buttons
Inability to navigate to page to see what types of customizable options they allow for dog’s food		OUTSTANDING
Great layout and placement of pictures, text, and icons
Color used tastefully across website
Modern text and design
Perfect balance in amount of text; informative without cluttering page		NEEDS WORK
Ingredients info under each meal option
No search or filter options
Can’t sort food options
Add accessibility options to search
Unable to specify ingredients for recipe while searching		OKAY
Ability to choose to add or remove ingredients (eg. Allergy avoidance)
Fresh meals, with customized recipe to pet’s needs
Can’t find what ingredients you are able to customize with each recipe and how
No options for other types of pets except dogs
Limited meal options. 4 base options that can be modified 		OKAY
Subscription service. Better for returning customers so they don’t need to worry about reordering food
There isn’t a cart or checkout option, making ordering and getting delivered more cumbersome
Can only check delivery options once give all info, choose meal options, and work through site order makes you go through
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PetsmartIndirect1650 stores across US, Canada, & Puerto Rico, online store Pet food from over 430 featured brands$$https://www.petsmart.comLargeAverage pet owner of all agesConvenient locations, lots of brand and food optionsGOOD
Simple yet playful aesthetic
Strong and consistent branding
Well organized menu and category options
Customizable options based on pet’s age, health, diet, etc.
Useful review system
Too much text and clutter on item’s page (ie discount and points info). 		GOOD
Consistent branding
Smooth ordering process on app and mobile
Asks pet info for better recommendations
Excellent set up of app and menu
Cluttered info under each item with points and discounts 		Saves pet info for better recommendations OKAY
Use of universal icons in addition to text
Pictures beside each item
No talk-to text option in search
Could add barcode scanner for items		Autoship button beside each item in search to save user click-through of other pageOUTSTANDING
Simple and easy to read graphics make it easier to find menu options
Use of picture of pet and brands as main indicator of menu options is very useful
App layout is intuitive and user can quickly find what they need to
Navigation in search bar doesn’t always lead you to desired page, but does have filters to narrow search
OUTSTANDING
Colors have been limited to only menu categories and items for purchase. Makes app easier to read
Use of red for discounts and important info
Consistent branding across platforms and with design choices
Image icons near bottom of page are less clear as to what they are based on image alone
GOOD
Ability to search and filter food preferences
Saves recent search history
Sorting options in search and under menu categories
Can filter foods based on pet’s needs (ingredients, flavor, price, availability, etc.)
- More accessibility options needed in search 		OKAY
Sells from over 400 brands with lots of options for dietary preference options
Variety of food option types (kibble, wet, freeze dried, etc.)
Makes pet food for an array of different animals
Can’t customize food options as they are made by other brands
No options to add or remove ingredients based on pet’s needs		OUTSTANDING
Easily locate cart and checkout
Autoship directly from item list, without clicking on item (faster purchase)
Saves pet info for faster re-order. Good for returning customers
Can purchase “as guest”, no account required
All shipping info given under item, even before item is in cart
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The Farmer’s DogDirect None, online storeHigh-quality fresh dog food$$$https://www.thefarmersdog.comMediumDog owners looking for science-backed nutritional recipes. Medium to high incomeVet nutritionist created foods that are fresh and balanced mealsNEEDS WORK
Well laid out page, thoughtful design
Pet profile to determine best food for dog
Can’t view items they sell until signing up
Unable to make informed decision to sign up (lack of useful info)
Requires too much user info before committing to purchase 		NEEDS WORK
similar to website, great branding and design
No app for this brand
Poor experience for new users; can’t view items, prices, or purchase without creating an account		OKAY
Reviews found in main menu
New user discount
User profile, saves info
Pet profile gathers info about pet and their health and dietary needs
Doesn’t use universally used icons, such as cart
No search and filter options 		NEEDS WORK
FAQ page for user questions and concerns
Modern, easy to read font
No search accessibility options
No app, or ability to check order without internet connection
No search or filter options 		NEEDS WORK
Clear navigation from page to page (very directed)
Inflexible to user actions they may want to take, especially if they leave a page (can’t choose items and checkout easily)
Can’t purchase items as “guest”
Difficult to go back because website guides you through how you should order. 		NEEDS WORK
+ Easily identifiable action buttons
Prices not listed or easily found on website
Does not have “cart” or “checkout” options
Can’t find recipes or info on customization options 		OUTSTANDING
Unique images with animation as you scroll through page
Thoughtful presentation of recipe items
Clear and consistent branding throughout website		NEEDS WORK
No ingredient info or recipe info easily found
No filter or search options
Inability to sort recipes based on price, reviews, recommended, etc.
Add accessibility options to search
Unable to find number of recipe or meal options available
Not many meal optionsNEEDS WORK
Subscription based, delivered to home without hassle each month. Easy for returning customers
Can’t purchase “as guest”
No cart or checkout options. Takes longer to go through delivery options
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