| A | B | C | D | E | F | G | H | I | J | K | L | M | N | O | P | ||
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1 | Competitive audit | Goal: Compare the user experience of each competitor's website | |||||||||||||||
2 | General information | UX (rated: needs work, okay, good, or outstanding) | |||||||||||||||
3 | First impressions | Website Interaction | Website visual design | Website content | |||||||||||||
4 | Competitor type | Product offering | Price | Website | Business size | Target audience | Unique value proposition | Desktop website experience | Features | Accessibility | User flow | Navigation | Brand identity | Tone | Descriptiveness | ||
6 | Caphalon | Direct | Cookware, Bakeware, kitchen tools and appliances | $$ | https://www.calphalon.com/ | Medium | Broad Audience | Selling a variety of cookware at different pricepoints in the same place | Outstanding + Easy to use + Very organized - A bit boring front page | Good + "Search by location and date" feature + map feature while browsing listing | Good + Clear navigation and information clasification - Website only available in English - Some pictures aren't compatible with screen reader technologies | Outstanding + Easy to find key info (menu, location, hours) + Database website layout, clear navigation | Good + Database website layout, clear navigation - Should add "I am flexible" option for user to be able skip input location | Good + Strong brand identity, including colors, font, icon, motion, and imagery. | Friendly and fun | Okay + All key info is present - Descrptive paragraphs tend to disapear when on mobile | |
7 | Material Kitchen | Direct | Cookware, kitchen tools and appliances | $$$ | https://materialkitchen.com/ | Small | Millennials | Very high quality and aesthetically pleasing pieces, good for gifting | Outstanding + Very beautiful and clean front page + Large eyecatching lifestyle pictures + Clear branding | Outstanding + "Create account" feature + "Search by location and date" feature + Seperated entry and features for diferent group of users suit different user needs | Good + Clear navigation and information clasification - Website only available in English | Good + Easy to find key info (location, home information) + Intuitive search process | Outstanding + Very easy to navigate + Familiar way to navigate | Good + Visual launguage focused on creating a trustworthy branding style | Serious and direct | Good + Good text hierachy - Some paraph is too long, not scannable | |
8 | Caraway | Direct | Cookware, kitchen tools and appliances | $$S | https://www.carawayhome.com/ | Medium | Millenials ang Young professionals | Popular, pretty, instagrammable cookware set | Outstanding + Very beautiful and clean branding + Engaging animations + Clear branding | Good + Seperated entry and features for diferent group of users suit different user needs + Live chat to boost interation | Okay + Website available only in English - Some pictures aren't compatible with screen reader technologies | Outstanding + Easy to find key CTAs, guilded process + Seperated entry and features for diferent group of users suit different user needs | Outstanding + Nav bar and live chat made a good combo to make sure user don't feel lost + Familiar way to navigate (e.g., slide) | Need Work + Clear color scheme and art direction - Inconsistent font size, - Insonsistent listing image ratio and resolution - no conbination of art form, only stock photos | Friendly and indirect | Outstanding + Easy to follow - Some paraph is too long, not scannable | |
9 | William Sonoma | Indirect | Anything from cookware, bakeware to furniture and home decor | $$$ | https://www.williams-sonoma.com/ | Large | Broad Audience | Selling a huge variety of high end homegoods from different brands in the same place | Okay + Engaging animations - Hard to scan through the site, header sizes are messy | Outstanding + "Search by location and date" feature + map feature while browsing listing + All kinds of possible user cases has a search filter | Outstanding + Website available in all kinds of languages in Google Translate + Content is compatible with screen reader technologies | Outstanding + Easy to find all the key information throughout the browsing process + guilded process including discribtive or iconic instruction | Outstanding + Deeply understand user goals and provide options for all of them + Familiar and intuitive way to navigate | Outstanding + Visual launguage focused on creating a trustworthy branding style + User generated visual content like house pictures are screened and systemetically presented | Friendly and direct | Outstanding + Easy to follow + Highky align with different kind of user need | |
10 | Nordstrom | Indirect | Multi brand clothing and accessories | $ - $$$ | https://www.nordstrom.com/ | Large | Broad Audience | One stop platform that sells over 400 different brands of clothing and accessories | Outstanding + database layout website + Clear filters and navigation | Outstanding + Map feature while browsing listing + Like feature allows user to not lost the highly interested homes | Good + Images of content are clear and legible - No obviouse changing languages on the page | Outstanding + Easy to find key CTAs, guilded process + Seperated entry and features for diferent group of users suit different user needs | Outstanding + Easy to navigate + Easy to switch locations and change filters | Outstanding + Strong brand identity + COnsistent trustworthy branding style | Indirect and professional | Outstanding + Concise and to the point + Focused on info relevant to target audience | |
11 | GAP | Indirect | Multi brand clothing and accessories | $ - $$$ | https://www.nordstrom.com/ | Large | Broad Audience | One stop platform that sells over 400 different brands of clothing and accessories | Outstanding + database layout website + Clear filters and navigation | Outstanding + Map feature while browsing listing + Like feature allows user to not lost the highly interested homes | Good + Images of content are clear and legible - No obviouse changing languages on the page | Outstanding + Easy to find key CTAs, guilded process + Seperated entry and features for diferent group of users suit different user needs | Outstanding + Easy to navigate + Easy to switch locations and change filters | Outstanding + Strong brand identity + COnsistent trustworthy branding style | Indirect and professional | Outstanding + Concise and to the point + Focused on info relevant to target audience | |
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