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Competitive audit
Competitive audit goal: Compare the User Experience of Each Competitors snack ordering function
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General informationUX
(rated: needs work, okay, good, or outstanding)
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First impressionsInteractionVisual designContent
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Competitor type
(direct or indirect)		Location(s)
Product offering
Price
($ - $$$$)		Website
(URL)		Business size
(small, medium, large)		Target audience Unique value proposition Desktop website experienceApp or mobile website experienceFeaturesAccessibilityUser flow NavigationBrand identityToneDescriptiveness
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Marcus TheatersDirectGurnee
Movies, Concessions, Dinners
$$$www.marcustheatres.comLargeMiddle Class FamiliesSpacious seating, luxurious feel, premium brandOkay
+ Visually Appealing
- Long load times on the food menu		Okay
+ Site is more responsive on mobile
- animation glitches when new elements appear on screen		Okay
+ Custom Pickup times/dates
- Menu is segmented and requires load times to view all items		Needs Work
+ High Contrast and Legible font
- Menu is only available in english
- Limited pictures of products
- No inherent text to speech options		Needs Work
+ Picking theater and pickup time/date is straigtforward
- Whole menu is hidden behind catagories, leading to lots of load times for a diverse order		Okay
+ Clearly Interactable Buttons
- Menu subcatagories require side scrolling on mobile		Okay
+ Consistent use of colors and fonts
- Inconsistent use of accurate product pictures		Enthusiastic at times, serious and to the point other timesGood
+ Size and calorie content for most items listed
- Lacking description for specialty items (popcorn addons)
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AMC TheatersDirectVernon Hills
Movies, Concessions, Dinners
$$$https://www.amctheatres.com/food-and-drinkLargeUpper Middle Class Fmailies, Movie buffsLuxurious seating and artisan filmsGood
+ Visually Appealing
+ Website is responsive
- No way to filter theater selection by state
Good
+ Website is responsive
+ Pictures scale to screen size well
- No way to back out of a snack selection
- Theater selection menu is worse on mobile		Good
+ Custom pickup times for snacks only
+ Allows users to log in at multiple points
+ Offers SMS reminders
- Full food menu requires PDF download		Needs Work
+ Large Clear Photos
- Menu only available in english
- Menu is not compatible with screen readers
- Cart is on a 7 Minute timer		Good
+ Menu Drop downs show all options
- Cart/Checkout does not present any payment info/ pickup time selection in the top half of the page		Okay
+ Clearly interactable buttons
- If the cart times out it brings you back to the theater homepage instead of back to the menu
- No way to back out of a snack selection on mobile 		Okay
+ Consistent use of fonts and colors
- No branding at all on the menu		Very straigtforward, no real description of foodOkay
+ Lists calorie content of snacks
- No description of most food items
- Cart text is very dry
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CinemarkDirectKenosha
Movies, Concessions, Dinners
$$www.cinemark.com/LargeMiddle Class FamiliesFood delivery to your seat, lots of optionsOutstanding
+ Visually Pleasing
+ Responsive
+ Full Menu Is presented		Okay
+ Responsive
- Side Scrolling Menus for snacks
- Site is cluttered at times		Outstanding
+ Allow you to get snacks deliverd to your seat
+ Ticket ordedring is part of the process
- No custom pickup times if not delivered to seat		Okay
+ Large clear photos of all products
- Menu is only available in english
- Seat Selection is green - No Color Blind mode		Outstanding
+ Page order sequential
- Cart only allows you to delete whole food order, hides editing order behind another button		Good
+ Easy to return to previous steps
- unable to remove individual items from cart without going back to the menu		Good
+ Consistent use of language, colors, and fonts
Welcoming and friendlyOutstanding
+ descriptions present for every item on the menu
+ Calorie content is clearly displayed before adding to cart
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AlottaboxIndirectOnlineConcessions$$https://alottabox.com/products/customizable-movie-snacks-boxMediumStay at home movie goersdelivery of common movie snacks to your homeGood
+ Visually Appealing
- Snack Selection organization is lacking		Good
+ Visually Appealing and responsive
- Checkboxes are distractingly different		Okay
+ Allow delivery as a gift
+ Large snack selection
- Only one size box available
- Allows you to pick more items than you are able to order per subcatagory		Okay
+ Compatible with a screen reader
- No product pictures
- Only available in english		Good
+ Linear Order/ snack slection process
- No way to edit the box while in cart		Good
+ Only 3 Pages from site landing to checkout
- No way to edit the contents of the box once in the cart, you have to start over		Needs Work
- No Brand Identity 		Friendly and enthusiasticNeeds work
- No Product descriptions for individual snacks
- No calorie information
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