Competitive Audit: Vasen

	A	B	C	D	E	F	G	H	I	J	K	L	M	N	O	P	Q	R
1		Competitive Audit Goal: Compare the user experience on our competitor's apps
2		General Information								First Impressions		Interaction				Visual Design	Content
3		Competitor Type	Location	Product Offering	Price	Website	Business Size	Target Audience	Unique Value Proposition	Website Appearance	Mobile App Appearance	Features	Accesibility	User Flow	Navigation	Brand Identity	Tone	Descriptiveness
4	1800 Flowers	Direct	United States + International delivery to over 30 countries including Denmark	Flowers, plants, gift baskets, food, keepsakes	$$	https://www.1800flowers.com/	Large	Middle class, older Americans	- A very wide variety of products - Dependable delivery	Okay - Very cluttered, there is a lot of information that feels irrelevant on display - An almost overwhelming amount of options	Good • Simple and clear homepage that allows you to immediately begin ordering flowers on a set day/time/occasion • Gift finder tab is very simple and clear - Categories page is a little dull and boring, would be better with photos instead of just words	Good • Gift Finder on homepage is convenient for busy folk • Lots of different categories to choose from • Help from a gift concierge by phone or chat • You can add a song & video to orders - No option for a custom boquet	Okay - Not able to change to language - Very small fonts may be difficult to see • Icons are clear and easy to understand	Good • Homepage takes you directly to the action, able to order immediately - Categories page is too cluttered, once you select a category you have to select a subcategory before you can see the options	Outstanding • Icons are very easy to understand • Navigation buttons on the bottom are clear and easy to use	Okay • Color palatte is purple and white & is consistent throughout the mobile and website - Font on the website differs from the app - Logo on website and app logo are different	Formal Business-like Wordy	Okay Item descriptions run long and go into a lot of detail. Could be much simpler
5	Bloom & Wild	Direct	International: United Kingdom, Ireland, France, Germany, Austria	Flowers, plants	$	https://www.bloomandwild.com/	Large	Hip millenials and Gen Xers living in Europe	- Modern floral arrangements - Cooler designs than other shops - Flowers that can be slid through a letter slot	Good • Feels very hip and modern • Lots of well spaced options to choose from - No search bar	Outstanding • Control bar across the bottom for easy access to different sections of the app • Colors are easier on the eyes than other apps	Good - The app and webite lack a search bar • If you save dates into your account calender, you get a store credit • Easy acces to help via phone or chat • Free personalized gift card, add your own photo	Okay - Unable to find a way to change language • Words are high contrast and legible	Outstanding • Possible to order directly from the homepage • Once you select an item, you are given to option to add on extras like chocolate • Delivery dates and custom card are asked for last	Outstanding • Very clear icons • Navigation bar at the bottom to easy move between sections • Possible to complete all necessary tasks from the homepage	Outstanding • The best of the lot • Color palatte, type, and logo are all consistent with the website • Includes small illustrations that give a more unique touch the the product	Conversational Friendly Casual	Outstanding Short but sweet, the perfect length
6	Ftd Flowers	Direct	United States + International delivery to over 70 countries	Flowers, plants, food baskets, balloons, stuffed animals	$$$	https://flowwow.com/	Large	Middle to upper class Americans	- A very wide variety of products - Dependable delivery	Outstanding • Very well layed out • Looks modern and expensive • Very simple to navigate at a glance	Good • Starts you off with delivery and occasion form immediately • Very clear and uncluttered, easy to read - Sidebar menu does very little - All Navigation must be done from the homescreen	Okay • Form on homepage will take you to items available on the selected date - No ability to include custom note, photo, or video with your order - Side bar only takes you to homepage or help page	Needs Work - Low contrast and small type are very difficult to see - No ability to change language	Good • Homepage allows you to immediately select a date and buy flowers • Search bar to easily find what you want - including the ability to search by color - Side bar doesn't allow the user to do much besides go to home screen	Good • Very clear iconography • Form on the page makes it easy to immediately complete the task	Good • Color palatte, font, and logo are consistant between website and app	Conversational Upbeat Professional	Good Short but descriptive Slightly feminine and bright sounding
7	Floward	Indirect	International: Kuwait, Saudi Arabia, Oman, Qatar, Bahrain, United Arab Emirates, UK	Flowers, plants, candy, home items	$$$	https://floward.com/	Large	Wealthy people living in West Asia	- Classy, elegant, expensive products	Outstanding • Simple, clean and elegant • Plenty of space in between items and categories	Good • Very simple layout, everything is on the home page • Clean and minimal design • Bright and clean photography - Set up more like a website than a mobile app	Needs Work • Features on the mobile app are almost identical to the website - There is no menu or navigation. Everything must be accomplished through the home screen. There is a search bar, but otherwise you just have to scroll down to find what you're looking for	Needs Work - Only two languages available, English and Arabic - No help/assistance options - Very small text would be difficult for vision impaired/elderly to read	Okay • All navigation takes place from the homepage - If a user wants to puchase multiple products at once, they'll have to keep going back and returning to the homepage to start again from scratch	Needs Work - Almost no navigation other than making a selection or pressing the back button	Okay • Color palatte is very minimal, mostly white and black • All fonts are san serif - Fonts on the app and website aren't consistent	Brief Formal	Needs Work Some product descriptions are very short and to the point, while others are too lengthy
8	Bleems	Indirect	International: Kuwait, Bahrain, United Arab Emigrates, Saudi Arabia, Qatar	Flowers, perfume, food, (clothing and home goods coming soon)	$$	https://www.bleems.com/kw/	Large	Busy people living in West Asia	- A wide variety of gifts for different occasions	Needs Work - Frustrating that you aren't able to see products without entering an address - Home page product assortment feels random rather than intentional	Okay • Clean, bright, and simple • Begins with a quick tutorial of the navigation - Unable to access products without entering in an address	Outstanding • Shop by category, occasion, store, or offers • Search bar navigation • Category and occasion sites are visually pleasing and easy to navigate • Option to favorite items	Needs Work - No ability to switch languages - Some text is very small and light	Needs Work - You have to enter an address before you're able to browse their selection (app & web) - No home button to take you back to the beginning if you click into multiple items, one after another	Okay • Home page has a very simple and easy to understand layout - No navigation menu at the bottom, everything has to be completed from home page	Good • Colors, fonts, and logos are consistent throughout mobile app and website	Very short Succinct Business-like	Needs Work Descriptions are very short and to the point, without any personality
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