| A | B | C | D | E | F | G | H | I | J | K | L | M | N | O | P | Q | R | ||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
1 | Competitive audit | Analalyze strenghts and weeknesses of the competitor's product. Come up with ideas how to improve de designs. | |||||||||||||||||
2 | General information | UX (rated: needs work, okay, good, or outstanding) | |||||||||||||||||
3 | First impressions | Interaction | Visual design | Content | |||||||||||||||
4 | Competitor type (direct or indirect) | Location(s) | Product offering | Price ($ - $$$$) | Website (URL) | Business size (small, medium, large) | Target audience | Unique value proposition | Desktop website experience | App or mobile website experience | Features | Accessibility | User flow | Navigation | Brand identity | Tone | Descriptiveness | ||
5 | BritishRedCross | Direct | UK | App and website that offers first aid instructions and training | $ | https://www.redcross.org.uk/first-aid | Large | People who need first aid instrctuctions in all types of emergencies | "We believe in the power of kindness." | Good + 2 categories for first aid: adult, baby and child - Important information is not easy to find | Good + Pleasant UI - The main categories for first aid are not presented on the home screen | Outstanding + Video, and built-in emergency call features + "Start timer" feature - The video opens full-screen when clicked | Outstanding + Use of color and text is accessibility-friendly - Missing search feature and speech control | Outstanding + Intuitive | Outstanding + Great screen layout choice + Easy navigation | Outstanding + Strong brand identity reflected throughout design + Consistent design + About us page + Link to the website | Calm and friendly | Outstanding + Everything is clearly described + Design does not overwhelm the user | |
6 | NHS | Direct | UK | Website that offers first aid instructions | $$ | https://www.nhs.uk/conditions/first-aid/ | Large | People who need first aid instrctuctions in all types of emergencies | "Many deaths could be prevented if first aid was given before emergency services arrive." | Good + Everything is clearly described - The information is not categorized for easy access | Good + Everything is clearly described - The information is not categorized for easy access | Needs work - No features presented | Good + Legible font + Color choices meet WCAG guidelines - No video and images on the website | Good + Intuitive - Information is not categorized | Good + Text hierarchy draws attention to important sections - Sections of the page could be divided to access them separately | Good + Simple and intuitive - Lacking visuals | Formal, to-the point language | Good + Every topic is described very well - Missing images and videos | |
7 | Baby and Child BritishRedCross | Indirect | UK | App and website that offers first aid instructions to help babies and children | $$$ | https://www.redcross.org.uk/first-aid/learn-first-aid-for-babies-and-children | Large | People who need first aid instructions for babies and children | "We believe in the power of kindness." | Good + Many categories for first aid instructions - Need to scroll to see important information | Good + All first aid categories are presented on home screen - Need to scroll to see the categories | Outstanding + Video feature presented | Outstanding + Legible font + Color choices meet WCAG guidelines + Videos on the page support accessibility | Outstanding + Intuitive | Good + Information is categorized - Important links are not above the fold | Good + Strong brand identity reflected throughout design + Minimalist design + Consistent color choices | Calm and friendly | Outstanding + Information is clearly described + Videos provide additional clarity | |