| A | B | C | D | E | F | G | H | I | J | K | L | M | N | O | P | Q | R | ||
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1 | Competitive audit | Goal - To compare the user experience and features of each competitor's mobile app and responsive website. | |||||||||||||||||
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 | Mobile app and responsive website experience | Features | Accessibility | User flow | Navigation | Brand identity | Tone | Descriptiveness | ||
5 | Roots of Empathy | Direct | Headquarters at Onatrio, Canada. Locations in other Canadian provinces and several countries worldwide. | Physical training empathy-based programs in elementary schools and childcare centres. | Charity/ NGO | https://rootsofempathy.org/ | Small | Children between the ages of 5-13, Kindergarten to Grade 8 in urban, rural and remote communities. | Reached 1.2 million children around the world by using trainned volunteer instructors and invited community families into classrooms to demonstrate the power of a secure attachment relationship between infant and parent – the first and most powerful model of empathy. | Good + Easy to navigate and find information. - Not an outstanding website visual design. | Good + Fully responsive - Clustered Menu items on dropdown without dividers. - No Dedicated Mobile App. | Okay + Uses Breadcrumbs on pages - No contact form, only phone numbers of staff to call. - Absence of search bar or icon | Okay + Website available in two languages + Use of Heading Hierachy - Images on the website are not very sharp - Website isn't compatible with screen reader technologies | Okay + Easy to find the main menus - No search icon or button, only the side bar menu to navigate through the website. | Outstanding + Easy to navigate + Clear indication of clickable elements | Okay + Clear font, Images and art direction - Unclear color scheme. | Friendly on the section for kids and art display. Serious and controlled on the section for information outside the main program. | Good + Necessary description. - Not all key information is present, list of schools and child care centers where they operate does not exist. | |
6 | LingoKids | Direct | Madrid, Spain | Pre-school learning app with up-to-date curriculum that features Lingokids empathetic and infectiously funny proprietary characters. | $14.99 per month on app | https://lingokids.com/ | Small | Kids between the ages of 2 to 8. | Preschool and school aged contents that help children in each of the four key areas of childhood development – cognitive, social, emotional and physical. | Outstanding + Visually appealing imagery and colors. + Website specifically designed for target audience. + Content categoized by age | Good + Fully responsive + Dedicated mobile app + Consistent Visual Designs across all platforms + Smooth checkout process + Content categorized by age + Available on App store, Google Play and Amazon App store. - Adverts on free version. | Outstanding + Search icon + Create account for kids with parental guidance + Seven social media presence + Online payment feature. | Outstanding + Available in three languages + Videos have audios, subtitles and animation gestures. | Good + Fun to use + Easy to find key information. - Paid subscription to get full access to app content | Outstanding + Narrator and visual cues guidance for kids to easily navigate. | Outstanding + Clear brand identity of fun and play kid's learning app + Consistent brand identity, including colors, font, style, motion, imagery, and photography across devices. | Friendly, inclusive, colourful, fun and visually appealing. | Outstanding + Necessary description + Easy to follow. + Focused on info relevant to target audience | |
7 | PBS Kids's Daniel Tiger's Grr-ific Feelings | Direct | United States | Free access to media content and community-based experiences that support learning for young children. | Free | https://pbskids.org/ | Large | Kids between the ages of 2 to 8. | App for helping young children learn about their emotions- especially if they happen to be Daniel Tiger fans | Outstanding + Visually appealing imagery and colours + Easy and fun to navigate through the website + Good use of images, audio and cue arrows on the Home Page + Contents on the home page are categorized in block of cards. | Good + Responsive and consistent website design on all platforms. - App not available on Play Store | Good + Videos and Games feature - The search bar not on Home page. - Some features are accessed from redirected pages. | Outstanding + Available in two languages + Metadata for screen readers to provide auditory descriptions of onscreen navigation + Text-to-speech elements + Optimized text-to-background color contrast. + Descriptive audio + Closed captioning | Good + Fun and easy for kids to use - It would be difficult for adults to find key info like menu, location because the website is mainly focused on target audience. | Outstanding + Clear indication of clickable elements + Very intuitive enough to navigate | Outstanding + Strong brand identity, including colors, font, style, motion, imagery, and photography. | Friendly, inclusive, colourful, promising and comforting. | Outstanding + Easy to follow + Short and straight to the point + Focused on info relevant to target audience | |
8 | Kids Learning Tube | Direct | United States | Online educational resource for kids. | Monthly subscription fee on app | https://www.kidslearningtube.com/ | Small | Kids of all ages | With a followership of up to 1.76 million subscribers from all over the world, KLT's mission is to educate kids of all ages with original music and animation. | Good + Colourful and easy to find information. - The website does not have an appealing visual design that is essential to grab the attention of their target audience. | Good + Fully responsive + Has a dedicated mobile app that is available on App store and Google Play. - Mobile app with in-app purchases. | Good + Subscribe form for subscribers + 'Shop' feature - Search bar or icon not available. | Okay + Use of hierarchical headings on the website. + Videos make use of corresponding audio and text. - Website only available in English - It isn't compatible with screen reader technologies | Okay + Good use of call to actions - Too much content on the home page. - Search bar not available to easily find what a user is looking for. | Outstanding + Easy to navigate + Clear indication of clickable elements | Good + Clear use of brand colours on the website elements. + KLT's video style gives the brand a unique identity that can easily be noticed by users. | Commercial, educative, colourful. - More like an e-commerce kids's website than a kid's learning website. - Content looks too serious and seems to target more adults than kids. | Okay + Content for target audience exists. - Website redirects to the personalised Youtube page for more video content. - Some information are not focused on learning which should be the main goal for their target audience. | |
9 | Youtube Kids | Direct | United States | Video app and website for children. | Free | https://www.youtubekids.com | Large | Preschool age to age 12 | Provides a more contained environment for kids to explore YouTube and makes it easier for parents and caregivers to guide their journey. | Good + Good website design for target audience. + Relevant content according to kid's age group on the home page. + Right use of visually appealing imagery and colours. + All videos are displayed in colourful block of cards on the home page. - No integrated tool to select another language on the mobile app | Good + Fully reponsive + Relevant content according to kid's age group on the home page. + Excellent Visual design + Consistent design across all platforms. - No integrated tool to select another language on the mobile app - Adverts on the mobile app. | Good + Search bar and icon feature + Individual user profile feature for each kid. + Parental control feature | Good + The app works with both Android’s accessibility feature, TalkBack, which gives accessibility support for blind and low-vision users and iOS accessibility feature that gives VoiceOver support for blind and low vision users. - To access the videos in a particular language, a user would have to select content in specific languages or can change the language of the actual app through the device or browser settings. No integrated tool to select another language on the app. | Outstanding + Easy to find info through the search bar or menus. + Fun to use. + Excellent user flow. | Outstanding + Very easy to navigate + Clear indication of clickable elements | Outstanding + Strong brand identity, including colors, font, style, motion, imagery, and photography. | Friendly, inclusive, colourful, fun, creative and visually appealing. | Outstanding + Video content only + Easy to follow + Focused on info relevant to target audience | |
10 | Udemy - Increase Your Empathy Learn How to Communicate with Empathy | Indirect | United States | Online course on empathy. | Paid subscription | https://www.udemy.com/course/get-started-increasing-empathy/ | Large | Young Adults Learners | Accessibility, customization, convenience, price, cost reduction, and brand/status. | Outstanding + Right and essential amount of information on the website. + Easy to navigate through the website. + Good use of images, audio and accessibility features. + Contents on the home page are arranged in block of cards. | Outstanding + Fully reponsive + App design is clean and easy to use. + Easy to navigate through the app. + App available on Apple App Store and Google Play | Good + "Create account" feature + "Checkout" feature + Search bar and icon feature + Video and Article lectures feature | Outstanding + Available in eighteen languages + Website and mobile app are compatible with multiple screen readers and accessibility tools. + Many courses include machine-captioned subtitles available in several languages. + Closed captions are also available on some courses. | Outstanding + Easy and useful order and payment processes + Straightforward user flow + Search by category and the search filter enables good user flow experience. | Outstanding + Easy and basic way to navigate + Clear indication of clickable elements | Good + Clear use of brand colours on the website and app. + Not an outstanding memorable brand identity. | Professional, direct, educative and informative. | Outstanding + Despite the large volume of content, it is still very descriptive and necessary fo target audience. + All the key information for first-time and regular users are available. | |