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1 | Competitive Audit | Goal: assess products and services currently offered in the market for drone delivery of online shopped items. | |||||||||||||||||||||||||
2 | General information | UX (rated: needs work, okay, good, or outstanding -> See rating scale tab) | |||||||||||||||||||||||||
3 | First impressions | Interaction | Visual design | Content | |||||||||||||||||||||||
4 | Competitor type (direct or indirect) | Location(s) | Product offering | Price ($ - $$$$) | Website (URL) | Business size (small, medium, large) | Target audience | Unique value proposition | Desktop website experience | Tablet website experience | Mobile website experience | Mobile App experience | Features | Accessibility | User flow | Navigation | Brand identity | Tone | Descriptiveness | ||||||||
5 | Competitor #1 Wing | Direct | Canberra, ACT, Australia Christiansburg, VA, United States Helsinki, Finland Logan, QLD, Australia | Drone delivery of fresh food & drinks, over-the-counter pharmacy items, and local products; and drone flyer app for independent deliveries (autonomous aircraft and an automated navigation system) | $$ | https://wing.com/ https://wing.com/unmanned-traffic-management/ | Large | Business owners wanting to deliver their products with drones within their communities | Drone delivery using mobile phones for a simple & quick ordering process. Products are delivery directly to users' location within few minutes, safely, and sustainably by emitting less CO2 vs. ground transportation. In addition, their business model is focused at supporting local businesses. | GOOD + Emphasize short delivery time, diversity of shops/items available, and locations + Good use of large & real images + Effective use of illustrations to exemplify the value of drone delivery + Good details about how the delivery process works and characteristics of the drone + Inspirational messages + Advertisement to download the app - Inefficient text contrast (white on light blue) - Confused by the service since the offer delivery with drones as well as an app to help customers control/guide their own drone deliveries (no clear distinction) | OKAY + Consistent design + Good use of photo carousel to display locations + Good use of illustrations to exemplify content + Advertisement to download the app - Too much text on the screen in small font size - No good text contrast (white text over a light blue background) - Low quality of images - Small text is some sections, making legibility difficult | OKAY + Consistent design + Efficient display of the menu + Good use of cards to display products & providers + Advertisement to download the app - Same problem as in tablet website experience: small, white text almost not readable in light blue background - Dark hero image, not very clear what the messae is - Respective company brands are missing in the display of products - Submit button in forms is not labeled | OKAY + Large images improving the user experience + Visible time to delivery on items' cards - Company branding is not available/not very visible - Navigation buttons in the app is not visible/non-existent - No filtering option available | GOOD + Videos, images, and illustrations + Sign up form to keep users informed + Refences to other websites with more information - Filter not visible on mobile app, only search | OKAY + In various areas there is high contrast between images and background/ - Inefficient text contrast (white on light blue) - Small text is some sections, making readability difficult | GOOD + The page is mainly informational since users are displayed with images and the value of the service but don't shop directly there + It clearly explains the user how the drone delivery process works + Straightforward ordering flow in mobile app - It should be made clearer the two types of services: using their Wing delivery app vs. OpenSky drone flyer app | GOOD + Parallax effects and micro-interactions are useful to see images progressively + Enables users to find more detailed information "learn more" CTA + Efficient use of cards to show large & interesting images of productsavailable - Navigation in the app is not visible/non-existent | GOOD + Impactful images and clean/uncluttered design + Vibrant yellow background with dark large font combined with a white/light background with pictures and illustrations + It provides useful video content to illustrate the value and application of the product/service - White text on light blue background is not easily readable, especially for people with visual disabilities | Personal, direct, inspirationational | OKAY + Concise and engaging + Very detailed regarding safety and privacy issues - In some areas, it is too descriptive and the tone switches to formal and rather technical | |||||||
6 | Competitor #2 Kroger Drone Delivery | Indirect | Drone delivery only in Centerville, OH | Supermarket products delivered with drones: food & beverages, cleaning & household, electronics, toys & games, garden, healthy, beauty, etc. | $ | https://www.kroger.com/dronedelivery https://www.kroger.com/ | Large | Families and indivials looking for products for personal use/household keeping in OH/35 states in the USA | Make people's lives easier, highlight personal & community values such as honesty, integrity, respect, diversity, safety, and inclusion. Besides, this is one of the world’s largest retailers with nearly 2,800 stores in 35 states. | NEEDS WORK + Effective top navigation, with a large search area and a compact menu button + Good ads and practical use of cards to display items - Drone delivery is not heavily advertised on their website - The footer could have been better distinguished from the rest of the page - Coupons/special discounts are not visible/properly highlighted - The drone delivery page is mostly informative and contains a lot of text - Since the drone delivery option is only available in OH, they can make that visible and remove check availability - Users can't create an account, which blocks the shopping experience | GOOD + Consistent visual design + Good use of photo carousel and cards to display products + Product images are large - Not all icons are labelled - Address for delivery is not very visible - Offers on sale are not clearly visible | GOOD + Consistent visual design + Good use of photo carousel and cards to display products + Product images are large - Not all icons are labelled | GOOD + Visible filter & sort option + Good use of cards to display items + Good indications of savings and coupons + It supports multiple delivery options - No assistive technology available | OKAY + Large search bar + Good classification of products, not by brand but by type/specials + Information about food nutritional value - Nutritional information is not consistently displayed for all products - Reviews from customers (not for all products) | OKAY + Good contrast between text and background - No assistive technologies available | NEEDS WORK + Seeing product details is straightforward - Users have to register/sign up to be able to add items to cart - Blocked used flow when creating an account | GOOD + Products are presented directly on the home screen + Good use of breadcrumbs + Products are easily to find by accessing the menu or by scrolling the website - Icons are clearly labeled and are easily recognized/positioned at the top of the page | NEEDS WORK + Large and colorful ad sections + Vibrant blue contrasted with white and black font - Digital coupons don't have any background color/means to be recognized, and contain no image, not appealing for users - The tone of blue is not consistent with the brand's blue | Mostly direct and informal/personal | GOOD + Effective headlines and CTAs + Product details are inviting and extensive on information + Summary of nutritional facts - Combination between formal and informal tones | |||||||
7 | Competitor #3 Manna | Direct | Dublin, Ireland | Drone Delivery “As a Service” business, providing 3-minute delivery service to local producers | $$ | https://www.manna.aero/ https://oranmore.manna.aero/ | Medium | Business owners wanting to deliver their products with drones within their local sub-urban communities | Delivering within a 2km radius in less than 3 minutes, making 3-minute air delivery a reality, whether customers want food, medicine or anything else from their local community. | GOOD + Very simple website + CTA for users to access the mobile app + Large and inviting images + Useful micro-interactions that magnify the images while scrolling (fitting the purpose/illustration) - No call to action on hero image - The top navigation is minimal, indicating only a home screen, contact us, and newsroom - Images could show the different areas/business of application | OKAY + Large & impactful hero image, but no CTA - Large white space in menu section that is not being used - Too much text in button (homepage) - Mix of font on service description - Hierarchy is not optimized (need of better use of headlines) - Too much white space makes the page look empty - Maps don't have headings, thus, it is not clear what address is being displayed on each | GOOD + Consistent design + Large & impactful hero image, but no CTA + Animations are better supported - Large white space in menu not needed/could be better user for some branding - Text font color doesn't support legibility | GOOD + Good use of cards to display products and brands + Clear screen, easy to identify items and navigation + Order tracking displays actual drone location and estimated delivery time - White empty space at the bottom of the app could be removed/better used | GOOD + Clear CTAs + Large search button in app + Use of GPS to detect user location + Useful filter options - Webpage doesn't support search/filter options | NEEDS WORK - Text contrast not practical for readability - No assistive technologies available | OUTSTANDING + Since the website is informational mainly, the user flow goes around clicking the different sub-pages + The mobile app supports a straightforward user flow | GOOD + Simple and straightforward + Good use of micro-interactions to raise interest in user + Good signalization of navigation buttons in app (back, forward, menu) - Some buttons don't include a link to navigate somewhere else | NEEDS WORK + Large hero image calls attention + Good hierarchy on home screen + Inspirational video + Good use of iconography - Text font contrast on white background makes reading difficult - Images in animation aren't all of high-resolution - Long loading time, which creates a large white space without content | Technical and direct (website), personal (mobile app) | OKAY + Concise - Not detailed enough about the product/service (website) | |||||||
8 | Competitor #4 FLYTREX | Direct | Tel Aviv, Israel USA | Retail/e-commerce and home drone delivery | $$ | https://www.flytrex.com/ https://www.flytrex.com/#downloadApp | Medium | Families and indivials looking ordering products online and wanting home delivery within few minutes | First drone delivery service running in US suburbs, transporting food-to-go to their customers. Local shops are supported on every purchase. They use aviation grade certified drones to deliver goods, which makes them safe and fast. | GOOD + Modern and fresh look + Simple layout and visual design + Impactful hero image, supported by micro-interactions - The footer contains text that is difficult to read | GOOD + Consistent visual design + Clear large hero image, impactful - Text at the footer should be aligned | GOOD + Consistent visual design + Clear large hero image, impactful - Large empty space at the bottom can be removed | GOOD + Compact design + Good use of cards + Good bar navigation - Menu not clearly visible on all pages | OKAY + Simple menu - No search or online shopping supported on the website (mainly informational) | GOOD + Strong color contrast in main sections of the website - Assistive technologies are not provided - The footer contains text that is difficult to read | GOOD + Simple website, mainly informational, thus the user flow is well supported - They could incorporate shopping on their website | OUTSTANDING + Clear and straightforward website | GOOD + Good combination of colors (harmonious) + Good webpage structure | Friendly/casual, direct | OUTSTANDING + Concise and with relevant information (website) | |||||||
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