Competitive audit

Goal: Compare the purchasing experience of each competitor’s app as a new user and a retu
Gener
Competitor type Location(s) Product offering Price
(direct or indirect) ($ - $$$$)
Variety of different quality
JavaMate Direct Canberra, Austraila $$
coffees
Rotating selection of high-
BeanTown Indirect Sundsvall, Sweden $$$$
end coffee
pp as a new user and a returning user.
General information
Website Business size Target audience
(URL) (small, medium, large)
www.javamate.coffee Large Working adults clientele
Higher-income
www.freshbrewed.bean Small who work in the suburbs
or from home

Unique value proposition
Offers a diverse variety of coffee
Offers a subscription mail-order service
First impressions
Desktop website experience
Outstanding
+ Website is well-designed and easy to use
Okay
+ Modern minimalist design
First impressions
Dedicated mobile app experience Features
Good Needs work
+ App is well-designed and easy to use
Good + One-click payment that remembers payment info
Outstanding
+ Modern minimalist design + One-click payment with fingerprint recognition
 UX
(rated: needs work, okay, good, or outstanding)
Interaction
Accessibility User flow
Good Good
+ Audio option
Oustanding for menu available in English and + Easy and useful order and payment processes
Good
+ Integrated with voice control software + Fun and easy to use for account holders
standing)
Visual design
Navigation Brand identity
Good Outstanding
+ Easy basic navigation
Okay + Strong brand identity including colors, fonts, style,
Good
- Some unfamiliar navigation patterns + Visual design communicates company ethos
 Content
Tone Descriptiveness
Sophisticated and informative Good
Engaging, concise, and informative + All key
Needs info is present
work
- Too brief at times