Part 2 - Competitive Audit Report

Google UX Design Cert ifi cate

1. Competitive audit goal(s)
Compare the experience between other grocery delivery apps (names are changed from
real-world services/apps - InstaCart , GoPuff , Walmart , and Wegmans)
2. Who are your key competitors? (Description)
- InstaShop: delivery service that lets you buy from multiple local stores - all-in-one
option that shows *all* stores in a local area
- GoSnack: convenience store delivery
- BigMart Delivery, delivery specifi cally from BigMart using in-house service
- Vigman’s Pickup & Delivery, store-specifi c ordering with delivery provided through
InstaShop service
3. What are the type and quality of competitors’ products?
(Description)
- InstaShop: app is very much an “everything and the kitchen sink” mentality showing
grids of butt ons to select a store, and then massive lists of categories, items, etc.
allowing you to fi nd literally anything
- GoSnack: app is very focused on smaller snack orders, with banner ads for “what
you’re craving” with things like candy, ice cream, etc. It’s very single-minded in its
focus
- BigMart Delivery: integrated into their normal site/app functions, and comes with the
same benefi ts and drawbacks as their main app (large selection, but diffi cult to
navigate)
- Vigman’s Pickup & Delivery: Local NE US grocery chain with in-house order pickup
and delivery provided through InstaShop system integration. Keeps the polished
interf ace of their main store site/app, but with added functionality
4. How do competitors position themselves in the market? (Description)
- InstaShop: They position themselves as a companion service to any/all local grocery
stores, including integration with EBT payment for those on SNAP
- GoSnack: They position themselves as a very focused single-purpose ordering app
with everything streamlined for quick, smaller orders
- BigMart Delivery: they position themselves as being THE biggest store in the country,
treating themselves as the one-stop-shop for everything
- Vigman’s Pickup & Delivery: similar to (but narrower than) BigMart ’s approach, they
position themselves as being THE number one choice for quality in groceries Part 2 -
Competitive Audit Report
Google UX Design Cert ifi cate
5. How do competitors talk about themselves? (Description)
- InstaShop: as mentioned above, they talk about themselves as being the number one
delivery service for groceries, no matt er where you shop normally
- GoSnack: they lean into the “snack service” aspect by talking about “what you’re
craving” or “what you’re in the mood for” referring to candy, ice cream, etc.
- BigMart Delivery: their one-stop-shop approach is demonstrated not through any
specifi c branding, but just through how they present their inventory. Very hands-off
approach.
- Vigman’s Pickup & Delivery: all of their advert ising, banners, etc. lean into the quality
of their groceries and how it relates to the shopper’s health and wellness
6. Competitors’ strengths (List)
- InstaShop: broad availability not linked to a specifi c store
- GoSnack: speed and ease of use
- BigMart Delivery: you really can get anything, not just groceries
- Vigmans Pickup & Delivery: uses InstaShop’s robust backend, top-tier quality in all
items available
7. Competitors’ weaknesses (List)
- InstaShop: breadth can lead to some user frustration if you need to pick a diff erent
store, for example. Also overwhelming amount of choice at times
- GoSnack: selection is limited, while they have “groceries” it’s in smaller sizes
- BigMart Delivery: single store, amount of info is overwhelming and can be confusing
to determine what can/can’t be delivered
- Vigmans Pickup & Delivery: single store, focus on quality means selection can be
limited at times
8. Gaps (List)
- InstaShop: very few, “gold standard” of the industry, but info overload can make it
hard to determine what you’re gett ing (i.e. 5oz package vs 10oz package) without
looking at item details, which takes more time
- GoSnack: stock availability and fi nding more niche items is diffi cult at times Part 2 -
Competitive Audit Report
Google UX Design Cert ifi cate
- BigMart Delivery: interf ace can be confusing and counter-intuitive with some items
not being clearly labeled as available for delivery, which can change entire order from
delivery to shipping without buyer realizing it
- Vigman’s Pickup & Delivery: similar problems to InstaShop, can be diffi cult at times to
fi nd details on items you’re looking at, esp diff sizes/options for same item
9. Opport unities (List)
- InstaShop: more streamlined labeling through easy-to-distinguish icons for specifi c
details of items (i.e. GF, vegan, etc) and more distinct product photos for diff varieties
of same item
- GoSnack: more transparency/granular control when it comes to searching for items
- BigMart Delivery: more responsive, accessible interf ace with easier controls for
determining delivery vs shipping
- Vigmans Pickup & Delivery: same as InstaShop, more streamlined labeling of items to
make shopping easier