Part 2 - Competitive Audit Report Google UX Design Certificate

1. Competitive audit goal(s)

Compare the ordering and payment experience of each competitor's app

2. Who are your key competitors? (Description)

Our key competitors is Highlands Coffee, a coffee brand that’s slightly more tasty than The coffee
house, and has more locations. The way Highlands Coffee decors is truly brand identity

Our other competitor is Starbucks, with high price but they have many stores in good places with nice
decoration.

Highlands Coffee and Starbucks is direct competitors to The Coffee House.

CGV and UNIQLO are focus on the same segment of customer which is millenninal but different
products. They are inditect compertitors

3. What are the type and quality of competitors’ products? (Description)

Starbucks is a well-known global brand with a reputation for providing high-quality coffee and snacks
to its customers. The app doesn’t offer any sreen reader features.

Highlands Coffee serves a variety of coffee beverages, including traditional Vietnamese coffee, as well
as tea and other drinks. They also offer snacks and light meals. The chain is known for its cozy and
modern atmosphere, with many locations featuring indoor and outdoor seating areas. The app does
offer audio and multi-language accessibility features, though, and integrates well with digital voice
assistants.

CGV offer modern facilities, comfortable seats, and a range of snacks and beverages to enjoy while
watching a movie. Users can browse through a list of movies, choose their preferred movie and
showtime, select their seats, pay for their tickets and receive confirmation of their booking.

Uniqlo is a Japanese casual wear brand that offers a range of high-quality, fashion-forward clothing for
men, women, and children. Its clothing focuses on simplicity, functionality, and affordability, while
also incorporating innovation and technology into its product. A mobile application available for both
iOS and Android devices

4. How do competitors position themselves in the market? (Description)

Starbucks is a well-known global brand with a reputation for providing high-quality coffee and snacks
to its customers. They also prioritize ethical sourcing, sustainability, and community involvement in
Part 2 - Competitive Audit Report Google UX Design Certificate

their operations. The mobile application of Starbucks is a popular way for customers to order and pay
for their drinks and food items in advance

Highlands Coffee is a popular coffee chain in Vietnam. It was founded in Ho Chi Minh City in 2002
and has since grown to have over 300 locations across the country. The Highlands Coffee mobile
application is a great tool for coffee lovers in Vietnam who want to enhance their experience at the
coffee chain

CGV is a cinema chain in Vietnam that offers a variety of movies and showtimes for moviegoers in
several locations throughout the country. CGV is a mobile application that offers online movie ticket
booking services

UNIQLO has stores across the globe, including in the United States, Japan, Europe, and Asia. The
Uniqlo app allows users to browse and purchase their products online, as well as stay up-to-date with
current promotions and new releases.

5. How do competitors talk about themselves? (Description)

Starbucks also prioritize ethical sourcing, sustainability, and community involvement in their
operations . It allows users to customize their orders and accumulate rewards points for future
purchases
The chain of Highlands coffee is known for its cozy and modern atmosphere, with many locations
featuring indoor and outdoor seating areas. A mobile application enhances the customer experience
CGV is a cinema chain in Vietnam that offers a variety of movies and showtimes for moviegoers in
several locations throughout the country. The CGV mobile app is available for both iOS and Android
devices and can be downloaded from the app stores
Uniqlo is known for its innovative and sustainable fabric technologies, such as Heattech for winter
clothing and AIRism for breathable summer clothes. With the Uniqlo app, users can easily find and
purchase their favorite Uniqlo fashion items from the comfort of their own mobile devices.

6. Competitors’ strengths (List)

Starbucks strengths include:

● allowing users to customize their orders and accumulate rewards points for future purchases.
 providing information about nearby store locations, menu updates, and exclusive offers
 a convenient and efficient tool for frequent Starbucks customers who want to streamline their
ordering process
Highlands coffee’s strengths include:

● Having a loyalty program that allows customers to earn points for every purchase they make
● Customers can place orders via the app and select their preferred pick-up location
Part 2 - Competitive Audit Report Google UX Design Certificate

● Store Offers: The app provides exclusive in-store offers that are not available to regular
customers

CGV’s strengths include:

● Users can browse through a list of movies, choose their preferred movie and showtime, select
their seats, pay for their tickets and receive confirmation of their booking
● Users can also avail of various discounts and offers available on the app
● The app also provides movie trailers, reviews, and other information related to movies

UNIQLO’s strengths include:

● The app allows users to browse and purchase their products online, as well as stay up-to-date
with current promotions and new releases
● store locator
● size guide
● Ability to create a wish list
Part 2 - Competitive Audit Report Google UX Design Certificate

7. Competitors’ weaknesses (List)

Starbucks weaknesses include:

● Unable to order without registration

● Checkout process requires a lot of steps

Highlands coffee’s weaknesses include:

● Feels overwhelming
● Interaction was not smooth

CGV’s weaknesses include:

● Interaction was not smooth

● Do not have audio or screen reader

UNIQLO’s weaknesses include:

● Improving their in-app payment process

● Lot of advertisements

8. Gaps (List)
Some gaps we identified include:

● Competitor products don’t offer sceen reader or audio

● Complex payment processes
● A little intruction for using applicaitions

9. Opportunities (List)
Some opportunities we identified include:

 Security: One of the most important factors for a payment application is security. Strengthening
the security measures to prevent data breaches and ensure safe transactions should be a top
priority.

 User Experience: The payment application should have a simple and intuitive user interface to
make it easy for users to use and navigate the app. This can include features such as saving
payment information for quick access, reminders for upcoming payments, and the option to
view past transactions.
Part 2 - Competitive Audit Report Google UX Design Certificate

 Integration: Integrating the payment application with other services such as bank accounts, e-
wallets, and loyalty programs can increase convenience for users and provide a more seamless
transaction experience.

 Messaging: Communication is key when it comes to payment applications. Implementing a

messaging system within the application can help users address any issues they may have with
payment or transactions.

 Analytics: Providing users with detailed analytics and insights on their payment behavior can
help them better understand their finances and make better financial decisions. This feature can
also be used to offer personalized recommendations and suggestions for financial planning.