Part 2 - Competitive Audit Report Google UX Design Certi cate



1. Competitive audit goal(s)
Assess and analyze the websites of key competitors in the jewelry market and compare their
ordering experience

2. Who are your key competitors? (Description)

GLDN is a direct competitor that operates online and specializes in personalized jewelry. They
offer a medium-sized range of products and target women and individuals looking for
personalized jewelry or gifts.

Eliou is a direct competitor that operates online and focuses on modern jewelry. They offer
unique, handmade jewelry pieces with a playful look. Their target audience primarily consists
of younger women.

Missoma is a direct competitor in the online market, specializing in gold and silver demi fine
jewelry. They emphasize quality craftsmanship and fashion-forward design that can be worn
every day. Their target audience includes younger women seeking trendy, everyday jewelry.

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

GLDN's website offers a personalized jewelry shopping experience. It allows customers to
easily navigate through various jewelry styles, metals, sizes, and personalization options. The
website is well-organized, providing a pleasant and airy user experience. Additionally, GLDN's
website features a comprehensive personalization tool that enables customers to visualize the
final product.

Eliou's website showcases a collection of modern jewelry with a playful look. While the design
is visually appealing, it may be considered somewhat basic with minimal details and
interactions. The website functions well on mobile devices, adapting the information from the
desktop version. However, it could benefit from incorporating more special details or features
to enhance the overall user experience.

Missoma's website offers a range of gold and silver demi fine jewelry. It features a visually
appealing design with nice details and interactions, providing an enjoyable browsing
experience. The website is well-organized, avoiding overcrowding of information. It is adapted
for mobile devices, allowing customers to access all product information without feeling
overwhelmed. However, the personalization tool on the website could be further enhanced to
offer more options and customization features.

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 Part 2 - Competitive Audit Report Google UX Design Certi cate

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

GLDN positions itself in the market as a provider of personalized jewelry that allows
customers to create unique pieces tailored to their preferences. They target women and
individuals looking for personalized jewelry or gifts. By offering a wide range of customization
options and emphasizing the ability to "make it personal," GLDN appeals to customers
seeking a personalized and meaningful jewelry experience.

Eliou positions itself in the market as a brand that offers modern, handmade jewelry with a
unique touch. They target younger women who appreciate jewelry pieces that stand out and
embrace a playful aesthetic. With their emphasis on individuality and the tagline "Made for
you," Eliou aims to attract customers looking for distinct, one-of-a-kind jewelry that adds a
touch of playfulness to their style.

Missoma positions itself in the market as a provider of gold and silver demi fine jewelry that
combines quality craftsmanship with fashion-forward design. They primarily target younger
women who seek high-quality jewelry that can be worn every day. With their focus on quality,
versatility, and the claim of "quality craftsmanship and fashion-forward design that can be
worn everyday," Missoma appeals to customers who value both style and durability in their
jewelry choices.

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

GLDN have a detailed and mystical tone, providing extensive information and stories about
each available personalization option. Their content is focused on the details of their products,
materials, and customization possibilities, emphasizing the personal and meaningful aspect of
their jewelry.

Eliou’s content and their playful and qualitative tone, focuses on talking about the materials
and details of the products, highlighting the playful and colorful nature of their designs.
However, there is no specific information available about the brand as a whole or its story,
which could be an area for improvement in their self-presentation.

Missoma content, with a modern and luxurious tone, provides lots of details about the
products, including information about the materials used and sustainability aspects. They
strive to give a sense of luxury and modernity through their clean and stylish design,
appealing to customers who value both quality craftsmanship and fashion-forward designs.

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 Part 2 - Competitive Audit Report Google UX Design Certi cate

6. Competitors’ strengths (List)

GLDN:
- Easy navigation and a well-organized website.
- Comprehensive personalization tool that allows customers to visualize the final product.

Eliou:
- Unique and handmade jewelry pieces.
- Playful and colorful design that appeals to a specific segment of customers.

Missoma:
- Detailed product information and a luxury vibe in their design.
- Various categories and filters for easy browsing and searching.

7. Competitors’ weaknesses (List)

GLDN:
- Visual identity recognition: lack distinctive visual elements that make their brand
easily recognizable
- Limited language availability : only in English

Eliou:
- Limited website details: no information about the brand as a whole, including its
story and values
- Basic features: lack of special details or features to enhance the overall user
experience
- Limited language availability: only in English

Missoma:
- Limited personalization tool: should provide customers with more choices and
advanced customization features.
- Limited language availability: only in English

8. Gaps (List)
- Language Availability: competitors fail to offer their websites in multiple languages,
limiting their reach to non-English-speaking customers.
- Visual and Audio Accessibility: competitors have issues with visual accessibility,
such as insuf cient contrasts and disabled zoom functions, as well as a lack of alt
text and labels for audio accessibility.

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Part 2 - Competitive Audit Report Google UX Design Certi cate

9. Opportunities (List)
- Personalization enhancement: Capitalize on the gap in competitors' personalization offerings
by further enhancing and expanding your product's personalization options. By providing a
wider range of customizable features, you can differentiate yourself and cater to the growing
demand for unique, personalized experiences in the market.
- Multilingual Support: By offering your product website in multiple languages, you can reach a
wider customer base and improve accessibility for non-English-speaking customers.
- Enhanced Accessibility: Address the gaps in visual and audio accessibility by ensuring your
website provides better contrast, zoom functionality, alt text, and labels, making it more
inclusive and user-friendly.

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