Competitive analysis
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Transcript of Competitive analysis
AU TO N O M 3C O M P E T I T I V E W E B S I T E A N A L Y S I S
April Phuong, Irwin Simpelo, Melissa WedeenCOGS 187B, Spring 2013
Who is AUTONOM3?
C L I E N T N E E D S A narrative of the product’s
benefits and experience
Ability to sell these productsto target users
Communicate with potential business partners
C L I E N T N E E D S
Bringing the
KITCHEN into the
21ST CENTURY“
U S E R N E E D S Secure, trustworthy
website
Multiple optionsfor purchasing products
Brief video to explain new technology
We analyzed kitchen sites Nomiku, Gaggenau, and SousVide Supreme
with our client and users
In this analysis, we will focus on the functionality, architecture, and design
of edgy, high tech product sites
F O C U S
LEAP MOTIONG E S T U R A L P E R I P H E R A L D E V I C E
Text
Design: Leap Motion is fun and colorful with a clean, minimalist template. The color scheme is consistent with an emphasis on green and white. Many of the images portray the use of the technology.
Text
Functionality: Video playback explaining the technology is immediately available.
“Devs” is not user-friendly. While short for “Developers,” non-tech users may not know what this means.
Navigation: Primary navigation is located at the top of the page, making it easy to access for a user. It is consistent throughout the site. Active pages are highlighted in gray.
Content: Pre-order form has information on charging, shipping, package content, and costs
Functionality: Straightforward, single page pre-ordering
Content: Site includes descriptions with images as backgrounds. Photographs engage the user and helps to visualize and explain the experience of the product.
Navigation: However, some informative image sliders are far below the fold, which can occlude good information
FIT BITA C T I V I T Y T R A C K E R S
Content: Introduces product line in the front page to address four common user needs
Functionality: The front page immediately describes needs and images related to those needs. A video is also available to elaborate. The video, however, should be more salient
Design: Analogous colors (turquoise, pink, orange, yellow) with emphasis on flat design. Complemented by photographs of healthy choices and athletics
Brand: Active, athletic, fun, healthy, fit, stylish, engaging
Functionality: Drop own of “Buy” gives users a choice in where they can go to buy the products
Drop down of “Products” gives a list of the types of devices Fitbit sells. These link to pages that explain the product in detail
Navigation: Fitbit website serves as a store front (left side bar) and service provider (log-in at the right)
...logging in, however shows a new header, which adds inconsistency to the navigation
Inconsistent or no breadcrumbs. Some pages are missing breadcrumbs while others have completely different crumbing systems
Navigation ambiguity. Users may not know the difference between “Products” and “Store
Content: Informative, colorful, and succinct reasons for buying on the main website
Functionality: Cart fragments key sections of purchase. “Secure transaction” is emphasized in Payment info and shipping prices are highlighted. However, two total prices are shown, which is redundant
Content: Media and user responses can give the website and product credibility. (But too many positive reviews can also be a warning sign)
NESTT H E R M O S T A T
Content: An “About Us” page with the name of crucial company members. Adds trust to the company and gives a face behind the product
Brand: Friendly, approachable, professional, environmentalist, engaging, responsible
Top and bottom navigation bars are consistent throughout the site
Buy buttons are tastefully highlighted
Navigation: Active links are highlighted
Content: Video “tour” can be a little more prominent
Navigation: “Our Thermostat” is inconsistent. It’s the only option with a drop down menu and the only option that cannot be clicked
“Support” and “Community” can be ambiguous titles
Functionality: Informative blog with topic categorization
System compatibility check at the checkout page with video instructions and customer support
Design: Great visuals, balance of image and text make the site easy on the eyes. Color scheme is green, turquoise, and orange
S U M M A R Y
Tastefully highlighted shopping cartand small eCommerce functionality
Prominent, visible video that quickly explains our product(s)
Engaging photographs and text thatfocuses on solving user needs
Company “About Us” page with names and images of head employees
O T H E R I D E A S
Media presence and user input
Informative blog to highlightnews about our products
Strong customer support service