To analyse the competition 3 companies of a similar nature will be discussed identifying their advantages, disadvantages and potential threats as a competitor
Website: Chocomize
URL : http://www.chocomize.com/
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Advantages
The website is very clean and clear all the information is laid out so users can see it easily and it is visual based good for visual learners and users with visual impairments or disabilities. Also there are hints under the main navigation giving users an idea of what they are for good information architecture. This is a strength of the site however it is something to aspire to in terms of design. The visuals enhance the overall design without adding to many visuals.
They have a wide range of toppings selection they have over 90 toppings. This is their major upper hand. The specification of products informs the user well such as Cocoa content and Dimensions. Also each bar has a description.
The customisation of the bar has a very visual display, the toppings have an add button next to them to simply add it to the bar. The bar has boxes to add the toppings to and the “add to bag” option. It also has the cost on the bar quantity delivery date and all key information. Overall a useful visual display with all necessary information on the chocolate bar.
Disadvantages
This particular company is a US-based company, so overall if users in the UK want to purchase their chocolates there would be a greater fee with imports. This is the potential weakness for UK based customers and they should be taken into consideration as they do not have a UK based website or pay system. The customization is a pretty costly affair as each aspect has a cost to add to the chocolate.
The site offers several varieties of toppings however there is rather limited selection. For a corporate site this is another potential weakness.
In terms of special offers there are none apart from if you join the club at a fee this is marketing technique however users like offers especially on e-commerce websites to attract users essentially attracting them to buy. This is an aspect that could be looked into such as special offers and promotions.
Chocomize Summary
Overall the website is very easy to use and clear and simplified in design and action. There are a lot of toppings and several bar variants. In terms of competition this is something which will have to be thought about when creating the website.
In terms of competition if ChocoCreate implemented a cost per bar will be a marketing aspect to attract users also with the website being based in the UK there would be a lower fee.
Website – Cadbury’s Gifts Direct
URL – http://www.cadburygiftsdirect.co.uk/category/178-personalised-chocolate-bars.aspx
Screenshot
The website allows users to customise the packaging of their chocolate, add a photo, gift tags and also allows the user to customise the back of the packaging. Also it sells a wide variety of goods and gifts. It also gives clear ideas and help for the user. Ensuring ease of use for the user.
Advantages
The major advantages are with Cadbury’s having the strong and reliable brand that has been around for many years. This cannot be mistaken and gives them the competitive edge it is also UK based so is a major source of competition
The design and layout of the site is very visual based again good for visual learners but also they are large so that users of all visions can see them. Any instructions or something to do such as, make your own selection box” is emphasized in the purple containers with visuals in them. Separating the main content from the things to do. This makes it easier for the user to pick up on and effectively use
Also as well as having strong hyperlinks that make sense and drop down menus. There are other aspects of information tabbed outside the main container such as, “quick gift finder”, help section, delivery costs and newsletter. This is a strong aspect in terms of usability and accessibility, however there are so many aspects to look at and it may confuse the less abled user or even the everyday user that just likes simple navigation and fewer tasks.
There are new products on the website such as new chocolate bars. This is an incentive for the user to purchase online as some are not available in all shops yet.
Disadvantages
One of the major weaknesses for them is that apart from customizing of packaging there is not any further customization of the product itself. If users are looking for more customisation then this would not be ideal.
Personalizing the product adds a costly sum for the smallest bar costs an extra £2 for the customization and £3.95 delivery. So this is a somewhat pricey venture and a downfall for users just wanting a small inexpensive gift. The costs are the potential weakness, however cost such as this would be taken into any consideration with similar products.
Cadbury’s Gifts Direct Summary
The website is very useful and has a very visually pleasing design. Also having good accessibility and usability techniques. It is a big competitor however, the costs and the limited customisation is their downfall. Which ChocoCreate is much better if user do not want to spend a great amount on a gift.
The strong factor for them is the brand itself and reputation. However Cadbury’s have been around for many years. This is the main competition aspect as Chococreate does not have the reliance in the brand however with the competition for user to tour the factory users will be engaged with the brand.
Overall for the website itself the design and techniques are something to aspire to as it is a well put together website. Also it is easy accessible for users and clear to navigate around.
Website – Choco for All
URL – http://chocoforall.com/index.php/creation-station.html
Screenshot
Advantages
The layout is very clean and clear, the main navigations is easy to read and simple. The yellow line and the top of the header and the green line at the bottom gives it impact. The logo is simple however effective with the curvy flowing typography and the cocoa beans, represents the product well.
The search bar allows users to search through the entire store. It has a translator to translate the page to any nationality which then makes the website usable by any user anywhere around the globe. Even though it is a Taiwanese brand and website users have been considered so no users are excluded.
The content is rather large on the pages so a button has been added so that it jumps back up to the page. Very useful so that user does not have to do a lot of scrolling just to switch pages.
Disadvantages
This website is another non UK – site, Taiwanese based site so the issues with delivery and higher costs are still there. As the language options are there the company intended for users all around the globe to purchase products so the far distance user has the downside of the extra delivery cost also the extra time waited for distribution and shipping. Therefore for the none Taiwanese user the user could go to a UK website and skip the larger waiting times.
The headings are underlined which in terms of usability users associate this with being a hyperlink. As all nationalities can use this site they have not thought about what this might mean for the user.
The website does not automatically necessarily draw users to the site. On the home page there is a small font used that says “custom chocolate online” however it does not draw attention because of the size. Also even though it is multi – national in the slider there are Taiwanese writing even though if u specify your language. This is not good for the user and the non – Taiwanese user will not be able to understand and therefore cannot engage with the product.
However there are some aspects in the slider that are in English however the consistency is not rather consistent. As the languages are mixed and if the user cannot understand the language this may make them go to a different website.
The headings have been written in a red font. However as this is a Taiwanese website the colour means. “The colour red means luck and happiness”
http://www.topics-mag.com/internatl/superstitions/taiwan.htm.
However in some cultures/countries it has a different meaning so this could be a problem for some users. As it could possibly offend them as it means different meanings in other cultures / countries. As the website being multi – culture they have not thought about the wider user audience.
The social media links have tab like buttons on the side. However they are not tabs. They open the link to the social media page, however redirecting the user away from the website. Therefore potentially losing the user. This is not a good way to include links and bad information architecture.
Choco for All in Summary
In terms of competition the process is similar of ChocoCreate. However the website is very busy with big chunks of text which in terms of usability and accessibility is not good for the user. As there is so much text it looks like they are using the website to act as a blog where they could have utilized their Blog instead they have a little amount of content within it such as they do.
The design and the amount of content does not do the website justice. There is far too much information within it. The site could be made better with simple adjustments. However in terms of competition this is the major downfall for them this could potentially lose them users. Also the search bar does not have categories so it will make it more difficult for a user to search if they do not know automatically what they want to find. This website is certainly not been thought about in terms of accessibility and usability. The design is good however just not good enough in the content direction.
Seld Initiated Project 