Honeysuckle White is a consumer turkey meat brand owned by Cargill. I was responsible for performing a competitive review with my colleague to inform the design of the new site. This was done to understand the competition and note what worked well or poorly for sites similar to the one we would build.
The competitive review began by asking questions. There were three categories of questions, Brand Awareness, Decision Support, and Customer Journey Flow. The questions in these categories were all asked when visiting websites identified as the competition. The questions and the answers for each site were recorded in a spreadsheet.
A customer journey was then identified based off of the sites evaluated. This journey can be seen below.
We then compiled all the information gathered into the competitive review document. This included the answers to our questions and relevant annotated screenshots. At the end, we wrote a summary of our findings.
The majority of the competitive review document was organized by the steps identified in the customer journey: Brand Awareness, Decision Support, and Purchase Support.
In the Brand Awareness step, we noted what attracted the attention of users and made them curious to learn more. This was done through product overviews, instructional information, and motivational tools.
In the Decision Support step, we evaluated the ways that sites helped users make purchasing decisions based on their needs. This was done through preparation ideas, product comparison, and product selection.
In the last step of Purchase Support, we examined the ways that sites used location finder and coupon pages to help customers purchase lunch meat.
A summary was then given of the sites reviewed in addition to interaction design examples from around the web that were relevant to the Honeysuckle White website.
Two things I took away from this project:
- The value of the competitive review to design. Before this project I thought of a competitive review strictly as a marketing tool. But I saw how it could inform the design and guide investments to features that users needed.
- The importance of focused curiosity. I’ll be honest, it was easy to get sidetracked by curiosity when searching for UI patterns and examples. But when this curiosity could be focused through the goal, it became a powerful tool.