IMPROVING USER EXPERIENCE EatSmart’s Market Research and Synthesis
Presented by: Sonia Ghazali Presented to: Hathway Technology Group LLC
MARKET ANALYSIS EatSmart’s Target Audience
CONVENIENECE SEEKERS
USERS
ATTRIBUTES
NEEDS
MOTIVATIONS
SNACKERS
HEALTH CONCIOUS
•• Do I have everything I need? Stay-home mom, working parents, elderly and expectant •mothers When an issue came up, I couldn’t get proper help. • Strick with budget • Use to ease in meal preparations mostly
• Workers, students, childerns and party guests • Trying to bring some balance into their diet • Alternate as healthy snack
• Fast-food resisters, exercise regularly, eat and buy healthy • Spend extra money for quality • Concerned about chemical additives in food and their effect on health
• • • •
Visual clean layout Categorized presentations Requires recommendations Awareness programs
• • • •
• Visual clean layout • Detailed product information • Requires health tips and inspirational articles • Staying up-to-date
• • • •
Customized dashboards Reviews and ratings Seasonal recipes and mom tips Coupons and promotions
• Comparative nutritional facts • New product information • Quick and easy appetizers and snack recipes • Follow on social media
Dynamic presentation Fast and quick information Requires benefits listdown Constant engagement
• • • •
Health discussion blogs Social media share options Healthy recipe corner Newletter
MARKET ANALYSIS 2x2 Analysis of EatSmart, Dole and Delmonte Visual Clarity
Limited User Experience
Unique Features: • Healthy Tidbits • Get Inspired: Articles • Recipes 7 categories • Products features in Recipes • Nutritional Information of product
Unique Features: • Subscribe to our feed • Join the discussion • Recipe nutritional facts • Store location
Visual Complexity
Unique Features: • Informational Videos • Where to buy • Detailed ‘About us’ • Auto complete search • Add to recipe box • Extra recipes on Side • Detail and grid options
Multi-Level Features/Experience
MARKET ANALYSIS 2x2 Analysis of EatSmart, Dole and Delmonte Consistency
Poor website Navigation
User-friendly Navigation
Inconsistency
MARKET ANALYSIS 2x2 Analysis of EatSmart, Dole and Delmonte Familiarity
Lower Flexibility
Higher Flexibility
Unfamiliarity
SYNTHESIS SWOT Analysis of EatSmart Strenghts
Weakness
• Few competitors
• Limited user-experience and features
• Easy to understand brand’s purpose
• Lack of visual clarity and data accessibility
• Solid feedback and commenting system • Include store location service
• Imbalance of language and visuals throughout the websites
• Recipe category search
• Lack of distinctiveness in the design elements
Threats
Opportunities
• Lack of engagement with the user (no rating, share, email or print options)
• Create a visual hierarchy and strive for balance
• Competitors offer featured articles to create sense of trust
• Increase the efficiency by creating individuality
• Competitors focus on user-centric and product-centric design
• Create a cohesive experience with the brand’s tone of voice and visual language
• Competitors manage to gain user attention by static and dynamic content
• Raise customer interest by demonstrating features, advantages, and benefits • Data visualization for making data quickly understandable