Informal Competitive Analysis
Starbucks is a chain of a coffee houses based in Seattle, Washington with numerous branches all over the United States and the world. Starbucks is in fact the largest coffee house company in the world, with more than 17,800 stores in 49 countries. Starbucks offers different Italian-style brewed coffees, espresso- based drinks, a variety of cold drinks, coffee beans, and even salads, sandwiches, pastries, and sells Starbucks merchandise such as mugs and tumblers. The coffee market also targets “the everyday man” who is just looking for a cup of coffee to get them through the day. In there website beside, you can find a variation of coffee and food which you can’t find in the Coffee Bean site. The Starbucks web site has a welldesigned flexible layout. They also invested on mobile applications. Their site navigation is clear and effective. Search feature has been added to the site. The web site is a video featured site, which is being used well for advertising their products. However; the videos take long time to download specially on the mobile device. Those videos are more dominate in their site. Starbucks uses a well secondary and footer navigation as the Coffee bean site does. It has a clear and simple design. Over roll text on the images and videos makes the site more interesting. They use freshly updated news blog, which makes the visitors to come back to their site. The website also offers social media connections thru you tube, facebook and twitter.
Inspired by the grand coffeehouses and espresso bars of Italy, Caffe Primo is one of the few cafés to bring European style and ambience to America. Caffe Primo offers house-roasted coffees and a selection of freshly made salads, pizzettas and paninis in addition to the super premium gelato and sorbetto’s from Riviera’s. They have only two locations in Los Angeles Area. Target audience of Caffe Primo likes more elegant setting, good coffee, and Italian style of food. The web deign is very simple and boring composed of two column layout with a centered logo. The website does show tag line and the bottom of the page is also centered. It needs more content of their products. It has a simple primary navigation and some footer navigations. The website doesn’t use features and it does not connect with any social media. It needs more hierarchy on the texts. The site is not a responsible design, it is a fixed layout and there are no mobile apps.
￼￼The Urth Caffé is an organic coffee company that exclusively carries its own brand of premium, fresh roasted whole bean organic coffee, and hand selected fine teas sold under strict quality and ethical standards. Urth Caffé organic coffees and fine teas can be discovered online, via mail order, in fine restaurants and Urth Caffé locations in Los Angeles. Target audience is who likes 100% chemical free caffee and tea products. Locations are in West Hollywood, Beverly Hills, Santa Monica and downtown Los Angeles. The button part of the home page is to busy and not well-organized .The pictures are two small and there is no space to breathe between them. The site is a fixed layout and it not has any mobile feature. There is no any payment method been introduce and you can order products in an old fashion way (by mail). They definitely need a online store to be added to this site, so they could sell more coffees and teas. They also should add a catalog to their website, and not only for request. Some navigation needs to be combined and make it well -organized. The colors of the site are working well. There are no features and any social network connections.
Who is your target audience?
The target audience of Coffee Bean are men and women age of 18and up. The persona of this group is someone who likes fine and exclusive Arabica coffees and whole leaf teas.
What are the business goals and objectives of the client?
The business goals are to serve exclusive types of coffee and teas in the surrounding community, to serve clients who want to purchase coffee and tea products online or at the store. Costumers can enjoy the same coffee taste in the stores or at their homes. The mobile website would make it easy for their customers to find a nearby location or their products which will increase their sales.
Thinking about the concept of “Mobile First,” what are the primary things that a user will want to do on the mobile website?
Primary things that users want to do are to find the store location near them, parking information, find promotions, buy gift cards and check their balance, sign up , create account and buy products.
Which of those things from #3 are better suited for a tablet device and what things are better done from a smartphone? Why?
Tablet is useful to read about their products and reviews about their stores because the screen is bigger and easier to read on the tablet than on the smartphone. Costumers maybe take their tablets to the store to use Internet while they enjoying their coffees. Smartphone is always carried with you and it makes easy to access the store locator by mobile app or true mobile site.
Based on lookup/find, explore/play, check-in/ status, and edit/create, what is the organization of your mobile site? What will you include in your navigation for the mobile website?
Lookup/find: to find a store near you.
Explore/play: look up their menu; learn more about their products
Check-in/status: access to social media
Edit/ create: making your account, shop and sign up for newsletter.
The Coffee Bean & Tea Leaf is the oldest and largest privately held specialty coffee and tea retailer in the United States. American coffee chain owned and operated by International Coffee & Tea, LLC, which has its corporate headquarters in Los Angeles. The first outlet opened in September 1963. The chain has over 830 locations in 23 countries. Free Wi-Fi access is offered at most locations. Uses finest Arabica beans and hand-plucked whole leaf teas.
Goals of the website is to serve exclusive several types of coffees and teas in the surrounding community and to sell coffee and tea products online or at the store. The company continues to grow in the franchise system, and they are looking for more investors.
The mobile website would make it easy for their customers to find their location, products, and it will increase their sales.
The target audiences of Coffee Bean are men and women age of 18 and up. The personality of this group is someone who likes fine and exclusive Arabica coffee beans and whole leaf teas. The main visitors are working people who need refreshment in a busy day. Visitors are mostly taking their coffee to go and some people like to seat down and use the Internet.
Some of the things that users want to do is to find the store location near them, get parking information, find promotions, buy gift cards, check their balance, sign up, create account, receive news letter and buy products.
The target audience will know the Coffee Bean website. They can buy products online, can find store close to them, can learn about the products, can create account, and get promotions. They think that it is a good place to go where they can find a quality variation of coffees and teas.
On the mobile site, it would be better to simplify the main navigation, such as products instead of the tea, coffee and essentials. Also it would be wise to concentrate on the use of mobile site, which has a big usage of store locator. So I will add this to the main menu. Also I would include information about the stores (parking, products, supplies, picture etc).
The visual design has to have a color pallet, which helps to relax. It has to be a simple and contain all the necessary information. Images should be in a way that it will invite you for a drink.
The site should offer a variety of products online and in nice looking store. The products are reliable, tasty and high quality. The site will contain effective pictures and text to attract more costumers.
The content has to be analyzed and it has to be included all-necessary information for the mobile site. It has to be created a site map for the navigation. It will be added a search function to the site to make it easier to find things.
The success of the new site can be measured by the sales increased of the business. Client survey also can measure the usability in the mobile site.
Strongest competitor Starbucks is more business oriental in orders and equipment. It shows on the home page with coffee machine advertisement to buy their product and use it in home too. I would like to design for the Coffee Bean site a costumer friendly website, where costumers would freely and easily navigate through to get access to products and feel that they would get excellent service. I will support it he site with the use of images of relax and yummy drinks similar to the product and service they provide.
Coffee and teashop with high quality product and services where the costumer needs are the most important thing.
1. Choose Website for midterm project:
2.Team assignment: Find native or mobile web examples of the Capabilities below.