COMPETITIVE ANALYSIS

EMPATHIZE WITH THE USER

Knowing how the market works will benefit any designer in the industry. When it comes to UX/UI design having basic marketing skills you will be able to perfect the design and how to market the said product. 

When improving an app or website to improve the user experience, understanding the market gap of your competitors and your client will help reach the overall goal of the project. 

I use the Stop & Shop app regularly when I go shopping, I like to see the weekly deals and what coupons are available. However, I feel like it’s not really user friendly and my designer brain does not like the design and layout of the app itself. 

Reviewing the customer reviews, many others have similar thoughts that I have towards the app. One of the main reasons why I still use the app is because I prefer Stop & Shop over any other grocery store. Some of the other grocery stores that have similar application features that actually work does sway me to consider their app solely on the fact that it is easier to use. 

Conducting UX research I should first focus on who is using the app and why. My personas are a multi generation family living under one household and a college student. 

“Empathy is at the heart of design. Without the understanding of what others see, feel, and experience, design is a pointless task.”
—Tim Brown, CEO of the
innovation and design firm IDEO

The Stop & Shop App:

The Stop & Shop app advertises on app stores that they have many features that their competitors also use. You are able to load coupons worth $100’s in savings automatically on your Stop & Shop card, they also state that they have coupons that are personalized for your shopping habits. However, using the app personally and various user research this is not an accurate case. 

Other negative reviews also include the “simplifying your shopping experience” feature, with the store and gas locator doesn’t showing the closest store to you or the store you use when you put the zip code or address in. Competitor apps have the “share current location” so you do not have to type in an address at all. 

The weekly meal plan and recipe feature does not change as much as user reviews would like them to, as well as not work to their liking, updating this feature could improve the overall use of the app. 

Competitive Analysis: 

Shoprite, Walmart, Target and CVS are Stop & Shops biggest competitors and the apps that share and advertise similar features.

For example, Shoprite’s app allows you to manage and organize coupons to the users liking — date of expiration, aisle and alphabetical. They also advertise that they have an order-ahead feature for their deli and if the user likes a specific recipe they can add all the ingredients to their shopping list.  

The Walmart app advertises if a product is available and what aisle you could find it, which Stop & Shop does not offer. 

Target, like Walmart is also not solely a grocery store, but advertises features that are helpful when planning a shopping trip. You are able to run with store maps and aisle locations, and scan item barcodes for prices, reviews and available deals for a specific product. 

Although CVS is not considered a grocery store, the features are similar to Stop & Shop when it comes to a customer rewards card (like the other competitors) and a coupon oriented notification system. 

App Design: 

Shoprite and Stop & Shop have similar app designs that seem outdated, busy and hard to use organizational navigation. 

Walmart, Target and CVS have the same layout with their navigations on the right side as a hamburger type style. Then Shop rite and Stop & Shop’s bottom navigation bar. User experience in this case is easier phone use when you can use your thumb easily and not have a multi hand or finger usage.