Competitive UX Analysis
E. Savych
https://www.sushipoint.nl/
https://sumosushiexpress.com/
https://https://www.namotosushi.nl/
https://www.thuisbezorgd.nl/
https://www.ubereats.com/
https://gorillas.io/
Points-of-difference (PODs) – Attributes or benefits consumers strongly associate with a brand, positively evaluate and believe they could not find to the same extent with a competing brand i.e. points where you are claiming superiority or exclusiveness over other products in the category.
Points-of-parity (POPs) – Associations that are not necessarily unique to the brand but may be shared by other brands i.e. where you can at least match the competitors claimed best.
Points-of-parity (POPs) – Associations that are not necessarily unique to the brand but may be shared by other brands i.e. where you can at least match the competitors claimed best.
Points of parity vs Points of difference:
- Gorillas
Onboarding Screen app lets you browse their product selection without making an account but won’t let you add items to your cart.
They offer plenty of sign-up options: Facebook, Google, phone number, and Apple ID.
And then you have to enter your address and then you can choose products and order. App automatically sets your location to where you are.
Order history on the search page makes it easy to find & order. Search filters as chips directly visible.
The first permission request is about location. And then you have to enter your address and then you can choose products and order.
Home. Product selection.
After registration, you go to the home page on which you can see 3 banners and lower the categories of products. Banners link to the appropriate section or screen.
After registration, you go to the home page on which you can see 3 banners and lower the categories of products. Banners link to the appropriate section or screen.
In product card you can find product description, price, characteristics, weight. As well as the "add product" button.
After choosing a product, you go to the shopping cart screen "My card" and checkout.
In the cart, it shows a list of related products to those already added and "checkout" button.
In the cart, it shows a list of related products to those already added and "checkout" button.
Support
"Need Help" link leads you to support chat.
"Need Help" link leads you to support chat.
UI UX design
The UI design of Gorillas is generally good. Positioning of the elements to the size of the buttons and everything in between is very comfortable. The size of the letter is quite little (not everybody can see the text).
App flows well.
Every section of the app has its purpose and is easy to navigate.
Gorillas is an easy-to-use and visually appealing app. It takes 7 steps with registration to order 1 item. I like good function- tracking map of delivery. It offers a best experience — for now. Order again - is nice idea to reorder most liked products. What I don't like - is not everywhere there is a product description. And photos are not always good quality or not well shoted. Behaviour of clickable elements is well thought out. Order history on the homepage makes it easy to find & order.
The UI design of Gorillas is generally good. Positioning of the elements to the size of the buttons and everything in between is very comfortable. The size of the letter is quite little (not everybody can see the text).
App flows well.
Every section of the app has its purpose and is easy to navigate.
Gorillas is an easy-to-use and visually appealing app. It takes 7 steps with registration to order 1 item. I like good function- tracking map of delivery. It offers a best experience — for now. Order again - is nice idea to reorder most liked products. What I don't like - is not everywhere there is a product description. And photos are not always good quality or not well shoted. Behaviour of clickable elements is well thought out. Order history on the homepage makes it easy to find & order.
Account screen contain all feature that can help you while using app: Support, Saved cards, Address details, Billing, Cupons, etc.
You can view the product selection by category and subcategory — and then scroll through the individual products.
You can add product to basket in sub menu or choosing the product you go to product card and order there.
Below You can find "You Might Also Like" product recommendations.
On the check-out screen you can mark the instruction: leave at the door, do not ring the doorbell, or call, adjust the address, add a tip, add a discount coupon and see the total price. Then you click the "Place order" and go to the payment screen.
You can see different payment options with APPLE PAY, IDEAL, PayPal, credit card, which is very convenient.
After payment you go to order processing screen with stages of order delivery. App allows users to track the location of the rider making the delivery.
2. Uber Eats web - you don't need to register to order food. You enter your zip code and it will show you the restaurants that are available in your area. Then you just choose a restaurant and place an order.
After filling in location you can see different restrount around you in the form of a list and on a map.
To find a sushi delivery, you need to enter the appropriate word "sushi" into the search, then you will be given a list of sushi delivery. Which in my opinion is not very convenient, it would be much more convenient to have categories at the top of the screen. (the next time I use website - the screen with categories has appeared).
Further we can scroll down and choose any sushi delivery restaurant.
Further we can scroll down and choose any sushi delivery restaurant.
On the restaurant screen, we can see the menu category, the switch-button delivery or to go. You can also add to the basket what we see on the menu or go specifically to each dish and select it there.
On the restaurant screen after adding dishes, you go to the basket and the screen for placing an order opens there.
There is also the possibility to add a group order that allows you to add people who can add their preferences which is super advantage for food delivery service.
UI UX design
With this delivery service I see disadvantages with UX design, an order can be made in with 10 steps along with registration and payment. It is a lot. I think the disadvantage is also that that they have a lot of information, labels, buttons on one screen and this scatters attention, especially if you are using the service for the first time.
Filter from the right site can be very useful with sorting by: "deals", "allergens", "max delivery costs". How to turn on the language I never found it and this is a big functional minus.
With this delivery service I see disadvantages with UX design, an order can be made in with 10 steps along with registration and payment. It is a lot. I think the disadvantage is also that that they have a lot of information, labels, buttons on one screen and this scatters attention, especially if you are using the service for the first time.
Filter from the right site can be very useful with sorting by: "deals", "allergens", "max delivery costs". How to turn on the language I never found it and this is a big functional minus.
It is hard to find support service. For this purpose you need to go to the menu -> help -> help with the order and choose your problem from the list.
After completing the order, five steps live status tracking bar appears on the page. The first step is order received, two is preparing food, three is the driver is on the way to pick up the user’s order, four is the driver is on the way to deliver, and five is the order is completed. On step 3 and 4, users can track where the driver is at on the map live. So users know your delivery is coming.
Product card is big size card that is simple to read and use. But there is not enough information about allergens.
Main page with restaurant - different categories icons indian, sushi, chinese....).
After you click on the "payment" button, new screen appears where you need to enter your phone number and confirm the code, then you must enter your e-mail and only after that you can go to the payment screen.
At the "payment" screen you enter your address, put delivery instructions, choose when you want to delivered to you (right now or schedule), choose which method you want to pay (cash, apple pay, credit card).
List of problems
Screen with describing problem form
If you make some mistakes when adding a dish to the cart, for example, you don’t choose type of extras, then the system goes to the element and highlights it in red so that you can fill it in, which is very convenient.
The UI design of Ubereats web is generally good.
Positioning of the elements to the size of the buttons and everything in between is very comfortable. Font size can be adjusted a little more for legibility.
Positioning of the elements to the size of the buttons and everything in between is very comfortable. Font size can be adjusted a little more for legibility.
Behavior of clickable elements is well thought out.
Provide quality images that all fit (but mot in every restaurant).
All the menu's have a cohesive styling to them so its not jarring for the user when they're looking at different restaurants.
3. Sushipoint - you can order sushi directly from the main page by clicking on the plus sign. From the left side you can see your order details.
Further you get on the screen to put your ZIP code to determine if there is a delivery to this territory or switch form and choose to take it with you. And then you return to the main page again. And go to "Payment" screen.
Finally, after entering all the data and confirming the payment, you go further to the tracking screen of your order, which is a very valuable feature.
With this service you cant track where the driver is at on the map live.
With this service you cant track where the driver is at on the map live.
UI. UX.
In my opinion, UI is absolutely bad on this site (overloaded with a lot of visual elements). : banner at the top with gold gradient, lots of elements are sketched, dark UI is not for everyone, colorful pictures, gradient gold buttons with white text, small font.
One thing i like on this website is the photo of sushi sets in the form of tetris.
In my opinion, UI is absolutely bad on this site (overloaded with a lot of visual elements). : banner at the top with gold gradient, lots of elements are sketched, dark UI is not for everyone, colorful pictures, gradient gold buttons with white text, small font.
One thing i like on this website is the photo of sushi sets in the form of tetris.
Product card is simple to read and use. But there is not enough information about allergens.
After choose to "take away" you choose location.
But if you if you want to choose delivery option, then on the same screen there is a return to the delivery screen and you again enter your zip code, you get to the main screen and gain press "payment" which in my opinion is not very convenient because of this return and then you go on the payment screen and enter all your data the same as in "take away" flow.
After choosing payment you go "complete order" screen in which enter the address of the service and the input fields with name, email, phone, house number, delivery, day and time button and choice of payment methods which by the way is a credit card, ideal and cash.
The order flow is quite simple and short 5 steps, but if you change your mind and decide to change the type of order receipt, you will have to go through the order cycle again. Behavior of clickable elements is almost unchangeable.
4. Namotosushi - To start placing an order, you first need to scroll down the main page or press button "order now" or go to the menukaart.
After confirming the address of the Zip code, a window appears with a suggestion to select an extra product: a drink, wasabi or some other dishes for the already selected product, which in my opinion can annoy the user because this is an imposition of additional (not always necessary) purchases and takes time. Next, we select confirmation at the bottom of the screen where the price is clicked on the plus sign add.
UI. UX.
UI design for me is clean and easier to perceive but old-fashioned. The banner on the main page with a photo of sushi and "Order" button is useless and hinderive. Without this banner you can immediately make an extra menu on the main page to avoid unnecessary scrolling time. The colors are quite nice, white clean design with green elements. The photos need to do better quality so that you can see each dish well. Not every item on the menu has a photo. Font size can be adjusted a little more for legibility.
Website flows well. Order flow is 5 steps. Behavior of clickable elements is made half changeable. Everything i need to find is easily locatable. No account function - you have to put your details again and again.
UI design for me is clean and easier to perceive but old-fashioned. The banner on the main page with a photo of sushi and "Order" button is useless and hinderive. Without this banner you can immediately make an extra menu on the main page to avoid unnecessary scrolling time. The colors are quite nice, white clean design with green elements. The photos need to do better quality so that you can see each dish well. Not every item on the menu has a photo. Font size can be adjusted a little more for legibility.
Website flows well. Order flow is 5 steps. Behavior of clickable elements is made half changeable. Everything i need to find is easily locatable. No account function - you have to put your details again and again.
Further we see on the right side of the screen our choice with details and the button is highlighted in orange that the minimum order is 15 euros and this means we need to order an additional 9 euros so that they can process the order.
Therefore, we add an additional dish and then the screen changes: the orange button is hidden and the green button "click to order" appears on top.
Product card contains information about the composition of the dish, allergen markers in the form of pictures below there is a list for choosing "Extra" that you can mark - additional preferences for this dish, a window with a description where you can enter your question or request, as well as the price and adding the number of pieces.
In menu screen you can switch the submenu by category of types of sushi or drinks.
By adding a plus sign on the name, a window immediately appears with entering the address by entering the ZIP code for switching the choice "take away ".
On the mobile option of menu screen to continue order we press "winkelwagen - Basket"
After pressing "click to order" button, a new screen appears for entering data: name, address, delivery time (on this site you can select today's time only), adding a tip, as well as choosing a type of payment (cash, ideal or credit card)
After that, we click order and a confirmation window appears confirming that the order has been accepted. In this case, there is no tracking information on the status of the order on this site.
After that, we click order and a confirmation window appears confirming that the order has been accepted. In this case, there is no tracking information on the status of the order on this site.
Order screen mobile
Order details screen mobile
Payment screen mobile
Product card mobile
4. Sumosushiexpress - Opening the site, we see banners on top that are replaced by each other with different promotions (with click we go to empty page), add with transition to the restaurant's website and discounts.
Promotions, in principle, can be interesting to watch just on the main page, but the banner is very large and could be made smaller. Below there is a banner advertising vacancies and two orange blocks(ui elements).
Promotions, in principle, can be interesting to watch just on the main page, but the banner is very large and could be made smaller. Below there is a banner advertising vacancies and two orange blocks(ui elements).
Menu: here we can see a general 1 page menu with different categories. Or we can select the category of dishes or drinks in the submenu and separate pages with the category will be displayed.
We add a dish through the plus sign - a window pops up for us that "this product has been added to the basket". On the right, there is no display of the order with the selected categories and price, which is not very convenient.
We add a dish through the plus sign - a window pops up for us that "this product has been added to the basket". On the right, there is no display of the order with the selected categories and price, which is not very convenient.
After check out we can see a confirmation window appears confirming that the order has been accepted. There is no tracking information on the status of the order on this site.
As such, there is no product card. If you click on a photo of sushi you will see a larger picture of the same product with the name no description no allergen markers or plus signs add to cart you will not see a very non-functional element.
Also on the main page there are two buttons in the header on the right, so it and delivery by clicking on which we can select if it is delivery enter the zip-code. After choosing a city or choosing a delivery, we get to the menu page. If we were already on the menu page, then we will see an update of this page.
After clicking on the basket icon in the lower right corner and we see how the main page shifts to the left and the order details appear on the right. By clicking order, a screen for entering data appears here: name, address, e-mail, type of payment and time for today for which we want to order, then a check-out is done.
UI. UX. Overall the ui design is interesting but there are a lot of colourful distractions that can be smoothed out to make a cleaner design remove the jumping banner and/or make it smaller. Font size if readable enough.
The colours are chosen very interesting cool unusual combinations. Really like it. Photos of sushi sets worth making a larger view from above. Menu has large and clearly visible images. Typography hierarchy feels balanced.
The order flow: you have to take 5-6 steps to complete order, for example, sushi delivery, which in principle is quick. What is inconvenient is that there is no track the status of the order. Behavior of clickable elements is fine.
The colours are chosen very interesting cool unusual combinations. Really like it. Photos of sushi sets worth making a larger view from above. Menu has large and clearly visible images. Typography hierarchy feels balanced.
The order flow: you have to take 5-6 steps to complete order, for example, sushi delivery, which in principle is quick. What is inconvenient is that there is no track the status of the order. Behavior of clickable elements is fine.
Opening the site from mobile browser we see screen for entering zip code to check delivery opportunities. and below there is a banner advertising vacancies and media links.
Men. Mobile.
After pressing burger menu. Mobile.
Categories. Mobile.
Basket. Mobile.
Payment details screen. Mobile.
Product card. Mobile.
6. Thuisbezorg- Being on the main page, we see a window for entering the ZIP Code.
Enter your ZIP Code into the window, then press search and a page with a list of restaurants opens on which there is a different filters: "now open", "free delivery", "minimum order amount", "number of stars", "rating and discounts". On top right side if the screen there are sorting by different characteristics: "best match", "reviews", "distances", "most popular", "estimated delivery time", "minimum order quantity", "shipping cost", "product price" and "alphabetically". We enter sushi in the search box to select only from sushi restaurants.
You can only search restaurants, could implement more actions.
Delivery/Pickup button - When button is tapped, showing nearby restaurants you can pick up from.
You can only search restaurants, could implement more actions.
Delivery/Pickup button - When button is tapped, showing nearby restaurants you can pick up from.
Map - You can easy switch map view to see nearby restaurants to order.
They offer 2 sign-up/ register options: Facebook, Google.
After selecting a restaurant, we get to the restaurant page and see a list of dishes that can be sorted into categories in the submenu.
Then we click on the choice of dish (on the plus icon) - a window opens where you can add drinks or some extras, and below we see a blue button with a price. By clicking on it, this dish is added to the basket.
UI. UX.
The UI design of Thuisbezorg is generally good. Positioning of the elements to the size of the buttons and everything in between is very comfortable. The size of the letters should be a bit bigger. Not all positions in the menu have a menu photo, which of course is a big drawback. Color scheme is on brand but not easy on the eyes.
Behavior of clickable elements is made half changeable It is easy to navigate and place order. It takes 7 steps to place order. It offers a good experience . All the menu's have a cohesive styling to them so its not jarring for the user when they're looking at different restaurants.
The UI design of Thuisbezorg is generally good. Positioning of the elements to the size of the buttons and everything in between is very comfortable. The size of the letters should be a bit bigger. Not all positions in the menu have a menu photo, which of course is a big drawback. Color scheme is on brand but not easy on the eyes.
Behavior of clickable elements is made half changeable It is easy to navigate and place order. It takes 7 steps to place order. It offers a good experience . All the menu's have a cohesive styling to them so its not jarring for the user when they're looking at different restaurants.
The site does not have a product card, but you can click on the icon "i" next to the product name in the menu and information about all allergen in this dish will be provided
When you select a first dish for a delivery order, a basket with order details appears at the top right.
Since the order does not yet exceed the minimum minimum order, a window pops up with a yellow notification "Amount needed to reach the minimum order value".
Since the order does not yet exceed the minimum minimum order, a window pops up with a yellow notification "Amount needed to reach the minimum order value".
We click on "checkout" button and a standard window appears with the name, address, e-mail input, "how soon" choice with the time for your order.
Support
In order to contact with support, you need to go through 4 steps and it is only contact form.
In order to contact with support, you need to go through 4 steps and it is only contact form.
When we click on a menu category, the screen changes and the header is removed and only the menu view with category switches remains.
After adding this amount, this window disappears and a grey checkout button with total price get blue one. It shows us that we can go further.
One of the valuable options is as "soon as possible" choice and various payment options: ideal, credit card, PayPal, cash, Bitcoin.
You can check the box to receive news, discounts notifications. Further after entering all the data, we click order and pay, and then the order tracking screen appears with the physical location of the courier.
After payment you can see order tracking screen appears with the physical location of the courier.
Strengths - Weaknesses Comparison