Competitor Reviews

Graham (and the Virgin Wines brief) made a very large point on making sure we review competitors (such as Netflix) during the research portion of our project. As a group we created a list of direct and indirect competitors, and from this we would study three each.

For my three, I studied Netflix (which is an indirect competitor), Virgin Money and Sociovino (which are direct competitors).

Using our three competitors, we created a massive table and filled it in using sitemaps that we took from each of the companies. On the left of the grid was the voucher redemption flow for Virgin Wines (which has 6 stages) and we then inputted any matching parts of the flows into the grid (from our own competitor research). For example, out of Virgin Wine‘s 6 stages, Netflix only had 4 and so did Sociovino.

We completed this research for both the desktop and mobile flows.

From this, we were able to gather how other companies carried out their voucher redemption flow. This allowed us to come to idea of reducing the flow from 6 steps to 3.

An important aspect of the brief was to reduce the number of steps in the flow, so the fact that we have already started to tackle this is incredibly promising.