Competitive Analysis

Competitive Analysis: Men’s Diet & Health Site Daniele O‟Brien INP 190 – Competitive Analysis ChangingShape.com May 28, 2006 Competitive Analysis: Men‟s Diet & Health Site 2 Table of Contents Executive Summary .......................................................................................................... 3 Changing Shape Sections and Features: ...................................................................... 5 Content/Functionality: ...................................................................................................... 7 Technology / Functionality: ............................................................................................. 9 Strengths .......................................................................................................................... 10 Areas for Improvement ................................................................................................... 12 Appendix A ....................................................................................................................... 13 Competitor 3: Changing Shape.com ............................................................................ 13 Competitive Analysis: Men‟s Diet & Health Site 3 Executive Summary Strengths:    Site offers users a complete listing and description of all areas of the website. Information is well planned out and defined. Site reminds the user throughout the tour that they can “SIGN UP TODAY” incorporating a prominent button link The login uses members email address for the user name. This seems to make life so much easier. As internet users are constantly signing up for different services and sites, the use of email would cut down on having to remember and keep track of yet another unique user name. Very flexible in both the exercise and diet modules to allow for customization. The site seems to offer all the current forms of exercise and diet appealing to a wide cross-section of potential users. Site is interactive and visually stimulating. Offers detailed analysis of workout and diet plans, testimonials, and how they work together to help user achieve a variety of goals. The site offers graphic and html links satisfying multiple users. Personalized member site with reminders to users on tasks that need to be completed. There are a variety of different plans, allowing users to pick and choose whic h ones they need The menus offer fast-food alternatives for users. This seems to be a very appropriate offering in today‟s fast-paced life style. Online coaches are presented as personas. This seems to be a good way to develop the personal connection that an online coach might otherwise lack. Graphic tracking of progress for weight and exercise goals available        Areas of Improvement:  The sign up form needs to offer examples to lead the user through the form. Implementing this feature would enhance accessibility and usability. Body fat information is required but no link is offered. Most people do not know their Body Mass Index ratio. The site does offer a BMI calculator under „Resources‟ but it should be made accessible from the form. The site should not offer quite as much Free interactivity and information to the user. This could inhibit membership. The sites goal is to inform users but user membership is paramount.   Competitive Analysis: Men‟s Diet & Health Site  4 The interactive meal plan menus are a little difficult to navigate if you try to personalize ingredients and menus. It wasn‟t as intuitive a process as I would have hoped. Users who are not as familiar with the internet could find this very frustrating. There is an online help area but response is slow and not time sensitive. This would be a perfect place to offer a tutorial to guide the user. Offer an online printable form that users could take to their personal physician. This would be a valuable tool for members.  Competitive Analysis: Men‟s Diet & Health Site 5 Changing Shape Sections and Features: About Us  ·Fitness Company  ·Fitness Services  Fitness Affiliates Fitness Calculators  ·Food Fat  ·Target Heart Rate  ·Calorie Requirements  ·Protein Requirements  ·One Rep Maximum  ·Body Mass Index  ·Calories Burned  ·Calorie Counter  ·Waist to Hip  ·Ideal Body Weight  ·All Fitness Calculators Diet Plans  ·1300 Calorie Diet Plan  ·1400 Calorie Diet Plan  ·1500 Calorie Diet Plan  ·1600 Calorie Diet Plan  ·2200 Calorie Diet Plan  ·2800 Calorie Diet Plan Cardiovascular Exercise  Cardiovascular Beginner  ·Cardiovascular Intermediate  ·Cardiovascular Advanced  ·Advanced Aerobic Conditioning  ·All Cardio Routines Stretching Exercise  ·The Mummy  ·Pat on Back  ·Elbows Back       ·Arm Twist ·Quad Stretch ·The Kick ·The Egg ·Early Morning ·Neck Stretch Exercise Resources  ·Directory by Muscle  ·Directory by Equipment  ·Exercise Journal  ·Muscle Chart Community  ·Fitness Community  ·Message Boards  ·Spread the Word Health and Fitness References  ·Vitamins and Minerals  ·Standard Metric Conversions  ·Standard Weights and Measures  ·Health & Fitness Articles  ·Health & Fitness News  ·Health & Fitness FAQ Diet and Nutrition References  ·Standard Food Pyramid  ·Create a Free Diet Plan  ·Nutrition and Diet Journal  ·Reading Nutrition Labels Support  ·Fitness Tips  ·Email the Fitness Professionals  ·Fitness Links Competitive Analysis: Men‟s Diet & Health Site Ab Exercises  ·Abdominal Crunch  ·Machine Abdominal Crunch  ·Reverse Abdominal Crunch  ·Reverse Machine Crunch Back Exercises  ·Barbell Bent Over Row  ·Dumbbell Bent Over Row  ·Lat Pull down  ·Machine Seated Row  ·Resistance Band Lat Pull down  ·Resistance Band Reverse Lat Pull down  ·Resistance Band Row  ·Resistance Band Stiff Arm Pull down  ·Seated Row Biceps Exercises  ·Barbell Biceps Curl  ·Concentration Curls  ·Dumbbell Biceps Curl  ·Machine Biceps Curl  ·Resistance Band Biceps Curl  ·Resistance Band Concentration Curls Calf Exercises  ·Standing Calf Raise 6 Chest Exercises  ·Barbell Chest Press  ·Barbell Incline Chest Press  ·Dumbbell Chest Press  ·Dumbbell Incline Chest Press  ·Machine Chest Press  ·Machine Inclined Press  ·Push Ups  ·Resistance Band Chest Fly  ·Resistance Band Chest Press  ·Resistance Band Inclined Chest Press  ·Resistance Band Inclined Chest Fly Forearm Exercises  ·Dumbbell Hammer Curl  ·Resistance Band Hammer Curl Leg Exercises  ·Barbell Lunges  ·Barbell Squats  ·Dumbbell Lunges  ·Dumbbell Squats  ·Hamstring Curl  ·Leg Press  ·Lunges  Seated Leg Extension Competitive Analysis: Men‟s Diet & Health Site 7 Content/Functionality: Changing Shape is solely committed to proven health solutions for lifelong results. The company offers online fitness programs that are verified by research, which guarantees success among all dedicated clients. Members have access to their own online personal trainer, and receive tailored services and tools to help the achievement of health goals. Initially the site prompts the user to either “SIGN UP TODAY” or “TAKE A TOUR”, starting with a description of all the services offered: “Online Weight Loss Programs”, Online Personal Training, Customized Diet Programs, Customized Workout Plans, “Exercise at Home”, “Online Weight Tracking”. Each service description title is linked to a specific page which goes into more detail about each service. The key phrasing is geared towards customization and personalized services for potential members. The home page also offers testimonials and further listings of specific available services. There is a good drill down of available services and the specific features. They seem to offer a broad range of descriptions that appeal to multiple users. Those who want to connect with other members can read numerous testimonials. Those interested in specific listings of services are also satisfied. It is an effective informative process for any new user. There are many interesting functional features included in the “Resources‟ sections. A variety of Health and Fitness Calculators are available (Food Fat, Daily Protein Requirements, Daily Calorie, BMI, Target Heart Rate, Calories Burned, Calorie Counter, and Hip to Waist Ratio Calculators) enhance the sites interactivity. The site is designed to have users join as members. Throughout the tour the user is reminded to “SIGN UP TODAY”. There is so much free information that some users may choose to use the site as a free resource rather than becoming a member. The customization available for members is appealing but some users may choose to use only the Free stuff since so much is made available. . Competitive Analysis: Men‟s Diet & Health Site 8 Specific information available on the website sion · · · · · · · · · · · · · · · · · · · · · · Squat Barbell Front Shoulder Raise Barbell Shoulder Shrug Barbell Shoulder Press Dumbbell Front Shoulder Raise Dumbbell Shoulder Press Dumbbell Shoulder Shrug Dumbbell Side Shoulder Raise Machine Rear Delt Row Machine Shoulder Press Machine Side Shoulder Raise Resistance Band Front Shoulder Raise Resistance Band Rear Delt Row Resistance Band Shoulder Press Resistance Band Side Shoulder Raise Resistance Band Shoulder Shrug Barbell French Press Dumbbell French Press Machine French Press Resistance Band French Press Resistance Band Triceps Pushdown Triceps Pushdown Shoulder Exercises Triceps Exercises Competitive Analysis: Men‟s Diet & Health Site 9 Technology / Functionality:       Graphical table based layout Custom programming to develop member menu plan and track choices: „contact my coach‟ personal message form Message Board for members Personal Online Journal Progress and Goals o Behavioral Contract o Weight Check-In (progress is charted) o Weekly Assignments     Printable Exercise or Nutritional Journal (PDF) Support Message from your Coach Flash to animate banner text Functional Site Features: o Food Fat Calculator o Daily Protein Requirements Calculator o Daily Calorie Requirements Calculator o One Rep Maximum Calculator o Body Mass Index Calculator o Target Heart Rate Calculator o Calories Burned Calculator o Calorie Counter o Waist to Hip Ratio Calculator Competitive Analysis: Men‟s Diet & Health Site 10 Strengths The greatest strength of this site is the rich cross-linking between areas of interest and related information, made possible because of the database-driven nature of the website and (presumably) the use of good meta data. Specific strengths include the following:   The logo links back to the Home page Page designed for 800 x 600 format and is centered which applies well to 1024 x 768 resolution Quick links are located on the right side of each page and are consistent Graphics are tasteful and add to the ease of use (tab format for main navigation) Font size adjustable by user enhancing usability Information is readable and useable. Good contrast of black text on white background. Consistent use of blue for all links. The login uses members email address for the user name. This seems to make life so much easier. As internet users are constantly signing up for different services and sites, the use of email would cut down on having to remember and keep track of yet another unique user name. Pages are consistently laid out making navigation and usability easier. “Spread the Word” a great marketing tool that allows users to recommend and email the site and a personal message to others. Word of mouth is a great asset. Members progress is charted and available for viewing. Menu, exercise and goal journals help keep member on track. Global navigation is effective with the tab format that users find familiar Information is arranged in a logical manner. Good use of “chunking” information and use of titles to designate areas of interest Using headings in the navigation bar on the Home page „Exercise‟, „Nutrition‟, „Reference‟, Resources‟, „Contact Us‟, „Company‟) helps organize and „chunk‟ an otherwise too-lengthy list of links. Excellent cross-linking: o You are able to access information in a variety of manners, which appeals to many varieties of users. The repetitive nature of links is an effective tool for those who are new to the site or expert users, navigation is well thought out. o User is able to access most areas of the website above the fold, information is repeated so scrolling is not an issue in loss of use. Navigation is repeated below the fold but in a different format in „Section Snapshots‟. This seems a little more thoughtful than just a basic repetition of the navigation links on the bottom of the page.               Competitive Analysis: Men‟s Diet & Health Site   11 Global Navigation is obvious. User‟s personalized areas available at the bottom of all pages (Your Progress & Goals, Your Personal Profile, Your Online Journal) Pages seem to load in an acceptable amount of time on a 56k modem. No breadcrumbs offered (more extensive usage would be beneficial)   Competitive Analysis: Men‟s Diet & Health Site 12 Areas for Improvement The areas for improvement center mainly on data inconsistencies/errors in the database and site navigation issues. The overwhelming number of links on the site can be confusing, while it is difficult to remain oriented in the lower levels of the site. Navigation to previous pages often requires use of the „Back‟ button. Specific areas for improvement include the following:  Site Map is not available on all pages. This site is complex and users would be aided by access to site map throughout. It would be advisable to give user access to this feature at the top of each page and again at the bottom of the page with the HTML/text links. The sign up form needs to offer examples to lead the user through the form. Implementing this feature would enhance accessibility and usability. On the sign up forma BMI is a required field but no link is offered. Most people do not know their Body Mass Index ratio. The site does offer a BMI calculator, which should be linked from this portion of the form. The site should not offer quite as much Free interactivity and information to the user. This could inhibit membership The interactive meal plan menus are a little difficult to navigate. When trying to personalize the menu and add specific ingredients the process was confusing. There is an online help area reply is not posted in a time-sensitive manner. Offer an online printable form for users to take to their personal physician. This is valuable tool for members. Use of the „Back‟ button is frequently required because it is hard to return to your previous location otherwise. Site location is not obvious. Incorporating a link change in the global to designate location would be helpful. No explicit „Home‟ link.         Competitive Analysis: Men‟s Diet & Health Site 13 Appendix A Competitor 3: Changing Shape.com Changing Shape home page (1024x768 – IE6/ PC) Resources (Health and Fitness Resources) (1024x768 – IE6/ PC) Competitive Analysis: Men‟s Diet & Health Site 14 Changing Shape Intro Form page 1 of 3 (1024x768 – IE6/ PC) Competitive Analysis: Men‟s Diet & Health Site 15