Given the scenario of Chocolate Haven's home delivery service for artisan chocolates, here

are three competitors to analyze:

1. Competitor: Godiva
o Product: Website and mobile app
o Source: Accessed at www.godiva.com
o Screenshot:

2. Competitor: Lindt Chocolate

o Product: Website and mobile app
o Source: Accessed at www.lindt.com
o Screenshot:

o
3. Competitor: Ghirardelli Chocolate Company
o Product: Website and mobile app
o Source: Accessed at www.ghirardelli.com
o Screenshot:

Proceeding to analyse their strengths and weaknesses, as well as evaluate their usability
heuristics. Now I am going to examine each competitor's advantages and disadvantages and
assess their usability heuristics:
Competitor: Godiva

Strengths:

 Aesthetically pleasing mobile app and website designs.

 Many chocolate goods are offered, such as gift sets and assortments.

 An easy browsing and navigation experience.

 Clearly stated product photos and descriptions.

Weaknesses:

 Limited possibilities for box modification.

 The checkout procedure may take a while, particularly for new users.

 Limited selection of options for subscription.

Usability Heuristics:

1. Visibility of system status: When browsing, checking out, and managing accounts,
Lindt Chocolate's website and app offer unambiguous feedback.

2. Match between system and the real world: Chocolate goods are presented in a
seductive and realistic way.

3. User control and freedom: Users can quickly change the contents of their carts and
switch between different product categories.

4. Consistency and standards: The layout and design components are the same on the
website and in the app.

5. Error prevention: Validation checks are part of the checkout process to guard
against input errors from users.

6. Recognition rather than recall: The conspicuous display of product categories and
navigation options lessens the need for consumers to commit specific facts to
memory.
 7. Flexibility and efficiency of use: Both the website and app offer capabilities for
quick purchases and account administration, making them appealing to both
infrequent users and frequent visitors.

Competitor: Lindt Chocolate

Strengths:

• Offering a range of subscription plans with customisable options.

• Streamlined checkout procedure with guest checkout option.

• Detailed product descriptions and high-quality photos.

• Fast customer service and convenient FAQ access.

Weaknesses:

• Limited selection of subscription plans compared to competitors. Less options for

subscription plans than competitors.

• Some navigational features could be more difficult for inexperienced users to

understand.

• Insufficient sophisticated filtering choices while exploring products.

Usability Heuristics:

1. Visibility of system status: When browsing, checking out, and managing accounts,
Lindt Chocolate's website and app offer unambiguous feedback.
2. Match between system and the real world: The actual chocolates are appropriately
depicted in the product photographs and descriptions.

3. User control and freedom: Customers are permitted to look through products and
change their subscription choices.

4. Consistency and standards: The layout and navigation are consistently maintained
since the design adheres to accepted e-commerce norms.

5. Error prevention: Validation checks are part of the checkout process to guard
against input errors from users.
 6. Recognition rather than recall: The ease of access to navigation menus and filtering
choices lessens the need for users to retain certain information.

7. Flexibility and efficiency of use: To accommodate a variety of user preferences and

improve the ease of acquiring and maintaining subscriptions, Lindt Chocolate
provides a selection of subscription choices.

Competitor: Ghirardelli Chocolate Company

Strengths:

• Provides a range of subscription alternatives, including customisable boxes.

• Features a prominent display of featured products and specials.

• Is easy to navigate and understand.

• A simplified checkout procedure with several ways to pay.

Weaknesses:

• Limited opportunity to customise subscription plans.

• Slow loading times on some pages, especially during periods of high traffic.

• Occasionally inconsistent product availability across online and physical locations.

Usability Heuristics:

1. Visibility of system status: The Ghirardelli Chocolate app and website offer
unambiguous information about the status of orders, cart contents, and product
availability.

2. Match between system and the real world: The actual chocolates are appropriately
depicted in the product photographs and descriptions.

3. User control and freedom: Customers may quickly switch between various product
categories and alter their subscription choices.

4. Consistency and standards: The design follows e-commerce best practices by

keeping layout and navigation consistent.
 5. Error prevention: Validation checks are part of the checkout process to guard
against input errors from users.

6. Recognition rather than recall: The prominent display of key actions and navigation
options lessens the need for users to commit precise data to memory.

7. Flexibility and efficiency of use: Ghirardelli Chocolate improves purchasing and

subscription management efficiency with customisable subscription options and
simplified checkout procedures.

Competitive Analysis Matrix: Chocolate Haven vs. Competitors

Chocolate Lindt
Criteria Haven Godiva Chocolate Ghirardelli
User Stories
Account Registration 4/5 3/5 4/5 4/5
Subscription Setup 5/5 4/5 5/5 4/5
Browse Chocolate
Selection 4/5 4/5 3/5 4/5
Manage Subscription
Preferences 5/5 3/5 4/5 4/5
Nielsen's Usability
Heuristics
Visibility of system
status 4/5 4/5 4/5 4/5
Match between
system and the real
world 5/5 4/5 4/5 4/5
User control and
freedom 5/5 4/5 4/5 4/5
Consistency and
standards 4/5 5/5 4/5 4/5
Error prevention 5/5 4/5 4/5 4/5
Recognition rather
than recall 4/5 4/5 4/5 4/5
Flexibility and
efficiency of use 5/5 4/5 5/5 4/5
Strengths
Wide range of
subscription options Yes No Yes Yes
High-quality product
images and
descriptions Yes Yes Yes Yes
Seamless checkout Yes No Yes Yes
 Chocolate Lindt
Criteria Haven Godiva Chocolate Ghirardelli
process
Weaknesses
Limited customization
options No Yes No No
Lengthy checkout
process No Yes No No
Opportunities
Expand subscription
options Yes Yes Yes Yes
Improve
customization options Yes Yes Yes Yes
Threats
Increased competition No No No No
Changing consumer
preferences No No No No

Each rival is assessed using user stories, Nielsen's Usability Heuristics, strengths,
weaknesses, opportunities, and threats in this competitive analysis matrix. User stories and
usability heuristics are scored, and each competitor's advantages, disadvantages,
opportunities, and dangers are enumerated. This matrix offers a thorough analysis to pinpoint
Chocolate Haven's competitive advantages and areas for improvement.
Here is Chocolate Haven's SWOT analysis based on the competitive study that was done on
three rivals in the market for chocolate delivery services:

Strengths:

1. Wide range of subscription options: Chocolate Haven can leverage this by offering
even more customization options, such as personalized chocolate assortments based
on customer preferences.
2. High-quality product images and descriptions: Haven should ensure that its
product presentation is equally appealing, with detailed descriptions and enticing
images to attract customers.
3. Seamless checkout process: By incorporating features like guest checkout, one-click
purchasing, and simple payment options, Chocolate Haven may further optimise its
checkout process and improve user experience.

Weaknesses:

1. Limited customization options:. To cater to a wide range of client interests,

Chocolate Haven should place a high priority on providing a plethora of
customisation possibilities for both membership plans and chocolate assortments.
 2. Lengthy checkout process: Chocolate Haven could simplify their checkout
procedure to cut down on steps and friction in order to prevent this shortcoming and
give customers a quick and easy shopping experience.

Opportunities:

1. Expand subscription options: Chocolate Haven has the potential to enhance its
revenue streams and appeal to diverse client categories by launching new subscription
tiers, such as premium and deluxe boxes.
2. Improve customization options: Chocolate Haven may draw in more customers
looking for distinctive and personalised chocolate experiences by improving
customisation choices, such as letting customers select particular chocolates for their
boxes and providing personalised packaging.

Threats:

1. Increased competition: Chocolate Haven should concentrate on distinction through

special product offerings, excellent customer service, and creative marketing
techniques to stand out in the crowded market in order to manage this danger.
2. Changing consumer preferences: In order to meet client expectations, Chocolate
Haven should regularly do market research to stay abreast of changing consumer
trends and preferences. This will enable the firm to modify its offerings and strategy.

Final Recommendations:
To capitalise on its strengths, address weaknesses, grasp opportunities, and reduce threats in
the competitive market, Chocolate Haven should prioritise improving its customisation
options, optimising the checkout process, and extending its subscription services, as
determined by the results of the SWOT analysis. Additionally, to maintain competitiveness
and spur growth in the chocolate delivery service sector, constant observation of market
trends and rival tactics is necessary.