Type and quality of competitors' products:

Amazon : A direct competitor that has a vast range of quality gaming products.

Walmart : Is a direct competitor that has a basic range of quality gaming products.

Steam : Is an indirect competitor that has a very large range of a specific type of gaming products and the quality varies.

Playstation : Is an indirect competitor with very good specific quality gaming products.

Xbox : Is an indirect competitor and has good quality gaming products.

Competitors market position:

Amazon has themselves in a high position in the market due to their ability to get the product out quickly. What they could improve on is the initial front page of the app. It has information overload. Their audience is targeted to millennials. Age range from 13-55. 

Walmart has themselves in a good average position due to their affordable prices. They should improve the variety of products they offer. Their audience is targeted at families and single person households. Age ranges from 13-75.

Steam is in a dominant position offering a large range of products for a singular platform. Could improve with better organization of their website due to the vast majority of games they offer on a singular platform. The audience Gamestop attracts is avid gamers and single individuals. Determined age range is 17-45. 

Playstation’s position in the market is steady because they have good quality products that attract their audience. Due to their success in branching out to one platform they could begin to branch out to another. The audience they have relates to families and single individuals. Age range is 13-40. 

Xbox's position in the market is unique due to what they currently offer. The improvement they could do is to better visualize their marketplace. The audience they have relates to families and single individuals. Ages range from 13-40.

Competitors talk about themselves:

Amazon sees themselves as being a top company because they offer the quickest availability to getting the customer their product. The app's  products feature  and benefits a subscription service with exceptional delivery time. With the product value being explained as a very cost efficient product. That enables its users to receive their product as fast as possible through their yearly subscription service.

Walmart talks about themselves as offering the best affordable prices in the market. The app’s features and benefits include a reasonable subscription service with a clean and concise app visualization. Their product value can be explained as offering affordable products with a subscription service that adds to their overall experience. With reliable delivery and an app with iconic user visualization.

Steam sees themselves as the dominant marketplace that fixates on one platform. Their website and app’s product features and benefits providing good products through discounts and offering a very organized app. The product's value is explained to be enriched with a large catalog, good sales and an in-depth app to find what you’re looking for.

Playstation sees themselves with great success with being able to solidify their own community. Their app’s features and benefits as a valuable subscription service and has high quality products that leaves the customer coming back. The app’s value is explained to be high quality and signifying great branding.

Xbox views themselves as a unique and innovative with never before seen subscription service with consistent branding. Their app’s features and benefits offer a very beneficial subscription service with iconic visual design that’s plated from generation to generation. Overall the app’s value is explained as having a groundbreaking subscription service model with consistent visual design throughout the years.

Competitors' Strengths:

Amazon's strengths are having an unparalleled subscription service that gives you the product within 2 days and an easy to use website/app interface.

Walmart's strengths would be in its ability to have discounts on multiple products, iconic branding and welcoming website/app design.

Steam's strengths are having the largest gaming catalog for one specific platform, always having great discounts on games and a very in-depth application.

Playstation's strengths are having high quality products that keep their audience wanting more and a very creative and unique app unlike any competitor.

Xbox's strengths include offering a subscription service model that gives its audience the best deal and consistent app design that is familiar to their audience.

Competitors' Weaknesses:

Amazon's weaknesses include its subscription service being at a high price and an information heavy interface. 

Walmart's weaknesses are not having a bigger catalog and lower tier quality items available. 

Steam's weaknesses would be that they don’t offer delivery services for games (only have digital games) and their website looks outdated and needs a modern touch. 

Playstation's weaknesses would include that they only offer the majority of their products on one platform and their interface may be to difficult for the average user to use.

Xbox’s weaknesses are that their products have diminished in quality, not enough unique products to maintain a good foothold for their subscription service, and none innovative user interface on their website.

Gaps the competitors have:

Amazon has a gap with needing a more welcoming website/app that’s not information heavy. Also could offer better features for users who are not interested in the subscription service model. 

Walmart's gap occurs where its website is currently only being shown in English only. Alongside there being no voice to text for the search bar.  

Steam's gap is with its lack of innovating a new look to their app with margins and space that can be filled. The next gap is that their text is very small and hard to read. Also the search bar is difficult to find. 

Playstation's gap comes in where they could offer better thing for their subscription service, begin to branch out their exclusive content to other platforms and simplify their mobile app more welcoming to newer users. 

Xbox has gaps in a stagnant UI on their website/app, not enough sales or discounts being displayed, and overall better quality items. 

Viable Opportunities:

Some opportunities that UpNext can take advantage of is having a voice to text in the search bar, a valuable subscription service that offers not only a great deliver time but also good discounted products and finally a good UI layout that is not only unique and creative but easy to use.

Meet Matthew Bean

User Journey Map

User Flow

Paper Wireframe Sketches

I drew 5 different baseline sketches with one having a combination of them with best possible feel and look that would make it accessible for the user. To determine this I referred to looking at different apps that suited the user.

High Fidelity Usability Test Results