Yoga Journal UXDi competitive analysis

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July 03, 2013

Yoga Journal UXDi competitive analysis

Student presentation: competitive analysis of Yoga Journal

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jchoot

July 03, 2013
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  1. Competitive Analysis: 2013.07.02 | Compiled by: Wesley Haines, J. Calvin

    Hoot & Abi Kelly
  2. 1. 3. 2. 5. Competitive Analysis Key Findings Importance of

    Yoga Instruction All practitioners discussed the importance of clear and detailed instructions on yoga poses. Competitors addressed this with video content, pose indexes, and personalized routines, but neglected injury prevention. Skill Levels and Interests Vary Greatly There was a wide variety of skill levels amidst those interviewed, which lead to divergent use cases. There is opportunity to be the authority with personalizable content and powerful search. Yoga as a Social Activity Regardless of skill level, most users valued yoga as a social activity. This creates opportunities for online content to link to social media, or create other avenues for users to link yoga to their social groups. Focus on Stress Reduction The vast majority of users noted and valued yoga’s various non-physical benefits, especially stress reduction. Competitors had a strong focus on featured content about yoga’s non-physical benefits. 4. Complimentary Purchasing: Competing sites used gear and event advertis- ing to generate revenue. Events are over-meeting the user interest, while equipment is undermeeting the need.
  3. Methodology Competing Sites: Sites Reviewed: Criteria for Review: Complementary Sites:

    Yoga Magazine: www.yogamagazine.com We reviewed six sites based on the following key user needs, and the core functionality or branding elements which support these needs: Practitioner Needs: Yoga Instruction Diverse Skill Levels and Interests Yoga as a Social Activity Fitting Yoga into a Busy Lifestyle Focus on Stress Reduction Site Functionality Elements: Detailed Navigation Pulldowns Complimentary Purchasing Exploration via Images Advertising and Paywall Approachable Look and Feel Flow Yoga Magazine: www.flowyogamagazine.com My Yoga Online: www.myyogaonline.com Luluemon (yoga apparel & gear): www.lululemon.com Yoga Tree (popular studio): www.yogatree.com Amazing Wellness (wellness & health magazine): www.amazingwellnessmag.com
  4. Practitioner Needs Findings Yoga Instruction Diverse Skill Levels and Interests

    Yoga as a Social Activity Fitting Yoga Into a Busy Lifestyle Focus on Stress Reduction 1. 3. 2. 4. 5.
  5. 1: Yoga Instruction Yoga Magazine: “Poses” section in Nav. My

    Yoga Online: Video content on homepage. Practitioners enjoyed detailed instructional content, including audio, video and written pose instruction. Competitors addressed this need with: “Poses” section in main navigation Video content Personalized instruction, like sequence builders Key Takeaway: The ability to personalize instructional content will best serve the diverse skill levels and interests of practitioners.
  6. 2: Diverse Skill Levels and Interests Yoga Magazine: Beginner /

    Medium / Advanced My Yoga Online About Yoga Introductory topics such as demystifying yoga, while helpful for beginners, are turning away advanced practitioners. Competitors addressed this need with: Separating poses into skill-level: beginner / medium / advanced Creating an “about yoga” section to learn Diverse offerings, such as videos with instruction on meditation, pilates, and dance Key Takeaway: Allow members to personalize the articles and videos they see so the site fits their interests.
  7. 3: Yoga as a Social Activity Most practitioners valued yoga

    as a social activity. Competitors addressed this need with: Prominent social media integration Internal community hubs and message boards User profiles Key Takeaway: Personalization on the site should leverage popular social media. My Yoga Online: Homepages features a community section. Yoga Magazine: Inludes twitter and facebook feeds prominently on the homepage.
  8. My Yoga Online: Video content to take yoga on the

    go. Flow yoga magazine: Feature on yoga at work. Most practitioners lead busy lives, and need help fitting yoga into their schedules. Competitors addressed this need with: Video content tailored to those with busy lives Featured articles on workplace wellness, yoga “on the go,” and other time savers Key Takeaway: We found that 66% of competitors didn’t meet this need thoroughly. Including quick tips or other related content could better address this need. 4: Fitting Yoga Into A Busy Lifestyle
  9. 90% of users interviewed enjoyed non-physical benefits from yoga, most

    notably stress relief. Competitors addressed this need with: Featured articles on mindfulness, stress reduction, and similar topics Branding driven by yoga’s non-physical benefits Audio and video meditation practices Key Takeaway: Competitors integrate yoga’s non-physical benefits into all aspects of the experience, from content to branding. 5: Focus on Stress Reduction Lululemon: The company’s inspirational “manifesto” emphasizes yoga’s non-physical benefits. Flow Yoga Mag: Feature on stress management
  10. Site Functionality and Branding Findings Detailed Navigation Pulldowns Exploration via

    Images Complimentary Purchasing Advertising and Paywall Approachable Look and Feel 6. 8. 7. 9. 10.
  11. Pulldowns allowed homepages to remain uncluttered, while still giving detailed

    access to site categories. We found: All competitors follow centered formatting Without pulldowns, key content is hidden Complimenting sites aren’t dealing with the same amount of content Key Takeaway: There is opportunity to stand out by taking advantage of left-hand vertical navigation and responsive design 6: Detailed Navigation Pulldowns Lululemon: Detailed nav pulldowns, allows for uncluttered homepage. My Yoga Online: Subnav hidden until you select, “Community”
  12. 90% of users interviewed enjoyed non-physical benefits from yoga, most

    notably stress relief. We found: Featured articles on mindfulness, stress reduction, and similar topics Branding driven by yoga’s non-physical benefits Audio and video meditation practices Key Takeaway: Diverse, friendly, and visually interesting photography encourages users to explore. 7: Exploration via Images My Yoga Online: Image-driven “Discover” section on homepage. Lululemon: Image-driven new products section on homepage.
  13. Gear reviews and advertising help bolster revenue and subscriptions, and

    encourage the social aspect of yoga. We found: Reviews, customer education sections Sponsored advertising Special event info integrated into product pages Key Takeaway: Associated ads for workshops, and events coincide with strong user interest in yoga as a social activity. Flow Yoga Magazine: Features events on homepage 8: Complimentary Purchasing Lululemon: Special events info within product pages.
  14. Competitors took a variety of approaches to monetize their sites.

    We found: No site offered a free introduction Sponsored ads appear consistently across all pages, on average 33% of layout Paywalls for premium, personalized video Key Takeaway: Practitioners are willing to pay for premium, customizable instructional content. Integrating premium access with a magazine subscription will increase revenue and bring a cohesive experience. 9: Advertising and Paywall My Yoga Online: paywall for premium membership Yoga Magazine: Sponsored ads in a prominent carosel on all pages.
  15. Overall look and feel was fairly consitent across competitors. We

    found: Clean, photo-driven layout Cool and calm colors overall, with bright accents Approachable, friendly images with a strong focus on practioner portraits and nature Key Takeaway: Branding overall created a sense of approachibility and friendliness, helping to welcome users and invite them to explore. 10: Approachable Look and Feel Yoga Magazine: Bright colors, cheerful photograpy, for a sense of friendliness. Lululemon: Hand drawn elements feel approachable.
  16. 1. 3. 2. 4. 5. 6. Importance of Yoga Instruction

    Diverse Skill Levels and Interests Yoga as a Social Activity Complimentary Purchasing Focus on Stress Relief 8. 7. 9. 10. Fitting Yoga into a Busy Lifestyle Exploration via Images Advertising and Paywall Approachable Look and Feel Detailed Navigation Pulldowns In Conclusion Based on our competitive analysis, the following findings were important considerations for yogajournal.com to take into account.
  17. Contact: Wesley Haines (wesley.haines@me.com) J. Calvin Hoot (jchoot01@gmail.com) Abi Kelly

    (abikelly@gmail.com)