OBJECTIVE: Conduct competitor research on the most popular cannabis vape devices with connected apps to identify common UI/UX trends, ascertain any market obstacles, and pinpoint key product differentiators.
ROLE: UX research
As an independent consultant for GHOST Vape, I purchased, evaluated, researched and reported on 5 competitor devices with connected apps. My evaluation focused on:
• Marketing, core business and SWOT profiles
• UI/UX, including usability, layout, navigation structure, compatibility, calls to action, interaction, and functionality
• Content including labels, links, and brand voice
• Overall design and app performance
I compiled the above matrix to document and summarize the research findings.
Based on the competitive analysis, I was able to make a number of product recommendations to GHOST Vape:
• Hone the brand positioning to clearly differentiate from competitors, appeal better to their target market and inform design decisions, such as transitioning to a more gender-neutral color palette
• Add a how-to video or animation feature, given the substantial learning curve of the product for new users
• Develop an interactive temperature feature for desired vapor and flavor customization