Author: Minh Ngoc Bui (UX Designer)l

Competitor analysis

Name	Charm	Cloe	Good Face	Paula’s Choice
Competitor type
Direct	Direct	Direct	Indirect
Product offering	A mobile app that helps with finding the right routine and products according to the user’s skin type and concerns	A mobile app that tracks the user’s skin progress and discovers what products, supplements, and diets work for them	A mobile app that provides users with custom skincare routines and beauty products	A responsive website that offers real, smart and safe skincare information and skincare products for people
Business size	Medium	Small	Medium	Large
Target audience	All genders	All genders	All genders	All genders
Unique value proposition	“Get the perfect skin!”	N/A	N/A	“Beauty begins with truth”
App or website experience	Okay

Easy to navigate
Pretty good visual design

Feels like some good but basic features require premium subscriptions | Needs work
Lack of useful features
Overly simple design | Good

Easy to navigate
All features are useful | Outstanding + All features are useful
Strong and consistent branding
Easy to navigate

Only suggest products from the brand | | Features | Good

Personalized skincare routines
Beauty treatments
Beauty care reminder & tracker
Skincare blog | Needs work

Offers too basic features that the users can find everywhere without wasting time downloading any app
The features are confusing and time-consuming | Outstanding + Offers skincare routine and clean product recommendations for users’ unique needs + Provides information about product ingredients (wait for updates within 2 days if the product is not available)

Users can buy products from verified retailers with the price comparing feature
Learn from experts and peers by joining the community | Outstanding
Routine finder feature
Skin quiz and expert advice
Ingredient dictionary and product recommendations | | Accessibility | Okay
Use of color is accessibility-friendly

Not equipped for screen reader tech | Needs work
Not equipped for screen reader tech
Color choices don't meet accessibility standards
Inconsistent use of visuals | Good + Use of color is accessibility-friendly

Good use of visuals

Not equipped for screen reader tech | Good + Professional use of visuals
Not equipped for screen reader tech | | User flow | Good

Routine creating process is clear and straightforward

Some personal questions in the onboarding part are not necessary and time-consuming | Needs work
Too many ads: if the user doesn’t watch the 30-second ads the app will delete their entire logs and features | Good + Quick and easy with the AI scanning process
Too many options in the products by category section that will cause overwhelmed | Outstanding + All the categories are well built | | Navigation | Okay

Comprehensive navigation

Some features are limited if the app is used in the basic mode
Offering so many options is overwhelming | Needs work
Some clickable elements are not indicated well or clearly marked
Navigation direction is not always clear | Good + Straightforward navigation
Some clickable elements are not indicated well or clearly marked | Outstanding + Straightforward navigation | | Visual design | Needs work

Good use of high-quality images and cute emojis

The skin log feature (with the user’s real image) seems doesn’t work
Simple visual design
Inconsistent font usage | Needs work
Too simple visual design
Inconsistent font usage
Icons are too small for the users to tap
Lacks high-quality images & emojis | Okay

Brand identity reflected in visual design
Icons have alt text to support the information

Simple visual design | Outstanding + Simple. minimal but optimal UI design

Professional image usage
Strong brand identity reflected | | Content tone | Formal, to-the-point language | Formal. sometimes “stiff” | Formal but friendly | Formal but friendly | | Descriptiveness | Outstanding
Conveys information clearly
Descriptions are succinct | Needs work

Information is not easy to understand | Pretty good + Convey information clearly | Good

Descriptions are to-the-point

Information is not always easy to comprehend |

Comparing Main Features