Website UX Audit & Competitive Benchmarking

Website UX Audit & CompetitiveBenchmarking - Transportation & Logistics

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Situation

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Our client wanted to understand how its online logistics services website compares to selected competitors’ websites. The client needed a neutral, fact-based view of competitors’ current online user experiences to support internal decision-making.

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Objective

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The objective was to deliver a structured, objective benchmark of the end-to-end online B2B shopping journey across the client site and key competitor sites - highlighting where the client aligns with, differs from, or trails peers.

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Our Work

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10EQS conducted a structured UX audit across the client website and selected competitor websites, using a consistent rubric and step-by-step walkthrough documentation. The scope covered the end-to-end journey, including: Homepage structure & navigation, search & filtering options, product detail pages, pricing & discount display, supporting content, and E-commerce features.

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Project team

• Ex-EY Management Consultant with logistics industry experience & a background in marketing and UX audit
• Associate Consultant conducting secondary research & supporting content synthesis
• 10EQS Delivery Operations (=PMO) providing quality assurance and process management

Methodology

• Framework Development: Established astructured rubric with categories/subcategories to ensure consistent, comparable documentation across sites
• UX Walkthrough & Documentation: Step-by-step reviewed each site, capturing screenshots and annotated flows that demonstrate the user journey
• Neutral Fact-Based Comparison
• Synthesis: Build comparison tables and visual summaries for clarity.

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Results

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10EQS delivered a competitive benchmark with a weighted scoring system across the assessment categories, showing clear relative strengths across the reviewed sites. The synthesized overview provided the business team with an objective foundation to engage internal stakeholders and drive improvements.

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