Concept Map & Competitive Analysis
Interactive Onboarding & Market Insights
Created a concept map to help new team members quickly build a high-level picture of FinTech domain users. Collaborated with stakeholders to research user personas and synthesize relationships across a complex financial ecosystem.
Concept map is a visual that helps to organise and represent information. It's like a mind map, but with a stronger emphasis on showing the relationships between different users.
- FinTech User Complexity: Rich landscape with diverse users and complex workflows.
- Understanding User Interactions: Deep knowledge on users is crucial to design effective solutions.
- Benefits:
- Visually organizes the various FinTech user personas, their roles, and the connections between them.
- Served as a valuable onboarding tool for new team members.
To build the FinTech user concept map, I dove deep: researching user personas, job descriptions, and interacting with stakeholders to grasp the domain. This data synthesis helped identify key users and their needs.
Part of a 4-member team. Evaluated competitor products — reviewing demos, documentation, and YouTube walkthroughs — and rated them against UX best practices to surface recommendations for FactSet's navigation and product strategy.
Competitive analysis is a systematic process of evaluating your competitors' strengths, weaknesses, strategies, and market positioning. It helps us to understand the competitive landscape and identify opportunities for the business.
- Informed Decision-Making & Strategy: By understanding the competitors, you can make more informed decisions about product development and refine the existing strategies or develop new ones to better address the competitive landscape.
- Market Awareness: It provides valuable insights into market trends, customer preferences, and emerging technologies.
- Competitive Advantage: Identifying the competitors' weaknesses can help you differentiate your offerings and gain a competitive edge.
As part of a 4-member team, I conducted competitive analysis by evaluating key competitors' experiences and provided recommendations to FactSet. This involved reviewing product demos, documentation, and YouTube videos and rated them based on adherence to UX best practices.
Old Navigation — All Apps Shown with Side Scrolling Tabs
Our Initial Recommendation
Updated Navigation — Displaying top 5 Apps based on User type, categorised into App Menu
- Onboarding accelerated: The concept map became a go-to reference for new team members — reducing the time needed to build a working understanding of the FinTech user landscape.
- Navigation changed: Competitive analysis recommendations directly influenced FactSet's navigation strategy — replacing side-scrolling tabs with a smarter, role-based top-5 app structure.
- Informed product strategy: Benchmarking competitors against UX best practices gave the team concrete, evidence-backed recommendations rather than subjective opinions.
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