Fintech
Automating Financial Analytics with a New PitchBook Product
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Contributions
User Experience Research
Art Direction
Product Design
For Mondo Robot
This Bay Area fintech firm is known for some of the strongest and fastest financial predictions for new and emerging markets. The problem is that the tools used by the PitchBook analysts are secured by a heavily monetized paywall leaving the product and its vast capabilities a mystery to new and prospective users.
The challenge was to create a concept of a freemium model of their paid dashboard to tease modules and drive direct, unpaid traffic.
User Interviews
To begin, I worked alongside lead product designer Ben Frederick to record interview answers as Ben led the discussions. Upon completion, we would gather to distill these interviews from our analysts into user needs. Our goal: to define what information is relevant at this point in the journey and what would motivate users to return daily.
Dashboard
It became clear through our interviews that our analysts would need a dashboard view that allowed them to see a sweeping view of the current investment landscape so that they can see patterns and trends emerge. The design challenge was to present pathways into major touchpoints without losing visual hierarchy.
Market Segmentation
During our interviews, we kept hearing the same three words from our analysts: “Deals, investors, exits.” These lists are essentially the Billboard Top 100 to investment analysts. Viewing lists, ranking and the ability to filter for further specification are at the core of the tools functions.
Filtering for Precise Data
Filtering is the process by which the analysts can retrieve more specific data as it pertains to a possible prediction or company. It was important for us to acknowledge this as a core function. Filtering is visual and robust and remains persistent in the same location.
Global Predictive Search
Search is just as valuable to our users as filtering is. Since this tool aggregates so many types of content, dividing our results into buckets made wayfinding easier in an effort to predict user needs.
News
We break down the news into major market segments. This helps users scan content while they can see both the landing page and article content. Our analysts will usually remain within a few segments, making a lot of other financial content less relevant to them.
Reports
Using the same landing page/article structure, we have repurposed our news template to also service our reports page.
