From the cross-examine emerged 5 “finalists to conduct a competitive analysis on: 3 direct mobile first banking options with finance management features integrated within, and 2 indirect independent fin-tech apps. I weighed the strengths and weakness of the features within each and also briefly highlighted who would be most interested in using each app (which later paved the way for proto-persona development.)
2. Site Audits
A competitive analysis was a great starting point for understanding the feature components of each competitor, but as a visual person, it simply is not enough for me to understand the full scope of:
- How each feature is integrated,
- What opportunities there are for improvement, and
- Considerations of “best design practice”
So, I did an audit of all competing apps. I noted design patterns, important feature components, and flow of screens.
3. Capital One Site Audit
All this would be naught if I did not also audit Capital One’s mobile app. Doing so gave me a rough idea of what features, elements, and design patterns are currently integrated within, and where new feature integration may be plausible.
From our site audit, we quickly discovered 4 possible areas to integrate personal finance management features that might be subtle for existing users but also discernible enough for our new target audience.
4. Provisional Personas
With a firm understanding of the landscape and the competition, I created a proto-persona using the research I currently possessed. Luke, a rough preliminary profile of “what I knew thus far about my users” ultimately informed the interview recruitment process.