Futuresight IQ:
Redesigning a Competitive Intelligence
Platform with a Focus on User Experience
Background
In the competitive intelligence market, 11.2 Ventures’ FutureSightIQ (FSIQ) is a standout product. Using artificial intelligence, specifically, natural language processing, FSIQ is instrumental in helping organizations anticipate and respond to incoming competitive trends. By presenting detailed and complex information in dashboards and highlighting key metrics, analysts are able to explore and monitor information within FSIQ in an interactive, dynamic way.
Challenge
Despite having a strong product supported by intelligent AI, the team at 11.2 Ventures recognized that the frontend experience, the interface users interacted with, was not meeting its full potential. User experience studies showed that customers struggled to find information easily and experienced challenges navigating through the wealth of data. That is where the team at PUSH came in. Using the initial findings from user research studies, the PUSH team pursued a series of activities to define the user experience and develop a fresh, updated design that focuses on user needs and priorities, while highlighting the strengths of the FSIQ platform.
Deliverables:
High-fidelity interactive prototypes
PUSH services:
UI/UX design, interaction design, information architecture
Industry:
Natural language processing, competitive intelligence
PUSH team:
LeAnne Wagner - Director, Project Manager
Marianella Osorio - UI/UX Designer
Early stage design: ideating on different design concepts
Early stage design: developing user flows
Approach
As the FSIQ platform is based on data comparisons and insights, effective data visualization and navigation was a crucial component of the redesign. To achieve this, the PUSH team focused on key UX goals: ensuring users can identify relevant information easily, allowing users to drill up and down through the data effectively, supporting users in navigating through features of the site intuitively, and presenting information via dashboards efficiently. To accomplish these goals, the team focused on the prominent features of the site, including search and browse, bookmarking, and the ability to visualize side-by-side comparisons of data. To ensure the designs remain grounded in user needs, the PUSH team first created a solid foundation of user stories and flows that documented and diagrammed the different ways users would interact with the platform (shown left).
Solution
Referencing user scenarios, the PUSH team created a series of wireframes to explore different design possibilities and generate early stakeholder feedback. These wireframes, in the form of sketches, depicted the hierarchy and layout of different pages, interactive areas, functionality, and key information and illustrated how existing content and layouts can be combined and reorganized to facilitate efficient data access.
Once a design direction was determined from the wireframes, the team created high-fidelity prototypes for each page of the platform (shown right, saved dashboard views). The prototypes furthered on key elements of the user experience and incorporated FSIQ’s branding and visual design. Using UX design software, the team was able to demonstrate the interactivity between pages of the website and elements of the platform, including buttons, settings, and more. This provided the client, and users, with a realistic sense of how FSIQ users would navigate through the platform.
Saving dashboard views for quick access
Data display