New York
12:39 PM
kyounghoonkim00@gmail.com
Cyndx is a fintech company that provides the customers with reliable investment data to facilitate discovery and faster deal closure, with the utilization of artificial intelligence (AI). My role here was to redesign their website, as their website was facing several problems.
Their website, first of all, didn’t reflect their strength. There was no structure to the content, even where lots of information was outdated. It amplified more confusion rather than coherency, where we have been receiving negative feedback not only from future customers but also from the job applicants being asked, “what does Cyndx do.”
To gain inspiration and identify best practices for our website redesign, I conducted a competitor analysis. I began by looking at the websites of several other fintech company with search & discovery functions including Crunchbase, Pitchbook, and Carta.
One common feature I identified across these websites was the placement of the contact button in order to emphasize it as the main call to action, and have visual elements rather than a product screenshot as a hero section to grab user’s attention. This was an important design pattern to consider in order to make users be more attached to the website / be able to reach out to us more easily.
Another common design pattern I observed was that each company with the search & discovery function prominently displays the amount of data they hold in their product within the first few sections of their homepage. This was an important method to effectively visualize & promote the amount of the data in the venture capital-related products, especially for Cyndx, as our biggest strength comes from the amount of data we hold in the search & discovery function.
I also observed that each venture capital-related company never utilizes direct product screenshots to promote their functions, as those screenshots are less intuitive to the users. They created visuals related to their product instead of direct screenshots where it can be more related and attractive to serve the purpose of “marketing” the product.
Throughout the design processes, I continuously checked with both COO and the marketing team not only because the amount of data we can present were limited under SOC2 Compliance but also the visuals is going to present our data fields to our competitors by visuals. Therefore, we tried to focus on giving the just right amount of information on our website.
