Since I had no user access and little prior knowledge, my goal was to map core AP flows like invoice approval and automation using secondary research.
I needed to analyze the competition. Using G2 ratings I identified Airbase, Bill, Stampli, and Yooz as top AP platforms, all scoring 9.0+ in invoice processing and management.
I took a deep-dive into G2 user reviews and demo videos for all four platforms, then organized the insights I uncovered into an affinity map to make sense of the data.
Using theme frequency analysis I could see user sentiment around specific functionalities and pain points. These insights guided platform improvements and helped clarify my solution’s value proposition.
My approach needed to be market-viable. I mapped features and pain points by risk and benefit, then used a Value-Effort matrix to prioritize what to tackle, balancing the technical with the commercial.
With the AP flow mapped, I defined the value proposition around three improvements: better performance (using progressive disclosure), more intuitive mobile approvals, and enhanced UI.
I quickly sketched low-fidelity wireframes to visualize a potential solution for all three roles.
Never ignore the business aspect
Analyzing the challenge from a business perspective helped me prioritize the right features.