Alba Kruczynski

Development of qualitative and quantitative research and definition of strategies aimed at conversion, loyalty, customer acquisition, and iteration of functionalities.

Techniques: study of metrics; benchmarking of the most relevant players; one-shot surveys; interviews with users, teams, and stakeholders; and creation of results reports, recommendations, and effort vs. impact prioritization matrices.

Responsible for the Online Customer Experience Area (web, app, WhatsApp, chatbot). Lead and implement qualitative and quantitative research focused on the client and product, coordinating teams of +20 people to guarantee omnichannel (Digital Product, Physical Product, Operations, and Retail) and transversal to the 5 lines (Woman, Man, Teen, Kids, and Home).

Techniques: Monitoring of KPIs (NPS, CSAT, CES, CPI, and Findability); satisfaction, quality, and purchasing habits surveys; fieldwork in physical stores, customer homes, and logistics center; focus groups; interviews with stakeholders and clients (top, recurring, and potential); definition of archetypes; usability tests of flows and interactions; A/B tests; workshops with internal teams; and creation and presentation of data dashboards, roadmaps, and insights reports.

INITIATIVES

• Encourage Conversion in the Online Customer Journey. Identification of insights (January-June 2024) to increase conversion in the checkout by up to 10% and reduce delivery and refund times from 7 to 4 days (on average), thanks to the analysis and monitoring of 5 KPIs in Qualtrics along with interviews with the stakeholders of Digital Product, IT, and Operations (shipping and returns).

UX Manager of the Core Bank. In charge of evaluating the usability and ensuring an intuitive experience for the users of the software (SaaS) in relation to the core bank of the Customer Portal (payments, creation and management of accounts, credit and debit cards, expense control, factoring, and reverse factoring).

Techniques: heuristic analysis of portal functionalities; monitoring of heat maps (clicks and scrolling); interviews with clients and stakeholders; collection of client insights by sales and ATC; usability tests of flows and functionalities; internal workshops for the definition and development of new products; creation and presentation of reports and iteration proposals.

INITIATIVES

• Research, Conceptualization, and Design of the New Software. Development of a platform that unifies the Admin and Client Portals, resulting in a tool that enables the client to create their own personalized banking solution autonomously and self-taught.

• Redefinition of the Payment Process. Incorporation of contextual help and integration of the process of creating and adding new beneficiaries of national and foreign accounts thanks to interviews with banking providers and insights collected from usability tests.