Laetitia Pesquerel

As Lead UX, I was responsible for improving the ergonomics and usability of the website (Public Site and Customer Area) and the Mobile application with the goal of increasing the overall performance of pages and subscription processes.

1. Data Collection

- Continuous competitive monitoring: analysis and identification of industry best practices,

- Analysis of user issues, expectations, and needs through Content Square, user testing, and A/B testing,

- Facilitation and animation of ideation workshops.

2. UX Design

- User journey mapping (Userflow, User journey, sitemap...)

- Design of functional templates using Axure & Figma (zonings, wireframes, functional prototypes),

- Global support on graphic design and visual identity of projects,

3. UX Evangelization and Approach Proposal

- Proposal and monitoring of the implementation of an annual UX roadmap,

- Definition and monitoring of indicators through regular reporting,

- Proposal of action plans corresponding to identified issues,

- Optimization of entry rates, conversion rates, forms, and more generally all value-added journeys (Customers & prospects).

Main projects:

Launch of new features in the mobile app: IOS/Android Widget, Dark Mode, Discreet Mode, RIB scan integration, Apple Pay, statement integration, secret code modification, direct debit management, check ordering, addition of an app rating process, adding a beneficiary in the transfer process, creation of an onboarding mechanism, redesign of the help page. On the website: redesign of product pages for Bank Accounts, Life Insurance, Cards, Stocks, Proposals for optimizing subscription processes for Bank Accounts, Life Insurance, Real Estate, KYC process, Address modification.

As Product Owner within the Product team, I was responsible for optimizing the user experience of the responsive website and the mobile application to increase e-commerce conversion rates and customer satisfaction.

1. Discovery: identifying user needs and expectations

- Market benchmarking and trend analysis,

- Analysis of key journeys (dashboard implementation),

- Identification of customer pain points: launching website questionnaires (via Hotjar), implementing customer interviews (panel identification, interview preparation, NPS tracking…),

- Development of the product roadmap based on user research.

2. Delivery: managing Web and mobile redesign projects

- Coordination of various stakeholders: customer service, designers, developers,

- Backlog management: planning and prioritization

- UX design of adaptive desktop templates,

- Monitoring of mock-up creation,

- Writing user stories and acceptance tests,

- Monitoring development, testing, deployment validation,

- Sprint preparation and planning, facilitation of agile rituals,

- Implementation of performance reporting.

Main projects:

- Implementation of a new visual identity to modernize the entire website.

- Redesign of key website journeys: Results list, Product page, registration and login process, booking tunnel.

- Redesign of the search engine,

In an agile environment, my mission was to manage the redesign projects of the RueduCommerce website to improve user experience while aligning with business objectives: increasing conversion rate, average basket size, and revenue.

1. Defining business and user needs

- Gathering business objectives and needs from various departments,

- Writing requirements specifications,

- Identifying user expectations (user testing, A/B testing)

- Facilitation and animation of workshops, ideation sessions.

2. Functional design & storyboard

- Continuous monitoring and benchmarking

- Defining UX and Functional recommendations

- Designing adaptive templates and functionalities in storyboard format using Axure.

3. Project management and oversight

- Coordination of production teams

- Creating creative briefs and monitoring mock-up creation

- Implementing production schedules

- Defining and managing the backlog

- Writing user stories,

- Performing functional and graphic acceptance testing

- Ensuring project development, deployment, and post-production.

4. Analytical monitoring

- Analysis of key user journeys using our analytics tools (AT Internet, Beampulse)

- Implementing A/B tests: defining a roadmap, configuration, and analysis (AB tasty).

Main projects:

- Global website redesign for replatforming on HYBRIS / integration of MIRAKL: scoping, coordination of different teams, UX/UI management, backlog creation and prioritization...

- Redesign of main web pages: Header/Footer, menu, Category Homepages, Product Lists & Pages, Checkout funnel, and Customer Area.

- Implementation of booster features (e.g., Only N products left, N customers currently viewing this product).

- Integration of a new search engine, Study for the implementation of a new rating partner.

- Work on cross-sell and upsell strategy via Netwave (Tender management, integration monitoring, solution management, and product team training).