Laetitia Pesquerel

Since 2024, I have been a Product Owner at Celio, responsible for the e-commerce site. It's a very comprehensive role where I manage both run and build, with a team sized according to the topics. I work on discovery to identify product breakpoints and opportunities, and I manage daily delivery on 2-week sprints.

Key achievements include: the launch of the be camaieu brand, the integration of Algolia for the search engine, the launch of Click & Collect and the loyalty program, CMP and datalayer migration.

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 paths.

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, etc.)

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

- Overall support for the graphic design and visual identity of projects,

3. UX Approach Evangelization and Proposal

- Proposal and monitoring 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 order, adding an app rating journey, adding a beneficiary in the transfer process, creating an onboarding mechanism, redesigning the help page. On the website: redesign of product pages for Bank Accounts, Life Insurance, Cards, Stocks, Proposals for optimizing subscription paths for Bank Accounts, Life Insurance, Real Estate, KYC process, Address modification.

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

1. Discovery: identifying user needs and expectations

- Market trends benchmarking and analysis,

- Analysis of key user journeys (dashboard implementation),

- Identification of customer pain points: launching website questionnaires (via Hotjar), setting up 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 site.

- Redesign of key site journeys: results list, product page, registration and login process, booking tunnel.

- Redesign of the search engine.