Lead/Senior Lead

Lead - Digital Platforms/Senior Lead - Digital Platforms

Lead - Digital Platforms/Senior Lead - Digital Platforms

Job Purpose

Our App & Websites are the key pieces of the company's digital strategy.

They are an integrated platform offering a portfolio of products covering payments, cards, wallets, loans, deposits, mutual funds, and loans on lifestyle products ranging from consumer durables to home furnishing.

These digital platforms will integrate our home-grown ecommerce store, insurance marketplace, investment marketplace, payments engine including BBPS and offer a consumer-tech experience to our customers. They will be hyper-personalized for each customer and provide the right nudges across multiple channels to start, resume or finish the journey.

As our head of UX Research & AB Testing, you will be responsible for scaling-up this practice in the company.

Establish and bring in industry best practices for UX research, including but not limited to:- Rapid prototyping
- AB Testing
- Usability testing
- Eye tracking
- UX Lab testing and more
Work with senior leadership team, being an advocate of user experience, and shaping how the digital platforms of the company should be built from customers' point of view.

UX research is part of our Digital Customer Experience (CX) department.

Duties and Responsibilities

UX Research- Spearhead a team of 8 to build and establish a strong UX research & AB testing practice in the company for both of our Web and App platforms.
- Bring in the best of UX research methodologies to drive superior CX with key focus on Rapid Prototyping (with a 2-day turnaround time), AB Testing, Eye Tracking, Usability testing, Heuristic evaluation and more.
- Lead and conduct UX research projects across products and services to generate actionable insights using a variety of methods mentioned above.
- Generate strategic insights that inform design and development teams to build our digital platforms, first-time right.
- Analyse and synthesize findings to define user personas, user flows, user journeys, experience maps, storyboards as well as task flows; develop strategies and ideas for incorporating into product designs, and work with the team to share research and translate findings into actionables.
- Conduct exploratory research to identify unknown gaps and opportunities using existing data (product analytics, web analytics and customer behaviour) and new data from initiated studies.
- Lead critical research efforts and conduct complex multi-phase, mixed-method studies that deepen our understanding of the user experience and drive the customer experience strategy.
- Work with cross-functional leaders across project managers, product managers, designers and digital marketers, to ensure that the customer remains central to how we build our digital platforms.
- Create and manage a customer experience metrics to regularly monitor the Digital Experience Score (DXS) encompassing all experience related metrics.

AB Testing- Along with UXR mentioned above, scale up the existing AB testing model for App & Web.
- Extending this experience analytics framework, bring the A/B testing as part of continuously building newer and improved versions of what exists.
- A/B testing (on-asset) should be built for Web pages & App screens consisting of but not limited to design, UX content, component hierarchy, customers paths and more.
- Create a KPI model to measure the success of an experiment and its impact.
- Every year build a pool of 100+ ready-to-deploy improved and alternate customer paths for delivering not only better experiences but drive business revenue.

Partner Management- Identify agencies, evaluate their capabilities in alignment with requirements and conduct negotiations for partnership.
- Develop key partner relations in various domains.
- Set up a partner engagement governance process.
- Develop key alliances with large companies.

People Management and Coaching- Inspire and influence others to think differently, solve problems, and seize opportunities.
- Work with cross-functional teams to set and achieve targets.
- Determine individual training needs & development plans to build expertise and enhance s.
- Set objectives, conduct reviews, and close appraisal processes for the team as per timelines.
- Develop the next line of leadership by driving various training and development initiatives.
- Participate in selection process to identify the right talent at senior positions within the function.
- Attract, recruit, and lead digital talent who will help drive connected goals by using a consultative and engaging style that encourages active listening, constructive dialogue and gains commitment.
- Identify organizational gaps within the marketing team to achieve company objectives. Plan, recruit, retain, and build capacity accordingly.
- Ensure continuous training of team on new technology/product/processes being adapted to ensure adequate implementation of change.

Key Decisions / Dimensions- Decide how to build and run the entire UX research unit end-to-end.
- Type of tech integrations for prototypes with experience analytics.
- Spends and budgets of this unit, including but not limited to partner spends, tools expenses, licenses.
- Decide on the key success parameters for the unit.
- Decide the priorities for various projects and leading the same.

Major Challenges- Scaling up the new unit of UX Research & AB Testing will come with its own challenges. One needs to not only hire and build teams grounds up but also align executive teams on the approach and practice of UX research in our company.
- Bringing the best of global practices of UX research, liaising with the executive team, and working on the multiple iterations/feedbacks given by them to incorporate and build a stronger practice.
- As a unit head, one must work with multiple stakeholders from all departments like COEs, Business, PMOs, Design, Tech to build the everyday process and workings of this unit.
- Creating a robust cycle of rapid prototyping with a 2-day TAT to churn out results for faster implementation with analysis to be given to design teams.
- Strong stakeholder management, working closely with peers and seniors to present and voice the customers in a business-driven company.
- Leverage customer behaviour data and draw inferences and hypothesis to create an exceptional customer journey and deliver superior experience.
- Identification of partners for UX research and onboarding them with our scope and requirements.

Required Qualifications and Experience

Qualifications- UX research certification from a reputed institute.
- Degree and relevant experience in Computer Science, Human-Computer Interaction, Human Factors, Data Science, Cognitive Science, or related fields.
- Proficient working knowledge in HCI research methods, data analytics, multivariate statistics, experimental design, and behavioral analysis.

Work Experience- 12+ years of experience in UX research industry.
- Proficiency in quantitative and qualitative UX research methods including rapid prototyping, data analytics, A/B testing, contextual inquiry, interviews, surveys, card sorting, tree testing, concept/feature testing, moderated/unmoderated usability testing, etc.
- Proficiency in using a variety of UX industry tools used for design, testing, analysis, and documentation/presentation.
- Passionate, creative, open-minded, persistent and having a highly collaborative mindset.
- Exemplary attention to detail.
- Excellent stakeholder management, including the ability to deal with stakeholders at all levels.
- Ability to work in self-directed, fast-paced, results-oriented environment.

s Keywords- UX Research
- Rapid Prototyping
- Card sorting
- Data Analytics
- A/B testing
- Contextual Inquiry
- Interviews & Surveys
- Tree Testing
- Concept/Feature Testing
- Moderated/Unmoderated Usability Testing
- Qualitative and quantitative research
- Market research