Serbia

UX Design

Service Design

Customer Experience (CX)

Community Management

UX Testing

UX Research

Service Design Research

Bachelor's degree

Daria Lupakhina

Head of Research

Usability Testing

Quantitative research

Prototyping

Qualitative research

Communication

Collaboration

Problem-solving

Time management

Critical-thinking

Empathy

Team player

Organisation skills

Presentation skills

Conflict resolution

Leadership

Community management

Human computer interaction

User research

UserTesting

ChatGPT

Figma

Miro

Notion

The key product is FBS — an investing platform in more than 150 countries.
• Work with B2C and B2B teams, where we focus on the trader and the partner experiences respectively.
• Guided design sprints, formulated Job Stories, and created a Customer Journey Map (CJM) that served as a cornerstone for the product team, including designers and Product Owners (POs), to make user-oriented decisions. This user-centric approach resulted in notable enhancements at each stage of product development.
• Integrated CSI scoring at every meaningful stage of the product life cycle, which delivered actionable insights for product and support teams. It empowered the support team to enhance user communication and reduce the churn rate by 5%. For the product team, it influenced the improvement of the withdrawal process by implementing the progress bar to keep the client informed about every stage of the transaction handling process.

SberDevices is an innovational company with more than 2000 employers, which works to create life-changing devices for more than 1,5M people and virtual assistants for 20M MAU.
• Pioneered user experience on all devices. Established and managed a team of 2 UX Researchers. Kept my responsibilities as the Senior UX Researcher.
• Successfully launched 10 devices from scratch with a full UX process: discovery, go-to-market, and growth. Over 1.5M units sold.
• Analysed UX research data to create design principles for smart devices, resulting in faster and more effective designs. It enabled designers to make informed decisions without compromising user satisfaction, leading to a 10% decrease in UX time on usability testing.
• Organised regular UX studies to measure device usability and utility. After this activity, I presented the results to the directors, and any identified issues were added to the team's backlog.
• Introduced a groundbreaking research approach, the blind test, involving blindfolded experimental group users to assess the usability of 3D device models. This initiative led to the development of more innovative controls, significant production cost reductions, and enhanced user experience.
• Successfully advocated for the adoption of a community forum, resulting in an extraordinary influx of 1,000+ unique ideas and an impressive 10K+ impressions, elevating user engagement to new heights.

SberBank is the Russian majority state-owned banking and financial services company with over 70M users.
• Was the first UX Research Lead in the company, creating all the processes from scratch for 11 teams. They involved: education, budgeting, planning, wiki, research implementation, involving teams in research, session generation, design thinking meetings, and presenting the results to the CPO.
• Through presenting research results to other teams, demonstrated the significance of UXR in product development. As a result, these teams opened additional senior UXR positions. I oversaw the hiring process, onboarded, and mentored new employees.
• Conducted research to optimise the deposit opening process. Based on the results we reduced the amount of steps it took to open a deposit from 6 to 2 increasing the conversion by 20%.
• Provided insights that allowed us to introduce a new function — Envelope (a savings account for a specific purpose). It opens in one click and helps people plan their budgets by setting aside some cash for various financial goals. The creation of envelopes brought SberBank 5.5 billion rubles in additional revenue.

• Led the product creation of a new data processing tool for pharmacy representatives. 
• Was responsible for the concept, research, design, development, and implementation of this tool for the sales department. It helped the company to receive more accurate, clear, and up-to-date sales data to make better decisions.

Daria Lupakhina🇷🇸

About Daria Lupakhina

Expertise

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