Episode web page: https://bit.ly/3VNnj2G ----------------------- Rate Insights Unlocked and write a review If you appreciate Insights Unlocked, please give it a rating and a review. Visit Apple Podcasts, pull up the Insights Unlocked show page and scroll to the bottom of the screen. Below the trailers, you'll find Ratings and Reviews. Click on a star rating. Scroll down past the highlighted review and click on "Write a Review." You'll make my day. ----------------------- In this episode of Insights Unlocked, host Kerry Johnstone welcomes Veronica Bogdacenco, Channel and Optimization Manager at Tide, a leading UK-based fintech company. Veronica shares her expertise in blending marketing insights with UX strategies to create seamless and effective user experiences. She delves into the challenges of maintaining agility in a fast-growing company, creative approaches to user testing, and how AI is reshaping UX research. From her innovative weekend testing methods to leveraging in-app notifications for user feedback, Veronica provides actionable tips for product teams navigating growth and tight deadlines. She also highlights the importance of quick, iterative research to de-risk decisions and ensure clarity in regulated industries like finance. Whether you're a UX researcher, product manager, or designer, this episode is packed with practical advice for building user-centric products efficiently. What You’ll Learn in This Episode: Blending Marketing and UX: How to use qualitative and quantitative data for deeper customer insights. Maintaining Agility in a Growing Organization: Veronica’s methods for decentralizing UX research and streamlining processes. Innovative Testing Techniques: The power of weekend tests, external testers, and in-app notifications to gather feedback without disrupting workflows. AI in UX Research: How AI can enhance UX processes by automating tasks like feedback summaries and detecting emotional responses. Working in Regulated Industries: Key considerations for ensuring clarity and transparency in customer-facing designs. Scaling UX Practices: Strategies to embed UX testing into workflows as teams and product portfolios expand.
Full Episode
Welcome back to the Insights Unlocked podcast. In this episode, we're diving into the world of UX and customer insights in FinTech with Veronica Bogdachenko, Channel and Optimization Manager at TIE. Veronica shares how she blends marketing and UX strategies, runs creative user tests, and uses AI to streamline research, all while navigating the challenges of a fast-growing FinTech company.
This one's packed with practical tips and fresh ideas for your team. Enjoy the show. Welcome to Insights Unlocked, an original podcast from User Testing, where we bring you candid conversations and stories with the thinkers, doers, and builders behind some of the most successful digital products and experiences in the world, from concept to execution.
Welcome to the Insights Unlocked podcast. I'm Nathan Isaacs, senior manager for content production and user testing. And joining us today as host is Kerry Johnston, a product researcher with user testing's design team. Welcome Kerry. Hi everyone.
And our guest today is Veronica Bogdachenko. Veronica manages channels and optimization at Tide, where she's been since 2022. Prior to that, she had stops at Fitch Group, Buzz Bingo, and Nectar Loyalty, as well as being an instructor in marketing.
Tide is a fast-growing UK-based fintech company that focuses on providing financial services and administrative tools to small and medium-sized businesses with more than 650,000 members in the UK and more than 350,000 in India. Welcome to the show, Veronica.
I thank you for having me on. So Veronica, thank you so much for coming on the show today. To get us started off, can you tell us a little bit more about the work that you do at Tide and how it involves talking to your users? Absolutely.
So one part of my role is focused on optimizing Tide's marketing technology staff, making sure that our marketing teams have the tools and everything they need to run impactful campaigns. But another key part of my role, which is probably more relevant to this discussion, is around optimizing the in-app experience.
I look specifically after the subscription funnels, which is one of the key products at Tide, but also I had to optimize different other screens or journeys in the app. So obviously, because of that, we always have to try to understand what drives our members you know, to these specific strains, what motivates them to take action, and that's where usability testing comes into play.
I think it's really interesting how you have the marketing background, but also this work around optimizing the digital experience as well. It sounds like quite a broad and very blended role. How did you get started in working in user insights and getting insights from your customers and your users?
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