Yen Hua

- Researching on behavior, pain points and actual needs of MSB's existing (exist to bank – ETB)customers as well as not to bank (NTB) customer by carrying out research processes such as Boston Consulting Group (BCG) and McKinsey & Company accompanying and consulting. Result: 2 Personas, 4 Archetypes, behavior and pain points of each persona, product problems

- Developing CVP concept. Still following BCG's process, after having detailed information about customers, I conduct workshops to come up with the product's CVP. Result: CVP concept poster

- Usability assessment. Result: user flow problems, user feedbacks

- Researching and developing SOII (Korean anticounterfeiting technology)

- Taking responsible for researching and developing the Meey Map and Meey Value, lauching successfully in 2021 - 2022.

- Becoming the teamleader of the UX research team (including 4 members) at Meey Land

- Digitizing the loan process without collateral for corporate customers. Product name: Tín chấp siêu tốc

- Research and implement projects to build new Internet banking for corporate customers. Product name: Digital Chanel - Change the Bank

- Consulting: McKinsey & Company

- Participating in research on behaviors, needs, and pain points of corporate customers (specifically SME and ESME) during go-to-market phase.

- Coordinating with the Digital Marketing team to design a customer approach journey on digital channels, so that communication campaigns are effective but do not create inconvenience for customers

- Analyzing data on customer funnels and make hypotheses about why customers drop off TCBM and TCBB. Conduct research to evaluate hypotheses.