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11:30 - 12:05 Jim Van DykeThelton McMillianAlejandro Carriles


Research Meets Design for a Better Customer Experience: A Mobile Analytics Case Study


Jim Van Dyke
Founder and CEO,

Thelton McMillian
Founder and CEO, Comrade

Alejandro Carriles
EVP, Director of Mobile and Online Banking, BBVA Compass


Session Description

Design is hot and crucial to growth of digital, yet the connection to traditional marketing analytics can be elusive. How can you connect measures of UX with those of adoption, usage or loyalty, in order to set priorities in product, marketing, or even pricing? If design moves the needle, research and analytics should analyze how much along with the impact to the bottom line. This session showcases a unique integration of heuristic assessments and traditional market research, with an analysis method designed for strengthening customer experience in fintech. Using a case study that found BBVA Compass to be a leader in mobile, this trio of presenters will show how to integrate design-focused analytics in order to win in fintech and beyond.


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