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Work Background
VF CorporationHead of User Experience and Design
Jul. 2018SwitzerlandI am currently sitting into a VF corporate role for Digital aimed to give vision and define strategies to the business (read: all the brands of the Group for both B2C and B2B) from a UX perspective. My Main area of work are an entire corporate product redesign (B2B), eCom UX design and corporate UX processes transformation.
Vans a Division of VF OutdoorSenior UX Analyst
May. 2015 - Jul. 2018SwitzerlandIn Vans my role was mostly on UX activities and CR Optimization. At the very beginning in Vans I for the EU eCom I: UX
- optimized landing pages to make them more effective in retaining traffic by providing wireframes
- analyzed traffic data and behavioral data to improve e-commerce experience
- planned (and run) more than 30 A/B Tests, 10 of which were planned and executed by me. 20 of them by a partner under my direction. In both cases I defined a yearly roadmap.
- collected successful tests and followed the implementation, delivering significant incremental revenue.
- managed UX partner's relationship
- implemented small FE scripts that enabled the business to be more efficient in delivering message to the users and incrementing strongly newsletter subscriptions maintaining a valuable UX
I mostly used Google Analytics, Hotjar (clickmaps, heatmaps, recording), Monetate, Google Tag Manager. Customer Experience
- planned and successfully launched 3 Post-Purchase surveys in 3 different countries
- analyzed comments via a self-designed and self-implemented process based on RegExp and Google Docs to spot major issues and to listen to customers' voice
- run on-site polls to monitor customer feedback during their journey (mostly on checkout and service pages) I mostly used Hotjar (surveys and on-site polls), Google Documents. During these years at Vans I grew on a personal and a professional level. My UX background and experience helped a lot in the CRO activity making the business grow and the website improve. However I wanted to challenge myself a bit more
VF CorporationTraffic and Sales Analyst
Jan. 2014 - May. 2015Ticino, SwitzerlandIn this position I covered several activities for 6 Brands: Napapijri, 7 For All Mankind, Eastpak, Kipling, Lee and Wrangler.
Besides providing Web Analytics insights, I also took care about GA implementation (events, enhanced e-commerce, Page Grouping, data quality), automated dashboard via Google Analytics API, and Tag Manager ownership. Together with that, I've also run several User Testing activities, UX Expert reviews and A/B Tests driving interesting results for the brand - I mostly used Visual Website Optimizer and Steve Krug's methodology to run proper and constant User Testing. Out of the results, I prioritized findings in a roadmap and then run the tests. After that, if the test was successful, I followed the implementation.
YOOXUser Experience Analyst
Jan. 2012 - Dec. 2013Zola PredosaMy major role was to moderate User Testing interviews, organize User Testing sessions, record and unroll their content, run expert reviews.
I’ve also focused on Data Analytics, A/B Testing and UX reporting. Relevant achievements:
• User Research for an entire website redesign, measuring its success via A/B Testing
• Measured a major checkout redesign success via A/B testing, based on our research findings
YOOX GroupConsultant
May. 2011 - Dec. 2011Web analytics and some SEO activities.
AXOT S.r.L.Web Analyst, SEO, SMM
Nov. 2010 - Dec. 2011- SEO
- Keyword Scouting
- Web Analyst
- Website Interface Improvements - Data Reporting
- SEO and Web analytics training teacher
CrifQuality Assurance Intern
Jun. 2010 - Nov. 2010- Writing Test Cases aiming to assure an high level software quality
- Run some tests on HP Quality Center
GOinWEBSEO, Web Analyst
Apr. 2007 - Mar. 2008Bologna- Search Engine Optimization
- Web Analytics
- UX optimization
Freelance Website DeveloperSEO, Web Designer
Mar. 2006 - Dec. 2009Bologna
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