Summary
Overview
Work history
Education
Skills
Certification
Timeline
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Alex Longhurst

Upminster,Essex

Summary

Dynamic and results-driven Service Designer with expertise in digital transformation, eCommerce, agile methodologies and product ownership. Skilled in wireframing, journey mapping and behavioural design with a focus on improving user journeys and driving conversion rates.

Overview

1
1
Certification

Work history

Product Manager/Service Designer

LSEG
London
  • Lead for eCommerce trial journeys - Ensuring a smooth customer onboarding and in trial experience through iterative improvements, driving conversions.
  • Designed wireframes and worked with UX to create the eCommerce trial North Star, reducing the number of screens in the journey from 17 -> 9. This includes adding in One time password (OTP), automated KYC and removing the Docusign contract signing process.
  • Lead implementation of OTP and automated KYC for eCommerce journeys. Writing up user stories, requirements and working cross functionally to create a best in class user experience.
  • Created service blueprint and wireframes for all eCommerce products, updating regularly when changes occur.
  • Analysed key drop out areas in the funnel and created remarketing emails to drive customers back into trial and purchase journeys.

Digital Journey Manager

Aviva
  • Own all Aviva Financial Advice(AFA) pages, this involves mapping out and enhancing digital journeys across all channels to improve efficiency and customer experience.
  • Optimised the call back request form through testing, this increased advice referral rates by 95% in 4 months.
  • Built and implemented an SMS reminder for contact centre to increase lead quality and reduce journey drop outs, improving customer experience.
  • Implemented agile methodology across team to improve efficiency.
  • Built tailored landing pages for different customer segments, providing personalised content to drive leads.
  • Lead on project to implement a live chat function onto all AFA pages.

Digital Experience Manager - Adoption

HSBC
  • Led flagship campaign for adoption in 2022. Running a prize draw in both July and August giving 10 customers the chance to win £10,000. This involved planning, designing and obtaining risk sign offs. During July 1.8m customers opted in for the prize draw.
  • Owned and managed an internal microsite, increasing visits by over 110% due to restructuring and refreshing content as well as a focus on driving staff towards the site.
  • Designed, rebuilt and optimised public website page with a focus on improving user experience.
  • Used data to build a monthly pack shared within senior stakeholders to drive and track performance across digital and frontline channels, assisting in setting a variety of performance targets.

Insight Analyst - Global Marketing

HSBC
  • Conduct qualitative and quantitative research across lines of business through the use of surveys created by myself or external agencies. Analyse the data from these surveys to provide insights in order for senior managers/executives to make informed strategic decisions.
  • Use behavioural design to define desired behaviours, map customer journeys, diagnose barriers and design effective solutions that improve user experience.
  • Manage relationships with external vendors to allow for a smooth use of agile tools on a day to day basis.
  • Inspire action through insight storytelling, underpinned by understanding of needs and behaviours of our stakeholders as well as barriers to action, in order to deliver positive change.

Network Change Coach

HSBC
  • Deployed & embedded change to 200 Staff across 16 Branches.
  • Drove Digital Servicing performance using MI. This showed that 95% of customers in the area were not completing their transactions online. Over the next 6 months I led this from 5% to 40%.
  • Reviewed insight to identify digital needs and opportunity in branch. This data was used in 1:1 meetings with Area Director/Branch Manager to change the approach and improve digital performance.
  • 35% conversion for mobile banking registration campaign running from July to August, second highest in London.
  • Lead SME on Chip and Pin Project for London, providing vital feedback to key stakeholders on what is fit for purpose and what issues need further reviews. This was followed by co creating the regional roll out plan.

Branch Manager

HSBC
  • Line managed staff in largest branch in East London.
  • Lead digital registration and activation across East London area, +89% of expectation. In addition, +115% YTD above expectation for customer needs fulfilled.

Education

A-Levels -

Havering Sixth Form College
2015

GCSEs -

The Coopers' Company and Coborn School
2013

Skills

  • Agile
  • eCommerce
  • Service Design
  • Wireframing
  • Journey Mapping
  • Optimisation
  • Risk Management
  • Research methodologies
  • Thought leadership
  • Design Thinking
  • Behavioural design
  • Change management
  • Adobe Analytics
  • Jira & Confluence

Certification

- ICAgile Certified Professional - Agility in Marketing.

- RBCB - Certificate in Retail Banking Conduct Of Business (CertRBCB)

- Coding - 'Build Responsive Real World Websites with HTML5 and CSS3'

Timeline

Product Manager/Service Designer

LSEG

Digital Journey Manager

Aviva

Digital Experience Manager - Adoption

HSBC

Insight Analyst - Global Marketing

HSBC

Network Change Coach

HSBC

Branch Manager

HSBC

A-Levels -

Havering Sixth Form College

GCSEs -

The Coopers' Company and Coborn School

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Alex Longhurst