Iñaki Serna
Senior Product Designer with 10+ years of global experience · Designing for 130M users · Focus on Growth · Strategy · Data · AI.
I am available for remote work / Mentor & teaching opportunities.Drop me a line if you want to know more.Currently based in Barcelona, Spainhttps://www.inakiserna.com
Design Experience
Senior Product Designer - Loyalty & Omnichannel (Acquisition - SSO / CIAM project) (Food / Retail)
SCRM LIDL
Barcelona, Apr 2024 - PresentAs designer specialized in growth and part of the team owner of the creating, manage and delete account experience (SSO) by Lidl users. I lead the UX strategy & discovery one together with product managers, data analysts, engineers and researchers to discover consistent product value and shape up the product culture that helped go from 100 to 130M within 2 years for the Lidl Supermarket (Food and retail, Schwarz Gruppe) and it’s loyalty program Lidl Plus.📊 Impact:• Shipped ONE UX experience to create, manage and delete users account and check users profile (Lidl Plus Account project) among (Lidl Plus Loyalty program, Lidl e-commerce, Lidl Monsieur Cuisine business and more) that helped to have seamless experience and user database between 30 countries in Europe + USA.• Designed a passwordless log by using social media technology that drives up 20% success log in rates in Slovakia.• Together with my PM and other designers, we helped to reduce 70% the time of creating new content for features. Also presented to the board of design .• Evangelise my product team (+5 people) with discovery methodologies and A/B testing procedure transforming the team from data aware → data-driven within 1 year.• Raise the product bar by drafting the vision of the login and registration feature (SSO) with passwordless, secure and frictionless principles together with the product team and presenting to the CPO.• Create an internal tool at the domain by using IA that helps to capture and classify reviews from various features of the Lidl Plus App (Lidl’s loyalty program) and puts together in a IA repository that decrease the time processing reviews 50% and remove 80% manual work. Besides making knowledge accesible thought the ORG.
Senior Product Designer - Loyalty & Omnichannel (Engagement - Lidl Points feature) (Food / Retail)
SCRM LIDL
Barcelona, Feb 2022 - Apr 2024As a part of the Omnichannel and Loyalty domain, I lead the creation of the foundations of Lidl Points (MVP), the points functionality of the Lidl Plus loyalty program (Lidl Supermarket, Schwarz Gruppe) in 30 countries of EU and USA.I lead from understanding the problem to solve, product goals and KPI’s together with product managers, engineers and data analyst to deliver a high quality research, UX definition, proved user-testing, ui design that ensured a successful MVP in Ireland and Slovakia.📊 Impact:• Increasing Lidl Plus Loyalty app sessions 4% average in Ireland and Slovakia thanks to Lidl Points.• Shipped successful MVP launched in Ireland and Slovakia that helped to continue with the expansion of Lidl Points (Lidl’s long term loyalty strategy) in Europe + USA (progressive full roll out).• Designing a delightful MVP points experience that increased + 9,8% spending in Ireland helping the business to continue beating on Lidl Points functionality.• Leading the research and discover pains, barriers and opportunities among the points users in the industry. Defining an UX architecture and behavior strategies to acquire new users and engage them.• Implement continuos discovery by creating a strategy to gather the feedback from users, countries, etc to help the business turn from short-term loyalty strategy to long-term one.• Evangelise squad team in topics like product strategy and the role of product designer to change the mindset from development factory to product data driven strategy lead.
Senior Product Designer - Growth & Monetisation (Proptech)
Badi
Barcelona, Jun 2021 - Jan 2022During almost a year, I was designing for a Badi (Proptech startup based in Barcelona) with it’s B2B C2C double marketplace that allows tenants and home-owners, and real state agents to match each other in order to find the right people for the right place across Spain, UK and more markets.Back 2021, I was leading the monetization squad and creating a new B2C monetization segment called “Badi pro” that allowed real state agents manage many properties inside Badi. Also, they have similar feature for home-owners (C2C) called “Badi Plus”. Besides, I optimized the “Boosting” feature that gave extra visibility to the properties either for B2C / C2C segment.📊 Impact:• Designing and shipping solutions like ‘Badi Pro’ for B2C users at Badi’s Web App with the result of 500 listings more per month inside the marketplace.• Improving conversion rates around 40% with solutions like 'Badi Plus' for C2C users at Badi’s Web App and mobile.• Improving conversion rates by adding an extra 8% to existing solutions like ‘Boosting’ for B2C and C2C users.• Organise and co-create workshops at the design team (3 members) to define the team values, design process, ways to organise the documentation and tooling.• Organise, promote and co-create different researches collaborating with CX, MK, product and sales to impact the product roadmap.
Senior Product Designer - Europcar (Volkswagen Group) - (SaaS & Back Office) (E-mobility / E-travel)
Europcar Mobility Group
Barcelona, Jan 2019 - May 2021As a senior product designer at Europcar Mobility Group (Europcar, Volkswagen Group), I was leading and designing the SaaS / Backoffice to digitalize and manage the fleet of Europcar and other services like Goldcar, Ubeeqo, etc (car rental / car sharing services) as part of digitation of the B2C services and operations.During this period, I craft the vision of the Europcar SaaS for digital fleet and digital stations between 2019 at 2021 in Spain, France, UK and other European countries.📊 Impact:• Leading the product discovery and research of the fleet digitalisation project (MVP) at Europcar between Jan 2019 and May 2021.• Organising and co-creating workshops with stakeholders, business and product to shape the vision of the fleet digitalisation project at Europcar between Jan 2019 and May 2021.• Designing SaaS solutions for internal users at Europcar that helped to digitalise their fleet in Europe and improved relevant metrics like reducing time on tasks and reducing cost per rental for the business.• Designing SaaS solutions for the finance department at the car-sharing vertical (Europcar on-demand) that includes invoicing, managing taxes in different European countries, PSD2 and payments.• Designing SaaS solutions for the CX department at the car-sharing (Europcar on-demand) that includes improvements in areas such as ID validations in different European countries, reducing fraud and improving workflow and the time on task on this department.• Improving internal design processes by creating workshops regarding Heart metrics, time management and introducing Figma to the team.• Helping the team and the tribe by introducing guides of how to use Google analytics, segmentations and event tracking in a digital product.• Managing a reduced number of designers at the tribe for a short period and supporting junior designers. Besides, helping with the recruitment of new designers for the Back Office squads.
Mid Product Designer - Europcar (Volkswagen Group) - ( Ride-hailing) (E-mobility / E-travel)
Europcar Mobility Group
Barcelona, Jun 2018 - Jan 2019As mid product designer at Europcar Mobility Group, I was designing the premium service of ride-hailing (kind of Uber) for users and drivers of Brunel (Europcar ride-hailing company). From 0 → 1 until launched 2 MVP’s in London (UK).📊 Impact:• Crafting the vision and designing as an individual contributor for the Brunel App for Drivers (Ride-hailing vertical).• Crafting the vision and designing as an individual contributor for the Brunel Web App for passengers (Ride-hailing vertical).• Organising different user testing sessions, shadowing and benchmarking (Ride-hailing vertical).• Contributing to the design system shared (Car-sharing services, Europcar-on demand.• Two MVP released in London. In the first two months, we got 60 additional drivers.
Junior UI designer - Monetisation (Fintech)
ClearScore
London, Nov 2016 - May 2018As a junior UI designer, I had the pleasure to belong to the monetization team and optimise the first screens, also understand business, fintech and user concepts.My role consisted in translate UX requirements into UI solutions like acquire a credit card, mortgages, etc. It was my first experience with forms and optimization.ClearScore is a credit scoring company that provides the best financial products for yourself. The company is based in London (UK) and operates also in South Africa, Australia and other markets.📊 Impact:• Designing solutions for 6M users on Android, iOS & WebApp. Eg (filtering feature).
• Developing UI concepts for “monetise department” with the aim of providing a pleasant experience. Eg. (product picker - offers section)• Improving conversion rates in existing designs base on data.• Designing different areas of the current iOS app such as Coaching.
Intern UI Designer - (B2C Apps) - (Fintech / Retail)
Teya Rewards (formerly Yoyo Wallet)
London, Sep 2016 - Oct 2016📊 Impact:• Design and standardise different modals and dialogs for the IOS App. Check attached file.• Creating visual elements such as banners, promotional print ads, email marketing assets and product images inside of the app.• Working on workshops by using “mind maps” and “user personas” in order to plan the product strategy for the following year.
Community Experience
Digital Product Design Mentor
ADPLIST
Worldwide, Sep 2021 - Present
Education
The Behavioural School Bootscamp
Remote (Madrid), 2022 - 2022
La Nave Nodriza
Full intensive data driven design course
Remote (Madrid), 2020 - 2020Learnings:• Understand and define strategic product objectives.• Transform business goals into design goals.• Make design decisions based on data.• Learn and apply Heart methodology to your product.• Measuring design impact and applying iterations.
DesignLab
UX & UI Academy
Remote (USA), 2016 - 2017Learnings:Completed over 440 hours of coursework, building in-depth knowledge of the user experience design process.• Intro to UX Design.• User Research & Strategy Information.• Architecture Interaction.• Design User Interface.• Design Iteration & Implementation.
The College of Everything
Creative Advertising Portfolio Bootcamp
Madrid, 2013 - 2013Learnings:• Digital new media.• Consumer Insights.• Online Trends.• Creativity.
University of Alicante
BA in Advertising and Public Relations
Alicante, 2009 - 2014Learnings:• Creativity, Copywriting, Branding.• Trends & Research, Idea Incubation, Creativity ideas.
Skills
AI design
Data driven decision making
Product strategy
Growth design
Design thinking
Continuous discovery & research
Wireframming
Prototyping
Agile methodologies
UI / UX
Cross-collaboration
Figma & Sketch