Victoria Boccassini

Service Designer

Finalis

Jan 2023 - Jul 2025 (2 years 7 months)

Owned project management and designed the complete customer and internal user experience for "Capital Allocators app", a strategic initiative projected to drive significant traction in 2026. Designed analytics dashboard to track user interactions, matches, and closed deals, enabling data-driven optimization of the matchmaking platform. Partnered with Marketing team to develop go-to-market strategy for a new business vertical, implementing campaigns through Salesforce CRM to drive customer acquisition and lifecycle management. Co-led strategic workshops with leadership and cross-functional teams (Product, Growth, Engineering) to redesign critical service flows, including banker onboarding and payment processes. Triangulated qualitative insig

Service Designer

Globant

Jan 2021 - Jan 2023 (2 years 1 month)

Banco Macro digital transformation project. Conducted extensive user research and facilitated collaborative workshops (design sprints) to uncover deep insights that directly informed the design of new digital services. Developed customer service protocol aligned with digital literacy archetypes, increasing digital channel adoption and improving omnichannel experience for underserved customer segments. Designed end-to-end experience for the retired population segment, resulting in a digital solution (automated WhatsApp bot) that reduced in-branch assistance by 15%, successfully migrating a portion of customers to digital touchpoints. Led quantitative research via Qualtrics to measure NPS/CSAT, triangulating findings with qualitative shadowin

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UX Researcher

Freelance experience

Jan 2020 - Current (6 years 4 months)

US Real Estate market (remote) | 2023. Conducted mixed-methods research for a scaling rental marketplace (22 research sessions including usability tests and user interviews across tenant and landlord segments), combined with behavioral data analysis to identify critical friction points impacting conversion and retention. Delivered 4 strategic recommendations that shaped product roadmap priorities, including a comparison tool that reduced cognitive overload for landlords. Built business case demonstrating how platform reliability issues eroded user trust at conversion moments, securing leadership buy-in for infrastructure improvements that reduced processing time by 60% and increased landlord CSAT from 3.2 to 4.5/5. Identified AI-enhanced se

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Service & Product Designer

Youcook (e-commerce)

Jan 2020 - Apr 2020 (4 months)

Led user research to define product strategy for competitive one-day fresh grocery delivery market, targeting 20% market share by 2026. Conducted competitive analysis, user interviews, and trend forecasting, uncovering that users crave culinary inspiration beyond transactional shopping experiences. Designed and strategized gamified loyalty program that incentivized repeat engagement through tangible rewards (discounts). Defined loyalty KPIs aligned with customer lifecycle value (LTV). Designed innovative e-commerce features including Augmented Reality (AR) for portion size visualization and content-first shopping experience, creating a differentiated value proposition that positioned the platform ahead of similar competitors.

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Service & Product Designer

Hurlingham Municipality - Secretary for Public Innovation and Open Government

Jan 2019 - Jan 2020 (1 year 1 month)

Argentina | 2019 – 2020. Led social innovation projects co-designed with community members and facilitated workshops, increasing citizen participation in public initiatives by 40%. Evangelized and applied UX/UI design principles to develop the municipality's first garbage-collection app in collaboration with Hurlingham National University.

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Strategic Designer

INTEC - Ministry of Education and Innovation, Government of the City of Buenos Aires

Jan 2017 - Jan 2021 (4 years 1 month)

City of Buenos Aires, Argentina | 2017 – 2021. Planned and delivered training to executives and educators on integrating digital education, leading to a 30% increase in the adoption of digital tools across participating schools. Designed innovative educational experiences and served as the primary liaison between Google-certified educators and local teachers to foster a connected educational community.

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Design Professor - Career: Industrial Design

University of Buenos Aires & UNAHUR

Jan 2013 - Jan 2020 (7 years 1 month)

Mentored junior designers and redesigned pedagogical curriculum for virtual format during pandemic, maintaining 60% student retention rate and earning official university recognition.

Victoria Boccassini

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