Alexandra Pratt Email & Phone Number

- Customer Research and Insights- Customer Experience Strategy and Design

Waltham, Ma, Us

San Francisco, California, Us

- Co-led “provocations” (disruptive design sprints) to illustrate how modernizing login could reduce customer friction- Created evidence-based customer journey maps that grounded project teams in “where we are” and “where we’re going” for planning, alignment, and executive support- Stood up Rapid Design, Test, and Learn process to catalyze collaboration, test multiple solutions, and iterate on design–reducing time to deliver innovative concepts from one month to one week- Developed omni-channel strategic initiatives to improve customer outcomes and reduce operating costs in the authentication and identity space (account open, login, fraud resolution)- Reframed problems and re-directed focus to higher impact areas: i.e. tackling challenges prospects face opening an account, an opportunity to increase customer conversion and decrease the need for banker assistance- Developed a framework to baseline and track UX performance, one release cycle to the next

- Lead customer and market research, insights, and action plans- Planned and implemented strategic growth initiatives: redefined market position, refined target client profile, and rebranded: company name, brand identity, website, etc., - Worked on new product development, including analytics/insights packages for clients - Managed a remote team and agency partners- Implemented robust B2B marketing initiatives; grew new market opportunities- Joined Leadership Team, Jan 2017

Oakland, California, Us

- Designed research plan, conducted interviews and field studies, and lead co-creation workshops to improve client experience, generate marketing opportunities, and inspire product development - Managed message testing with principals and translated insights into action - Led strategy design sessions with executive team mapping Playworks’ digital future- Worked with agency partner on the planning, development, and usability testing of the Playworks' Playbook microsite and iOS app- Continued to oversee Playworks integrated “decision maker” and “influencer” campaigns, increasing subscribers, followers, donors, and school partners

Oakland, California, Us

- Contributed to 35% financial growth and doubled impact year-over-year- Lead quantitative and qualitative research that set the design criteria for service innovation and marketing campaigns, nationwide- Designed and facilitated departmental strategic planning process- Worked to ensure a seamless customer experience resulting in repeat business, increased contract size, and improved customer relationships- Managed and mentored marketing team and interns

Oakland, California, Us

We tell stories about the people we love in fleeting moments around a dinner table, at a birthday party, or bedside at a hospital. They bring us together: they remind us of who we are. Stories are a gift. What if we could collect and share personal stories told by family and friends? The Story Jar is a tool that inspires family and friends to group gift a collection of stories for a birthday, retirement, graduation, or any special occasion. For Mother's Day, I got my siblings to tell their favorite stories about my mom. When she received it she laughed, then cried. It's fun, festive, easy-to-use, and perhaps the most sentimental little gift you could give.

Duarte, Ca, Us

Master Of Business Administration (Mba), With Design Strategy

Ba, Individualized Study