Iwana Raydan Email & Phone Number

Milan, It

Milan, Italy

During my experience at Deloitte Digital Italy, I had the opportunity to work with clients such as Zurich Insurance, British American Tobacco (Vuse and Glo), and Calzedonia. I was involved in conducting user research, usability testing, competitive benchmarking, and UX assessments to improve digital experiences.Key Projects:British American Tobacco (BAT)- UX assessments for Vuse and Glo e-commerce platforms, focusing on increasing conversion rates.- Conducted user research from participant recruitment, interview script preparation, and moderating usability tests with Italian users, in Italian.- Mapped e-commerce purchase journeys to identify pain points and optimization opportunities.- Performed competitive benchmarking of vapor and Tobacco Heating Products (THP) market players.- Applied Deloitte’s Web Index and UX heuristics to provide actionable recommendations for website improvement.Digital Banking Maturity (DBM) 2024- Responsible of the Digital Banking Maturity 2024, the 6th edition of the world’s largest survey on digital maturity of banks.- Assessed the digital user experience for UniCredit Italia, evaluated user flows and identified best practices.- Acted as UX Expert and Researcher, analyzing 14 scenarios covering key aspects of day-to-day banking, identifying best practices and optimal user flows.- Visited branches and accessed UniCredit Italia customer services as a mystery shopper.

Brasil

As a Service designer at ioasys, working in-house for Havaianas, I supported the brand’s digital transformation and business strategy initiatives, contributing to key innovation projects.Key Contributions:- Worked in 7 strategic projects aimed at accelerating Havaianas’ digital transformation.- Conducted user research, workshops, co-creation sessions, and user testing, translating insights into actionable business strategies.- Collaborated with data and business teams to align consumer needs with digital strategy.Key Projects:- Omni: Enhanced omnichannel strategies for franchise stores by identifying journey pain points and delivering a prioritized product roadmap.- Click/Havaconecta: From discovery to user testing, I assisted in developing a new digital solution for Havaianas' B2B purchase journey and optimizing the forecast tool for product assortment planning.- Product Lab: Created an innovation strategy to expand Havaianas’ portfolio beyond core products. This pilot established a new workflow that reduced product development time by 60%. It contributed to cultural transformation and was a finalist for the Brazilian Design Award in Service Design.

Belo Horizonte, Brazil

The Local Innovation Agents (ALI) program, created by the Brazilian Micro and Small Business Support Service (SEBRAE) in partnership with the National Council for Scientific and Technological Development (CNPq) and the Ministry of Economy, aims to promote innovation among micro and small businesses in Brazil.- Individual consultancies in 47 micro and small companies from retail, fashion and food service industry;- Measured productivity KPIs; Growth of productivity in the organizations due to rise in revenue, productivity or cost reduction;- Facilitated sprints in order to generate successful innovations, in a systematic way;- Supported the small entrepreneurs on prototyping, user research, testing and iterating innovative services before launching into the local market.

São Paulo, Brasil

- Accessories designer in charge of the product categories: ladies handbags, wallets, belts, hair accessories, jewellery, beach bags, gym bags and winter accessories.- Trend research, material and color selection, tech packs, product development with Chinese factories and sample approval;- Development of the core and continuation lines. Including the standardization of lining, materials and colors, visual identity and tech packs; - In development trips to visit suppliers in China I was responsible for prototype corrections, price negotiations and sample approval for production and shipment, material research in PU and metal markets (Guangzhou and Yiwu) and visits to factories and supplier's showrooms in Shanghai, Yiwu, Ningbo, Wenzhou and Guangzhou.

São Paulo, Brasil

- Designer in charge of the ladies footwear and handbags department. Research, design and development of footwear, including trend forecasts, color swatches, material selection, sketching and spec sheets.

Campo Bom, Brazil

- Research, design and development of footwear, including trend forecasts, moodboards, color swatches, material selection and spec sheets.

Belo Horizonte, Brazil

Master Of Science - Ms, Product Service System Design

Product Service System Design

Mba, Web Page, Digital/Multimedia And Information Resources Design

MBA in Business Technology: AI, Data Science and Big Data

Bachelor'S Degree, Industrial And Product Design

Industrial Design

Bachelor'S Degree, Industrial And Product Design

2 semesters exchange Ingeniería en Diseño e Desarrollo de Producto