Area Manager - Design Thinking Unit

Location Name: Pune Corporate Office - HO

Job Purpose The User Researcher is responsible for generating deep, psychology-backed insights into user behavior, motivations, and decision-making within fintech and digital financial products. The role focuses on applying behavioral science, cognitive psychology, and quantitative/qualitative research methods to uncover latent user needs and translate them into actionable inputs for design, product, and business strategy. The role ensures user-centric, evidence-based decision-making across the organization.

Duties And Responsibilities A - Minimum required Accountabilities for this role

• Conduct in-depth moderated and unmoderated user interviews using psychological frameworks (e.g., Prospect Theory, Cognitive Dissonance, System 1 & 2) to uncover latent motivations, emotional drivers, and behavioral barriers.
• Design, deploy, and analyze quantitative research studies (surveys, questionnaires, experiments) grounded in validated psychological models such as Theory of Planned Behavior (TPB), Big Five Personality Traits, and Self-Determination Theory.
• Synthesize qualitative and quantitative data into actionable insights by identifying underlying cognitive and behavioral patterns (e.g., loss aversion, anchoring bias, trust erosion).
• Translate research findings into structured outputs such as personas, mental models, journey maps, and behavioral frameworks that predict user behavior.
• Test UI/UX prototypes through usability and concept validation studies using tools like Figma, Maze, and UserTesting, leveraging models such as Fogg’s Behavior Model.
• Own end-to-end research execution including study design, participant recruitment, psychometric segmentation, data analysis, and insight storytelling.

B - Additional Accountabilities Pertaining To The Role

• Partner closely with design, product, and business teams to convert behavioral insights into bias-aware recommendations, nudges, and experience improvements.
• Monitor fintech and behavioral science trends (e.g., hyperbolic discounting, decision fatigue) through diary studies, ethnographic research, and secondary analysis.
• Support business KPIs such as conversion, engagement, retention, and trust through evidence-backed research inputs.
• Contribute to the development of internal research standards, methodologies, and best practices.

Key Decisions / Dimensions

• Selection of appropriate research methodologies, tools, and psychological frameworks for specific business problems.
• Prioritization of research initiatives based on business impact and user needs.

Major Challenges

• Translating complex psychological theories into clear, actionable recommendations for cross-functional stakeholders.
• Balancing qualitative depth with quantitative scale in fast-paced product environments.
• Driving adoption of research insights in business and product decision-making.

Required Qualifications And Experience

• Qualifications
• Master’s degree in Behavioral Design, Interaction Design, Human Psychology, Cognitive Science, or related discipline
• Work Experience
• 5+ years of hands-on experience in qualitative and quantitative user research within consumer tech, fintech, or digital product environments.
• Proven application of psychological and behavioral science theories portfolio must demonstrate this expertise.
• Strong design background with proficiency in UX/UI principles and prototyping tools (Figma, Sketch).
• Expertise in research tools such as UserTesting, Qualtrics, Dovetail, Miro, and Maze.
• Demonstrated ability to build insights through behavioral and cognitive lenses with measurable cross-functional impact.
• Excellent communication and storytelling skills to simplify complex theories for diverse stakeholders.
• Strong analytical mindset with experience in psychometrics and statistical analysis.
• High ownership, self-motivation, and ability to operate independently in a high-performance environment.

Bonus

• Prior fintech research experience (e.g., behavioral economics in payments, lending, investments).
• Certifications in behavioral science or insights (e.g., HBR Behavioral Insights).