Area Manager - Design Thinking Unit

Job Summary

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.

Responsibilities

• 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.
• 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

• a) Qualifications: Master's degree in Behavioral Design, Interaction Design, Human Psychology, Cognitive Science, or related discipline
• b) 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).