pilyutikanna@gmail.com
pilyutikanna@gmail.com
Building B2B Research Lab for a Bank
Function Building · User Experience · UX Maturity · Service Design · CJM · VoC · Eye-tracking · Emotion AI · B2B Fintech
Over 3 years (2020–2023), I built the B2B research function at Alfa Bank - a top-five Russian bank with 2M business clients, comparable to NatWest Commercial in scale.

I started with no team and no executive buy-in; I left with 16 researchers, a figital lab with eye-tracking and emotion AI, and research embedded in product decision-making.
The challenge
  • Research happened — but had no executive sponsorship and bad link to product decisions
  • SME churn was rising with no feedback loop connecting client complaints to backlog priorities
  • 120+ product teams, legacy systems across segments, post-release rework was routine
Top outcomes
  • Embedded research into the product lifecycle and scaled it across all B2B teams
  • Aligned UX insights with the business prioritisation model
  • 50% of critical UX issues resolved through the research-driven backlog
  • VoC +14,5% over the year, sustained; 30+ B2B services launched under the new operating model
  • Introduced mandatory UX validation checkpoints eliminating new critical UX issues at release
Figital lab + AI methods
Eye-tracking · Emotion AI · Live observation

One of Russia's first figital research environments
I designed the B2B research environment within the research lab, enabling product teams to validate complex B2B workflows in replicated business contexts (offices and service points) with eye-tracking, cameras with emotion AI system and live observation.

Impact:
  • Evidence-based insights for projects like applications, loans, Cross-border B2B payments
  • Faster cross-functional alignment
  • Research embedded into B2B product decision-making
Research Governance Model
I used the Nielsen Norman Group UX maturity model as the executive alignment tool — gave leadership a shared language for where we were and where we needed to go. That unlocked budget and organisational commitment.

Exec alignment
  • aligned leadership on integrating research into product decision-making.
Embedded in the lifecycle.
  • I embedded researchers into key B2B teams
  • introduced mandatory UX validation checkpoints before development handoff. Piloted on high-impact initiatives uch as a new loans concept, Small Business CJM, then scaled across teams.
  • Connected VoC and research insights with business prioritisation.
Closing the feedback loop
I built a closed-loop VoC system: structured problem prioritisation, backlog integration, post-release tracking.
I led the Small Business CJM - identifying the churn drivers - and managed the improvement cycle through to outcome validation.

Evidence:
  • 70% of critical platform issues resolved
  • VoC score improved 14,5%
  • Research directly informed backlog changes following churn and other studies
  • Alfa was rated best B2B bank by Markswebb (Russia's leading independent benchmark for digital banking services).
Scalable Research Team
  • I built and scaled a B2B research team of 16 Product Researchers, UX Analysts, and UX Writers.
  • Standardised methodology and knowledge base so teams operated independently across 120+ product teams
  • Co-created the Competency Assessment Framework for CX/UX Researchers with Elena Svergenenko — competency map, grade model, assessment process, quarterly retrospectives. Published as an open kit.
Hands-on examples
SME products CJM
I I led customer journey mapping for a new B2B loans concept - IDIs with SME clients, journey synthesis.
Findings shaped the product brief before development started and prevented costly rework downstream.
UX audit and issues prioritisation
Large B2B clients were refusing to migrate to the new unified platform.
Audit and client feedback revealed the real blockers - including a digital signature system that didn't match how large businesses authorise payments. Fixes accelerated migration completion.
Alfa Pay launch & MIR integration
I led research for the Alfa Pay launch and MIR payment integration - mixed methods on payment flows with B2B clients. Brought user findings directly to executive leadership and the board, where they shaped launch decisions.
With the research lab, team, and governance in place, researchers became the glue connecting product teams with real client experience.
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Kit for Researchers, Team Leaders, and Business Managers by Elena Svergunenko and Anna Pilyutik