Aine McHugh

•   Completing an external analysis on market situation and trends, including a global benchmark

•   Executing an internal analysis through digital maturity and capability assessment

Azur Digital is the pioneer consulting firm specializing in digital transformation and customer experience in the Middle East and Africa.

• Helped clients realize the benefits of customer experience led design and identifying the digital capabilities required to enable target customer journeys.  

Customer Experience Lead | Omnichannel Strategy Definition | International Entertainment Retailer (KSA)

Key Achievements included:

•    Executed discovery and a strategy definition workshops

•    Completed omnichannel market trends and best practice analysis

•    Delivered omnichannel value proposition and target customer experiences, 6 personas, 6 customer journeys

•    Identified 15+ omnichannel initiatives to support the strategy and drafted a 3 year roadmap

Omnichannel Banking Lead | Digital Banking CX Envisioning | Retail & Corporate Bank (Lebanon, Gabon)

Key Achievements included:

•    Completed user insights market review and digital bank trends overview

•    Delivered an executive deck comprising of the target banking customer experience, target personas, target customer journeys and critical success factors

Recommended target capability solutions in partnership with a leading digital banking platform vendor

As a Customer Insight and Growth Practitioner I worked across multiple projects aimed at improving customer experience, drive lending growth and the delivery of cost reduction and efficiency targets across retail and commercial banking, supporting cost-to-income ratio improvements. Built a reputation as someone who delivers to the highest of standards and thus received fast tracked promotions from Analyst to Manager within 3 years. Selected Career Highlights:

Senior Functional Designer | nCino (built on SalesForce): Loan Origination System Discovery Phase | Tier 1 Bank

Delivery of nCino Discovery Phase working closely with the clients Product Owner, Business and IT teams to drive out and validate functional requirements, implementation roadmap and costs.

Key Achievements included:

•    Led a team of 5 business analysts. 3 Accenture: 2 Bank

•    Facilitated 15 functional workshops with 40+ stakeholders

•    Captured 300+ user stories and completed user story traceability matrix and fit/ gap analysis, data and integration requirements, backlog prioritisation and agile implementation delivery plans

•    Detailed the target business process redesign and identified €1m+ cost savings in support functions

Business Readiness Lead | Credit Application Change Programme | Tier 1 Bank

Led the change management approach for all staff and customers impacted by a regulatory requirement process change with a go-live date determined by the Central Bank of Ireland.

Key Achievements included:

•    Staff process re-design mapping and target customer journey mapping, impacting 1.2m+ personal customers

•    Prepared customer communications across 5 touchpoints: branch, call centre, mobile, desktop and social media

•    Developed training and communication plans and content for all front-line staff across 325 branches and call centre

•    Mobilised a team of 22 resources required, in order to go-live, to manually review documents where OCR (optical character recognition) was still learning to identify and read documents

Business Design Lead | Omnichannel Operating Model | Tier 1 Bank

Drove out the definition of an omnichannel operating model, outlined the preferred customer interaction model for key sales and service journeys, by segment and by channel and identified initiatives/ capabilities to reduce cost-to-serve.

Key Achievements included:

•    Data gathering and insight analysis, workshop design and workshop facilitation

•    Created a customer interaction model to ensure that advisory resources are deployed to areas of greatest opportunity, while also encouraging the use of digital/self-service channels for lower value interactions

•    Identification of initiatives/ capabilities to deliver cost efficiencies of 40+ FTEs (full-time equivalent)

•    Developed implementation approach and plans to deliver cost efficiencies

Workstream Lead | Retail and Commercial Bank 3 Year Business Transformation Vision | Tier 1 Bank

Gathered key change initiatives in order to support with the design and definition of a 3 year strategic vison for the Retail and Commercial Banking business in order to increase revenue growth and reduce operating costs.

Key Achievements included:

•    Managed the repository of all opportunities identified within the workstream and created workbooks to outline details of the prioritised opportunities

•    Supported business stakeholders to define and document the scope and planning of all change projects, including the estimate of cost to deliver and target benefits

•    Managed the 3 year investment planning process of c. €330m p.a. and completed investment plan presentations for senior stakeholders to present to the board

Key Achievements included:

•  Reviewed fund administration month end process and identified opportunities for efficiencies resulting in reducing

client deliverable at Month End by 1 day, and faster reporting to key stakeholders

•  Managed a team both onshore and offshore

Graduated with first class honours, 1.1

Graduated with second class honours, grade 1, 2.1