Hello,

I'm Katja, customer experience specialist and researcher based in the Netherlands with 15+ years of experience in the field.

Here you will learn more about me, my experience in CX,

and my CX coaching services.


Thanks for visiting!

Hello,

I'm Katya, customer experience specialist and researcher with 15+ years of experience in the field.

Here you will learn more about me, my experience in CX, and my CX coaching services.

Thanks for visiting!

Hello,

I'm Katja, customer experience specialist and researcher based in the Netherlands with 15+ years of experience in the field.

Here you will learn more about me, my experience in CX,

and my CX coaching services.


Thanks for visiting!

15+

15+

years in CX

years in CX

200+

200+

UX/CX projects

UX/CX projects

10+

10+

industries

industries

What I do

What I do

customer journey management

customer journey management

UX/CX research

UX/CX research

customer insights

customer insights

CX management

project management

project management

CX management

customer journey management

customer journey management

UX/CX research

UX/CX research

customer insights

customer insights

project management

project management

CX management

CX management

I bring together business, people, and technology to create digital experiences that people love.

I bring together business, people, and technology to create digital experiences that people love.

Featured projects

  • Reducing churn by uncovering friction in the customer journey

    Challenge
    A B2B SaaS company faced high churn and low implementation success during onboarding, but the root causes were unclear.

    My Approach & Role
    I led a cross-functional effort to map the onboarding journey, analyze user behavior and feedback, and identify key friction points. We implemented 10 targeted improvements to address the most critical blockers.

    Impact
    Onboarding task success rates increased by up to 60%, tool adoption reached 40%, and customer feedback turned strongly positive — making onboarding a proven driver of retention.

    Optimizing Onboarding

  • Turning NPS into a driver of continuous improvement

    Challenge
    Like many companies, we struggled to translate NPS results into actionable insights. The data lacked clear interpretation, making it hard to prioritize improvements.


    My Approach & Role
    Together with the data analysis team, I conducted a mixed-methods study combining qualitative feedback with quantitative data. We identified the key drivers of NPS and their weighted impact, creating a clear picture of what most influenced satisfaction.


    Impact
    The findings led to a focused action plan for improving core experiences and feedback collection. NPS became part of the company’s centralized feedback framework — supporting continuous discovery, measurement, and improvement across teams.

    NPS

  • Turning user session recordings into measurable UX improvements


    Challenge



    A B2B SAAS company lacked a consistent way to measure the usability of key user journeys. Without data, it was difficult to identify where users struggled or to quantify progress over time.


    My Approach & Role

    I designed and implemented a semi-automated system to evaluate UX through user session recordings. By tracking completion rates and documenting friction points across core journeys, I created a reliable feedback loop between design, product, and research teams.


    Impact

    This new measurement framework revealed specific usability blockers and enabled targeted improvements. As a result, we increased the success rate of several key journeys—by up to 40%, including significant gains in the Onboarding journey.

    UX Metrics

  • Refocusing product strategy through user insight


    Challenge
    The home renovation app team needed to better understand a key user segment to guide product decisions. Existing assumptions about user needs were unverified and potentially misaligned with business goals.


    My Approach & Role
    I led a study combining in-depth interviews, surveys, desk research, and Jobs-to-Be-Done analysis. The research revealed users’ true goals, behaviors, and pain points, summarized in a detailed segment profile and customer journey map.


    Impact
    The findings uncovered that the company had been investing in a segment that generated lower revenue, leading to a strategic shift toward more valuable customer groups. This insight directly informed the MVP design and product roadmap priorities.

    Identifying segments

  • First session

    Understanding drop-off after the first session


    Challenge
    A B2C app struggled to understand why many users dropped off after their first session. Quantitative data alone didn’t reveal the underlying causes or decision-making factors.


    My Approach & Role
    I conducted a qualitative study with new users to uncover what matters most during their first experience and what drives their decision to continue or leave. The findings were summarized in a detailed report, including key factors influencing user decisions and a prioritized list of usability issues.


    Impact
    The study uncovered 21 issues—9 of them high severity—providing clear direction for improving critical parts of the journey. These insights helped the team focus on the right areas to increase first-session conversion and long-term engagement.

  • Call center interface for operators

    Improving efficiency in customer support


    Challenge
    Call centre operators were slowed down by a complex interface and disorganized knowledge base. The company needed to understand how the interface could be improved to increase call processing speed and reduce errors.


    My Approach & Role
    As a User Researcher and Project Manager, I conducted contextual inquiries to observe operators in their work environment and identify usability pain points. I mapped their workflows, captured real-time challenges, and synthesized findings into actionable recommendations.


    Impact
    The project resulted in a new, easy-to-navigate structure for the operator knowledge base and a redesigned main interface. These improvements significantly increased call processing speed and reduced operator mistakes—directly translating into cost savings for the company.

  • Reducing churn by uncovering friction in the customer journey

    Challenge
    A B2B SaaS company faced high churn and low implementation success during onboarding, but the root causes were unclear.

    My Approach & Role
    I led a cross-functional effort to map the onboarding journey, analyze user behavior and feedback, and identify key friction points. We implemented 10 targeted improvements to address the most critical blockers.

    Impact
    Onboarding task success rates increased by up to 60%, tool adoption reached 40%, and customer feedback turned strongly positive — making onboarding a proven driver of retention.

    Optimizing Onboarding

  • Turning NPS into a driver of continuous improvement

    Challenge
    Like many companies, we struggled to translate NPS results into actionable insights. The data lacked clear interpretation, making it hard to prioritize improvements.


    My Approach & Role
    Together with the data analysis team, I conducted a mixed-methods study combining qualitative feedback with quantitative data. We identified the key drivers of NPS and their weighted impact, creating a clear picture of what most influenced satisfaction.


    Impact
    The findings led to a focused action plan for improving core experiences and feedback collection. NPS became part of the company’s centralized feedback framework — supporting continuous discovery, measurement, and improvement across teams.

    NPS

  • Turning user session recordings into measurable UX improvements


    Challenge



    A B2B SAAS company lacked a consistent way to measure the usability of key user journeys. Without data, it was difficult to identify where users struggled or to quantify progress over time.


    My Approach & Role

    I designed and implemented a semi-automated system to evaluate UX through user session recordings. By tracking completion rates and documenting friction points across core journeys, I created a reliable feedback loop between design, product, and research teams.


    Impact

    This new measurement framework revealed specific usability blockers and enabled targeted improvements. As a result, we increased the success rate of several key journeys—by up to 40%, including significant gains in the Onboarding journey.

    UX Metrics

  • Refocusing product strategy through user insight


    Challenge
    The home renovation app team needed to better understand a key user segment to guide product decisions. Existing assumptions about user needs were unverified and potentially misaligned with business goals.


    My Approach & Role
    I led a study combining in-depth interviews, surveys, desk research, and Jobs-to-Be-Done analysis. The research revealed users’ true goals, behaviors, and pain points, summarized in a detailed segment profile and customer journey map.


    Impact
    The findings uncovered that the company had been investing in a segment that generated lower revenue, leading to a strategic shift toward more valuable customer groups. This insight directly informed the MVP design and product roadmap priorities.

    Identifying segments

  • First session

    Understanding drop-off after the first session


    Challenge
    A B2C app struggled to understand why many users dropped off after their first session. Quantitative data alone didn’t reveal the underlying causes or decision-making factors.


    My Approach & Role
    I conducted a qualitative study with new users to uncover what matters most during their first experience and what drives their decision to continue or leave. The findings were summarized in a detailed report, including key factors influencing user decisions and a prioritized list of usability issues.


    Impact
    The study uncovered 21 issues—9 of them high severity—providing clear direction for improving critical parts of the journey. These insights helped the team focus on the right areas to increase first-session conversion and long-term engagement.

  • Call center interface for operators

    Improving efficiency in customer support


    Challenge
    Call centre operators were slowed down by a complex interface and disorganized knowledge base. The company needed to understand how the interface could be improved to increase call processing speed and reduce errors.


    My Approach & Role
    As a User Researcher and Project Manager, I conducted contextual inquiries to observe operators in their work environment and identify usability pain points. I mapped their workflows, captured real-time challenges, and synthesized findings into actionable recommendations.


    Impact
    The project resulted in a new, easy-to-navigate structure for the operator knowledge base and a redesigned main interface. These improvements significantly increased call processing speed and reduced operator mistakes—directly translating into cost savings for the company.

  • Reducing churn by uncovering friction in the customer journey

    Challenge
    A B2B SaaS company faced high churn and low implementation success during onboarding, but the root causes were unclear.

    My Approach & Role
    I led a cross-functional effort to map the onboarding journey, analyze user behavior and feedback, and identify key friction points. We implemented 10 targeted improvements to address the most critical blockers.

    Impact
    Onboarding task success rates increased by up to 60%, tool adoption reached 40%, and customer feedback turned strongly positive — making onboarding a proven driver of retention.

    Optimizing Onboarding

  • Turning NPS into a driver of continuous improvement

    Challenge
    Like many companies, we struggled to translate NPS results into actionable insights. The data lacked clear interpretation, making it hard to prioritize improvements.


    My Approach & Role
    Together with the data analysis team, I conducted a mixed-methods study combining qualitative feedback with quantitative data. We identified the key drivers of NPS and their weighted impact, creating a clear picture of what most influenced satisfaction.


    Impact
    The findings led to a focused action plan for improving core experiences and feedback collection. NPS became part of the company’s centralized feedback framework — supporting continuous discovery, measurement, and improvement across teams.

    NPS

  • Turning user session recordings into measurable UX improvements


    Challenge



    A B2B SAAS company lacked a consistent way to measure the usability of key user journeys. Without data, it was difficult to identify where users struggled or to quantify progress over time.


    My Approach & Role

    I designed and implemented a semi-automated system to evaluate UX through user session recordings. By tracking completion rates and documenting friction points across core journeys, I created a reliable feedback loop between design, product, and research teams.


    Impact

    This new measurement framework revealed specific usability blockers and enabled targeted improvements. As a result, we increased the success rate of several key journeys—by up to 40%, including significant gains in the Onboarding journey.

    UX Metrics

  • Refocusing product strategy through user insight


    Challenge
    The home renovation app team needed to better understand a key user segment to guide product decisions. Existing assumptions about user needs were unverified and potentially misaligned with business goals.


    My Approach & Role
    I led a study combining in-depth interviews, surveys, desk research, and Jobs-to-Be-Done analysis. The research revealed users’ true goals, behaviors, and pain points, summarized in a detailed segment profile and customer journey map.


    Impact
    The findings uncovered that the company had been investing in a segment that generated lower revenue, leading to a strategic shift toward more valuable customer groups. This insight directly informed the MVP design and product roadmap priorities.

    Identifying segments

  • First session

    Understanding drop-off after the first session


    Challenge
    A B2C app struggled to understand why many users dropped off after their first session. Quantitative data alone didn’t reveal the underlying causes or decision-making factors.


    My Approach & Role
    I conducted a qualitative study with new users to uncover what matters most during their first experience and what drives their decision to continue or leave. The findings were summarized in a detailed report, including key factors influencing user decisions and a prioritized list of usability issues.


    Impact
    The study uncovered 21 issues—9 of them high severity—providing clear direction for improving critical parts of the journey. These insights helped the team focus on the right areas to increase first-session conversion and long-term engagement.

  • Call center interface for operators

    Improving efficiency in customer support


    Challenge
    Call centre operators were slowed down by a complex interface and disorganized knowledge base. The company needed to understand how the interface could be improved to increase call processing speed and reduce errors.


    My Approach & Role
    As a User Researcher and Project Manager, I conducted contextual inquiries to observe operators in their work environment and identify usability pain points. I mapped their workflows, captured real-time challenges, and synthesized findings into actionable recommendations.


    Impact
    The project resulted in a new, easy-to-navigate structure for the operator knowledge base and a redesigned main interface. These improvements significantly increased call processing speed and reduced operator mistakes—directly translating into cost savings for the company.

My toolbox

Skills

Customer journey management • Research planning and design • Survey design • Moderating research sessions • Remote and in-person research • Workshop Facilitation • Qual and quant data analysis • Data synthesis • Prototyping • UX Design • Heuristic Evaluation • Mixed methods • Project management • Eye tracking • UX copywriting • JBTD • Design thinking


Tools

TheyDo • Smaply • Figma • Adobe XD • Balsamiq • Alchemer • Morae • Protopie • Miro • Airtable • Mixpanel • HTML + CSS • Dovetail • SQL • Tableau

My professional passions
Complex B2B and B2C systems • International research


Skills

Customer journey management • Research planning and design • Survey design • Moderating research sessions • Remote and in-person research • Workshop Facilitation • Qual and quant data analysis • Data synthesis • Prototyping • UX Design • Heuristic Evaluation • Mixed methods • Project management • Eye tracking • UX copywriting • JBTD • Design thinking


Tools

TheyDo • Smaply • Figma • Adobe XD • Balsamiq • Alchemer • Morae • Protopie • Miro • Airtable • Mixpanel • HTML + CSS • Dovetail • SQL • Tableau

My professional passions
Complex B2B and B2C systems • International research


Industries

My experience of working both in-house and in consulting on various domains and businesses has helped me get a broad perspective on how technology fits into different scenarios of people's lives.

I'm passionate about understanding people's needs and helping businesses create products that people love.

My experience of working both in-house and in consulting on various domains and businesses has helped me get a broad perspective on how technology fits into different scenarios of people's lives.

I'm passionate about understanding people's needs and helping businesses create products that people love.

  • Fintech

  • B2B

  • E-commerce

  • Entertainment

  • Creative tools

  • Telecom

  • Social services

  • Health & wellbeing

  • Travel and hospitality

  • Fintech

  • B2B

  • E-commerce

  • Entertainment

  • Creative tools

  • Telecom

  • Social services

  • Health & wellbeing

  • Travel and hospitality

My journey

  • 2025 - present


    Rentman

    event planning software


    Customer Journey Manager


    Creating smooth customer journeys and driving change for complex B2B SAAS in the event planning industry.




  • 2023 - 2025


    Sendcloud

    shipping automation platform


    Senior UX Researcher


    I led research projects, set up ongoing UX tracking, collaborated with product teams to fill knowledge gaps, and created a shared research repository so everyone could easily access customer insights.


  • 2022 - 2023


    Planner 5D

    interior design app


    User Researcher


    I built the UX research practice, led user studies and persona development, worked with data analysts to strengthen insights, managed research operations, and partnered with teams across the company on research.



  • 2020 - 2022


    Okko

    streaming service


    UX Research team lead


    I established the UX research function at, led a team of three, coached product and design teams in research, oversaw external partners, and guided user research from prototype creation to insights.

  • 2011 - 2020


    Usethics

    UX design and research agency


    UX researcher/Project manager


    I ran multi-method research for clients like Facebook, Instagram, eBay, PayPal, Adobe, Spotify, and Google, and managed UX research and design projects to deliver high-quality, on-time outcomes.

  • 2010 - 2011


    Ruflex

    Construction materials


    Internet projects manager


    I handled the company’s online advertising tools, managed and updated the website, analyzed traffic, prepared materials for online campaigns, and oversaw the quality and performance of advertising activities.

  • Education

    2010-2011


    Institute of electronics and mathematics


    specialist, information systems, web-design and online advertising

    2005-2010


    University of Trade and Economics


    specialist, marketing and advertising

My superpowers

Clear structure from complexity

I structure messy user journeys and data into clear frameworks that teams can immediately act on.

Insight into what really matters

I uncover hidden patterns in behavior and processes, revealing the real problems behind surface issues.

Bridging people, product & tech

Translate user needs into strategies that work for business and technology alike.

Companies are getting great at collecting and categorising data, especially with AI, but turning it into action is often where they get stuck. That’s where I come in.

Companies are getting great at collecting and categorising data, especially with AI, but turning it into action is often where they get stuck. That’s where I come in.

My coaching services

My coaching services

I'm a full-time customer journey manager, so I don't take big projects on the side, but I'd be happy to help you if you need a consultation on a CX matter.

I'm a full-time customer journey manager, so I don't take big projects on the side, but I'd be happy to help you if you need a consultation on a CX matter.

Project consultation

Project consultation

Includes my deep diving into your project's goals and context. I will hear you out, ask you the right questions and suggest a methodology that suits your project. 



Includes my deep diving into your project's goals and context. I will hear you out, ask you the right questions and suggest a methodology that suits your project. 

Includes my deep diving into your project's goals and context. I will hear you out, ask you the right questions and suggest a methodology that suits your project. 



Insight Ops

Insight Ops

I will help you to understand how to organise insights practices in your company, how to communicate the value to your colleagues, what tools to choose etc.

I will help you to understand how to organise insights practices in your company, how to communicate the value to your colleagues, what tools to choose etc.

I will help you to understand how to organise insights practices in your company, how to communicate the value to your colleagues, what tools to choose etc.

Career advice

Career advice

If you are starting your CX career, I can help you create a plan for your professional development, give you advice on what you need to learn first, what to read, watch and practise. 

If you are starting your CX career, I can help you create a plan for your professional development, give you advice on what you need to learn first, what to read, watch and practise. 

If you are starting your CX career, I can help you create a plan for your professional development, give you advice on what you need to learn first, what to read, watch and practise. 

Let's chat!

Connect with me on LinkedIn.

© 2025 by Katja Cherniaeva