In the ever-evolving fintech world, how do you balance speed and scalability while staying user-focused? Veronica Bogdacenco, Channel and Optimization Manager at Tide, offers a roadmap. 

“Don’t wait for perfect insights—quick, scrappy research can still de-risk big decisions,” she said. 

As a guest on the Insights Unlocked podcast, she talked with UserTesting's Kerry Johnstone about innovative strategies for conducting UX research and optimizing digital experiences in a fast-paced, high-growth environment.

The challenge of maintaining UX agility at scale

As fintech companies grow, maintaining the agility that defines startups can feel like an uphill battle. Processes become more complex, and UX teams often juggle multiple projects simultaneously. At Tide, Veronica found a creative solution: decentralizing UX research and testing processes.

“UX research teams are stretched across projects, so we can’t always wait for our turn,” Veronica explained. “Running tests over weekends or using pre-built templates allows us to gather insights quickly without disrupting workflows.”

This approach ensures Tide can maintain its commitment to user-centric design without sacrificing speed—a key theme echoed in UserTesting’s philosophy. 

Innovative testing strategies for fintech

Veronica highlighted her weekend testing approach as a game changer. By launching unmoderated tests on Fridays and reviewing results by Monday, her team avoids bottlenecks. She also leverages in-app notifications to engage users directly, bypassing slower recruitment methods.

"Testing with non-customers is like testing with first-time users. The experience has to make sense to anyone." – Veronica Bogdacenco

AI: the future of UX research

Veronica also sees AI transforming UX workflows. From summarizing feedback to analyzing non-verbal cues, AI tools make research faster and more actionable.

“AI already helps us streamline processes. In the future, it might decode emotional responses, adding a whole new layer of insight,” she said.

The value of quick insights

For Veronica, perfection is the enemy of progress. She encourages teams to embrace imperfect research to validate ideas early. “It’s always cheaper and easier to make changes upfront,” she noted.

In regulated industries like fintech, clarity and transparency are critical. Veronica’s strategies highlight the importance of balancing speed with a commitment to user understanding.

“It’s all about empowering teams to gather insights, even when time and resources are limited,” Veronica concluded. “Do what you can with what you have—it makes all the difference.”

Episode links:

• Veronica on LinkedIn
• Kerry Johnstone on LinkedIn
• Tide’s website
• What is UX Research? Methods & Types provides insights into how UX research informs product development and marketing strategies.
• UX Research Methodology Guidebook offers a comprehensive overview of various research methodologies and their applications.
• The role of artificial intelligence in enhancing UX research processes is rapidly evolving. UserTesting's "AI-Powered UX Platform" page discusses how AI capabilities can accelerate research activities, from recruitment to analysis.
• Maintaining Agility in a Growing Company: Adopting agile UX research practices is vital for scalability. The article "How to Create a UX Research Plan" outlines steps to develop flexible research plans that adapt to organizational growth.
• Navigating Regulatory Contexts: Ensuring compliance while delivering excellent user experiences is a common challenge in regulated industries. The podcast episode "Embracing Change in UX: Insights from Jakob Nielsen" touches on adapting UX practices within evolving regulatory landscapes.