Alex Genov

About Alex Genov

I use my deep knowledge in Social Psychology and Behavioral Science and years of industry experience to explain and predict consumer and customer behavior. That human element is more needed now in the age of AI than ever before.I am driven by my passion for understanding and improving customer experiences. In that quest, I apply my Psychology background to solve business problems and enhance people\'s lives. I am committed to mentoring teams, fostering innovation, and exploring new methods to boost customer satisfaction and business performance.I am also a Customer Experience professional with a proven track record in CX and UX research, Usability, Market Segmentation, and Voice of the Customer (VOC). I have been applying my deep knowledge of Experimental Social Psychology to tackle business challenges, leading initiatives that drive significant ROI and enhance customer satisfaction.So many business leaders nowadays talk about the importance of customer experience. Yet very few invest (or invest the right way) in making their organizations successful through Customer Centricity. I can help turn that business commitment into reality. My proven track record with roles at renowned companies like Zappos (Amazon), Intuit, and State Farm Insurance have positioned me well to be that change agent.

Experience

1. Engagement Strategy and Ux Research

   HealthEquity

   Dec 2024 — Present · US

   Lead extensive foundational mixed-method research into members\' mental models, expectations, needs, and experiences in strategic areas such as investments, mobile experience, online security, and onboarding. Methods included in-depth interviews, online card sorting, surveys, MaxDiff, and concept testing- Translate behavioral and UX research findings into clear, prioritized opportunity areas, design principles, and product requirements for cross-functional partners- Collaborate with product, design, data science, marketing, and operations teams to scope, design, and deliver both strategic and tactical usability research across web and mobile experiences- Plan and conduct iterative usability studies on prototypes and live experiences to improve task success, reduce friction, and increase engagement with HealthEquity tools and programs- Author white papers on the behavioral science principles behind effective behavioral change programs, with practical frameworks for influencing savings, contributions, and long-term financial behaviors- Create and socialize artifacts such as personas, journey maps, and behavioral models to align stakeholders on member needs and decision-making patterns- Facilitate workshops and readouts with leaders and cross-functional partners to drive alignment, inform roadmaps, and ensure research is embedded in strategic planning.

Education

• Cornell University

  BA, Social Psychology

• Clark University

  PhD, Experimental Social Psychology

• Cornell University

  Bachelor's degree, Social Psychology

Skills

• Contextual Inquiry
• Web Analytics
• Social Psychology
• Spss
• Human Computer Interaction
• Social Sciences
• User Interface
• Emotional
• Behavioral Science
• User-Centered Design
• Ethnography
• Data Analysis
• Interaction Design
• Segmentation
• User Experience Design
• Usability Testing
• Heuristic Evaluation
• Persona
• Card Sorting
• Mobile Applications
• Strategy
• A/B Testing
• Survey Design
• Design Thinking
• Innovation
• Qualitative Research
• User Experience
• Cognitive Modeling
• Agile Methodologies
• Information Architecture
• User Interface Design
• User Research
• Design Research
• Eye Tracking