Fatimah Farouk

I developed a comprehensive funnel analysis encompassing all user steps necessary to complete the Know Your Customer (KYC) process and proceed with their first investment in our fintech platform.

After building the funnel, I used the built funnel analysis to identify specific steps in the user journey where gaps or drop-offs occurred. Also, I collaborated with the UX team, sharing insights gained from the analysis to devise a new user-friendly approach for completing the KYC process.

I implemented the new KYC style, which yielded remarkable results, with an impressive 15.8% decrease in the exit rate, showcasing the effectiveness of the improved user experience and streamlined KYC process.

As a data analytics engineer overseeing growth analytics for three distinct products in a fintech company, my primary task was identifying potential financial risks through robust internal auditing activities to mitigate suspicious and fraudulent behaviors.

To accomplish this, I leveraged data from databases such as MySQL, PostgreSQL, and MongoDB to automate advanced SQL scripts that effectively flag relevant behaviors, enabling operations and support teams to take appropriate actions. Additionally, I utilized business intelligence (BI) tools like Metabase to integrate these alerts into automated notifications, ensuring timely communication in the event of any occurrence.

These measures proved instrumental in detecting fraudulent users and establishing a robust system to monitor the health of transactions, further strengthening our ability to proactively identify and prevent potential risks.

I utilized users' data to build a segmentation map that identifies distinct customer groups based on demographics, investment behavior, risk tolerance, and financial goals. My insights helped UX, marketing, and product teams to make tailored decisions like targeted campaigns that improved their ROI by more than 30%.