About Yuliia Shtypula

Yuliia Shtypula
Kyiv | Ukraine

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Yuliia is passionate about... user experience, prototyping, participatory approach, customer loyalty, system transformation, ethnographic, service strategies, co-design sessions, NPS and service implementation

Yuliia Shtypula PrivatBank, Head of Customer Experience

Being a CX practitioner I help companies to become more customer centric and embed human-centered practices into business. My core expertise is in building a comprehensive system around customer experience management including 6 elements: CX Strategy, CX Culture, CX Measurement, CX Research, CX Design & Improvement, CX Governance.


I currently lead the Сustomer Experience team in the largest Ukrainian bank PrivatBank, aimed to drive and coordinate changes needed to improve banking experience of 20 mln clients.


When I was introduced to Service Design in 2018, I became really passionate about it and initiated creating an in-house Service Design practice. Since then I continue to learn and practice applying Service Design methodology and tools to solve various CX and business challenges.

To me, service design means...

Service design helps companies see their services from a customer perspective. It is an approach to designing services that balances the needs of the customer with the needs of the business, aiming to create seamless and quality service experiences.


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