Khanim A.-Customer Journey Designer & CX Lead | Visual Storyteller & Designer
Check rate
Experience
Lead CX Specialist
ABB Bank (International Bank of Azerbaijan)
- Own the design of ABB's Customer Journey Engine (CJE): journey architecture, trigger frameworks, decision trees and personalization logic, set out as journey maps that business, risk and data stakeholders review and approve.
- Design hyper-personalized HiperSən campaign journeys in ABB Mobile across four campaign mechanisms and seven interest segments, from eligibility rules to push, banner and in-app story touchpoints.
- Designed a weather-triggered campaign in which live forecast data selects the campaign day and drives a teaser push, an offer push and an in-app banner, with monthly activation and participation caps.
- Lead campaigns from insight to launch with cross-functional Marketing, Data, Risk, Legal and QA teams, writing EVAM scenario specifications, design briefs and trilingual Strapi content.
- Contribute campaign and campaign-design research to an AI-agent initiative for campaign work, shaping how the agent interprets campaign needs, researches inputs, structures concepts and supports design decisions.
- Prototype in-app experiences as interactive HTML phone previews before build, including a personalized story concept that turns a customer's year of spending into visual stories.
- Rebuilt the squad's leadership presentation as an interactive HTML deck and designed a partner-facing deck explaining customer segments and campaign mechanisms.
- Work on the research and design thinking workstream of ABB's CX operating-model restructuring.
Customer Experience Expert
ABB Bank (International Bank of Azerbaijan)
- Designed the scoring, trigger and fatigue-cap logic of a behavior-based campaign engine, lifting offer conversion 26% in 8 weeks.
- Refined trigger eligibility rules, cutting irrelevant-offer complaints 18% and raising campaign-linked CSAT by 6.4 pp.
- Defined salary churn by outflow ratio and 48-hour time-to-outflow, then targeted personalized cashback packs by propensity, reducing churn 12-16% and lifting wallet share 7-11% over 3 months.
- Built dashboards from transaction, in-app and VoC data; verbatim clustering cut insight cycle time 45%.
- Wrote and designed a three-part internal CX guide set (research handbook, persona guide, customer journey map guide) in visual, step-by-step layouts.
Marketing Specialist
PASHA Malls
- Led the Ganja Mall website redesign: mobile-first bilingual information architecture, search-led navigation and store filters, validated with 1,420 responses; NPS rose from +12 to +31 and time-to-find fell from 47s to 18s.
- Diagnosed adoption friction in the Leyli AI voice guide (privacy, social discomfort), then redesigned entry cues, privacy messaging and microcopy with a TikTok social-proof launch; daily interactions grew from 2-3 to 300-400+.
Communications, External Relations and Publishing Coordinator
The International School of Azerbaijan (TISA)
- Designed the school's annual yearbook for five consecutive years, owning the page system, typography, editorial hierarchy, image treatment and print production.
- Designed school publications and theatre print, including the Oliver! JR. programme and the Grease poster.
- Redesigned the admissions journey and website information architecture, cutting repetitive inquiries 70% and lifting application completion to 95%.
Marketing Specialist
European Azerbaijan School
- Produced bilingual brochures, press releases and web content; directed photo and video shoots for admissions.
Marketing Assistant
Azerbaijan Supermarket LLC
- Produced marketing performance reports from media monitoring and social engagement analysis.
Industry experience
See where this freelancer has spent most of their professional time.
Experienced in Education, Retail, and Banking and Finance.
Business area experience
See which departments and functions this freelancer has contributed to most.
Experienced in Marketing, Customer Service, and Research and Development.
Summary
Customer journey designer who has worked across visual communication, editorial and digital experience design since 2019. Now Lead CX Specialist at ABB Bank, one of Azerbaijan's largest banks, owning Customer Journey Engine design and hyper-personalized customer engagement journeys in ABB Mobile. Turns customer research and behavioral data into journeys, decision logic and campaigns, and makes that logic clear to decision-makers through journey maps, prototypes and presentations. Current work also includes AI-assisted campaign design research. Design work includes school textbooks printed in 469,810 copies and native PowerPoint rebuilds of public consulting reports.
Skills
Customer Experience & Personalization
- Customer Journey Design
- Journey Mapping
- Journey Orchestration
- Cx Strategy
- Experience Design
- Trigger And Decision Logic
- Hyper-Personalization
- Segmentation
- Lifecycle And Crm Engagement
- Retention And Churn Reduction
- Customer Research (Qualitative And Quantitative)
- Usability Testing
- Personas
- Design Thinking
- A/B Testing
- Csat And Nps
Visual Storytelling & Design
- Presentation Design
- Information Design
- Data Visualization
- Data Storytelling
- Editorial And Publication Design
- Typography
- Information Architecture
- User Flows
- Prototyping
- Print Production
Design
- Adobe Indesign
- Adobe Illustrator
- Adobe Photoshop
- Adobe After Effects
- Adobe Premiere Pro
- Figma
- Powerpoint (Master Layouts, Morph)
- Canva
Research & Analytics
- Excel (Advanced)
- Spss
- Tableau
- Power Bi (Basic)
- Google Analytics
- Dovetail
- Maze
- Useberry
- Miro
Campaign & Delivery
- Evam (Scenario Design)
- Strapi Cms
- Jira
- Html / Css
- Ai-Assisted Prototyping
Languages
Education
ADA University
MA · Education Management · Baku, Azerbaijan
The Academy of Public Administration under the President of the Republic of Azerbaijan
BSc · Economics · Baku, Azerbaijan
Certifications & licenses
UX/UI Designer
Baku Design Academy
McKinsey Forward Program
McKinsey & Company
Statistics
Experience
Global experience
Expertise
Qualifications
Profile
Frequently asked questions
Have questions? Find more information here.
Khanim is based in Baku, Azerbaijan.
Khanim speaks the following languages: Azerbaijani (Native), English (Advanced), Russian (Advanced), Turkish (Advanced).
Khanim has at least 10 years of experience. During this time, Khanim has worked in at least 5 different roles and for 5 different companies. The average length of individual experience is 2 years and 7 months. Note that Khanim may not have shared all experience and actually has more experience.
Based on recent experience, Khanim would be well-suited for roles such as: Lead CX Specialist, Customer Experience Expert, Marketing Specialist.
Khanim's most recent position is Lead CX Specialist at ABB Bank (International Bank of Azerbaijan).
In recent years, Khanim has worked for ABB Bank (International Bank of Azerbaijan), PASHA Malls, and The International School of Azerbaijan (TISA).
Khanim is most experienced in industries like Education, Retail, and Banking and Finance.
Khanim is most experienced in business areas like Marketing, Customer Service, and Research and Development.
Khanim has recently worked in industries like Education, Banking and Finance, and Retail.
Khanim has recently worked in business areas like Marketing, Customer Service, and Research and Development.
Khanim holds a Master in Education Management from ADA University and a Bachelor in Economics from The Academy of Public Administration under the President of the Republic of Azerbaijan.
Khanim has 2 certificates. These include: UX/UI Designer and McKinsey Forward Program.
Khanim will be available full-time from October 2026.
Daily rate distribution
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Average rates for similar positions
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The average daily rate is the mean of all daily rates from recent contracts of comparable freelancers on our platform.
The median daily rate is the middle value of all daily rates — half of comparable freelancers charge less, half charge more. Unlike the average, it is barely affected by outliers.
Calculated based on our freelancers’ daily rates as of 15 Oct 2026. Actual rates may vary depending on seniority level, experience, skill specialization, project complexity, and engagement length.
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