One Year Full Time MBA (PGPX)




Prerna Gupta

Prerna Gupta

Behaviour analyst with expertise in generating user insights at the intersection of behavioural economics, analytics, and design thinking. Worked with MAANG and FMCG clients globally to develop strategies to drive product adoption, engagement, and retention

Work Experience

Senior Behaviour Architect | Fractal Analytics | Gurgaon, India

  • Collaborated with the MarCom analytics team of a MAANG client to extract user insights from clickstream data and UX research to optimise the conversion funnel
  • Conducted gamified behavioural research with 50 users to redesign homepage and boost paid conversions for the leading live TV streaming platform in the US
  • Led behavioural beta testing to enhance completion rates for 3 new Coursera certificate programs for a MAANG client, impacting 3.5 million users to date and achieving client NPS of 9/10
  • Developed a user journey led strategy to enhance CMO engagement on a MAANG company’s thought leadership platform through competitor and content analysis driven by engagement metrics
  • Generated hypotheses and design recommendations for A/B testing to improve the user flow and utilisation of ‘split with friends’ feature on a MAANG UPI app
  • As a subject matter expert, co-developed curriculum for and taught a course on Behaviour Science and Design to 400+ new recruits at Fractal Analytics


Behaviour Architect | Fractal Analytics | Mumbai, India

  • Conducted research, including focus groups and a digital diary study across 3 US cities, to drive in-store premiumization and increase revenue per customer for an FMCG brand’s oral and personal care categories
    • Facilitated strategy adoption workshops with 20+ major stakeholders at client headquarters in New York
  • Redesigned marketing material for a B2B behavioural-AI project, boosting the uptake of marketing programs at vet clinics for a major US pet food company
  • Developed an online self-assessment platform for Indian start-ups to enable self-evaluation of gaps and opportunities in engagement on their digital platforms

 

Associate | FinalMile | Mumbai, India 

  • Developed strategy to increase HIV testing uptake among at-risk men in Kenya and developed a tool that enabled local government and NGOs to create targeted interventions.
  • Created a user journey map to identify barriers to colon cancer screening with a patented product in the US for a molecular diagnostic company

 

Intern| World Wildlife Fund | Delhi, India

  • Developed a consumer engagement framework to promote consumption of sustainably produced commodities (palm oil, paper and paperboard, seafood) in the Indian market
Accomplishments
  • Accelerated Promotion: Promoted twice within the first three years - from Associate to Behaviour Architect, from Behaviour Architect to Senior Behaviour Architect
  • Class Topper: Top of class in course on Psychology of Economic Life: Advanced Topics at London School of Economics 
  • Psychology Quiz winner: Won Psychology quiz organised by Jesus and Mary College, DU amongst participants from 10+ colleges
  • Research Presentation: Presented study on “Resilience Among Orphaned Adolescents” at the 3rd National Conference on Positive Psychology

     
Education

MSc, Psychology of Economic Life, London School of Economics and Political Science, London
BA Psychology (Hons), Gargi College, Delhi University, Delhi

Certificates
Co/Extra-curricular
  • Mentor at Freedom English Academy - Mentored 15 young adults from underprivileged backgrounds to help them achieve their career goals (2021)
  • English teacher at Make a Difference - Taught English to 8 boys in an orphanage through weekend tuitions (2013-15)
  • PR Head, Gargi Psychology Association (Gargi College, DU, 2015-16)
  • Treasurer, Gargi Psychology Association (Gargi College, DU, 2014-15)
  • Core member of Gargi College quiz society (2014-16)
  • Participated in “He for She,” a UN Women Solidarity movement for Gender Equality event (2015)

     

Quick Look

  • Work Experience: 5.5 Years
  • Previous Roles

    Senior Behaviour Architect, Fractal Analytics

    Behaviour Architect, Fractal Analytics

    Associate, Finalmile Consulting

  • Function : Product Management/Development
    Strategy
  • Industry/Sector: Consulting
    Technology
Work Experience

Senior Behaviour Architect | Fractal Analytics | Gurgaon, India

  • Collaborated with the MarCom analytics team of a MAANG client to extract user insights from clickstream data and UX research to optimise the conversion funnel
  • Conducted gamified behavioural research with 50 users to redesign homepage and boost paid conversions for the leading live TV streaming platform in the US
  • Led behavioural beta testing to enhance completion rates for 3 new Coursera certificate programs for a MAANG client, impacting 3.5 million users to date and achieving client NPS of 9/10
  • Developed a user journey led strategy to enhance CMO engagement on a MAANG company’s thought leadership platform through competitor and content analysis driven by engagement metrics
  • Generated hypotheses and design recommendations for A/B testing to improve the user flow and utilisation of ‘split with friends’ feature on a MAANG UPI app
  • As a subject matter expert, co-developed curriculum for and taught a course on Behaviour Science and Design to 400+ new recruits at Fractal Analytics


Behaviour Architect | Fractal Analytics | Mumbai, India

  • Conducted research, including focus groups and a digital diary study across 3 US cities, to drive in-store premiumization and increase revenue per customer for an FMCG brand’s oral and personal care categories
    • Facilitated strategy adoption workshops with 20+ major stakeholders at client headquarters in New York
  • Redesigned marketing material for a B2B behavioural-AI project, boosting the uptake of marketing programs at vet clinics for a major US pet food company
  • Developed an online self-assessment platform for Indian start-ups to enable self-evaluation of gaps and opportunities in engagement on their digital platforms

 

Associate | FinalMile | Mumbai, India 

  • Developed strategy to increase HIV testing uptake among at-risk men in Kenya and developed a tool that enabled local government and NGOs to create targeted interventions.
  • Created a user journey map to identify barriers to colon cancer screening with a patented product in the US for a molecular diagnostic company

 

Intern| World Wildlife Fund | Delhi, India

  • Developed a consumer engagement framework to promote consumption of sustainably produced commodities (palm oil, paper and paperboard, seafood) in the Indian market
Accomplishments
  • Accelerated Promotion: Promoted twice within the first three years - from Associate to Behaviour Architect, from Behaviour Architect to Senior Behaviour Architect
  • Class Topper: Top of class in course on Psychology of Economic Life: Advanced Topics at London School of Economics 
  • Psychology Quiz winner: Won Psychology quiz organised by Jesus and Mary College, DU amongst participants from 10+ colleges
  • Research Presentation: Presented study on “Resilience Among Orphaned Adolescents” at the 3rd National Conference on Positive Psychology

     
Education

MSc, Psychology of Economic Life, London School of Economics and Political Science, London
BA Psychology (Hons), Gargi College, Delhi University, Delhi

Certificates
Co/Extra-curricular
  • Mentor at Freedom English Academy - Mentored 15 young adults from underprivileged backgrounds to help them achieve their career goals (2021)
  • English teacher at Make a Difference - Taught English to 8 boys in an orphanage through weekend tuitions (2013-15)
  • PR Head, Gargi Psychology Association (Gargi College, DU, 2015-16)
  • Treasurer, Gargi Psychology Association (Gargi College, DU, 2014-15)
  • Core member of Gargi College quiz society (2014-16)
  • Participated in “He for She,” a UN Women Solidarity movement for Gender Equality event (2015)