Serar is a proactive force as Head of Product and Delivery, dedicated to delivering value for businesses and customers daily. He thrives on making a positive impact through product interactions. With over a decade of experience, Serar has collaborated with startups and global giants, empowering them to deliver compelling software and foster enduring customer relationships. His expertise spans strategy development, team leadership, and cross-functional collaboration in the tech sector. Serar’s analytical approach and technical prowess enable him to streamline complex organizational problems into simple solutions, consistently achieving success.
Serar A. Serar
Head of Product & Delivery
EXPERTISE
Product StrategyMarket ResearchStrategic RoadmapCustomer ExperienceProduct CommercialisationWireframe/PrototypingAPI/MicroservicesSplunk/Postman/SwaggerSketch/Figma/InvisionAdobe Experience
CLIENTS WORKED WITH
Projects
Coles Express Mobile App
Serar is proud to have successfully created a brand-new app from inception through to delivery where it was successfully brought to the market. Prior to this project, Coles was the only competitor in the fuel market not to have an app. Therefore, this app was essential for Coles’ success in the B2C market. Due to the success of this launch, Coles was also able to offer this app in a B2B context with its partners. As Lead Project Manager he had the opportunity to engage with customers throughout and improve the customers journey through the implementation of the app. Serar delivered desirable outcomes for the customer, as they now have more options when paying for fuel, while also ensuring the project was delivered on time and on budget.
Coles Supermarket Sales Process Improvement
This project focused on enabling Coles to modernise the sale process, while allowing them to communicate value to customers across the pre-shop and post-shop. As product lead, Serar’s role was to drive the project outcomes and improve the way customers were understood using advanced analytics and predictive modelling. This involved improving touch points for clients across app, website and social. Some initiatives for example, ‘browse by category’, make for a much more streamlined browsing experience and easier navigation, while the discoverability of products that are discounted improve the search experience, especially on the app. At the start of the project, it was identified that 90% of app complaints were directed at browsing experience. This project reduced these complaints to 4% and as well as shoppers in-store having an improved user experience.