COMPLEXITYTURNED INTOCLARITYSIGNUPSROSE 500%AT FIDELITYPAPER FORMSGO FULLYDIGITALZERO DEFECTSIN EVERYREGIONNO MOREMAILING INA CLAIMTRAFFICROSE ONEVERY SITE
The case studies are password protected
Write to Alex for access.
Designer focused on creating meaningful digital products, built with clear strategy and careful craft.
My background in architecture taught me to think in systems and design for how people behave.
I have worked across government, fintech, pharma, insurance, and travel. The full stories start below.
the work list follows ↓Fidelity had a product that worked and customers who would not finish signing up for it.
Fresh usability testing found the real problem. People did not know what the product was.
The rebuilt flow explains the account before asking for commitment. Conversion rose 500%.
continues on page 02 →The National Library Service mails free braille and audio books to readers in every state.
Enrolling used to mean printed forms, physical signatures, and weeks of waiting.
The new service is digital, meets Section 508 and WCAG 2.1 AA, and shows applicants where they stand.
continues on page 03 →Cencora’s global site adapts by language and region.
Accessibility was built into the component library and the CMS, not bolted on at the end.
The launch audit came back without a single defect.
continues on page 05 →The Standard’s claims process ran on paper and mail.
It became a web and mobile journey with plainer language and a visible claim status.
Fewer calls came in, and more people finished their claims.
continues on page 07 →Every Simpleview redesign started with search audits, analytics, and heatmaps.
Richmond, Bellevue, Golden, Los Cabos, Greater Palm Springs.
Every redesigned site climbed in search rankings and traffic.
continues on pages 09 and 10 →- Fidelity Investments, Fintech, page 2
- The Library of Congress, Federal, page 3
- Cencora, Pharma, page 5
- The Standard, Insurance, page 7
- Simpleview DMS, Travel, page 9
- Simpleview Web & Mobile, Travel, page 10
From the designer’s desk
To the reader,
I started in architecture before I moved into product design. Designing for the built environment taught me that the structure has to work before the finishes matter, and I still design with that methodology in mind.
Since then I have designed for an investment firm, a federal library service, a pharmaceutical company, and an insurance company. The problem is usually the same in all of them. A process grows complicated over the years, and people get stuck inside it. My job is to take it apart and put it back together so it makes sense.
I test with real people and I read the analytics before I trust my taste. I design for the person using a screen reader first, because what works for them works for everyone. If you want to see what that looks like in practice, the case studies are one password away.
— Alex Quijada, Designer
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