Alexandra Quevedo: Empowering Strategy Through Design
Research Strategy / Experience - Service Design
Accelerating your company's path to success, empowering strategy and product development teams to gain traction quickly and deliver results sooner.

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Deep Client Insights

1

Profound Knowledge
Acquire specific and direct knowledge about clients, enabling a deeper understanding of their needs.

2

Evidence-Based Decisions
Empowers informed decisions rooted in evidence, minimizing reliance on assumptions.
Elevating Design Teams

1

Boost Design Team Effectiveness
Enhance team performance and synergy through collaborative strategies and focused initiatives.

2

Align with Company Strategy
Ensure creative output drives significant business outcomes by aligning design efforts with overall business goals.

Driving Results Through Experience

Design Decisions Designs things right, helping teams decide what to design. Evidence-Based Strategy & Research Focuses on real customer needs, prioritizing what truly matters. Collaboration Amplifies contributions by combining academic knowledge, industry experience, and collaborative spirit.

Career Overview
Banking
Enhanced user experience through strategic projects.
Technology
Improved user engagement and drove product development.
B2B
Focused on user-centric design and business growth.
Sustainability
Led projects with positive social and environmental impact.
Focus: strategic leadership, improving user experience, and driving business results.
Strategic Approach

1

Align design with business strategy, ensuring both innovation and ROI. This involves a deep understanding of market dynamics, customer needs, and competitive landscapes to create design solutions that drive business growth and enhance brand value.

2

Embed sustainability into the design process, helping companies align with long-term business goals. This includes considering the environmental and social impact of design decisions, promoting responsible sourcing, and creating products and services that contribute to a more sustainable future.

3

Guide teams through collaborative processes to ensure design decisions meet business and user needs. Facilitating workshops, conducting user research, and fostering open communication to ensure that all stakeholders are aligned and that design solutions are both effective and user-centered.
Key Achievements

1

Fundación "La Caixa"
CX/UX Manager: Directed UX and interaction design for an Identity SSO project, ensuring compliance and a seamless user experience. Developed service design strategies and data-driven digital marketing initiatives.

2

Hanzo Studio
Defined customer experience strategies for insurance sector clients, leveraging research and analytics. Conducted benchmarking and heuristic analysis to optimize user interfaces and improve interaction design. Facilitated stakeholder workshops.

3

Onebox
Head of Product Design - UX & Research: Created and implemented the product design and research team, managing projects such as research implementation and the start of the Design System.

4

Beabloo
Implemented the Design Sprint process, prepared projects with Metriplica, and directed the CRM migration.

5

UserZoom
Design Research Specialist for the marketing team, creating specialized content.

6

Self-Employed
Senior UX Consultant, Information Architect, and User Experience Researcher. Also worked as a Design Research Specialist for the UserZoom marketing team, creating specialized content.

Case Studies

Identity SSO – Fundación La Caixa Enhanced user authentication and access management for improved security and user experience. Strategic UX & Content Overhaul – Insurance Sector (Hanzo Studio) Refined information architecture and content strategy, boosting user engagement and conversion rates. Heuristic & UX Research – Luxury Hospitality (Hanzo Studio) Identified key digital and physical touchpoints to optimize guest experience. Banking UX Research: Incumbents vs. Fintechs – Hanzo Studio Compared traditional banking institutions with fintech disruptors to identify UX competitive advantages. CMS Redesign & Service Design – Onebox Overhauled CMS to address usability issues and operational inefficiencies for event organizers. Data Visualization & Dashboard Design – Beabloo Designed an intuitive dashboard for real-time analytics tracking and data-driven decision-making. Google Design Sprint Master Certification & Research as an Educator Integrated research-based teaching methods, applying rapid ideation techniques in UX education.

Strategic Design & Facilitation
1
Strategic Design, UX, and Sustainability
Over 20 years of experience in banking, B2B, and technology sectors.
2
Aligning Design with Business Strategy
Focus on driving ROI through design that meets business objectives.
3
Expert in Facilitation and Co-creation
Leading collaborative processes to innovate and solve problems.
Research & Metrics
Design Research
User interviews uncover opportunities.
Metrics
Conversion rates & satisfaction scores inform design.
Usability Testing
Evaluate & refine designs through user observation.
"la Caixa" Foundation Project
Unified design and UX strategy
Seamless integration across touchpoints
Comprehensive project coverage
Defined the strategic roadmap and led the design and implementation efforts for the "la Caixa" Foundation project, ensuring a cohesive user experience across all touchpoints.
Strategic Roadmap & Design Leadership
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Strong foundation
Established processes
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Streamlined access
Simplified login
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User-centered design
Focused on needs
Led research and design, establishing a foundation for expansion. Integrated compliance with user experience, ensuring regulatory standards and a user-centric approach.
Hanzo Studio: Hotels - Secondary Research
Industry Trends
Employed Heuristic Analysis and Secondary Research to understand industry trends and new models.
Enhance Traveler Perception
Launched research projects to identify opportunities to enhance the traveler's overall perception.
Customer Journey
Focused on the customer journey of the travel experience, optimizing each touchpoint.
B2B - Ticket Distribution System
End-to-End User Journey
Shaped strategic planning and offered a detailed impact map across diverse user profiles.
Deep Understanding
Developed a profound understanding of user needs, behaviors, and challenges.
User-Focused Design
Directed the design and development of a user-focused and enhanced service for the ticketing industry.
Data Visualization & Research

Dashboard Design

An intuitive information hub for ticketing managers at event companies, offering immediate insights into sales performance and occupancy metrics. This dashboard delivers a streamlined overview of crucial KPIs, enabling managers to promptly evaluate event status. Real-time data visualizations reveal ticket sales trends, pinpointing potential challenges and opportunities. Customizable views and interactive components allow tailoring to diverse event types and managerial responsibilities.

Contact & Social