Photo of Edward Guerra
Product & Design Systems

Helping enterprises shape digital strategy and design systems.

Architecting systems that cut costs and streamline workflows—turning complexity into clarity and efficiency.
Currently Humana
Based in Cleveland, OH
Previous experience
Medical Mutual Healthcare
Fidelity Investments Financial Services
Keybank Financial Institution
Artful Home E-Commerce
Select work
2020 - 2024
Fidelity Investments

Fidelity Design System

Industry Industry Financial Services
Channels Channels - Android
- iOS
- Responsive Web
Role Role Principal UX Designer
Responsibilities Responsibilities Led design system evolution, aligning accessibility, theming, and component workflows. Increased adoption rate of visual styles by 75%, strengthened documentation, and fostered team-wide adoption.
Read Fidelity Design System case study
Scaled design systems across platforms with AA accessibility baked in.
Integrated new color and font families into visual language system.
Integrated new color and font families into visual language system.
Accelerated delivery by 50% through single‑source token workflows.
Extended token architecture to support multi-brand theming.
Extended token architecture to support multi-brand theming.
Enhanced enterprise‑wide UI toolkits for multi-channel consistency.
Enhanced enterprise‑wide UI toolkits for multi-channel consistency.
Select work
2020 - 2024
Fidelity Investments

AdviceHub

Industry Industry Financial Services
Channels Channels Responsive Web
Role Role Senior UX Designer
Responsibilities Responsibilities Led UX in an Agile squad for next-gen financial services, reducing advisor task time. Defined user priorities via workshops, optimized filtering for 500+ associates handling 1,000+ clients and drove an 80% engagement boost.
Read AdviceHub case study
Streamlined advisor workflows with intent‑based layouts.
Simplified client filtering for streamlined access.
Simplified client filtering for streamlined access.
User‑driven priorities increased engagement by 80%
User‑driven priorities increased engagement by 80%
Reduced task time with clarity and efficiency datasets.
Reduced task time with clarity and efficiency datasets.
Select work
2018 - 2020
KeyBank

Real Estate Capital

Industry Industry Financial Services
Channels Channels Responsive Web
Role Role UX Lead
Responsibilities Responsibilities Led UX modernization of Real Estate Capital lending—consolidating 32 tools into one portal, streamlining workflows, and securing $7.5M funding. Delivered transparency, efficiency, and a scalable client-first platform.
Read Real Estate Capital case study
Modernized UX to cut overhead and simplify processes.
Modernized UX to cut overhead and simplify processes.
Visualized a dashboard for real-time loan tracking.
Visualized a dashboard for real-time loan tracking.
About
With 9+ years of experience, I lead at the intersection of UX strategy, technical execution, and design leadership—crafting seamless, intuitive digital journeys. My path began in graphic design in South Texas, evolving into UX through roles in marketing and e-commerce. I specialize in design systems and value proposition design, collaborating across research, innovation, and content to drive consistency and elevate user experiences. Known for my passion, persistence, and patience, I proactively identify design gaps and advocate for human-first solutions. Holding a graduate degree in UX design, I bring deep product development expertise and thrive in ambiguity—partnering with stakeholders to align strategy with systems thinking.
Principles
Humans first Observe, listen, and adapt designs to genuine user challenges.
Design to scale Design with flexibility—anticipate future needs without rework.
Pace over perfection Balance speed and quality—deliver value without delay.
Context-driven design Adapt interfaces dynamically based on user needs and environments.
Testimonials
Edward takes the initiative to ensure that the end user gets what they need by making bold decisions, owning the details, and over-delivering. Edward always goes above and beyond in his designs and resources, his research and understanding, and his willingness to help others. Principal iOS Developer
Fidelity Investments
Edward continues to engage across domains and offers to support and contribute to the larger organization. He is highly regarded and often consulted when teammates are looking to understand accessibility and design standards. VP UXD Lead, Wealth Management
Fidelity Investments
Edward is always looking out for the interests of the user / customer and trying to actually uphold the values of someone obsessed with user experience. Director, User Experience Design
Fidelity Investments
Skills

Product Strategy

UX Research

Workshop Facilitation

Wireframing

Accessibility

Agile Scrum

Product Design

Information Architecture

DesignOps

Design Systems

Design Foundations

Design Tokens

Component Systems

Interaction Design

Side note: I built this website's

Front-end

HTML

Scss/CSS

Nunjucks

Javascript

with a little help from AI.