Edward Guerra
Design Systems & DesignOps
Edward specializes in product and design systems and values, exploring team efficiencies to refine collaboration opportunities with research, development, and content strategy. With 8+ years of experience, Edward transformed design processes at Fidelity, leading to a 75% increase in visual style adoption to drive enterprise consistency in user experiences.
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Experience
Fidelity Investments
Full-time •
Remote • Boston, MA • Raleigh, NC
Responsibilities
- Aligned design efforts for all central business units to improve quality, consistency, and accessibility across Android, iOS, web, and Figma.
- Co-led design token creation process to sync across Figma and code to enable theming support.
- Defined an operating model for gathering requirements to recycle, remix, and release component design iterations across channels.
- Collaborated daily with engineering and content strategy partners in an Agile setting of bi-weekly sprints to author, review, edit, and publish technical system documentation.
- Supported the design community across Microsoft Teams, Discourse forums, office hours, design guilds, and 1:1s.
Highlights
- Introduced fluid design tokens to use mathematical formulas to scale numerical design tokens for density modes.
- Led design token documentation to educate associates on the intent and value of design tokens and authored a guide for getting started using them as a design and developer consumer.
- Built and maintained dedicated design toolkits of Figma components and design token libraries to sync Amazon Web Services (AWS) Style Dictionary with coded components in Storybook.
- Fine-tuned design token pipeline with guardrails to ensure all system tokens pass AA standards.
- Established an internal documentation process with content strategy to communicate intent, usage, interaction guidelines, and common practices.
Impact
- Identified scope for 30+ web components across enterprise with accessibility and development partners, ensuring seamless integration and support.
- Increased the adoption rate of visual styles by 75% with a style library to meet designers where they are to update design tokens in existing design files.
- Reduced design production for color modes by 50%, with design tokens passing AA for color modes.
- Co-presented on our Design System in the June UXD Speaker Series to over 160+ attendees on topics of progress and process.
- Gathered and consolidated documentation to onboard design support and proposed a draft for future design contribution model.
Responsibilities
- Design lead in Agile squad creating next-gen financial client services application that reduces task time so advisors can focus on the client relationship.
- Facilitated planning workshops with business partners to strategically define user problems and determine prioritization from a user experience and business perspective.
- Co-led regular user interviews/workshop sessions to identify opportunities and untangle complex financial processes into comprehensive interfaces.
- Produced prototypes at various fidelity stages to communicate solutions to test and validate before implementing in a bi-weekly sprint cadence.
- Conducted user acceptance testing in staging environments before merging code production to ensure features functioned as intended and reported accessibility defects.
Highlights
- Co-facilitated user research interviews to learn more about established mental models and to validate our proposed Information Architecture shift from a workflow feature set to a client paradigm to afford context-sharing efficiencies.
- Researched and integrated an open-source web component to meet our immediate short-term need for user filtering with API support.
- Launched a UX Directory to centralize roadmaps, leadership decks, playbooks, templates, prototypes, and onboarding resources for new team members.
- Led weekly collaboration sessions to boost transparency and collaboration across designers in the product area.
- Earned two prestigious internal Excellence in Action awards and was promoted from Senior UX Designer to Principal UX Designer.
Impact
- Improved user filtering process for associates to review 1000+ clients, resulting in streamlined creation and saving of filters for 500+ associates, enhancing overall efficiency and productivity.
- Achieved a remarkable 80% volume increase from 2020 by supporting 1,051 new associates in Wealth Management, AdviceHub experience in 2021.
- Integrated over 5 workflows from mainframe applications as part of a decommissioning initiative to migrate legacy experiences.
- Upgraded design system version as part of an effort to modernize our digital platform and address known accessibility issues.
- Conducted UX practice remotely and traveled onsite five times for planning sessions and team-building activities to work more Agile together.
KeyBank
Full-time •
Cleveland, OH
Responsibilities
- Optimized studio operations by managing relations with design tools, billing, team training, support, and staffing, resulting in improved productivity and cost-saving management.
- Created an onboarding curriculum for freelance hires with administrative tasks defined for access management and an overview of Key Design Studio.
- Defined statement of work documentation for creative producers to facilitate internal design requests.
- Implemented Jira Dashboard reporting to increase visibility into design allocation and help inform staffing needs for next quarter.
- Created design training guides to transition the design team from Sketch to Figma to promote more collaboration and reduce various file and version challenges.
Impact
- Increased studio staffing by 77% in 2020 and introduced an onboarding framework to reduce 25% of tasks for new hires, improving overall productivity for Key Design Studio.
- Collaborated with Commercial Real Estate Capital to define a journey and wireframe for a Client Portal to improve our underwriting process with customers.
Responsibilities
- Responsible for design delivery and execution in originating squads for Consumer Deposits, Credit Cards, Small Business Originations, and Real Estate Capital.
- Transitioned external agency designers to in-house designers to reduce agency fees and grow internal talent.
- Co-led a Commercial Real Estate Capital Design Thinking workshop, producing 10 ideation concepts, 3 user personas, and 4 journey mapping outputs, fostering a customer-centric approach and driving innovative solutions.
- Implemented a directory with methodology tags for previous user research and the latest design across originations products to distribute with core teams.
Impact
- Delivered design for Paycheck Protection Program end-to-end digital application that processed more than 28K+ small business, commercial, and institutional clients to apply with a historically high 91% click-through rate through COVID-19.
- Executed design strategies that directly contributed to a 20% increase in conversion rates in 2020 for consumer deposits, credit cards, small business originations, and real estate capital.
Responsibilities
- Led design and prototyping for user research usability testing for eDocs, an employee-facing digital experience for a collection of procedural articles.
- Designed Content Management System (CMS) templates for technical writers to reauthor procedural articles with tag attributes for Coveo, a software-as-a-service (SAAS) integration for advanced search and filter.
- Facilitated a design session for Lending Transformation and Wire Transfers for Quest, a servicing platform for employees to service KeyBank client requests.
- Conducted Guerrilla user testing at local KeyBank branches to validate and inform design recommendations for Quest and eDocs.
- Co-facilitated UX maturity assessment with the team to determine a path to broaden understanding of UX process, unify UX processes and procedures, and define UX roles and skills needed.
Impact
- Led redesign of CMS templates for enterprise procedural documentation, increasing technical writer efficiency by 40% and optimizing article reauthoring and consolidation efforts.
- Collaborated on defining streamlined processes for lending and wire transfers, leading to a 25% reduction in servicing time for clients.
Artful Home
Full-time •
Madison, WI
Responsibilities
- Led the major redesign of an artist-facing intranet for nearly 2,000 users to support submitting artwork, managing product inventory, and artist communication for e-commerce.
- Developed user flows, wireframes, and visual designs to inform product discovery for over 22K+ products.
- Enhanced product result pages and triggered dynamic transactional emails through Agile Software Development Cycles, resulting in a 20% increase in customer engagement.
- Improved our e-commerce checkout experience by identifying drop-off data, ideating, and testing designs to create a more efficient, streamlined basket checkout user flow.
- Assisted creative director in overseeing product color shows and print production for catalogs.
University of Wisconsin-Madison, University Recreation
Part-time •
Madison, WI
Responsibilities
- Managed 18 student employees in graphic design, photography/video, web, and brand ambassadors.
- Implemented a 4-month marketing plan to market a $250K Performance Training Center, a racquetball court conversion to an Olympic weightlifting station.
- Designed a 40-page Annual Report focused on metrics for Fitness & Wellness, Sports Clubs, Intramural Sports, Aquatics, Ice programs, and events.
- Updated the Recreational Sports Style Guide to maintain brand guidelines and to onboard employees.
- Evaluated and produced solutions for the effectiveness of marketing campaigns and initiatives with the Assistant Director of Marketing & Communications and student leads in weekly meetings.
University of Texas Rio Grande Valley, University Recreation
Part-time •
Edinburg, TX
Responsibilities
- Oversaw recruitment, hiring, training, and evaluations for 13 student employees.
- Developed a “More Than A Gym” campaign to brand the recreational facility and to promote programs not offered in competitor gyms within a 50-mile radius.
- Implemented Asana, a task-management ticketing system to define and assign tasks for the Department of University Recreation.
- Collaborated with University Relations to develop a campaign for Instructional Programs that sold 600+ memberships for Summer Youth Camp and Aquatics: Learn to Swim/WaterBaby.
- Drafted facility renders, uniforms, and signage for the University of Texas-Rio Grande Valley branding transition from Recreational Sports to University Recreation.
Human Rights Campaign
Part-time •
Washington, D.C.
Responsibilities
- Tracked shirt sales for 10K+ ‘Love Conquers Hate’ Russian Tees for in-store sales and online e-commerce.
- Redesigned action store product merchandise labels and collateral HRC Equality Convention materials, including backdrops.
- Lighting Assistant for photographing 100+ volunteers, board, and steering committee members during the convention.
- Assisted in filming Betty Who and Galantis interviews for the ‘Equality Rocks’ campaign, a 50+ musician campaign to promote equality.
Education
M.S. User Experience Design
Kent State University
B.A. Communication Studies
University of Texas Rio Grande Valley
Recognitions
Fidelity, "Excellence in Action"
Q3 2023
Enterprise Design System, Thinks and works across enterprise
Q3 2022
Data Visualization, Complexity Slayer
Q2 2021
AdviceHub Release, Takes risks and values pace over perfection
Skills
Design Systems
Design Tokens
Accessibility
Design Foundations
Component Systems
DesignOps
Interaction Design
Motion Design
Agile Scrum
Product Design
Wireframing
Information Architecture
Facilitation
UX Research
Side note: I built my portfolio website
Front-end
with
HTML
Sass/CSS
Nunjucks
Javascript
from scratch.
Tools
Figma
Adobe Creative Suite
Token Studio
EightShapes
WebAim
GitHub
Git
Visual Studio Code
Storybook
Jira
Confluence
Hobbies
Travel
CrossFit
3D Printing
Woodworking
Photography
Anime
Book Club
User Generated Content