Hi, I’m Alex
I’ve been designing user experiences for over 15 years with a lot of focus on building SaaS systems and guiding fellow designers.
I’ve played crucial roles in large-scale initiatives, including the merger of Marriott and Starwood’s loyalty systems, designed websites ranked in the world’s top 100 and 300 most visited, and contributed to the popularization of gamification, a concept that reshaped the business strategy worldwide.
I love sharing my journey and hope you find it as exciting as I do.
Led four designers to build B2G SaaS workforce management websites which ranged from evolving decade-old live legacy sites to building new platforms.
Developed cost-effective design strategy to modernize legacy sites
Future-proofed legacy and new sites through atomic design
Designed complex tools for workforce management
Created brand guidelines for a cohesive look & feel across products
Responsible for the digital experience for Marriott’s loyalty program and played a crucial role in the Marriott-Starwood merger.
Led the digital experience for Marriott’s loyalty program
Played a critical role in the merging of the Marriott and Starwood loyalty programs
Collaborated in large-scale, company-wide work sessions
Conducted user research and testing with a dedicated market researcher
Designed interfaces and experiences to maximize user engagement and retention by leveraging game thinking and data-driven solutions.
Leveraged game thinking to increase user engagement, known as gamification
Partnered with data scientists on data-driven solutions
A company-made, fan-facing YouTube video which showcases my work
Invited as guest speaker to the Wharton School of Business on gamification
Developed all aspects of multi-functional websites which acted as a game guide, marketing site, account management, and community hub.
Top 100
Most visited site 2009
Designed WorldofWarcraft.com, a multi-functional site for World of Warcraft
Top 300
Most visited site 2009
Developed WowArmory.com where users view their in-game character profiles
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