Hello, I’m Roberto Perez

I solve real business problems by crafting laser-focused experiences. The iterative journey of quantitative and qualitative research and design enables me to confidently connect people with exceptional user experiences.

Spruce

Completely refreshed the homepage experience for Spruce to better inform our users.

Spruce

H&R Block

Fostering equal opportunities for female athletes in endorsements and representation.

H&R Block

USAA

Enhance in-depth content to engage readers, enhance SEO, and build trust with our customers.

USAA

Sam's Club

Provide cost savings, variety, and exclusive membership benefits for both in-store and online shopping.

Sam's Club

About

Holiday Pages

I'm Roberto Perez, a product designer driven by a passion for uncovering solutions through the lens of design thinking. My mission is to bring value and foster trust in customers by embracing empathy, inclusiveness, and accessibility as core principles in my work. Through thoughtful, user-centered design, I strive to create products that not only meet users' needs but also enhance their overall experience.

Previously at H&R Block, USAA, Sam's Club, eBay, ABM Industries, Facebook, and Shopkick.Embracing emerging technologies to acquire new skills fuels my drive to innovate and shape the future. Beyond my design pursuits, I find joy in photography, reading, biking, and cherishing moments with my family. It's within these diverse interests that I draw inspiration, enriching both my personal and professional journey.


Contact

Let's get in touch!

Pepino Pickleball

Creating comfortable, fashion-forward activewear and expanding pickleball and other sports to lower-income communities.

Spruce

GPTZero

As the internationally recognized leader in AI detection, we set the standard for precise and reliable responses to AI-generated content.

H&R Block

Brief Introduction

This project was initiated to address the challenges users faced in understanding home insurance estimates. The need arose from frequent calls to customer service about claims status and home insurance estimates. My team was asked to create a long-form article that would help users comprehend their insurance estimates more effectively, thereby reducing calls, increasing digital engagement, and enhancing member satisfaction and confidence.

Problem Statement

Job to be Done
Users needed to understand how to read and interpret their home insurance estimates to manage their claims independently and efficiently.
User Problem / Business ProblemUser Problem: Homeowners struggled to comprehend their insurance estimates, leading to confusion and frequent calls to customer service.
Business Problem: High volume of claims status calls, low digital engagement, and reduced member satisfaction.

Insights

We designed for homeowners, aiming to meet their needs for clarity and ease in understanding insurance estimates. Our research, including an unmoderated UserZoom study with 16 participants (including 2 USAA members), revealed key user needs:- Clear breakdown of estimate details
- Definitions of terms used in estimates
- Easy access to FAQs and additional resources

Hypothesis

We hypothesized that providing a comprehensive, easy-to-understand article with examples, definitions, and FAQs would reduce the number of calls to customer service, increase digital engagement, and improve user satisfaction.

Goal

Our goal was to create a long-form article that would enable users to:- Easily find information on how to read a home insurance estimate
- Submit an insurance estimate for their claim online
- Discover a video on how to read home insurance estimates

Solution

The solution involved creating a detailed article that included:- Step-by-step instructions on reading a home insurance estimate
- Examples of estimates with clear definitions of each line item
- An FAQ section addressing common questions
- Jump links for intuitive navigation
My involvement included conducting user research, designing the information architecture, creating user flows, and developing wireframes. We iterated on these designs based on user feedback to ensure clarity and ease of use.

Final Design

The final design evolved through several iterations. We tested various layouts and content structures, incorporating user feedback to enhance readability and usability. The final article featured:- A clear, logical structure
- Examples and definitions integrated within the content
- Intuitive jump links for easy navigation
- A comprehensive FAQ section

Learnings

We evaluated the solution through follow-up questionnaires and observed user interactions during the study. The key outcomes included:- Increased user confidence in understanding their estimates
- Reduced number of calls to customer service
- Positive feedback on the clarity and usefulness of the article

" Review the estimate overview gives
you a quick snapshot of your policy
coverage details, including coverage
types deductible, and policy limits for
the claim. This seems really easy to
follow, the coverage section shows the type of items covered by your policy such as your home or belongings."
– User #25

"That's one of the things that I appreciate about USAA. They actually take the time even if it is in the FAQ section to explain so that you're confident in the knowledge that you have. Or at least know what questions you should be asking.”
- User #14

Summary

The project successfully met its goals, providing users with the tools they needed to understand their home insurance estimates. Key learnings included the importance of clear examples and definitions, and the value of a well-organized FAQ section. If given more time or resources, we would conduct further testing to refine the design and explore additional digital tools to enhance user engagement.

Brief Introduction

H&R Block's A Fair Shot program returns in 2023 to champion gender equity in NIL deals and highlight tax implications. In collaboration with Fabletics and Jambys, the initiative addresses unequal NIL sponsorships for female student athletes. Following its successful debut, the program now celebrates 50 athletes across 13 sports, including underrepresented areas. It also expands to NCAA Divisions II and III, plus Historically Black Colleges and Universities, aiming to promote fairness and inclusivity. My team and I were tasked with creating a campaign landing page website to amplify these efforts.

Problem Statement

Job to be done:
The desired outcome is to promote gender equity in sports by providing female student-athletes with equal NIL opportunities and awareness of tax implications.
User Problem / Business Problem:
Female student-athletes [the who] face unequal NIL sponsorship opportunities [the what], which limits their financial and professional growth [the why].

Insights

We were designing for female student-athletes who needed equal opportunities in NIL deals and a clear understanding of the tax implications. Through user interviews and market research, we identified that many female athletes lacked awareness and resources to secure NIL deals and manage the associated taxes. This data underscored the need for a dedicated platform to address these gaps.

Hypothesis

By creating a comprehensive digital platform, we believed we could enhance the visibility of female student-athletes, educate them on NIL opportunities and tax implications, and ultimately promote gender equity in sports sponsorships.

Goal

We aimed to inform our audience about the selected athletes, share their stories compellingly, and increase engagement through social media and the athletes' personal channels.

Solution

To solve the problem, we developed a campaign landing page that:Showcased selected athletes and their achievements.
Provided educational resources on NIL opportunities and tax implications.
Leveraged social media to amplify the athletes' personal brands.
Design Process:Site Map: Created a clear and intuitive site structure.
Wireframes: Designed wireframes to map out key elements and user flows.
Layout Concepts: Developed layout concepts to ensure a visually appealing and user-friendly interface.
Final Design: Iterated on feedback to refine the design, ensuring it met all user needs and business objectives.

Solution

The final design evolved through several iterations based on user feedback and testing. The end product was a visually appealing, user-friendly website that effectively highlighted the athletes and provided valuable resources.

Learnings

We evaluated our solution through user feedback and engagement metrics. The project successfully increased awareness of NIL opportunities and provided essential tax information to female athletes. Our goals were met, with increased website traffic and social media engagement.

Summary

The project was a success in promoting gender equity in NIL deals. We learned the importance of continuous user feedback and iterative design. With more time or resources, we would further enhance the platform's educational content and expand its reach to more athletes and institutions.

Credits

Creative Kenzie Tubbs, Jose Arellano, Trevor Stark, Roberto Perez Jr., Shayla Gordon, Becky Blackman
Insights Kate Michel, Brooke Minor
Adobe Target Mike Tolin
Web Authoring Rachel Nyp, Natalie Morgan, Matt Roiz, Mike Clifton

Brief Introduction

In the early months of 2023, our team received a request to revamp the homepage of Spruce, a mobile banking app committed to giving users a financial makeover. Our objective was to craft a new homepage design that not only showcased the core features of Spruce but also directed users toward creating an account. Through thorough research and analysis of user behavior on the existing homepage, our team developed multiple versions for moderated user testing, followed by A/B testing on the live site. Over a span of six months, we continuously refined the design through iterations, ultimately producing a homepage experience that effectively embodied the Spruce brand, highlighted key features, and significantly boosted the conversion rate for account sign-ups.

Problem Statement

Job to be done: The desired outcome was to provide users with a clear understanding of Spruce’s features and benefits, ultimately encouraging them to create an account.User Problem / Business Problem:The who: Prospective users
The what: Lack of understanding of what Spruce is and its benefits
The why: This confusion hindered user engagement and account sign-ups

Insights

We were designing for prospective users of Spruce, aiming to address their financial management needs. Our research, which included user testing and analysis of current user behavior, revealed that users were struggling to understand what Spruce offered and how it could benefit them. We prioritized these needs based on user feedback, engagement metrics, and conversion rates.

Hypothesis

We hypothesized that by creating a more user-centric homepage, clearly showcasing Spruce’s features and benefits, we could increase user engagement and conversion rates for account sign-ups.

Goal

Our goal was to enhance the homepage to better inform users about Spruce’s offerings, thereby increasing the conversion rate for account sign-ups.

Solution

To solve the problem, we embarked on a comprehensive design process:Information Architecture: We restructured the homepage to prioritize essential information and make navigation intuitive.
User Flows: We mapped out user journeys to ensure a seamless experience from landing on the homepage to signing up.
Wireframes: We created wireframes to visualize the new layout and gather initial feedback.
Design Tools Used: Figma, Miro, UserTesting

Final Design

Our final design involved multiple iterations based on user feedback and testing data. We developed three unique homepage versions and tested them with users, collecting qualitative and quantitative insights.

Learnings

Evaluation and Insights:Qualitative Insights: User feedback highlighted the importance of clear messaging and visual hierarchy.
Quantitative Insights: We measured success through A/B testing, focusing on conversion rates and page engagement.
From May 30 to July 20, we observed the following results:
Default: 22% conversion rate
Budget Tracking: 21% conversion rate
Relationship: 22% conversion rate
All-in-One: 25% conversion rate
The "All-in-One" marquee performed the best, with users appreciating the unique features and automation capabilities it offered.

Summary

This project taught us the importance of clear, user-centric design and iterative testing. The project met its objectives, significantly improving user understanding and engagement with Spruce. If we had more time or resources, we would further refine the designs based on additional user feedback and explore more personalized user experiences.

Credits

Creative Kenzie Tubbs, Jose Arellano, Trevor Stark, Roberto Perez Jr., Shayla Gordon, Becky Blackman
Insights Kate Michel, Brooke Minor
Adobe Target Mike Tolin
Web Authoring Rachel Nyp, Natalie Morgan, Matt Roiz, Mike Clifton

Brief Introduction

At Sam’s Club, we’re committed to becoming the membership you love most. To achieve this, we aimed to provide excellent products and services – in clubs, online, and through mobile devices – across the U.S. and Puerto Rico. The need arose to enhance our digital presence and user experience, so our team was tasked with creating in-app campaigns, branded style guides, landing pages, and site placements for top-tier brands and service partners.

Problem Statement

Job to be Done
Our goal was to improve user engagement and drive sales through better digital experiences.
User Problem / Business Problem
Sam's Club members [the who] were having difficulty navigating and finding relevant products on our digital platforms [the what], leading to reduced engagement and sales [the why].

Insights

We designed for a diverse user base that includes mobile and web users. Our research showed that users needed a seamless, consistent experience across devices. User feedback and analytics data indicated that the current digital experience was fragmented and not user-friendly, leading us to prioritize ease of navigation, accessibility, and visual consistency.

Hypothesis

We hypothesized that improving the visual consistency and accessibility of our digital platforms would increase user engagement and sales.

Goal

Our goal was to enhance the user experience on Sam’s Club digital platforms, thereby increasing user engagement, driving sales, and generating leads.

Solution

To address the problem, I:- Created in-app campaigns featured on samsclub.com for top-tier brands and service partners.
- Collaborated with the design team using style guides to ensure consistency and refresh the look and feel of our seasonal site placements on our website and mobile app.
- Designed ADA-compliant ads that were accessible on various devices for both Android and iOS.
The ideation stages included developing information architecture, user flows, and wireframes to map out user journeys and ensure seamless navigation.

Final Design

The final design evolved through multiple iterations, incorporating user feedback and usability testing. The result was a cohesive, user-friendly digital platform with consistent branding and improved accessibility.

Learnings

We evaluated our solution through both qualitative feedback from users and quantitative data from user engagement metrics. The improvements led to increased user engagement and sales, validating our approach.

Summary

This project taught us the importance of consistent user experience across all digital platforms. The project met its goals, but with more time and resources, we would further refine the user flows and conduct more extensive user testing to continue enhancing the experience.