Senior Product Designer

Designing
products
that perform

I'm Alex Windsor — a Senior Product Designer crafting intuitive digital experiences for major brands including Wells Fargo, Intuit, Google, Disney and Samsung. I steer design thinking from strategy through execution, with a track record of measurable impact.

View my work ↓ Get in touch
20+
Products shipped
4
US Patents filed
+8pt
NPS uplift at WF
About me

Design that moves
the needle

Based in San Francisco, I obsess over how people interact with technology at scale. From shaping Zelle at Wells Fargo to defining QuickBooks' visual language at Intuit — I bridge design craft with business outcomes.

I lead cross-functional teams, manage design programs end-to-end, and bring a rare combination of strategic vision and hands-on execution. My work has earned 4 US patents, a best-in-class network rating, and measurable NPS growth at one of the largest banks in the country.

VP Lead Product Designer · Wells Fargo
Nov 2016 – Present · San Francisco
Senior Product Designer · Intuit
Oct 2014 – Oct 2016 · via Sage Group
Senior UX Designer · Google
Apr 2014 – Oct 2014 · via Match Point Solutions
Senior UX Designer · Disney Interactive
Jul 2012 – Apr 2014
Earlier: Samsung · Symantec · Razorfish · Lytro
2006 – 2012
Core competencies
Product Experience Design Interaction Design Design Systems UX Research Usability Testing Rapid Prototyping Design Program Mgmt Team Leadership Cross-functional Collab ADA / Accessibility Product Roadmap Dev Team Facilitation
4 US Patents Filed
Concepts from Wells Fargo Donate with Zelle · #12541378 · #2024036241 · #20250061487 · #US29890621
"The QR code send/share design has been rated best in class by the Zelle network — placing Wells Fargo's version first above all competing financial institutions."
— Zelle Network Review · 2023
Case studies

Selected work

Real problems at real scale — the strategy, the process, and the outcomes that moved the needle.

↗
Fintech · Wells Fargo · 2018–Present
Zelle Redesign — Best-in-Class P2P Payments
Led all design for Zelle at Wells Fargo — including QR code send/receive, Small Business account access, and a full UX overhaul. Managed vendors, engineering, QA, and content partners across distributed teams.
+8pt NPS → 60 #1 in Zelle Network QR Best-in-Class
↗
♥
Fintech · 0→1 · 2021
Wells Fargo Charitable Giving — 4 Patent Filings
Conceived and designed a new product enabling customers to donate directly to charities from their bank accounts — eliminating third-party transaction fees. Defined research strategy, led rapid prototyping, and drove cross-functional delivery.
4 US Patents 0→1 Product Research-led
↗
Productivity · Intuit · 2014–2016
QuickBooks Self-Employed — In-Product Animations
Partnered with marketing, product directors, and researchers to redesign messaging strategies and create in-product animations for QBSE. Drove a 50% increase in page subscriptions through a single animated benefit sequence.
+50% Subscriptions Motion Design User Research
Passion projects

Beyond the brief

Experiments, explorations, and initiatives I've led outside of day-to-day product work.

Mobile Auto Loans — Innovation Winner
Conceived and led design of an enterprise-wide Innovation competition winning concept at Wells Fargo — a fully mobile-first auto loan experience that reimagined a legacy process.
View concept →
Digital Property Appraisal Delivery
Designed the industry's first method for digital delivery of property appraisals, enabling faster mortgage approvals. The concept was scheduled for CFPB regulatory review.
Read the story →
Google Experience Centers Identity
Partnered with Google's GEC Group Director to design the full identity, micro-site template, and CMS for Experience Centers worldwide — delivered on an aggressive timeline.
Explore the work →
Next-Gen Digital Television UI
At Samsung Design America, led UX/UI concepting for next-generation digital television and smartphone desktop interfaces — exploring entirely new interaction paradigms for consumer electronics.
See the concepts →
Disney App Store Discovery Redesign
Redesigned the Disney App Store experience to dramatically improve content discovery and adoption — plus developed UX/UI requirements for an entirely new Disney guest social network.
View case →
Podcast Portal Design
Designed a podcast portal and full visual design system for Symantec's Small and Medium Business section — resulting in increased podcast downloads and improved content accessibility.
See the project →
Get in touch

Let's make something
worth using

Open to Lead IC roles, consulting, and meaningful collaborations. Reach me at 415 370 1908 or via email below.

Or email directly: [email protected]
LinkedIn ↗ Resume PDF ↗
Fintech · Payments · Wells Fargo
2018 – Present

Zelle
End-to-End
Redesign

My role
VP Lead Product Designer
Platform
Web · iOS · Android
Timeline
18 months
Team
Design · Eng · Product · QA
[ Hero visual — desktop + mobile composite ]
Situation

Zelle was next in line for native migration

Wells Fargo was in the process of migrating its mobile app from a hybrid framework to fully native code. The Account Summary landing screen had just been rebuilt natively — and Zelle, one of the most heavily used features in the app, was prioritized as the next experience to move.

Rather than a like-for-like rebuild, this was treated as an opportunity to reassess the entire experience before recreating it in native code — across web, iOS, and Android.

Native MigrationUX Strategy User ResearchData Analysis AccessibilityDesign Systems
[ Account Summary → Zelle migration flow ]
Task

Lead the redesign ahead of native rebuild

I was asked to lead the design effort for Zelle's native migration — not just translating the existing experience screen-for-screen, but using the rebuild as a checkpoint to identify and resolve friction before it was recreated in code.

I led a small team of one product designer and one content strategist, with a mandate to ground every redesign decision in evidence — heuristic analysis, direct customer feedback, and behavioral data — rather than assumption.

[ Team & scope overview ]
Approach

Three lenses of evidence before a single screen was redesigned

01
Heuristic review
My team and I conducted a full heuristic review of the existing Zelle experience against established usability principles, systematically identifying friction points across the send, receive, and account management flows.
02
Voice of customer
We reviewed Voice of Customer feedback — support tickets, app store reviews, and survey verbatims — to surface recurring pain points directly in customers' own words and validate what the heuristic review had surfaced.
03
Behavioral data analysis
We analyzed behavioral event data to quantify where customers were dropping off or hesitating within the flow, turning qualitative pain points into a prioritized, evidence-backed list of what to fix first.
04
Concept & iteration
With friction points prioritized, I developed rapid prototypes addressing the highest-impact issues first, iterating with my content strategist and testing directly against the evidence gathered in the prior steps.
05
Delivery & QA
Partnered with Engineering and QA to translate the redesigned flows into the native rebuild, defining user stories and assuring fidelity between design intent and coded output.
06
Accessibility & compliance
Maintained ADA accessibility standards throughout, and coordinated with Early Warning Systems — the Zelle network's governing agency — to ensure the redesigned native experience met all network requirements.
[ Heuristic review findings ]
[ VoC & behavioral data synthesis ]
[ Prioritized friction map ]
"The QR code send/share design has been rated best-in-class by the Zelle network — placing Wells Fargo first above all competing financial institutions."
Result

What shipped in the native rebuild

QR Code Send & Receive
Identified as a top friction point in the data — redesigned and shipped natively, rated best-in-class across the entire Zelle network.
Small Business Accounts
Enabled Small Business customers to use Zelle with their business accounts for the first time — a major expansion of the product's addressable market.
Streamlined Onboarding
Redesigned the enrollment flow based on the highest drop-off point identified in the behavioral data, reducing steps and clarifying account linking.
[ Feature screens — QR code, small business, onboarding ]
Result, continued

Measurable impact from an evidence-led redesign

Grounding the redesign in heuristic review, customer voice, and behavioral data translated directly into business impact.

NPS increased 8 points to 60
Placing Wells Fargo 6 points above the network average and first among all competing financial institutions.
Best-in-class network rating
QR code send/share rated best-in-class by the Zelle network, recognising the quality of execution and user experience.
Reduced onboarding drop-off
Streamlined enrollment flow, targeted directly at the highest-friction step identified in the behavioral data analysis.
[ Final design — key screens composite ]
Reflections

What I learned

Leading with a heuristic review, Voice of Customer feedback, and behavioral data before opening a design file meant every recommendation could be defended with evidence rather than opinion — invaluable when presenting rationale to Executive leadership and Product partners at Wells Fargo's scale.

Managing a small team of one product designer and one content strategist reinforced that even a lean team can drive enterprise-scale impact when the research foundation is strong enough to align stakeholders quickly.

Key skill developed
Triangulating heuristic review, Voice of Customer feedback, and behavioral data before design — so every recommendation was grounded in evidence from three independent sources.
What I'd do differently
Invest more time earlier in cross-platform design system documentation, to reduce inconsistencies between web and mobile implementations during delivery.
Next case study
Wells Fargo Charitable Giving →