https://www.hectorestrada.net/contact daily 0.75 2021-01-03 https://www.hectorestrada.net/work daily 1.0 2025-03-13 https://images.squarespace-cdn.com/content/v1/5fdfe3b70172f85bb331e528/1609186295945-L2LR74KW6LMGXDQNJH48/Landing+Image.jpg Work Helping shoppers find the products they need. Case Study https://images.squarespace-cdn.com/content/v1/5fdfe3b70172f85bb331e528/1609184428570-Q53HFQOUGINQRLFHZRZF/Landing+Image.jpg Work Delivering peace of mind to CBD, THC, and E-Liquid consumers. Case Study https://images.squarespace-cdn.com/content/v1/5fdfe3b70172f85bb331e528/070c2051-b362-4476-ad9f-f4dc85350966/comcast_cover.jpg Work Getting modem/router self-installers to enjoy the internet faster. Case Study https://images.squarespace-cdn.com/content/v1/5fdfe3b70172f85bb331e528/1609187073181-QUOXAZU0VUMZKOU2YHQR/Landing+Image.jpg Work Empowering B2B customers with insights. Case Study https://images.squarespace-cdn.com/content/v1/5fdfe3b70172f85bb331e528/1609187511494-0L9HTAFBOJ1PY86CF86A/Landing+Image.jpg Work Improving how teams find, use, and share assets. Case Study https://www.hectorestrada.net/resourcenav daily 0.75 2021-01-03 https://images.squarespace-cdn.com/content/v1/5fdfe3b70172f85bb331e528/1609617868963-0T7WENG2EA7K66OQG6YD/iPhoneX+Mockup.jpg Resource Navigator https://images.squarespace-cdn.com/content/v1/5fdfe3b70172f85bb331e528/1609623331429-HKCLT2WVKE6HLO5EK1AM/flowsample.jpg Resource Navigator Flow Team Member adds resource to My Bookmarks page https://images.squarespace-cdn.com/content/v1/5fdfe3b70172f85bb331e528/1609623861127-MK9HYEOYWEOO82Q2YZJ2/wireframesample.jpg Resource Navigator Wireframe for My Bookmarks Page https://images.squarespace-cdn.com/content/v1/5fdfe3b70172f85bb331e528/1609624573728-A77Q498F3CUI5D3B4B3F/iPad+Mockup+LANDING.jpg Resource Navigator - Landing Page We knew the Landing Page had to scream “You’re in the right place!”. Hence, the large Resource Navigator and brief description. Users also appreciated the ability to search and/or browse all resources from this page. We decreased the initial number of browsing options to three pillars. This application of Hick’s Law gave users the focus needed to make fast decisions. https://images.squarespace-cdn.com/content/v1/5fdfe3b70172f85bb331e528/1609629228351-YDRC68K8RNXB7XK43NL5/ResourceMobileMockup.jpg Resource Navigator https://images.squarespace-cdn.com/content/v1/5fdfe3b70172f85bb331e528/1609627757185-UN78FLENJY7GWZSGPMGU/CapabilitiesMobileMockup.jpg Resource Navigator https://www.hectorestrada.net/univision daily 0.75 2021-01-03 https://images.squarespace-cdn.com/content/v1/5fdfe3b70172f85bb331e528/1609444428516-8NTICR5MDXUGJVIKR348/Billboard+Tall.jpg Univision https://images.squarespace-cdn.com/content/v1/5fdfe3b70172f85bb331e528/1609442010688-ZW30IUNMGNZR67B3SHFH/wireframes.jpg Univision Wireframe for Landing Page with signup popup https://images.squarespace-cdn.com/content/v1/5fdfe3b70172f85bb331e528/1609441943668-3YKE8BYPT9UAMPO4QUCN/journey.jpg Univision Basic Journey for B2B customers to signup for insights https://images.squarespace-cdn.com/content/v1/5fdfe3b70172f85bb331e528/1609443212683-6PV10EUHVV75ELSFIOZA/Signup+iPhone.jpg Univision - Sign Up Our Hypothesis: We believe that adding a QR code and/or URL to non-digital ads, or button to digital ads (CTA) will help B2B customers signup to insights. We will know this is true when we see an increase in signups directly from ad campaign. We also reminded B2B customers about their $1.5 trillion reasons to signup. https://images.squarespace-cdn.com/content/v1/5fdfe3b70172f85bb331e528/1609446851148-BQCE6MMAFYVAH3NN4VRA/iPad+Landing+Page.jpg Univision https://images.squarespace-cdn.com/content/v1/5fdfe3b70172f85bb331e528/1609446813228-1O6OTTM917J0WPS7BMK1/iPad+Ad.jpg Univision https://www.hectorestrada.net/sentri daily 0.75 2021-01-02 https://images.squarespace-cdn.com/content/v1/5fdfe3b70172f85bb331e528/1609353155496-G6W2A4P0CHI9HVOG49HZ/mobile.jpg Sentri https://images.squarespace-cdn.com/content/v1/5fdfe3b70172f85bb331e528/1609094706257-ERIJI35VGI0K07TT3OVF/Payless+Craft+Wireframes.jpg Sentri The Design Sprint produced this Simple Journey and other useful artifacts https://images.squarespace-cdn.com/content/v1/5fdfe3b70172f85bb331e528/1609093558230-C050ORKRHX7MLQ7KD2AD/JobsTBDCraft.jpg Sentri I facilitated a Jobs to be Done exercise to ensure that our work bring value to users https://images.squarespace-cdn.com/content/v1/5fdfe3b70172f85bb331e528/1609355985365-0HYGMVVRNPL2BLWQV6SP/Product+Page.jpg Sentri - Product Page All roads lead here! Law requires access to these data points directly from packaged goods, but they take too much room and are impossible to fit in small packages. We added a QR code to product boxes, allowing customers to go straight to this product page. This level of access and transparency will increase confidence at all retail channels. https://images.squarespace-cdn.com/content/v1/5fdfe3b70172f85bb331e528/1609356264683-7XCGOPBDUTK71LFP0WBH/Landing+Page.jpg Sentri https://images.squarespace-cdn.com/content/v1/5fdfe3b70172f85bb331e528/1609357742502-177EY49BSXYCSSGYGCN5/Share+Modal.jpg Sentri https://www.hectorestrada.net/payless daily 0.75 2021-01-02 https://images.squarespace-cdn.com/content/v1/5fdfe3b70172f85bb331e528/1609361153076-TDDSH8ZX4OUFDE8IKBOQ/Mens+Mobile+Product+Page.jpg Payless https://images.squarespace-cdn.com/content/v1/5fdfe3b70172f85bb331e528/1609362389121-C1LW05S08EUBABWGFP9Y/Payless+Craft+Flow.jpg Payless Basic Journey for user looking to buy rain boots https://images.squarespace-cdn.com/content/v1/5fdfe3b70172f85bb331e528/1609365557143-DI57GUU1MZ9L2U5CBXW4/Payless+Craft+Wireframes.jpg Payless Wireframe for Landing Page https://images.squarespace-cdn.com/content/v1/5fdfe3b70172f85bb331e528/1609365609413-AQB3EICTKLTWI6J6NGGP/Landin+Mobile.jpg Payless - A Better Header Our Hypothesis: We believe that improving the header will help shoppers find products faster and easier. We will know this is true when we see an increase in the use of the header and number of purchases. A reduction of clicks from header-to-purchase will also support our assumption. We also conducted a heuristic evaluation of the header, studied competitors, best-in-class examples, and sketched plenty of flows and wireframes. https://images.squarespace-cdn.com/content/v1/5fdfe3b70172f85bb331e528/1609370060894-BX18QUD7BBKRW6M1PHQ6/40offmobile.jpg Payless https://images.squarespace-cdn.com/content/v1/5fdfe3b70172f85bb331e528/1609370094247-ZCQH052B5CQCCS5MH70X/Share+Modal.jpg Payless https://www.hectorestrada.net/other daily 0.75 2022-01-14 https://images.squarespace-cdn.com/content/v1/5fdfe3b70172f85bb331e528/1642192617635-5LAKHQ5OCUG3EOHR4VZK/2015-041_JCP-1-304-2-1024x742.jpg Other https://images.squarespace-cdn.com/content/v1/5fdfe3b70172f85bb331e528/1642192981815-C1GUQOSNIRG6Q6FUL1VD/2015-041_JCP-8-343-2-683x1024.jpg Other https://images.squarespace-cdn.com/content/v1/5fdfe3b70172f85bb331e528/1642193293096-B5V6OQARJ7H1XGBH8LLU/cbrown%2Bin%2Bcali.jpg Other https://images.squarespace-cdn.com/content/v1/5fdfe3b70172f85bb331e528/1642193477528-IWSOESI14I1HV8FL3F16/truth-seeker.jpg Other https://www.hectorestrada.net/comcast daily 0.75 2025-03-10 https://images.squarespace-cdn.com/content/v1/5fdfe3b70172f85bb331e528/651f0351-aae1-4ba4-976a-752becb9ffc9/perspective_mobile_comcast.jpg Comcast https://images.squarespace-cdn.com/content/v1/5fdfe3b70172f85bb331e528/9f9d7397-7c3b-411e-a935-11407fb78203/audit+diagram.jpg Comcast I conducted a full self installation audit to identify all challenges and opportunities https://images.squarespace-cdn.com/content/v1/5fdfe3b70172f85bb331e528/12787349-dea3-48fb-a4b9-ecd32f955a37/research_image.jpg Comcast I collected and synthesized research materials from recorded calls and user studies https://images.squarespace-cdn.com/content/v1/5fdfe3b70172f85bb331e528/6bd8dd8f-a4d2-4c0f-8cd3-3ee72e523976/wait_light_mock.jpg Comcast - Wait for the Light My goal was to enhance the self-activation experience by tackling the most critical moment - Radio Frequency (RF) Check errors. Research, audit, and engineering, made it clear that RF checks without a “ready for activation” Gateway led to a number of errors, creating a bottle-neck. While a blinking white light indicates that the Gateway is ready for activation… This wasn’t communicated during activation. Hypothesis We believe that by making sure users confirm that their Gateway is displaying a “blinking white light” BEFORE RF checks will decrease the number of errors. We will know this is true when the number of user complaints, and RF check failures decreases. https://images.squarespace-cdn.com/content/v1/5fdfe3b70172f85bb331e528/88fe6866-2794-420c-8d3f-ba4f99122a56/maximize_wifi_mock.jpg Comcast https://images.squarespace-cdn.com/content/v1/5fdfe3b70172f85bb331e528/fe2127f8-6af7-4725-a1ec-8b4271610cad/error_mockup.jpg Comcast