Keytia

The Keytia project, a product of DTI, aimed to improve the user experience and usability of its outdated .NET applications getting significant improvements in the ease of use and overall user experience of Keytia's .NET applications focusing on accessibility and usability best practices.

Case Study

Enhancing Usability for Keytia’s .NET Applications

The Keytia project, a product of DTI, aimed to enhance the user experience and usability of its .NET applications. Operating through Agencia Huit, a digital marketing agency.

Overview

The objective was to improve user interaction, streamline workflows, and ensure the applications were accessible and delightful across various platforms, ultimately boosting user satisfaction and engagement for Keytia’s clientele.

The Challenge

The core challenge was to transform existing functionalities into updated, intuitive, responsive, and efficient digital interfaces.

Legacy System Integration: Working within the constraints of existing .NET applications and ensuring new designs integrated smoothly without disrupting core functionalities.
Technical Implementation: Bridging the gap between design vision and technical feasibility, given the specific technologies used (HTML, CSS, Sass, Bootstrap, JavaScript).
User Feedback Synthesis: Effectively collecting, analyzing, and translating diverse user feedback into actionable design improvements for complex application features.
Maintaining Responsiveness: Ensuring consistent and high-quality user experience across a multitude of devices, from desktops to various mobile screens.

My Contributions & Process

As a key UX Designer on this project, my contributions spanned the entire design lifecycle, focusing on creating highly responsive and user-friendly applications:

Responsive Application Design: I led the design of responsive applications for .NET, utilizing a modern tech stack including HTML, CSS, Sass, Bootstrap, and JavaScript. This ensured seamless functionality and optimal visual presentation across different devices and screen sizes.
Cross-Functional Team Management: I managed a cross-functional team, overseeing the project implementation using Agile/Scrum methodology. This involved coordinating design efforts with development to ensure efficient and synchronized progress.
Wireframing & Prototyping: I was responsible for creating detailed wireframes, prototypes, and specifications for both websites and desktop applications, leveraging design tools such as Adobe XD and Illustrator. These artifacts were crucial for visualizing solutions and gathering early feedback.
Thorough User Research: My process included thorough research of product usability, involving the collection and analysis of user feedback. This direct engagement with users ensured that design decisions were grounded in real-world needs and pain points.
Navigation & User Flow Diagrams: I meticulously created comprehensive navigation and user flow diagrams, ensuring logical pathways and intuitive interactions within the applications. This was fundamental to streamlining user journeys and reducing cognitive load.

Solutions & Approach

My approach combined strategic design thinking with practical implementation:

User-Centered Design Iterations: Employed an iterative design process, continuously refining wireframes and prototypes based on user feedback and usability testing.
Modular Component Design: Focused on creating reusable UI components that could be efficiently implemented across different parts of the application and maintained consistency.
Agile Collaboration: Leveraged Agile/Scrum methodologies to ensure continuous communication and alignment with the development team, facilitating rapid iteration and problem-solving.
Detailed Documentation: Provided clear design specifications and documentation to ensure accurate implementation by developers.

Impact & Results

While specific metrics are not available, my contributions to the Keytia project resulted in:

Enhanced Usability: Significant improvements in the ease of use and overall user experience of Keytia’s .NET applications.
Improved Responsiveness: Applications became fully responsive, providing an optimized experience across all devices.
Streamlined Workflows: Optimized user flows and intuitive interfaces led to more efficient task completion for users.
Stronger Design-Development Alignment: Effective team management and clear specifications fostered better collaboration and smoother project implementation.

Asvid is a versatile designer who has a gift for working with development teams. She was part of a scaling design team within Visa and supported many products across a B2B portfolio, quickly getting up to speed and building relationships with product, tech, and research. She is committed to her growth as a designer and a person, and would shine in many different types of UX organizations. I appreciated our time working closely, and her advocacy for end users when she was the only UX voice at the table.

Elena Osborne, Visa Inc.

“Asvid brought a sharp, modern approach to mobile design that elevated the entire experience, she has a deep understanding of mobile-first principles and was instrumental in aligning our app with best-in-class design standards. Thanks to her thoughtful, user-centered work, we saw a 50% increase in AutoPay enrollments over the following year, a change that directly supported customer retention and satisfaction.”

Andrew Evans, CSAA Insurance Group

“Asvid brought fresh, innovative perspectives that effectively doubled our collective experience. She excels in UX & UI, adeptly managing complex projects and excelling in responsive design. Her proficiency with tools like Bootstrap, Figma, and Adobe XD greatly enhanced our project outcomes, improving both user experience and functionality.”

Michael Kelly, CSAA Insurance Group

“She is a natural collaborator who brings designers, developers, and stakeholders together, ensuring alignment and momentum even as project requirements evolve. Asvid’s ability to stay agile, offer actionable suggestions, and always prioritize the customer experience made a measurable difference in our project’s success. Her mastery of UX research, service design, and design systems sets her apart. Beyond her technical strengths, Asvid is proactive, detail-oriented, and always elevates the team with her innovative ideas and positive energy.”

Pooja Udani, Visa Inc.

“…Asvid demonstrated a high level of skill in applying UX principles and methodologies to deliver tailored, effective solutions. Her work reflects a clear understanding of each client’s needs, combined with an ability to integrate the latest innovations to expand customer and user engagement… Since that engagement, I have continued to rely on Asvid as a trusted advisor for design and UX strategy. Her people-focused approach is an important element for success in our rapidly evolving business landscape.”

Richard Rizo, Cognizant

Asvid Balleza Portfolio

Human-centered design, inspired by behavior and built for results.

Projects

Visa Inc.

CSAA – AAA Mobile MyPolicy

CSAA – SMARTtrek

Verizon

Keytia

DTI

Novalan

Agencia Huit

Keytia

The Keytia project, a product of DTI, aimed to improve the user experience and usability of its outdated .NET applications getting significant improvements in the ease of use and overall user experience of Keytia's .NET applications focusing on accessibility and usability best practices.

Case Study

Overview

The Challenge

My Contributions & Process

Solutions & Approach

Impact & Results

Bespoke solutions

My journey.

1

Early Foundations in Monterrey, Mexico (Early 2000s)

2

Academic Roots in Digital Graphic Design (2005–2010)

3

Startup Innovation at Trade Show Factory (2008–2014)

4

Freelance UX & Product Design – Trade Show Consulting (2013–2015)

5

Distrito Studio – Founder & Director (2014–2016)

6

Behavioral Design & Language Ontology Studies (2015–Present)

7

UX Strategy at Agencia Huit (2016–2018)

8

Enterprise UX at Verizon (2018–2019)

9

Mobile Product Design – CSAA Insurance Group (2020–2022)

10

Scaling Impact & Intelligence at Visa Inc. (2019–2025)

Insights Hub

Let’s built together

Tell us about your project

About me.

I’m Asvid Balleza, a UX Strategist, Product Designer, and Consultant with over 16 years of experience leading high-impact digital initiatives for enterprise platforms and fast-growing startups.

My approach.

Key highlights.

Design philosophy.

Let’s collaborate.