Hi, I'm Alexander Oldfield, a British UX Designer —

Designing simple solutions for learning and assessment applications. Leading design systems efforts at AQA.

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Exam and data insight user interfaces

This year has seen significant progress on digital assessment initiatives within AQA, and the global assessment space. I'm proud to be involved in defining AQA's exams interface and its accompanying insight reporting system, so that AQA can adapt to shifting customer expectations.

Exam and data insight user interfaces
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Case study

Dec 19, 2023

Design system efforts within a rebranding strategy

The rebrand was the perfect opportunity to rethink AQA's design system, addressing design debt challenges and establishing a strong foundation to scale with diversifcation in the companies products and services. This year was all about fostering a collaborative culture for designers and communicators, empowering them to build consistent and engaging experiences.

Design system efforts within a rebranding strategy
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Case study

Oct 26, 2023

User-centred form design for key business processes

As part of a wider customer experience (CX) initiative; ‘to be easier to do business with’, our team undertook a review of critical forms on the corporate website. My role was to research the user’s experience, define form UI solutions integrating with the organisations CRM, test prototypes with end users to affirm a risk-free launch. We saw a dramatic rise in customer satisfaction, a significant reduction in customer service calls, and increased completion rates – all contributing to a positive impact on our key performance indicators.

User-centred form design for key business processes
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Case study

Sep 5, 2023

Guiding users through Covid disruption

COVID-19 significantly disrupted UK exams. Cancellations, teacher-assessed grades, and government standardization challenges led to a complex situation. The following year, advanced information was provided to teachers to guide student preparation. Our UX challenge was to communicate these dynamic changes in a clear and timely manner, aiding teachers navigating the return to exams. By applying content design best practices, we ensured effective and efficient information delivery.

Guiding users through Covid disruption
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Case study

Jul 28, 2023

Designing usable search UX

By analyzing user search patterns, simplifying information architecture, and building a mobile-first experience with faceted filtering, and a robust content taxonomy, we transformed our search interactions into relevant, easy to use tools to discover our site’s content.

Designing usable search UX
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Case study

May 20, 2023