Years
Users
Platforms
After leaving a role at Google, I joined CE Broker to help shape the future of a growing healthcare technology platform focused on continuing education and compliance management. Over the next seven years, I helped evolve the company from a smaller operational product into a mature, interconnected ecosystem serving healthcare professionals, regulatory boards, employers, and workforce organizations nationwide. During that time, I progressed from Director of Product Design to Chief Design Officer, leading UX, product design, research, platform modernization, mobile experiences, branding, and ecosystem-level design strategy across the company's expanding product suite. As the company's sole UX designer, I had the opportunity to shape nearly every customer-facing experience across the platform. From compliance dashboards and course marketplaces to enterprise software, mobile applications, design systems, and brand initiatives, I remained deeply involved in both the strategic direction and hands-on execution of the work. The result was a more connected, scalable platform that helped simplify complex compliance workflows for millions of healthcare professionals while supporting the company's continued growth, expansion, and eventual acquisition.
Platforms & Products:
1
Compliance tracking tools
2
Course marketplaces
3
Administrative board software
4
LMS functionality
5
Workforce compliance products
6
Enterprise verification systems
"Design was never just a department at CE Broker, it was a core competitive advantage. Alex didn’t just make things look good, he made them work better, convert better, and feel effortless to millions of healthcare professionals who had enough complexity in their jobs already.
Alex consistently found ways to simplify complex problems, improve customer experiences, and drive measurable business results. His impact extended far beyond design, influencing product strategy, branding, and the overall direction of the company."
Brian Solano
Former CEO, CE Broker
As CE Broker's sole designer, I was responsible for shaping nearly every customer-facing experience across a platform used by 3,000,000+ healthcare professionals nationwide.
My work extended far beyond traditional UX design, spanning:
1
Product experiences
2
Marketing initiatives
3
Brand evolution
4
Research
5
Front-end HTML/CSS/LMS implementation
6
Ecosystem-wide design strategy and design systems
I designed and refined workflows across the licensee platform, marketplace experiences, LMS systems, enterprise administrative tools, and mobile applications. This included user flows, wireframes, responsive interfaces, prototyping, and iterative UX improvements.
I regularly combined quantitative analytics with qualitative research to better understand user behavior, friction points, and conversion opportunities. Rather than relying on assumptions, product decisions were grounded in direct observation, behavioral data, and iterative validation.
My research toolkit included:
1
Pendo for product analytics, feature adoption tracking, and in-app guidance
2
Hotjar for heatmaps, session recordings, and behavioral observation
3
Zoho Analytics for funnel analysis, conversion tracking, and reporting
4
Loom for moderated usability sessions and customer feedback reviews
5
VWO for A/B testing, experimentation, and conversion optimization
Two primary research approaches
1
Qualitative - Sat down with users and observed how they interacted with our products, helping uncover opportunities that analytics alone couldn't reveal.
2
Quantitative - Used analytics like a detective, looking for patterns, drop-off points, and behavioral signals that revealed where users were struggling.
Beyond product design, I contributed to CE Broker's brand evolution through marketing website design, product positioning, visual identity development, and brand guidelines. As the platform expanded, I helped establish a more consistent experience across marketing, product, and customer communications.
That insight influenced everything from marketing copy and product messaging to onboarding flows and support content. The result was a more cohesive brand experience built around trust, simplicity, and clarity.
As CE Broker grew from a single product into a broader ecosystem, consistency became both a design and operational challenge. To address this, we created the Emerald Design System, establishing shared components, patterns, and guidelines that could scale across teams and products. We also designed and built a dedicated documentation site that served as a central resource for design and development. The result was a more unified user experience, faster implementation cycles, and a stronger foundation for future growth.
Over 7+ years, I contributed to nearly every major touchpoint across the CE Broker ecosystem — spanning consumer workflows, enterprise administration tools, learning systems, mobile experiences, and workforce compliance products. As the platform evolved, the challenge became less about designing isolated interfaces and more about creating consistency, usability, and clarity across an increasingly interconnected ecosystem.
The Licensee Suite was the core experience used by healthcare professionals to monitor compliance, manage licenses, and discover continuing education opportunities. By working directly with state licensing boards, CE Broker provided users with visibility into their official compliance status and missing requirements. Premium features offered deeper requirement tracking, planning tools, and personalized compliance insights.
Key Contributions:
1
Compliance dashboards
2
Transcript experiences
3
License management
4
Upgrade/conversion flows
5
Marketplace integration
6
Responsive UX modernization
Originally launched as a directory of continuing education providers, the marketplace evolved into a fully integrated learning platform where healthcare professionals could discover, purchase, and complete courses directly within the CE Broker ecosystem.
Key Contributions:
1
Search UX
2
Guided discovery
3
Filtering systems
4
Course comparison flows
5
Conversion optimization
6
Behavioral UX improvements
The Board Suite served as the administrative backbone for regulatory boards, providing direct visibility into licensee compliance, education activity, audits, reporting, and communication. The platform helped transform regulatory oversight from a largely reactive process into one driven by real-time data and transparency.
Key Contributions:
1
Enterprise UX
2
Dense data workflows
3
Administrative tooling
4
Workflow simplification
5
Cross-platform consistency
We designed and built a full-featured LMS platform that allowed education providers to publish, manage, and deliver continuing education content directly within CE Broker. The system supported content migration, course authoring, learner progress tracking, and education delivery. Inspired by platforms like Rise and Thinkific, we focused heavily on usability and reducing friction for both course creators and learners, resulting in a more modern and intuitive learning experience.
Key Contributions:
1
Course consumption UX
2
Learning workflows
3
Progress tracking
4
Student experience optimization
The CE Broker mobile app brought compliance management into a streamlined, mobile-first experience. Inspired by the simplicity of products like TurboTax, we focused on helping healthcare professionals report education, track requirements, and maintain compliance with as little friction as possible.
Key Contributions:
1
Native UX
2
Compliance tracking
3
Simplified navigation
4
Marketplace accessibility
5
Responsive interaction design
EverCheck is a sister company focused on workforce compliance, credentialing, license verification, and healthcare education. Alongside my work at CE Broker, I led product, UX, brand, and marketing design efforts across the EverCheck ecosystem, including its provider-facing mobile application, Wallet. While deserving of a case study of its own, EverCheck represents another example of designing complex healthcare workflows at scale across both enterprise and consumer experiences.
Key Contributions:
1
Workforce compliance UX
2
Administrative systems
3
Enterprise workflows
4
Product consistency
5
Brand strategy and marketing
At CE Broker, design decisions were rarely driven by aesthetics alone. My process centered around identifying behavioral friction, simplifying workflows, and improving measurable business outcomes through iterative design.
This often meant combining:
1
Product analytics
2
Funnel analysis
3
Moderated usability testing
4
Stakeholder collaboration
5
Sitting down with real users
6
Iterative experimentation
Rather than approaching UX as isolated screens, I focused on understanding how users moved throughout the broader ecosystem and where unnecessary complexity interrupted momentum. Many of the most impactful improvements came from simplifying interactions that initially appeared minor, but had significant downstream effects on conversion and usability.
One of the recurring goals within the platform was improving conversions into CE Broker’s professional account experience. Through behavioral analytics and funnel analysis, we identified a surprisingly costly point of friction in the onboarding and upgrade flow. At the time, users first landed on an “Overview” screen listing all available licenses before selecting one to continue into their compliance dashboard. While functional, the additional decision point created unnecessary interaction cost for the majority of users who primarily managed a single license. Instead of requiring users to manually choose a license upfront, we redesigned the experience to land them directly into their default license dashboard while preserving quick access to additional licenses through a lightweight toggle interaction.
This project reinforced how even small interaction changes — when validated through analytics and user behavior — can create meaningful business impact at scale.
Marketplace analytics revealed an important behavioral insight: users who entered a focused subject area during course discovery were significantly more likely to purchase a course. However, many users naturally entered the platform with only broad intent:
Without additional guidance, users often encountered overly broad search experiences that created unnecessary decision fatigue. To improve discovery, we redesigned the onboarding flow into a more conversational, guided experience that encouraged users to narrow their intent earlier in the journey. The updated flow allowed users to quickly define:
1
Profession
2
State
3
Desired subject area
This strategy was later extended throughout the ecosystem by connecting transcript history and compliance data directly into subject-based course discovery. Users could jump into relevant course subjects directly from their transcript experience, helping bridge compliance tracking with future education opportunities.
As CE Broker and EverCheck continued to grow, the challenge expanded beyond individual products and workflows. We were no longer designing standalone experiences. We were designing an ecosystem. Following the acquisition of CE Broker and EverCheck, the organization began preparing for future growth through additional acquisitions and platform expansion. To support that vision, we created Propelus, a new umbrella brand designed to unify multiple products, teams, and company cultures under a shared identity. Much like Intuit brings together products such as TurboTax, QuickBooks, and Credit Karma, Propelus provided a framework for connecting distinct healthcare workforce solutions while preserving the strengths of each individual product. My role included helping shape the new name, the brand, product experience, and design strategy behind this transition. The goal was not simply visual consistency, but creating a foundation that could scale across future acquisitions, strengthen enterprise value, and present a more cohesive ecosystem to customers.
Over 7+ years, design became a core part of simplifying healthcare compliance workflows and modernizing the CE Broker ecosystem.
Key outcomes included:
1
25% year over year increase in professional account conversions
2
Reduced friction across core compliance workflows
3
Improved marketplace discovery experiences
4
More cohesive cross-platform UX patterns
5
Thousands of 5-star mobile app reviews
6
Expanded ecosystem consistency during platform growth and acquisition
Seven years at CE Broker helped shape the way I think about product design. While the products, technologies, and tools evolved constantly, a few principles remained remarkably consistent.
Over time, I began describing my approach as the Three C's of Product Design: Consistency, Clarity, and Conversation.
Everything starts with consistency. Users should feel like every part of the experience was cut from the same cloth. Once consistency is established, you can focus on clarity by helping users understand where they are, what they need to do, and what happens next. Finally, the best experiences create a sense of conversation. The interface should feel less like software and more like a helpful guide that understands what users are trying to accomplish.
Each layer builds on the one before it. Without consistency, clarity suffers. Without clarity, meaningful conversation becomes impossible.
Not every experience needs to feel like a Disney attraction, but delight matters more than many teams realize. Small moments of personality, thoughtful interactions, and polished details can transform a task from something users tolerate into something they genuinely enjoy. Some of the most successful experiences I worked on weren't necessarily the most innovative. They were the ones that felt effortless.
Over the years, design trends, frameworks, prototyping tools, and workflows changed countless times. The lesson I keep coming back to is that tools are just tools. The designers who create the most impact aren't obsessed with software. They're obsessed with understanding problems, uncovering opportunities, and helping people achieve their goals more effectively. Technology evolves. Human behavior is surprisingly consistent. That's why I've always believed great product design starts with curiosity, empathy, and a relentless focus on solving the right problem.
