Creative designer Maria Quevedo represents a significant force in the world of user experience (UX) and user interface (UI) design. Her work, though often behind the scenes, profoundly impacts how we interact with technology, shaping our experiences and influencing our perceptions. The principles and practices that drive Quevedo's design philosophy prove that thoughtful UX/UI design can truly reflect and respond to the complexities of human cognition.

She has Master's in Digital Product Design from Parsons School of Design and a foundation in Fine Arts, allowing her to bring a blend of artistry to her design projects. As a master of UX/UI design, brand strategy and creative direction, she truly knows how to drive user engagement. 

As a Digital Product Designer, Quevedo's approach is rooted in a deep understanding of human psychology and behavior. As an expert in user research, interface design, branding, graphic design and user experience, she recognizes that technology isn't simply about functionality; it's about creating meaningful interactions that resonate with users on an emotional level. This goes beyond aesthetics; it encompasses the entire user journey, from initial awareness to final satisfaction. A well-designed product anticipates user needs, anticipates potential problems, and provides intuitive solutions that feel seamless and effortless. This understanding is critical in today's digital landscape, where users expect personalized and intuitive experiences across a multitude of platforms, and it's one that Quevedo excels in.

Among the various projects she has worked on, Quevedo has designed a deck of stylish playing cards for Actually Curious, a game company that uses decks of cards to build trust among groups of people. The game is carried at the Museum of Modern Art Design Store and the Brooklyn Museum, and has been written about in The New York Times and Cosmopolitan. Quevedo has conducted user research for Northwell Health’s booking platform, which benefits people of all ages, including the elderly. She worked with the team of the French department store Printemps on designing the digital components of their new store in Manhattan, which will open later this year. Quevedo talks about her work experience, her approach to design and the power of simplicity.

‍Can you give us a brief rundown of your research process? 

Maria Quevedo: My design process starts with a deep dive discovery phase. I analyze the product thoroughly, whether it's improving an existing platform or creating something new from scratch. This helps me understand what we need to achieve and what users really want. I also look at similar products to find ways we can stand out while keeping things easy to use.

Next comes the information architecture phase, where I map out how everything connects and flows. I carefully plan how users will move through the product and organize content in a way that makes sense. Every interaction is designed to be simple and engaging, from the main menu to the smallest button click.

How does data influence your design plan, and how do each project you approach differently?

The design plan is very flexible and can change as the project progresses. We use tools like heat maps, user interviews, and user analytics to see how people actually interact with our products. There we can see where users get stuck or what makes them click away. When we spot these patterns, we dig deeper to understand why, and then we brainstorm creative solutions. Each project brings its own unique challenges. For instance, we might discover that users love a certain feature but can't find it easily, or that a checkout process that works great on desktop is causing frustration on mobile. These insights help us make smart design decisions that really improve the user experience.

Can you talk about working with the game brand Actually Curious?

My main contribution to Actually Curious was developing the game's visual identity. I created the signature face design concept, where eyes progressively open as card questions become more profound. I illustrated these faces and designed the complete packaging, including the placement of hearts to symbolize the game's empathy-focused nature. I was also responsible for the typography layout and the design of all card interiors.

‍How did your visual storytelling help Actually Curious stand out?

This visual storytelling has helped differentiate Actually Curious in the crowded card game market, contributing to its growth and commercial success. I designed the original deck of cards for Actually Curious. I created the Curiosity Edition, which other designers then used as a template for subsequent versions. I also influenced their overall packaging branding. The simple, yet meaningful, design has made the game more approachable, helping to break down barriers around difficult conversations through friendly, inviting visuals. Additionally, the design and concept are scalable, which has allowed the game to have multiple editions using the same design identity and system I created when it first launched. The game is available at prestigious locations including the MoMA Design Store and the Pérez Art Museum, among other museum stores and retailers. 

What was your approach to the redesigning of LEV Maps, a map for dog owners, and how has this seen the app expand?

For the LEV Maps redesign, we began with extensive market research in the pet product space. To differentiate LEV Maps in this crowded market, we drew inspiration from playful elements—like tennis balls and dog-friendly color palettes—to create a distinctive brand identity.

After establishing the branding, I redesigned core features including the map interface for dog walks, a bone collection system, and a new chat feature that lets dog owners connect and arrange playdates. The redesign, combined with the new branding, made the app warmer and more engaging for dog owners, creating a stronger sense of community through real-time dog profile pictures displayed on the map. A key addition was a dashboard that tracks walking progress and bones collected—similar to how Duolingo gamifies language learning. We also created a new onboarding flow that hooks users from the start.

‍Has there been positive feedback?

Since the redesign, we've seen growth in map usage and engagement. The improved UX/UI better showcases both dog photos and dog-friendly locations. Additionally, the more playful, less technical branding has led to increased Instagram following and improved content creation opportunities.

Can you discuss the impact of your work with Northwell Health and how you helped impact the level of understanding for people over 60?

For Northwell Health, we conducted extensive research into medical appointment booking processes. Our findings revealed that people over 60 faced specific challenges with website navigation and text size adjustments. To address these issues, we implemented several improvements, including comprehensive phone support throughout the platform (though I can't share specific details). These changes greatly enhanced accessibility and user comprehension, creating a more inclusive platform for patients who are less familiar with technology.

What is next for you?

Looking ahead, I'm thrilled to be contributing to Printemps' digital experience for their Manhattan store launch this spring. I'm also diving into an exciting ocean sustainability web project that combines my passion for design with environmental consciousness. My focus is evolving toward creating more meaningful digital experiences in sectors I deeply care about—from nature and wellness to food and music. While I continue to push boundaries in digital design, I'm exploring a return to analog creativity, including rekindling my painting practice. This means incorporating hands-on art and design practices and real-world inspirations to bring fresh, authentic perspectives to my digital work. I'm particularly excited about seeing how these analog creative inspirations can influence new technologies like AR. 

Check out Maria Quevedo’s work at mafquevedo.com. Photos courtesy of Marybeth Wells for the Actually Curious, Maria Quevedo and Renata Soifer.

‍