# Pure Experience Design > Independent product design practice since 1998: UX/UI, motion, design systems, accessibility (Section 508, WCAG 2.2 AA) and front-end builds, for any team building a product. Founded by Nicolae Herrera, Founder and Principal Designer, in Rhode Island. Contact: nicolae@pureui.com. Services: UX design, UI design, Product design, Motion design, Interaction design, Design systems, Accessibility (WCAG 2.2 AA, Section 508), Accessibility audits, UX research, Front-end development, WordPress development, Shopify development, SEO, A/B testing. Recognition: the TriNetX platform, built on the design system described below, won Platinum in the AI Solutions for Clinical Research & Data Insights category of the 2026 Pinnacle Technology Awards. ## Case studies - [TriNetX: A design system for award-winning health AI and data](https://pureui.com/work/trinetx/): The TriNetX design system, led as Principal UX/UI Designer: 49 releases, 40+ React components and 90%+ Figma-to-code parity behind a Pinnacle Platinum–winning health AI platform. Role: Principal UX/UI Designer. Timeline: 5 years. Scope: Design system strategy and roadmap; Component design in Figma; Figma to code; Tokens, theming and dark mode; Product screens and layouts; Documentation site and release storytelling; Accessibility across the kit; AI-accelerated design workflow. - [Media Literacy in the Age of Deepfakes: Teaching students to see through deepfakes](https://pureui.com/work/media-literacy-deepfakes/): UX, UI and development of Media Literacy in the Age of Deepfakes, an MIT Center for Advanced Virtuality module teaching students to question synthetic media. Role: UX, UI, motion design and site development. Timeline: 4 months. Scope: UX strategy and information architecture; Screen-by-screen reading experience; UI and visual design; WordPress development on WP Engine; Canvas animation and motion design; Accessibility to WCAG 2.2 AA, with captions, transcripts and video descriptions; A light and dark theme in MIT’s colors; SEO: page titles, structured data and llms.txt. - [CVS Health: Shopping and prescriptions, on every screen](https://pureui.com/work/cvs-health/): UX strategy for CVS Shop across web, iOS and Android, prescription home delivery UX/UI, and CarePass pricing brought into the shopping experience. Role: Product design, UX strategy, UX, UI, research. Timeline: 5 years. Scope: UX strategy for CVS Shop; Prescription home delivery UX/UI; CarePass pricing in CVS Shop; Usability testing and heuristic reviews; Competitive analysis; Mentoring designers. - [MIT Open Learning: Open Learning, at MIT scale](https://pureui.com/work/mit/): Eight years of UX/UI and WordPress for MIT Open Learning: MITx Online, OpenCourseWare search and publishing, MIT xPro and 13 sites hosted on WP Engine. Role: UX, UI, site design and development. Timeline: 8 years. Scope: UX strategy and research; UX/UI and visual design; Search and course discovery; Course publishing workflows; WordPress design and development; Internal applications; Accessibility; Hosting and management on WP Engine. - [Ellie Cashman Design: Luxury wallpaper, rebuilt to sell](https://pureui.com/work/ellie-cashman-design/): Ellie Cashman Design, from Magento 2 to Shopify: a luxury redesign, five markets, a custom wallpaper configurator and no organic search traffic lost. Role: UX, UI, Shopify development, SEO. Timeline: 8 months. Scope: Magento 2 to Shopify migration; Data and product migration; UX/UI redesign for the luxury market; 20+ custom template builds; Custom wallpaper configurator; Custom Liquid and pricing solutions; Multi-market storefronts and pricing; SEO strategy and content; Regex redirects and Core Web Vitals; Google Ads and Analytics. - [Labor History Resource Project: Making labor history visible](https://pureui.com/work/labor-history-resource-project/): Georgetown’s Labor History Resource Project: a public archive of 400+ labor history resources, built with historians and scoring 98.8 on Siteimprove WCAG AA. Role: UX strategy, UI, development, accessibility. Timeline: 11 months. Scope: UX strategy and information architecture; UI and component library; Full WordPress development; Archival system for 400+ resources; When Teachers Mobilize subsite; Accessibility audits and remediation. - [NASA Goddard: Seeing the land change, from orbit and from the ground](https://pureui.com/work/nasa-goddard/): Exploratory UX and UI for NASA Goddard: satellite views of how land changes over time, set against landscape photos submitted by the public. Role: Exploratory UX, UI. Timeline: 2 months. Scope: Exploratory UX; UI rapid prototyping; UX research; Change-over-time interaction. - [CareAcademy: Caregiver training, easier to choose](https://pureui.com/work/careacademy/): Four-plus years of UX/UI for CareAcademy’s caregiver training site: navigation, pricing, course templates, A/B testing, SEO and custom WordPress development. Role: UX, UI, custom site development, SEO. Timeline: 4+ years. Scope: Home page UX/UI redesign; Global navigation and mega menu; Custom pricing page; Course catalog and course templates; Blog, post and review templates; Custom site development; Internal sites for product announcements and documentation; A/B and split-traffic testing; SEO enhancements; WordPress and WP Engine management. ## Pages - [Work](https://pureui.com/work/): Selected case studies: design systems, accessible public platforms, marketing sites and Shopify builds. - [More work](https://pureui.com/work/more/): Product, platform and web work since 1998 for universities, healthcare, finance, government, agencies and growing companies, from MIT to CVS Health. - [Approach](https://pureui.com/approach/): How the work gets done: research, UX, UI, interaction and motion design, QA and release, with Section 508 and WCAG 2.2 AA accessibility built in from day one. - [About this site](https://pureui.com/about-this-site/): How this site was designed and built with Claude as an AI engineering partner: the tools, the workflow, the rules that made it fast and a storyboard of every animation. - [Brand guidelines](https://pureui.com/about-this-site/brand/): The brand guidelines for pureui.com: the mark, color, type, voice, layout, components, imagery and accessibility, with the tokens the site runs on. - [Motion guidelines](https://pureui.com/about-this-site/motion/): The motion guidelines for pureui.com: principles, durations, easing, the text reveal, cinematic section timing, scroll, interaction, films and reduced motion, with live demos. - [Components](https://pureui.com/about-this-site/components/): Every component behind pureui.com, documented from the code: what each does, how it is built and where it appears. - [Contact](https://pureui.com/contact/): Start a conversation about a website, product, design system or accessibility audit. Every message goes straight to Nicolae Herrera.