Fingerhut Redesign, the strongest brand from national retailer Bluestem Brands Inc, was in need of a major re-invention at the turn of 2009. Throughout my tenure as Creative and User Experience director of the interactive Department, I built and lead a design team that was instrumental in bringing a major nationwide ecommerce portal into being. Our work brought from being an online print catalog in late 2009, to the fully interactive online shopping experience which launched in January 2011.

Full eCommerce Site Redesign
(Design Director: oversaw an external agency + a team of in-house designers)

Fingerhut (Bluestem Brands)


People at Fingerhut Said

  • Alfonso is bar-none the best Design Director I've worked with. He understands the business side of Design and partnered with my Marketing and Operations Teams to determine the optimal way his Creative Team could drive our Marketing Vision. Alfonso is a strong Leader and knows how to balance the delicate line of allowing his team to find their way, but yet always being there to provide Design Coaching and Mentoring as needed. I know from direct conversations with his area and each and every team member respects Alfonso as a leader and a mentor. He has a knack for building strong teams that not only want to work with each other, but also enjoy working with each other.

    Brent Westbrook Senior Digital Experience Manager
  • I had the pleasure of working with Alfonso on Bluestem Brand’s e-commerce site re-design and platform migration. I was the program manager for the initiative and Alfonso was our director of design. Alfonso is an expert in his field and provided fantastic direction to a team of designers, both in house and contracted. With Alfonso’s expertise and guidance, the design team delivered a style guide and a complete set of content for the new e-commerce site on time and within budget.

    Mary Hodapp Was Director of Program Management at Bluestem Brands
  • Alfonso excels at growing design teams - he is able to find talented people and has the knowledge and care to help build their skills.

    Brandon Anderson Director of Proudct. eCommerce at Bluestem Brands
  • If your company is in need of a motivated interactive leader, Alfonso fits the bill. He is very passionate and full of energy, no matter the size of project. I have witnessed his ability to motivate and infuse life into his staff. Solid Creative Sense + Interactive Techno-Whiz + Fiery Spaniard + Fun = Alfonso.

    Sheila Oberaigner Creative Lead at
foxor5Alfonso’s Portfolio: Fingerhut Redesign