Enric de la Hoya
Senior UX / Product Designer
Architecting complex products.
I work across systems, workflows and AI to find the structure underneath complexity.
Selected Work
The Lab | TL: AI-native Case Management System
A self-initiated exploration of what case management could become without the constraints of a legacy product
TL1. System (~6 min)Building the foundations for a product that can evolve without losing coherence.TL2. Workflows (~5 min)Making it obvious what’s happening, who owns it, and what should happen next.TL3. AI support (~7 min)Helping people decide what to do next, not just generating more content.TL4. Prototype (<1 min)Turning the system into something that can actually be used and tested.
Real-world Case Studies | RWC
RWC 1. (~6 min)Legacy constraintsModernizing a product people already depend on.
Transforming a fragmented legacy case-management experience while preserving existing workflows and enabling gradual migration.RWC 2. (~6 min)Early AI explorationFinding where AI could create actual value in Case Management.
Moving beyond generic LLM capabilities to identify concrete uses for summaries, recommendations and case intelligence.RWC 3. (~3–4 min)Finding the right abstractionSometimes the simplest interface starts with changing the model underneath it.
Moving location decisions from the order to the fulfillment level removed unnecessary complexity from the workflow.
Transforming a fragmented legacy case-management experience while preserving existing workflows and enabling gradual migration.RWC 2. (~6 min)Early AI explorationFinding where AI could create actual value in Case Management.Moving beyond generic LLM capabilities to identify concrete uses for summaries, recommendations and case intelligence.RWC 3. (~3–4 min)Finding the right abstractionSometimes the simplest interface starts with changing the model underneath it.Moving location decisions from the order to the fulfillment level removed unnecessary complexity from the workflow.
About me
How I work
- Find the structure firstI map workflows, relationships, ownership and constraints before designing the interface.
- Reframe before adding UIWhen complexity keeps growing, I look for the assumption or abstraction causing it.
- Design beyond the immediate featureI consider how decisions affect adjacent workflows, shared patterns and the product over time.
- Make ambiguity concreteModels, prototypes and edge cases help turn fuzzy product questions into decisions teams can act on.
Selected experiments
- What happens when AI becomes part of the workflow?Exploring summaries, recommendations, explainability and human control in operational products.
- Can changing the model remove the need for complexity?Testing different abstractions before solving problems with more interface.
- When should a feature become a system?Exploring shared patterns, hierarchy and governance when local solutions start affecting the wider product.
- How far can a workflow be simplified?Rethinking operational flows around what users actually need to decide, and when.
Career snapshot
- Architecture → Product Design:A background in architecture still shapes how I think about systems, constraints and structure.
- 5+ years at Oracle NetSuiteDesigning complex B2B software across workflows, platform systems and AI.
- Complex products, end to endExperience spanning product framing, research, workflows, interaction and design systems.
- Currently exploring AI-native product designBoth how AI changes products and how it changes the way they’re designed and built.