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
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.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, split into three cases.
TL1. Building AI products (~4–5 min)Taking a complex product from its foundations to clear workflows, useful AI support and a working prototype.TL2. AI as a design partner (~4–5 min)Using AI to explore problems, challenge ideas and build faster while keeping the design decisions mine.TL3. Prototype (<1 min)Turning the system into something that can actually be used and tested.
About me
How I work
- Start with the systemI map workflows, roles, dependencies and constraints before designing the interface.
- Challenge the model, not just the screenWhen something feels too complex, I look for the assumption or product model creating the friction.
- Design for the product, not one featureI consider the wider workflow and whether a solution can become a useful pattern over time.
Selected experiments
- Making AI useful in real workflowsExploring summaries, recommendations and decision support that help people understand information and stay in control.
- Reducing complexity at the model layerTesting whether a different product model can remove complexity before more interface is added.
- Turning local solutions into shared patternsExploring when a solution should scale across the product, and what it needs to work there.
Career snapshot
- Architecture → Product DesignArchitecture shaped how I think about complex systems, constraints and the relationships between parts.
- 5+ years at Oracle NetSuiteDesigning complex business software across customer support, commerce, platform systems and AI.
- From early direction to working productExperience across research, product direction, workflows, interaction design and design systems, increasingly using AI to explore and build.