Welcome to my site!

Enric de la Hoya

UX Product Designer


My design thinking capabilities


Research by doing whatever is needed to discover what problems need to be solved, some techniques can be:
User and stakeholder interviews
Contextual inquiry
Heuristic evaluation
A/B testing
Web analytics
Content audit
Competitive analysis


Once I have gathered very valuable information, it’s important to capture it and share it with all the stakeholders involved in the project, to keep it user-centered, for example:
User personas
User flows
Customer journey
Affinity maps
Research report


With everyone aligned, the process can be initiated and it’s nice to involve future users since the first steps, to ensure that the result will be valuable for them. There are many options that can be of help:
Card sorting
Focus groups
Design studio workshop
Tailored workshop

4.Prototype & test

Time to build and fail fast! Usual tasks:
Information architecture
Tree testing
Low fidelity wireframe
High fidelity wireframe
Interactive prototype
Usability testing

5.UI design

Ensure the interface suits the brand, that it can be built and smoothly shared during the design development, by taking care of:
Style guides
Design systems
Developer handoff
Motion design
Accessibility compliance
Functional requirements


I have had the pleasure to collaborate with amazing clients such as:
Al Rhaji Capital
Barcelona Council – Ajuntament de Barcelona
Catalonia Government – Generalitat de Catalunya
Catalonia Real State Agency – Incasol
First Abu Dhabi Bank (FAB)
Generali Insurance
National Employment office of Saudi Arabia (TAQAT)
Payger app


About me

I had been studying and practicing Architecture because I dreamed about creating places where people could have amazing experiences. My definition of good design at that time was one where the property development, its inhabitants and the building contractors where all happy 😃.

I shifted to UX Product Design after I discovered User Centered Design was an amazing opportunity to dive into the users best interests. So now I aim to design experiences which delight 🤩 business, users and development.


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