Ernie Dela Peña

Senior UX/UI and Product Designer with experience in user experience design, product design, web design, and responsive design for web and mobile applications. Skilled in user research, wireframing, prototyping, visual design, design systems, usability testing, and cross-functional collaboration. Proficient in Figma, Adobe Creative Suite, AI-powered design tools, and front-end collaboration to deliver user-centered and business-driven digital products.

Sr. Product Designer - Multiple Clients or Companies - Taguig, Philippines

(2025-07)

Independent product design consultant specializing in complex systems, SaaS platforms, and multi-role enterprise workflows

• Deliver strategic UX and scalable UI solutions for web and mobile products across startups and established organizations.
• Lead end-to-end product design: discovery, user research, information architecture, interaction design, prototyping, and high-fidelity UI
• Design data-heavy dashboards, admin platforms, and operational tools with scalable design systems
• Define user flows and system structures that reduce cognitive load and improve task efficiency
• Partner cross-functionally with project managers, engineers, and stakeholders to align UX strategy with business goals

Sr. Product Designer - Angkas - Makati, Philippines

(2022-06 - 2025-07)

Led product design initiatives across website, biker app, and internal SaaS platforms, driving UX strategy for high-complexity, multi-role systems.

• Conducted field research including biker shadowing, FGDs, and UAT to uncover behavioral insights and operational pain points that informed product direction
• Led the end-to-end redesign of angkas.com, from UX audit and research to Webflow development and maintenance, increasing overall lead conversions by 50% and biker onboarding conversions by 120%
• Strengthened digital presence and platform credibility, contributing to increased investor confidence
• Led UX design for Angkas Health, simplifying navigation and improving clarity through structured information architecture and stakeholder alignment
• Designed foundational workflows and system-level features for the New Biker App, refining complex multi-step flows to improve usability and task completion
• Enhanced the Old Biker App through iterative improvements, introducing engagement features and leveraging real-time biker insights to drive continuous optimization
• Redesigned the AAP Back Office SaaS platform, streamlining multi-module workflows, reducing operator handling time, and improving processing efficiency through clearer system structure and reduced screen complexity
• Collaborated cross-functionally with product managers, engineers, and stakeholders to align business goals with scalable, user-centered solutions

User Experience Designer - uPraxis Group - Makati, Philippines

(2021-04 - 2022-06)

Specializing in UX/UI strategy and design solution for HRIS system tailored to client needs.

• Led UX strategy and collaborated closely with Engineering to translate product requirements into scalable design solutions.
• Designed and optimized end-to-end user flows—from PPC acquisition to revenue conversion—improving funnel clarity and user engagement.
• Executed the full design process from research and wireframing to high-fidelity UI for SaaS platforms and mobile applications.
• Delivered marketing design assets and landing pages aligned with brand, performance goals, and campaign objectives.

User Experience Designer - IOM - UN Migration - Makati, Philippines (Remote)

(2020-10 - 2021-03)

Transformed and digitalized manual document to a full scale working mobile application used by field personnel in a distress environment.

• Implemented a design system that improved collaboration and consistency across the Development team.
• Designed responsive UI mockups for mobile and desktop applications, enhancing usability and visual coherence.
• Delivered UX insights and recommendations that optimized user flows and elevated the overall user experience.

UI / UX Designer - Outsourced - Quezon City, Philippines

(2018-09 - 2020-06)

Drove end-to-end UX/UI strategy for scalable SaaS, web, and desktop platforms for manufacturing, logistics, and Machine Learning workflows.

• Designed a SaaS platform for Machine Learning engineers to accurately measure substance levels in fabrics, improving workflow efficiency and data visualization.
• Created a production tracking tool to manage the entire manufacturing process—from raw materials to finished products—streamlining operations and enhancing visibility across teams.
• Delivered end-to-end UX/UI solutions, including wireframes, high-fidelity mockups, and interactive prototypes for web and desktop applications.
• Collaborated closely with product and engineering teams to ensure scalable, user-centered designs tailored for logistics and manufacturing workflows.

Web Designer / WordPress Developer - Creative Cog, Web123 - Melbourne, Australia (Remote)

(2016-12 - 2018-09)

Led digital transformation of small clients from branding, marketing materials to conversion-focused websites and landing pages.

• Designed and developed fully responsive websites and online stores for small to medium businesses using WordPress and theme-based builders.
• Created brand identities including logos, visual direction, and marketing assets for corporate and product branding.
• Produced digital marketing materials and social media graphics to support promotional campaigns and online presence.

Senior Front end Designer / Developer - AFDigital - Makati, Philippines

(2015-08 - 2017-03)

Improved company's and client's CRO and digital presence by providing web design and development and other marketing materials.

• Update and maintain company's corporate website
• Conceptualize and design fully responsive landing page for company's client
• Create and design wireframes, high fidelity mock ups for client's web and mobile apps
• Provide design services for internal clients marketing team

Bachelor of Fine Arts - Advertising in Advertising - Eulogio "Amang" Rodriguez Institute of Science and Technology, Manila (1997-06 - 2001-03)