I design the product and build the system behind it.

Vicente HernaizUX & Product Designer · AI and agentic systems

Product design taken past the handoff: research and interaction design, conversion and SEO strategy, and the front-end and agentic AI systems that make it run.

The AI assistant on this site is a custom build of mine: interface, prompt architecture, API, database.
See the work
Portrait of Vicente Hernaiz

Who I am

I raced three years as a professional cyclist in Europe — Eolo-Kometa, Alberto Contador's team — while studying Mechanical Engineering. When I stopped, I didn't change what I was good at, only where I applied it: reading a system, finding the marginal gain, executing under pressure. Twenty-plus freelance projects later, across Spain and the US, that turned into design — and then into code, because the ideas I wanted to test wouldn't fit in a static mockup.

Where it comes from

  • Pro cyclist — Eolo-Kometa & Radio Popular (Spain, Italy, Portugal)
  • 2 years Mechanical Engineering — C++, advanced maths

Where it was sharpened

  • 2-year SEO/CRO mentorship with Jorge J. Rolo
  • Webpositer bootcamps — SEO/CRO + GEO
  • Google UX Certificate

Where it is now

  • SCAD BFA UX Design · athletic scholarship
  • SCADpro × Deloitte for HUD
  • 20+ freelance projects · Spain & US

Answers here. Follow-ups open the full chat.

Featured projects & more

Housing Help

Discover the project
Housing Help app, My Property screen showing repair requests and scheduled inspections

VELOQUE, Luxury Cycling Maison

Discover the project
VELOQUE, luxury cycling maison hero visual, cyclist in white kit riding a VELOQUE bike

Beloo

Discover the project
Beloo app, cyclist tracking and hands-free group communication

Delta for
Business.

Discover the project
Delta for Business, redesigned public website and travel-manager dashboard
01 -My vision

Design that
actually works

I believe great design isn't just beautiful. It solves real problems, achieves business goals, and creates products people genuinely love to use.

That conviction & my passion for design drive every decision I make.

03 -My Values

Empathy, hard work, passion
to create & continuous learning

My past as a professional cyclist taught me perseverance and the empathy to lead and understand others. Passion for design has always been part of me — and in this age of AI, the difference lies in learning quickly and iterating even faster.

04 -My background

A global
UX designer.

I focus on UX & UI design but with a global mindset, shaped by dozens of design projects and training across graphic design, SEO, CRO, Branding and industrial design.

05 -My flow

Strategy first,
design follows.

I don't believe in just design. I plan ahead on how to test, execute and optimise the product so it continues evolving.

06 -Business mind

Business
aligned with users

I understand both sides: designing to inspire, help and build loyalty, while achieving high conversion rates, new users and task completion; good for business.

Conversion Task completion Discoverability Loyalty Product Prioritization Business model