Riel Reyes
Product Design Lead
Manila, PH.About
Highly accomplished Product Design Lead with over 5 years of experience driving design strategy, system implementation, and product innovation within legal tech and telecommunications sectors. Proven ability to elevate user experience, streamline operations, and deliver measurable business impact, including boosting ARPU by 2.7x for 19M+ subscribers and reducing design backlog by 70%. Seeking to leverage expertise in end-to-end design lifecycle management, team leadership, and cross-functional collaboration to shape impactful products.
Work
LawAdvisor
|Product Design Lead
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Summary
Led product design initiatives, overseeing the strategic launch of a revamped design system and managing the end-to-end design lifecycle to drive product innovation and team efficiency.
Highlights
Oversaw the strategic launch of a revamped design system, achieving 50% adoption across teams and significantly reducing 70% of design backlog development.
Managed the complete end-to-end design lifecycle, from initial discovery and ideation through prototyping, rigorous testing, and successful delivery.
Helped lead the development of investor-facing prototypes presented to major legal teams at Netflix, Disney+, Microsoft, Carta, The Salad Project, and LawWorks, directly influencing strategic product decisions.
Established foundational design team structures, including recruitment processes, career progression frameworks, and documentation systems, which streamlined operations and accelerated feature delivery.
Fostered a collaborative, design-led culture by institutionalizing weekly check-ins, internal design reviews, and cross-functional workshops, championing design excellence among engineers, product managers, and stakeholders.
LawAdvisor
|Senior Product Designer
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Summary
Designed critical features for Fibonacci, a legal project management platform, and led the redesign of LegalEye, enhancing communication and client engagement for legal professionals.
Highlights
Designed critical features for Fibonacci, a legal project management platform, enhancing communication and collaboration for lawyers managing multiple matters to ensure seamless legal service delivery.
Redesigned key Fibonacci features, including report-generation and dashboard analytics, to streamline financial reporting and optimize Mergers and Acquisitions processes.
Led the comprehensive redesign of LegalEye, a legal tech platform, significantly improving client engagement and relationship management for major clients such as Barclays, Ashurst, and PEXA.
Smart Communications, Inc.
|Senior Product Designer
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Summary
Designed and optimized loyalty programs and campaign experiences for Smart brands, significantly boosting subscriber engagement and average revenue per user.
Highlights
Designed the GigaPoints loyalty program for Smart brands, creating earning and redemption experiences that boosted Average Revenue Per User (ARPU) by 2.7x among 19 million+ subscribers.
Spearheaded the UX design for the high-profile Smart + BTS campaign, developing user flows for claiming, redeeming, and troubleshooting special photo cards to enhance user satisfaction.
Served as a secondary designer for the GigaMania raffle campaign, developing the registration, points monitoring, and prize display systems to ensure seamless user participation.
Designed the comprehensive Notification system, including in-app alerts, inbox messages, and management functionalities, improving user communication and engagement.
Education
Colegio de San Juan de Letran
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AB
Communication
Skills
Design Tools
Figma, Adobe Creative Suite, Figjam Draw.IO, Webflow, Framer.
Analytics & Project Management
Google Analytics, JIRA, Linear, Google Search Console, HotJar, Mailchimp.
Design Expertise
UX Design, Wireframing, Prototyping, Design Systems, Content Design, User Research, Enterprise Product Design, Consumer Product Design.