Smart Communications
Designed user interfaces for Smart’s IP-based consumer products and services. Led the design and delivery of products across multiple platforms, including native Android and iOS apps, mobile web, and desktop websites.
Responsibilities
UX/UI Design
Animation and motion design
Packaging design
Product collaborations
User advocacy
Quality assurance & creative direction
Stakeholder management
Visionary Thinking & Innovation
Platforms
Year
Web
iOS
Android
2011-2013
As a Senior Lead UI/UX Designer, I played a key role in shaping the user experience for SmartNet and the Netphone mobile platform. At a time when mobile apps were still in their infancy and digital transformation was just gaining traction in the Philippines, this role placed me at the forefront of Smart’s early digital initiatives, contributing to the development of its proprietary mobile ecosystem that aimed to provide a connected experience through messaging, social feeds, and app integrations built into the Netphone device.
Designing for mobile during this early phase required a deep understanding of both technical limitations and evolving user behaviors. I was responsible for designing intuitive, lightweight interfaces that balanced usability with Smart’s emerging brand identity. This involved wireframing, prototyping, and working closely with engineers to implement interaction patterns that would feel native on Android-based platforms.
Beyond UI design, the role demanded systems thinking, as I helped define the user journeys for services like mobile wallet access, messaging, and content feeds within the app. Leading a small cross-functional design team, I also collaborated with product managers and developers to iterate on early user feedback, ensuring that every design decision aligned with the broader goal of making Smart’s digital services more accessible, reliable, and user-friendly.
