Nickolo Paolo De La Cruz

I design digital products that make complex things feel simple.

I’m a Product Designer specializing in UX/UI, product thinking, and end-to-end design, with 13+ years of experience creating digital experiences for web and mobile across startups, small businesses, and large organizations.

Experienced in delivering product and digital design solutions for Australian clients and brands, including Petbarn, Superloop, Exetel, Webjet, Forwood, Weview and Quantaco.

I go beyond the interface—connecting user needs, business goals, and product strategy to create experiences that are intuitive, scalable, and meaningful. From research and user flows to wireframes, design systems, high-fidelity UI, prototyping, and delivery, I enjoy taking ideas from concept to completion.

I also integrate AI into my design workflow, using tools like ChatGPT, Claude, and Figma Make to accelerate ideation, exploration, prototyping, and repetitive tasks—while keeping human-centered thinking at the core.

I believe great product design balances creativity, usability, and business impact.

At Rocket Lab Pty Ltd, I lead end-to-end product design as a solo designer, from discovery and strategy through prototyping and developer handoff. I design web and mobile experiences across industries, simplifying complex workflows and building scalable Figma design systems.

Joined the Superloop design team, contributing to digital experiences for Superloop and Exetel, and won the Best Design Award. Designed CRM dashboards, checkout flows, websites, and mobile apps, delivering over 1,000 production-ready screens. Built scalable Figma design systems and created custom illustrations, visual assets, prototypes, and motion designs.

At Upscribbr, I led design for the B2B SaaS app and website, taking complex workflows, dashboards, and admin panels from concept to production. I also created reusable components and prototypes across web, iOS, Android, and tablet.

Earlier, I designed the USSC mobile application and business tools across platforms, and created visual assets and brand materials.

Since 2016, I’ve worked with international clients through Upwork and direct engagements, building lasting relationships and earning their trust through consistent, reliable design work.

I increasingly use AI-assisted tools such as Figma Make, Claude, Stitch, ChatGPT, and Nano Banana to support ideation and prototyping.