Edwin J. Cruz – UX Designer

🙋🏽‍♂️ About me

I'm a Senior UX Designer at GoTo, based in Germany. I think in systems and aim to create scalable, lasting impact.

🛠 Selected Projects

GoTo

• Mobile Component Library

  Expanding GoTo’s design system into mobile (Android & iOS)

• Inbox App

  Led UX design during the app’s product–market fit phase.

• Meetings scheduling unification

  Contributed to merging multiple desktop and web apps into a single Electron-based meetings platform.

Brandwatch

• Insights Repository

  Proposed, planned and led the creation of Brandwatch’s first insights repository. Watch my talk – Stuttgart UX Meetup #49

• Analytic's Homepage

  UX lead for the redesign of Brandwatch’s flagship product homepage. Read Brandwatch's marketing post – Analytics homepage launch

RED

• Aircheck

  Designed a portable air quality sensor and app from napkin sketch to production and implementation.

  • iF award
  • Good design

📖 Writing

Design Systems

• Color tokens

  Design tokens are the foundation of scalable systems—structured as JSON objects with names, values, and optional descriptions. 🚧 More coming soon!

• Accessibility is a list

  Demystifying accessibility for designers. 🚧 More coming soon!