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Mobile component library
I led the design of a React Native component library to extend GoTo's Design System to iOS and Android platforms.
Edwin Cruz
Sr. Product Designer
I'm a Sr. Product designer with 10 years of experience working on SaaS B2B products. I specialize in designing accessible interfaces and experiences that scale across mobile and web. Most recently I worked in GoTo's Design System team.
My work
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Inbox App
I designed the first proof of concept for the Inbox app and later led the project's UX through its product–market fit phase.
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Meetings scheduling
During the unification project for the meetings app, I designed and consolidated many components, workflows, and forms for the scheduling of meetings.
My thoughts
Creating a Pixel-Perfect Design System with AI in Figma
In this video I share how I've been designing and implementing a design system from scratch with the help of AI, specifically using Figma and Cursor.
Accessible color palettes
In this video, I discuss the challenges of using traditional color palettes and propose a more effective approach to naming and designing color tokens.
How to interpret user feedback and avoid bad data
In this Stuttgart MeetUp, I share how to write an interview script that will avoid prompting opinions (bad data) from participants and instead will prompt behaviors (good data). I also go over how to recognize opinions when analyzing your data.
Building an insights repository at Brandwatch
Together with my colleague Sam Reis, I go over how we put together Brandwatch's first insights repository.
My work experience
GoTo Technologies
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Sr. Product Designer / Design Systems Team (Chameleon)
I focused on expanding the design system into mobile devices.
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Sr. Product Designer / Messaging
Became the lead designer for the messaging experience and worked through several projects related to the web messaging and SMS.
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Sr. Product Designer / Out of session experience (Meetings)
Contributed to merging multiple desktop and web apps into a single Electron-based meetings platform.
Brandwatch
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UX Researcher
Led and planned multiple research studies and conducted over 100 user interviews. Led the establishment of Brandwatch's first insights repository.
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UX Designer
Embedded with the Stuttgart engineering teams, contributing primarily to the design of Analytics — Brandwatch's flagship product.
RED
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Product Designer / IoT
Worked as a consultant providing research and workshop services to clients in the Stuttgart region. A primary focus was the design of IoT devices and their interfaces.
About me
I believe good technology is inclusive, helps people achieve their goals, and gives them time back. My work is guided by three principles: a deep respect for the craft, grounded in a solid understanding of HTML and CSS; an awareness of human bias and behavioral psychology; and a belief that visual experiences should speak to intuition first.
Outside of work, I enjoy nerding out on coffee, social dancing (salsa and bachata), and travel.