Edwin Cruz
Sr. Product Designer
I design interfaces and experiences that scale across mobile and web platforms. In particular, I have been working on communication applications (messaging, video calls) as an embedded designer in a product team and most recently as part of a design systems team.
Connect with me on LinkedInMy Work
Component Library for Mobile
As a Senior Product Designer on the Design Systems team at GoTo, I led the design of a React Native component library to extend our design system to iOS and Android platforms. The library provides a shared set of reusable, accessible components built on design tokens for color, typography, spacing, and motion, ensuring visual and behavioral consistency across multiple apps.
Inbox app
As a Senior Product Designer on the Messaging team, I designed the first proof of concept for the Inbox app and later led the project’s UX through its product–market fit phase.
Meetings scheduling
When I joined GoTo's Out-of-Session team, I contributed to a company-wide initiative to consolidate multiple web and desktop products into a single Electron application that could be rendered across both platforms. My primary focus was bringing together all existing scheduling flows into one unified experience, while also proposing concepts to simplify a complex, multi-layered system shaped by multiple teams and competing priorities.
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: (1) a deep respect for the craft, grounded in a solid understanding of HTML and CSS (2) an awareness of human bias and behavioral psychology and (3) a belief that visual experiences should speak to intuition first.
Senior Product Designer
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Design Systems — Chameleon 2024 – 2026Designer on the Design Systems team focused on expanding the design system into mobile devices.
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Messaging 2022 – 2024Became the lead designer for the messaging experience and worked through several projects related to the web messaging and SMS.
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Out of Session Experience (Meetings) 2021 – 2022Contributed to merging multiple desktop and web apps into a single Electron-based meetings platform
UX Researcher
2019 – 2021Led and planned multiple research studies and conducted over 100 user interviews. Led the establishment of Brandwatch's first insights repository. Watch my talk – Stuttgart UX Meetup #49
UX Designer
2018 – 2019Embedded with the Stuttgart engineering teams, contributing primarily to the design of Analytics — Brandwatch's flagship product.
Product Designer, IoT
2015 – Apr 2018Worked 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.