Felipe Cruz, Senior Product Designer

I simplify complex systems, align teams and deliver products at scale.

I design B2B and B2C products in complex environments, from professional tools and customer experiences to the systems that connect them.

currently

Senior UI Designer @ Netcracker Technology

I manage designers across separate product teams.

projects

team leadership

I manage designers working across separate product teams, so I’m not directly involved in their day-to-day project work.

Instead, I create the structure around them: critiques, 1:1s, retrospectives, and team practices that support growth, knowledge sharing, and independent decision-making.

These practices have helped designers take on broader ownership, navigate challenges independently, and bring learnings from individual projects back into the team.

current practice

A significant part of my work happens before design reaches the screen. I often work through competing priorities, constraints and perspectives to turn complex discussions into a direction that teams can actually move forward with.

I’m also developing AI-powered workflows and tools that change how design and development teams work. Across two projects, we reduced proposal production from 3 days to 1, reduced front-end development time from 5 days to 2, and automated the creation and maintenance of documentation and tickets. Designers can also generate front-end output directly from product repositories, shortening the path from design to implementation.

Some of this work is under NDA, so I can’t show the products or artifacts publicly.

beyond the work

I’m from Realengo, Rio de Janeiro. I grew up building things with whatever was available, which probably explains why I’m more interested in constraints than in ideal conditions.

Outside of screens, I’m a 2nd degree black belt in ITF Taekwondo, and I draw since before I can remember. I got published at MSP Estúdios, the studio behind Turma da Mônica.

Felipe Cruz in a Taekwondo dobok during practice