Felipe Cruz, Lead UI Designer

Felipe Cruz

Designing products
and how they get made.

Currently Lead UI Designer at Netcracker Technology

I work on complex B2B and B2C products, taking problems from strategy to shipped product, aligning teams around key decisions and building systems that help good design scale.

Call Center Support Hub

Support workspace with customer, billing, network and the next action in one view Suggested interaction script with services, devices and the network panorama Suggested actions for tickets, payments and the modem reset
Decision For a global telecommunications operator, consolidate the support tools the US team used into one workspace, starting with the workflows that created the most friction for agents. Role Lead UI Designer across research, workflow analysis, interaction design and integration. Worked with teams across the US, Egypt and Jamaica to validate and shape the solution.
  • 12→3 min handling time

B2B Quotation Platform

Product catalog beside an open quote Solution configuration with price and terms Renegotiation combo decision inside the quote
Decision For the Brazil operation of a multinational telecommunications operator, bring quotation for small, mid-size and large companies into one workflow, prioritizing changes by customer impact and engineering effort. Role Joined after the first two releases and worked alongside multiple squads across four releases. Focused on workflow improvements, prioritization, interaction design and delivery with product and engineering.
  • 60→15 min average to send a quote
  • 12 hrs→4 hrs new-agent training

B2C eCommerce Design System

Customer portal product detail on desktop Product listing on mobile Product detail on mobile
Decision For Denmark's largest telecommunications company, turn an inconsistent workflow and component library into a shared design system for the customer portal and self-service. Role Senior Product Designer working with 9 designers across 2 squads. Led the initial audit and roadmap, then helped establish the token, component, documentation and governance structure.
  • 50% faster design handoff
  • 67% faster concept production

AI Delivery Workspace

From ticket to merge request

Select a step

AI acts BA validates AI continues

Ticket update, optional

Documentation, optional

Clone the repositories and the branch, then start the local environment. Once, unless the branch changes.

AI Setup BA Ticket AI Understand BA Validate AI Implement AI Verify Git MR

Ticket update · Documentation, optional

Visual artifacts and client details omitted per NDA.

Decision An internal proof of concept, first used on an OSS product for a North American telecom. Routine front-end tasks took up to five days to be done, sometimes with two or three developers. I built a command flow so a business analyst can ship them with an AI agent, on components that already exist, and a developer reviews the merge request. The time fell to up to two days. Role I built the command package and set the rules with development and with stakeholders. What the agent may change, where the analyst has to approve, and what has to stay untouched so production holds.
  • 60% reduction in delivery time

About

I work across product design, systems and team leadership, contributing to global products as an IC while building the practices that help a distributed design team work, grow and make better decisions independently.

Over the last 15 years, I've worked across graphic design, web design, product design, design systems and platform strategy. My work has supported products used across 9 countries and multiple global markets.

Leadership

Currently I'm a Lead UI Designer at Netcracker Technology. I build the structure that helps designers work with more autonomy. Through critique, knowledge sharing and continuous feedback, designers can take broader ownership, navigate challenges independently and turn individual learnings into team practice.

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 an ITF Taekwondo instructor and an illustrator. I got comics published at MSP Estúdios, the studio behind Turma da Mônica, Brazil's most enduring comics universe.