felipe cruz
bio

Eleven years designing enterprise products at global scale in BSS/OSS telecom infrastructure, B2B and B2C across 9 countries. I lead local design team, run the cross-functional process and deliver the kind of system that engineers can actually build and business stakeholders can explain.

currently

Senior UI Designer · Team Lead, Brazil
@ Netcracker Technology

I design for the moment when complexity is no longer manageable and someone has to make it work.

WORK
selected projects

Product design across BSS/OSS, eCommerce, B2B and B2C. NDA-constrained where noted.

ABOUT
long bio

I'm Felipe. I've been at this long enough to know that most design problems are really communication failures. Between design and engineering, between what was decided and what actually shipped.

I lead a team in Brazil and contribute as an IC to global products. My job is to build systems that stay consistent at scale and make sure every design decision survives contact with the engineers, analysts and stakeholders who have to deliver it.

Working across cultures taught me that good process may not be universal, but clear communication is.

beyond the work

I'm Brazilian. 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. Not because I wanted to fight, but because I needed to know I could keep going when things stopped being comfortable (but fighting is pretty cool). I've also been drawing since before I can remember, illustration and concept art are where I think without KPIs. I got published at MSP Estúdios, the studio behind Turma da Mônica, Brazil's most enduring comics universe.

I also have a genuine obsession with dinosaurs. Can you imagine how something so complex, so dominant, left behind just enough evidence for us to piece together the whole picture. That's not so different from what we do with products, is it?

experience
Senior UI Designer → Group Leader
Netcracker Technology
Aug 2023 — Present

Joined as Senior UI Designer. Took on Group Leader responsibilities for the Brazil design team. Cross-functional alignment, design system governance, and IC work on global OSS/BSS products.

Senior Experience Designer
EPAM Systems
Aug 2022 — Aug 2023

UX strategy and interaction design for enterprise clients across industries. Design systems, usability evaluations, and alignment between design, product and engineering teams.

UX/UI Designer → Group Leader
Netcracker Technology
Dec 2018 — Aug 2022

Started as UX/UI Designer, promoted to Group Leader. Full-cycle product design on OSS/BSS telecom platforms across multiple countries.

UX Mentor
CareerFoundry
Feb 2021 — Feb 2026

Mentored designers through career transitions with portfolio reviews, interview preparation and feedback on what the industry actually rewards.

Penciler
MSP Estúdios
Apr 2026 — Present

Working within the visual language and narrative universe of established IP.

education
Interaction Design
UC San Diego
Bachelor, Industrial Design
Estácio

Company names and client details omitted per active NDAs.

Felipe Cruz
expertise
Product DesignDesign SystemsBSS / OSSTeam LeadershipCross-functional InfluenceUX ResearchInteraction DesignDesign OpsTelecom B2B & B2CStakeholder ManagementFigmaIllustration & Concept Art
get in touch
Felipe Cruz — Product Designer2026