Ingrid Cruz
Design executive with a history of building strong teams, fostering product innovation, and driving excellence at every stage of the customer journey
About Me
As a seasoned design leader, I have led strategically focused teams across design, research, content, and brand, transforming platform experiences to empower users with actionable insights.
Throughout my career, I’ve built and scaled high-performing design organizations from the ground up, guiding them successfully through periods of rapid growth and change. I believe a strong UX and research practice is a significant competitive advantage for any organization. Great UX practitioners balance foundational design skills—like aesthetics, usability, and empathy—with strategic thinking and measurable business impact.
At the core of my work is a deep care for people—teammates, customers, and end-users alike. Understanding what makes people unique—their strengths, needs, and motivations—is essential to creating exceptional products and building strong, effective teams.
I’m passionate about career development and mentorship. I currently serve on the board of directors for Product Hive, a Utah-based organization for Product Managers, Designers, and Researchers with over 10,000 members. Previously, I co-directed and helped build Product Hive's Mentorship program, which has supported thousands of participants.
My Values
People First
You can't accomplish anything without people, and the best results happen when they feel engaged and valued. You can't go wrong with putting people first.
Pursue Excellence
The very best products and experiences are made by people who care enough to go the extra mile. I set the bar high, and expect those around me to do so, too.
Continuous Learning
Having a growth mindset and looking to be proven wrong instead of right is a sign of intellectual humility, and a key skill for both designers and leaders.
Speaking
'The Anatomy of a Great User Experience' – Spark by Fullstory, October 2022
'One Ivanti Experience' – Keynote Speaker, Ivanti DevCon, May 2021
Panel: Making the most of Mentorship – Ladies that UX, Salt Lake City, September 2019
'How to Build an Effective MVP' – Product Hive, April 2019
Design Sprint Workshop – Front PM + UX Conference 2017 in Park City, UT
Panel: Landing Your First UX Job – Brigham Young University, 2017
Bodystorming Workshop – Interaction Design Association Utah, 2017
Service Design Workshop – Phoenix Design Week, 2015
Writing
'97 Things Every UX Practitioner Should Know' – Co-Author, O'Reilly June 2021
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