# Felix Cruz — Senior Product Designer > Senior Product Designer with 20 years of experience designing AI products, B2B SaaS, health & wellness apps and e-commerce for US companies like Gartner and Bazaarvoice. Based in Santo Domingo, Dominican Republic, working US Eastern hours. Vetted by Toptal as top 3% talent. Felix Cruz designs AI-powered products (assistants, conversational interfaces, AI summaries, multimodal input), enterprise SaaS, health & wellness apps and e-commerce experiences. He lives in Santo Domingo, Dominican Republic and works US Eastern hours in English and Spanish. - Experience: 20 years (since 2003); clients include Gartner (Capterra), Bazaarvoice (Influenster), AskElephant, Petra Stella (Fixy), Modea and thoughtbot - Recognition: Toptal top 3% designer (https://www.toptal.com/designers/resume/felix-cruz) - Availability: full-time and contract Senior Product Designer roles, remote - Skills: AI product design, Conversational interfaces, UX design, UI design, Product design, Design systems, User research, Prototyping, Usability testing, Enterprise SaaS, Health & wellness apps, E-commerce - Tools: Figma, Figma Make, FigJam, Claude, ChatGPT, Tailwind CSS, shadcn/ui, Google Analytics, Dovetail, Qualtrics - Contact: contact form at https://felixcruz.com/contact/ (the only way to reach him) - Profiles: https://www.linkedin.com/in/yoennycruz/, https://www.toptal.com/designers/resume/felix-cruz, https://medium.com/@iamfelixcruz, https://dribbble.com/yoennycruz ## Case studies - [AskElephant: redesigning an AI sales assistant around the meeting summary](https://felixcruz.com/projects/askelephant-designing-ai-driven-workflows-for-modern-revenue-teams/): Redesign of AskElephant's meeting page, onboarding and workflow builder. Engagement up 30% and cognitive load in AI summaries down 40%. - [Vyrve: training plans for first-time triathletes, with an AI coach](https://felixcruz.com/projects/vyrve/): Product design for Vyrve, a triathlon app for first-timers with an adaptive plan, an AI coach that explains each change, a human coach and a race crew. - [SOHO Realty & Mortgage website and lead funnels](https://felixcruz.com/projects/soho-realty-mortgage/): Website for a women-led real estate and mortgage brokerage in Atlanta and Houston: research, user stories, lead funnels, an assessment and a design system. - [GRUP iOS app for finding people to play sports with in the Dominican Republic](https://felixcruz.com/projects/grup/): Product design for GRUP, an iOS app to find sports partners and groups in the Dominican Republic: research, journey map, app flow and screens. - [AtlasView road maintenance app with map, list and split views](https://felixcruz.com/projects/atlas-view/): Product design for AtlasView, a road and infrastructure management web app: UX audit, map and list views, a condition dashboard and side-panel forms. - [Sport Med Analytics, a sports injury news app for fans and fantasy managers](https://felixcruz.com/projects/sport-med-analytics/): Product design for Sport Med Analytics, a sports news web app with a personalized feed, a filterable injury report, player pages and fantasy league import. - [Capterra: category pages that cut bounce rate from 50% to 45%](https://felixcruz.com/projects/gartner-capterra/): Half the buyers on Capterra category pages left without engaging. I led a Gartner key result that surfaced review data and cut bounce rate from 50% to 45%. - [Influenster at Bazaarvoice: AI review tips, product page and onboarding](https://felixcruz.com/projects/bazaarvoice-influenster/): At Bazaarvoice I designed AI review tips, a product page and onboarding for Influenster: 40% faster setup, 30% more engagement, 20% lower bounce rate. - [National University student portals and the Pinnacle design system](https://felixcruz.com/projects/national-university/): Product design for National University's student portals: task-based navigation tested in Userlytics, a class schedule concept, Pinnacle design system. - [PurePicks AI supplement advisor (concept)](https://felixcruz.com/projects/mobile-e-commerce-purepicks/): A self-initiated AI health concept: explainable supplement recommendations, visible uncertainty, medication safety stops and plain-language ingredients. - [Hyundai Dominicana: model pages and a 3-step quote tool](https://felixcruz.com/projects/hyundai-dominicana-ux-ui-redesign-case-study/): Hyundai Dominicana website redesign: model pages with gallery and specs, and a quote split into 3 steps with a live price total. Designed mobile-first. - [PAUER HATS: my own cap brand and its two online stores](https://felixcruz.com/projects/pauer-hats/): My own cap brand: product, packaging, an early-access page with 150+ sign-ups at US$0.45 per Meta lead, two online stores and a Founder's Edition. ## More work - SafeChill · Marketplace trust & AI content (2025-2026): Redesigned nine core flows of an activities marketplace. Defined a trust and safety system with 5 verification levels and an AI workflow that generates personalized activity ideas and editable descriptions. - Black Wedding Experience · B2B SaaS marketplace (2024): A design system across four products that cut new-feature development time by 35%. Led a cross-functional design sprint to simplify onboarding and designed the vendor dashboard and subscription tiers. - BZA · eCommerce redesign (2025): Navigation ambiguity down 32%, time to find products down 28%, time on site up 24%, mobile abandonment down 18%. - Simcha · Therapy platform (2020-2021): iOS and Android apps for online therapy with certified psychologists, including video sessions and a simpler path to book a service. ## Pages - [Work](https://felixcruz.com/work/): all case studies - [About](https://felixcruz.com/about/): background, experience, tools and education - [Contact](https://felixcruz.com/contact/): availability and contact form - [Full text for AI assistants](https://felixcruz.com/llms-full.txt)