delacruz DYNAMICS
Kristian Dela Cruz


Skye, the elf

Kamusta (hello), I’m Kristian!

I'm a UX Designer, musician turned creative, mentor, motivator/speaker, cat owner and aspiring kick boxer. I’m passionate about engaging with problems that deeply focuses on the customers needs, frustrations and stories. I fully advocate creating products that is rigorously researched and tested by users every step of the way. My design goals is to tackle innovative user experience problems, educate, inspire individuals on UX methodologies and continue to challenge myself and others on projects that are out of the ordinary.

One random fact about me— I went to Japan out of the blue and didn’t sleep for a week. I currently live in Nashville, Tennessee with Skye and Ember (the hairless ones). 

I love to chat with other creatives about anything design. I’d love to share ideas!

Reach out: (yes, I still have a yahoo account 😆)



Asurion | Sterling, VA
Lead UX Designer, March 2018–Present

Clients: AT&T, Sprint, Verizon, The Home Depot, Amazon

Booz Allen Hamilton | Rockville, MD
Lead Product Designer, February 2015–March 2018
Lead Designer to creating human-centered experiences on mobile applications, responsive websites, data-visualization and strategizing for digital products.

Clients: Department of State, Internal Revenue Service (IRS), Department of Labor, Army, Air Force, Environmental Protection Agency (EPA) and National Institute of Health (NIH)


Shepherd University | Shepherdstown, WV
UX Design Adjunct Instructor, January 2017–May 2017
Instructed and built the first cohort of User Experience Design for Shepherd University’s
Graphic Design BFA program. The students built an empathic approach on designs and executed user experience processes on digital application development

Choice Hotels International | Rockville, MD
Designer, August 2014–February 2015

Ignite Media Solutions | McLean, VA
Web Designer, June 2014–August 2014

Discovery Communications | Silver Spring, MD
Graphic Designer, June 2013–Present


General Assembly, User Experience Design, September 2014–December 2014
Shepherd University, Bachelors of Fine Arts Concentration on Graphic Design 2010–2013
Hagerstown Community College, multiple art and design classes 2007–2009


210, 2015 Parents’ Choice Silver Honor, 2015
Voices from the Storm, AAF, District 2, Student Gold ADDY, 2013
Voices from the Storm, AAF, Greater Frederick, Student Gold ADDY, 2013
The Beauty of Fashion, AAF, Greater Frederick, Student Silver ADDY, 2013



A/B Testing
Card Sorting
Competitive Analysis
Data Synthesis
Design Thinking
Service Design
User Research
User Interviews
Persona Creation
Usability Testing
Journey Mapping
Test Scripts

Design Critiques
Design Studio Workshops
Information Architecture
Interaction Design
High-Fidelity Mock ups
User Flows
User Journeys
User Stories
Design Systems

Design Sprints
Digital Advertising
Brand Development
Mobile Applications
Social Media Strategy
Responsive Web
Digital Illustration

Adobe Photoshop
Adobe Illustrator
Adobe InDesign
Balsamiq Mockups
Google Analytics
Optimal Workshop


Engagements and Panels

Arizona State University Engagement

Arizona State University Engagement

  • Arizona State University, Tempe, Arizona: “What The F*CK is UX Design?”
    October, 2018

  • World Usability Day, Washington, D.C.: “The Foundations of the Unknown. UX Edition”
    October, 2018

  • University of Maryland Masters Program, College Park, MD: “UX Your Portfolio”
    November, 2018

  • Shepherd University, Shepherdstown, WV: Panel: Design Careers
    November, 2018

  • General Assembly, Washington, D.C.: Panel: Landscape of Design and Career in UX Design
    December, 2018