delacruz DYNAMICS
Kristian Dela Cruz // Product Designer



Kristian is a Lead Product Designer, mentor, educator and motivator currently working at Booz Allen Hamilton. He has worked with the Department of State + GSA/18F, Internal Revenue Service (IRS), National Institute of Health, Department Health Agency, U.S. Army, General Assembly, Choice Hotels International, Ignite Media Solutions and Discovery Communications. Kristian's passion for design provides him an opportunity to engage his skills in user experience design, user research, design thinking/service design, user interface design, art direction, advertisement and brand development. He fully advocates creating products that needs to be rigorously researched and tested by users every step of the way. One of his dreams is to travel the world and photograph images of unique textures and create a book that impacts an individual's emotions. Kristian's design goals is to continue tackling innovative user experience problems, educate individuals everything UX and create impactful designs for the future. He currently lives in Frederick, Maryland with his cats Dot, Zoey, Skye (the hairless one) and his fiancé Timothy. 

Dy - nam - ics  [dahy-nam-iks] ( used with a plural verbs ) -  the motivating or driving forces, physical or moral, in any field. A source or force that will expand its longevity.


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


Booz Allen Hamilton | Rockville, MD
Lead Product Designer, February 2015–Present

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

Lead Designer to create human-centered experiences on mobile applications, responsive websites, data visualization and strategizing for digital products.

Design Leadership Inspires and fosters user-centered design through company knowledge shares on UX process. Initiated team updates on UX practices and provide insight on upcoming projects

User Research Spearheads efforts to uncover user needs through interviews, surveys, market validation, card sorting, and usability testing in order to focus product direction and ensure market fit

Creative Ideation Empowers collaborative divergent thinking through facilitating ideation sessions that balance individual creative contribution with  design workshops and planning

Product Strategy Focuses team around product roadmaps that balance and prioritize current and future user needs, technical requirements and business objectives

Agile Design Process Established agile tracks with design and testing sprints contributing to successive development cycles, reducing code rewrites in the governmental digital transformations

Stakeholder Collaboration Collaborated with project stakeholders to align on method of design communication, deliverable handoff, strategic visioning and check-in cadence in order to ensure accurate development and execution

Design Critiques Instated goal-focused design critique structure that promotes objective and constructive feedback while minimizing opinion-based decision making

Team Mentorship Mentored junior team members to develop design skills through deliberate practice and deconstruction of UX tools, processes and frameworks

Shepherd University | Shepherdstown, WV
UX Design Adjunct Instructor, January 2017–May 2017
Instructed and created 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
Design websites, e-mail, print collateral, web banners and advertisement for Choice Hotels International Brands. Utilizing web advertisements to promote brand hotels, Choice Privileges®, international promotions and corporate events. 

Ignite Media Solutions | McLean, VA
Web Designer, June 2014–August 2014
Design websites, landing pages, web banners and advertisement for brands. Collaborated with marketing to create a brand through social media and analytics. Utilized user experience design to establish interactive retail websites to target the users for greater results. 

Discovery Communications | Silver Spring, MD
Graphic Designer, June 2013–Present
Design digital media graphics, logo concepts, posters — for TLC, Animal Planet, Discover Channel, Velocity, Science Channel, American Heroes Channel, Discovery Fit and Health, Discovery Education, and Corporate.
Developed and strategized digital advertisement, logo development, international projects, social media graphics, download to load graphics. Collaboration with art directors, designers, account executives, copy writers, and production managers.

The Mountain Came Alive | Shepherdstown, WV
Freelance Designer, May 2013–Present
Design of CD packaging, booklet, and development for interactive website.


Break the Silence: STOP BULLYING | Shepherdstown, WV
2013 Senior Graphic Design Exhibition, Shepherdstown Community Club, Spring 2013
Exhibit Designer. Senior Thesis project that incorporated large format posters and collateral.

The Beauty of Fashion and Skateboard Emotion Series | Shepherdstown, WV
Sans Merci Student Art Exhibition, Shepherdstown Community Club, Spring 2013
Skateboard design, Book Design.


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
Guerrilla Research
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 System Creations

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