Five years ago, CREE welcomed a new team member from the other side of the world – the sunny shores of Costa Rica. In 2020, Maricruz Linares joined the digital team as an intern while completing her graduation project, becoming CREE’s very first designer and helping to shape the CREE Platform. Now, a new chapter awaits: a Master´s in Organizational People Management in Madrid. We couldn’t be prouder of all that you’ve achieved,
It’s been five years since you joined CREE – does it feel like time has passed in the blink of an eye, or does it feel like a lifetime?
It feels like it was yesterday – really, it’s scary how time flies. Back in 2020, we were in the middle of the COVID-19 pandemic, and I was ready to go back to Costa Rica after six months at FH Vorarlberg doing an exchange semester. But life had a huge surprise for me, and what I thought would be just a semester abroad became the best five years of my life.
What initially drew you into the field of digital product and service design?
I started Industrial Design Engineering because I thought the idea of creating physical products was the coolest. But during the journey, I discovered I actually liked the visual communication side more. User experience and user interface were still somewhat new, but I really felt it was something that would eventually become a must in every company rather than just a nice-to-have.
Still, I’ve always felt that my real passion is more related to people than to design itself. That’s how I started exploring Service Design, which brings into the picture not just the user, but also the interaction with employees and the business. It’s like a zoomed-out view that considers more intangible elements, and I liked that omnichannel symbiosis. That also led me to explore Organizational Design, Business Design and other type of more “administrational” designs.
Looking back, how did your studies prepare you for the real-world challenges in this role? (Did they at all?)
I started working at CREE as an intern while doing my graduation project. It was an amazing experience to bring my first professional exposure into the closure of my education because I had my academic mentor guiding me – and that was especially helpful as the first designer in the company.
One of my biggest lessons was letting go of a lot of theory that looked good on paper but behaved very differently in practice. I have to admit I’m very proud of my education; I felt like I had enough tools to work with, and I’m also grateful that CREE gave me the challenges and hands-on experience to sharpen that toolbox and expand it significantly.
You moved far from home to work in Austria. How was that experience for you, both personally and culturally?
I think it’s the most enriching experience I’ve ever had, and I will never stop recommending it. The world is so big and our own reality so small. Of course, I miss home from time to time, but overall, nothing has ever made me grow as much as living abroad and learning from other cultures.
What were your first impressions when you joined the company?
“We need this everywhere” – that was my exact thought, followed by imagining how aligned buildings like this could be with Costa Rica. I wasn’t into construction, so I didn’t have strong opinions there, but I was immediately drawn in by the aesthetics and the smell of the wood. I had never been in a place like that before and couldn’t believe I was going to work there.
What parts of the onboarding process stood out to you – either positively or as areas of challenge? Were there moments you felt especially supported (or overwhelmed) during your early days?
The biggest challenge was understanding the industry. Construction is already complex for outsiders – it’s a whole new world. And CREE adds another level of complexity because it’s so innovative and unique within that world. At the beginning, it was hard to grasp what we do and how we do it, but once it clicked, everything made sense – and my big question arose, “Why isn’t the whole industry more like CREE?”
During onboarding, I felt the team was very close and supportive, which was amazing. Everyone was friendly and welcoming, even before it was confirmed that I would be working there. Five years later, that friendliness has remained one of CREE’s most consistent qualities.
What motivated your move from Dornbirn to Vienna? Was the transition more personal or professional – or a mix of both?
Dornbirn was a great experience; the countryside lifestyle felt like waking up in a movie every day. But after two years, I felt I needed something new. As a young designer, I knew there was more going on in the capital: events, conferences, networking, etc. My manager and the rest of the Digital Innovation team (back then called the Platform team) were based in Vienna, so it just made sense to give it a try.
What has changed for you since the move, both in work and in private life? Has Vienna surprised you in any way?
Every time I get to know a new place or person, I broaden my perspective. Coming to Vienna stretched that even further because it’s such an international city! You feel like you’re learning something new every day. I love it here; I honestly think it became my favorite city in the world, and it’s hard to say goodbye.
It surprises me that, despite all its potential, it’s still somewhat low-key compared to other metropolitan capitals – but maybe that’s part of what makes it such a great place to live.
How has working at CREE helped you grow – professionally, personally, or both?
Two key aspects stand out: self-management and communication. CREE has a very flexible and trust-based environment. Everyone knows their responsibilities, and there’s no micromanagement at all. This can sometimes feel like a challenge because you not only need to fulfill tasks, but also organize them, which adds another layer to the work. It taught me how to prioritize and manage my time effectively.
Communication is also a skill I’m taking with me, not just professionally but personally. Working with people from so many different cultures, backgrounds, and personalities has been like a communication masterclass. I truly believe the majority of life problems come from misunderstandings – and communication plays a huge role there. I’m happy to carry these learnings with me forever.
Have there been any pivotal moments or projects that shaped your development?
Presenting my graduation project was definitely a milestone – it was incredibly rewarding. It felt like a huge step from being a student to becoming a real-life professional.
Another memory that will stick with me forever was when I started hearing colleagues say, “Oh, we need some user research.” Hearing professionals without a design background recognize the value of UX was such a fulfilling moment. Design can be so underrated, especially in industries like construction. Knowing that CREE now has a design culture that works cross-functionally and values a purposeful design mindset is one of my proudest achievements.
More recently, the implementation of OKRs (Objectives and Key Results) as a new CREE business framework was a big challenge – especially taking on such a high-level topic without officially having a management role. It was tough, but I’m very proud of the results. Even if I’m not here physically, I’ll be cheering for the CREE team’s achievements in this regard in the future.
What’s something you can do now that you never imagined doing when you started?
Seeing beyond a building and understanding the process it takes to get it built. It might sound silly, but I would’ve never imagined how many parties are involved, how slow the process can be, and how much impact it has.
How would you describe your evolution since joining CREE?
I’d describe it as a journey of increasing confidence. Starting out as a student abroad in a completely unfamiliar, male-dominated industry felt a bit intimidating. Over the years, I gained experience and explored different fields – marketing, sales, structure, architecture, even MEP (which I had no idea existed before). That gave me the confidence to realize I was growing in several directions at once.
I remember Rainer (CREE Managing Director & CTO) once saying that CREE was bringing in the people who could grow within the company. And now I understand what he meant more than ever. My experience feels exactly like that: things that started as just concepts are now tangible. And despite the constant changes, I can feel my growth happening in parallel with the company’s.
Are there specific goals or skills you’re excited to pursue?
I’m excited for my upcoming Master Study in People Management in Organizations. I don’t want to move away from design completely, but to complement it with an even greater focus on people. I’m curious to see how I can apply my real-life experiences to classroom theory and examples.
Finish the sentence: “CREE is…”
Daring. Not in a negative way, but in a challenging one. I think CREE is daring to change an entire industry – to shift mindsets, to question the status quo, to have the courage to innovate and dream big. And, by doing so, to change the world.
We couldn’t be prodouder of you, Mari, and are wishing you every success on this exciting new journey. Thank you for your dedication and creativity over the past five years!