Bruce Criscuolo C.U.A.
Principal Designer & Strategist |
AI-Enabled Product, Service & Experience Design
Summary
Award-winning Design Principal with 25+ years designing products, services, systems and experiences across 14 industries, from product launches and design systems to enterprise services and holistic CX transformation. Hands-on leader of multidisciplinary teams who surfaces hidden risks early, improves decisions across every phase, and thrives in ambiguity. Comfortable on the front lines and in the boardroom.
Key Achievements
- Authored the CX strategy behind #1-ranked J.D. Power Customer Satisfaction (2022–23), lifting digital self-service 60%.
- Uncovered an $8.4M annual savings opportunity through enterprise research for Tier 1 pharmaceutical.
- Unified 450 HCA Healthcare care sites, serving 11,000 physicians and 77,000 employees, with a federated design system.
- 80+ programs across 15+ industries, valued $440K–$2.3M; added $2M+ in incremental scope through expanded staffing and project growth.
- Veteran researcher & ethnographer conducting more than 1,100 hours of interviews across Life Sciences, MedTech, FinTech and Public Utilities.
- Mentor to designers and future leads achieving VP, AVP and practice-lead roles.
Professional Experience
Founder & Managing Director at I'm Bruce
Aug 2024 – Present
AI Product & Experience Consulting | Center Valley, PA
- Provide AI-enabled fractional product and experience leadership to agencies, from strategy to hands-on execution.
- Led AI-powered discovery (social monitoring, stakeholder workshops, ethnography) for a large research university's matriculation and co-op platform; created and tested an AI advisor prototype. Two recommendations were approved as capital IT projects.
- Built human-in-the-loop protocols and a prompt knowledge base for consistent delivery and reduced hallucination risk.
- Distill research into storylines that accelerate funding for EdTech initiatives, including a SaaS platform for dyslexia education.
Principal of Experience Design at EPAM Continuum
Nov 2010 – Aug 2024
Global Technology Services & Consulting | Conshohocken, PA
- Led 42+ of 80+ programs across 14 industries, scaling multidisciplinary teams of 8–15 from pre-sales through delivery.
- Pioneered adoption of responsible AI-enabled DesignOps and ResearchOps (Gen AI, agentic workflows, human-in-the-loop), increasing throughput up to 30%.
- PSEG, Holistic CX Transformation (2016–18): Led a 15-person design team in a $2M+ multivendor program following Hurricane Sandy. Delivered a new digital ecosystem, IA, a 265-component library and 53 wireframes; increased findability 30% and digital self-service 60%, leading to J.D. Power #1 rankings.
- HomeServe USA, Claims Service Transformation (2023): Led a three-phase service design program with 50+ interviews, service blueprinting and process-value analysis. Defined 12 capabilities, an AI-assisted triage app and a 9-month roadmap, earning unanimous board approval. EPAM Project of the Year.
- Johnson & Johnson, Enterprise Research (2023): Directed a five-person team through a 246-participant study combining spend-data analysis, interviews, surveys and leadership workshops; validated an $8.4M annual savings opportunity.
- HCA Healthcare, Federated Design System (2021): Defined platform strategy, component architecture and governance; delivered 224 components and templates across 450 care sites. Currently serving as HCA's design system of record.
- Pep Boys, Experience Strategy: Led research and experience strategy, raising navigation task success from 45% to 72% (1,077-participant tree testing) and web-appointment creation 27%. Delivered IA and E-Serve wireframes later reused as the foundation for the site redesign.
Founder & Principal Designer at Superforged Wheels
Nov 2020 – Present
Performance Wheel Brand, SEMA Member | Center Valley, PA
- Launched a performance wheel and brake brand in 2021, owning market and pricing research, engineering, supplier sourcing and product design.
- Designed and brought to market 35+ forged aluminum wheel designs, from concept and fitment validation through supplier development; manage e-commerce, pricing, support and dealer network.
Founder & Managing Director at Usability Arts
Jan 2007 – Mar 2013
UX, Design & Research Consultancy | Center Valley, PA
- Led research, information architecture and interaction design for 15+ mid-size organizations in life sciences, communications, real estate and financial services.
Full experience available at linkedin.com/in/brucecriscuolo
Skills
Strategy & Design: Experience Strategy, Product Design, Service Design, Service Blueprinting, Journey Mapping, Information Architecture, Interaction Design, Design Systems, Governance, Digital Transformation
Research & Insights: User Research, Ethnography, Stakeholder Workshops, Surveys, Process-Value Analysis, ResearchOps, Insight Synthesis
AI & Leadership: Generative AI, Agentic Workflows, Human-in-the-Loop Design, AI Prototyping, DesignOps, Team Leadership, Mentoring, Executive Communication
Tools: Figma, FigJam, Framer, Adobe Creative Cloud (Photoshop, Illustrator, InDesign, XD), Miro, Mural, Airtable, Optimal Workshop, UserTesting, Dovetail, Qualtrics, Jira, Confluence
GenAI & Prototyping: ChatGPT, Codex, Claude Design, Claude Code, Gemini, NotebookLM, Higgsfield, Ideogram, VEED, v0, Vercel, GitHub
Awards & Speaking
- EPAM Pitch of the Year (Aramark), 2024
- EPAM Project of the Year (HomeServe), 2023
- 1st Place, EPAM AI Hackathon, 2024
- 1st Place, EPAM Digital Engagement Hackathon, 2023
- Presenter, LOUD Design Conference (“Failing to Fail”), 2022
- Presenter, IA Summit (“PSEG CX,” Special Recognition), 2017
- Capstone Review Board, Thomas Jefferson University
- Hackathon Judge, Drexel University, 2019
Education & Certifications
- Professional Certificate, AI & Digital Transformation, MIT, In Progress
- Certified Usability Analyst (C.U.A.), Human Factors International
- Java/Swing Programming Certification, Batky-Howell
- Multimedia & Interactive Design, The Art Institute of Philadelphia
Brands
Aetna, Aramark, AstraZeneca, Bristol Myers Squibb, Coca-Cola, Comcast, Compass Healthcare Solutions, Cox Automotive, GlaxoSmithKline (GSK), HCA Healthcare, HomeServe USA, Johnson & Johnson, McNeil Pharma, Merck & Co., NBC Universal, Olympus, Pep Boys, Philips Healthcare, PSE&G, PSEG Long Island, Sanofi, Sesame Workshop, Shire Pharma, Sotheby's International Realty, Thomson Reuters, Vanguard, Vertical Screen, Walgreens, The Wall Street Journal, WWE