Team Highlight: Anibal Cruz

Step into the dynamic world of experience strategy with Anibal Cruz, a driving force behind PRPL's innovative approach to user engagement for almost 2.5 years. As a Lead Experience Strategist, Anibal thrives on the diversity and scale of projects he undertakes, from medium-sized endeavors to enterprise-level initiatives, blending strategic acumen with a passion for creating impactful experiences. Beyond his professional endeavors, Anibal finds joy in teaching Taekwondo, reflecting his commitment to empowerment. Join us as we explore Anibal's favorite projects, memorable moments at PRPL, and the unique culture that sets PRPL apart, while gaining insights into his mindset and strategies for navigating the ever-evolving landscape of experience design.

1. What are some of your favorite aspects of your role as a Lead Experience Strategist?

The most exciting element of being a Lead Experience Strategist at PRPL is the diversity and scale of the projects I work on. I work on medium, large, and enterprise level projects that allow me to flex my strategic abilities while creating experiences that drive user engagements on multiple levels.

2. What is one of your favorite hobbies and why do you enjoy doing it?

Besides spending time with my family, I love teaching Taekwondo. For over five years, I've owned and operated a school dedicated to this discipline. I love the opportunity to help teach skills and concepts (e.g., perseverance, indomitable spirit, etc.) to people of all ages that not only can be used to defend themselves or compete at a high level (e.g., World Championships, Pan Am Games and Olympic qualifiers), but that can used in every day in multiple life situations; home, office, their 3rd place, etc.

3. What was one of your favorite PRPL projects and why?

While I've enjoyed several projects, the Disney project stands out as my favorite. I was able to work on architecting a system that will generate experiences based on events controlled by a variety users that will be engaged by millions of people worldwide.

4. What was one of your favorite PRPL memories?

Participating in our Thanksgiving holiday gathering is my fondest memories. I was able to learn so much about my colleagues just by what they were thankful for.

5. What types of books or movies do you enjoy?

To be honest, I used to read hours a day and now it seems that the reading I do is geared more for UX research than for entertainment. I do enjoy a good western or war movie. My all time favorite western has to be “Tombstone” and “Saving Private Ryan” and “Blackhawk Down” are some of my favorite war movies.

6. What do you enjoy about working at PRPL?

Working alongside some of the brightest minds in the industry is an exhilarating experience that continually pushes me to grow and innovate. Each day presents new opportunities for collaboration and knowledge-sharing, as I engage with individuals who bring diverse perspectives and expertise to the table. From seasoned veterans to up-and-coming talents, the collective brilliance of my colleagues inspires me to elevate my skills and contribute to our shared goals.

7. What's your go-to snack or beverage to keep you energized during the workday?

I’ll have a protein bar, banana, or orange for snacks.  If I want to cheat a little, I’ll have a chocolate granola bar. Well, its not really cheating is it (it's high in carbohydrates (CHO) and we do need to have roughly 65% of our nutritional intake as CHO).

8. What makes PRPL as a whole, unique?

At PRPL, I have encountered a culture unlike any other—a culture characterized by an unwavering commitment to excellence and a profound empathy for both clients and team members alike. This dedication to delivering exceptional work while prioritizing the needs and well-being of all stakeholders serves as a beacon of inspiration, setting PRPL apart as an industry leader and a force to be reckoned with.

9. What aspects, habits, or personality traits do you believe contribute to your success in your role?

My curiosity and thirst for knowledge serve as the driving forces behind my continuous pursuit of learning. Embracing a lifelong learner mindset, I approach each day with a fervent eagerness to explore, discover, and expand my understanding of the world around me. Whether delving into the pages of a new book, engaging in thought-provoking conversations, or immersing myself in online courses and seminars, I seize every opportunity to broaden my horizons and deepen my insights.

10. What tip(s) do you have for being a successful strategist?

Think out of the box while knowing what the box is as well as how it is made. Be a problem solver. Try to always put yourself in your user’s shoes. Never stop learning. Travel and try to understand other cultures. The world is an open place and we work creating experiences open to the users across the multidisciplines and cultures. And most importantly take a moment to relax every now and then.