Available for consulting

About

Josh SroufeJosh Sroufe Signature

I'm Josh Sroufe, a California native with over 40 years of life experience and a passion for transforming complex challenges into elegant solutions. With 17+ years experience in innovative strategy and product design, I’ve had the privilege of contributing to major projects for companies like Apple, Google, and Amazon. A lifelong learner, I continue growing through real-world leadership, professional development, and hands-on innovation. Today, I lead the design team at Pulse Labs, crafting user-centric experiences that make a meaningful impact.

Core values

  • 🥋

    Discipline

    Talent opens the door, but discipline keeps you moving. I believe in consistent action, focus, and grit—whether in training, design, or life.
  • 🌱

    Growth

    Growth isn’t optional—it’s a mindset. I stay curious, challenge myself, and keep evolving, both as a creator and as a human.
  • ⭐

    Excellence

    I set a high bar in everything I do—from product design to personal integrity. Excellence isn’t the finish line—it’s the standard.
  • 🧭

    Integrity

    Doing the right thing matters—always. I stick to my principles, lead with character, and make choices I can stand behind.
  • 🤖

    Innovation

    Design solves problems. I thrive where strategy meets creativity, turning complexity into elegant, human-focused solutions.
  • 🛡️

    Responsibility

    I own my outcomes. Leadership means showing up, owning the moment, and staying accountable—even when it’s hard.
  • 🪞

    Honesty

    I value transparency, even when it’s uncomfortable. Being real builds trust—and trust is everything.
  • ⏳

    Dedication

    Mastery takes time. I embrace the grind, show up daily, and stay committed—on the mat and in the work.
  • 🙏🏼

    Humility

    There’s always more to learn. I lead with empathy, stay open to others, and never forget the bigger picture.
  • 🫶🏻

    Family

    My foundation and my fuel. Family keeps me grounded and reminds me why the future I’m building matters.

Interesting facts

Testimonials

  • Josh is... [an] ultra-solid designer who constantly delivers... quality work... [across various] design challenges. I... hired him to help... design [one of] our flagship products, [and] he ended up leading the design... navigating complex requirements... [He's] also a pleasure to work with on a personal level... If you ever get the chance to hire [him]... consider yourself very lucky.

    Jason KirstJason KirstSenior UX Manager, SAP

  • I had the pleasure to work with Josh while at Housecanary... We brought Josh on for his unique background and vast experience designing for real estate products... [He] always took the challenges head on with a positive approach. He exhibited a clean, polished design aesthetic... backed by thoughtful research and comprehensive flows... [He] continually... sought out ways to positively contribute to projects... [and] would be an impact addition to any design team.

    Dennis McNultyDennis McNultySenior Design Director, HouseCanary

  • Josh is a great designer. He thinks through not just the project on hand but what the feature he's working on can evolve to. Josh takes great initiatives to think about the entire ecosystem and if he sees something that can be improved, he goes ahead and designs it unprompted. Additionally, he's great at getting feedback from engineering early on so that his designs are not over complicated.

    Tiffany YangTiffany YangSenior Product Manager, Amazon

  • Practical yet beautiful designs, and a desire to approach problems holistically best describe Josh. He clearly cares about the user’s journey and works tirelessly to find the highest level of usability with elegant solutions. I can’t recommend him enough.

    Vivian EasleyVivian EasleyWeb Engineering Manager, HouseCanary

  • I’ve had the pleasure of working with Josh as a Designer and I highly recommend his amazing talent and skills in web design. Josh was our lead designer for a web tool development program for about a year and I was amazed at his talents in design, as well as his creativity. He has an amazing ability for design layout, functionality, as well as the technical skills to build out a very robust program. Josh would be an incredible asset to anyone who wants to design and develop world class websites.

    John McGimseyJohn McGimseyProject Manager, Apple