I'm Jorge Castillo

Product Design / User Experience / Strategy / Architecture

  • Age 48
  • Address Coconut Creek, Florida USA
  • E-mail jorge@uiguerilla.com
  • Phone +1 954 439 0140

Download Resume

Greetings! I’m Jorge Castillo. Product Design is my true passion, to which I have dedicated the last 15+ years creating usable and delightful online experiences. With my skills in design strategy, user research, information architecture and content strategy, user interface design, and usability testing, I am able to offer a unique set of services. By combining user, business, and development goals, I lead clients and project teams from ambiguity to clarity by setting direction based on my extensive experience in brand and product management. I have worked with some amazing Fortune 500 companies and brought marketing and digital strategy to life. Am skilled at analyzing data and leading teams to arrive at informed decisions and to develop a path and vision for the team to accomplish their goals.

I have a Masters degree in Fine Arts with a mention of Computer Graphics, as well as a degree in Information Technology.

Professional Skills

User Experience
UX Strategy
Leadership Coaching

Work Experience


Head of Product Design

ADESA Auctioning Services

Responsible for hiring, managing and mentoring a team of talented product managers & designers. Leading by example; leaving your fingerprints on the design of the product. Improving our design processes to deliver great products more efficiently including but not limited to board system, planning capacity and allocation, UX Roadmap, departmental policies, and more. Responsible for Vendors engagement related to Product Design.


Senior Manager, UX Design & Strategy

BMI Elite

Provide strategic thinking and vision for product, cost and mission statement. Act as a bridge between the product team and users needs by facilitating strategic alignment of the product roadmap. Create balance and sophistication for all product interfaces despite of technical challenges/limitations. Continue to push the boundaries but exploring, evaluating and adapting new trends, softwares and/or processes. Act as a liaison between sales, marketing, training and product team to ensure first-class product experiences meet consumer/market needs. Be a true voice for our customers: Know how and when to be persistent while maintaining a laser focus on added value and genuine customers needs.


PwC Experience Center, Voice AI Design Thinker


Bridge traditional business requirements into cognitive conversations. Provide insight on how to build utterances and responses based on common practices for Voice design. Produce high-level detailed wireframes. Bridge technical limitations with cognitive tasks by leveraging creative thinking and product design principles.



Digital Transformation UX Principal

Analyze UX problems and create design solutions that meet measurable business requirements
and goals. Incorporate market analysis, customer feedback, technical constraints, and usability
findings into design. Quickly and iteratively create interaction flows, wireframes, and visual
design mockups throughout the design process to illustrate proposed changes. Develop and
maintain detailed information architecture and design specifications such as user journeys,
emotional maps, storyboards and wireframe interactions.

2014 - 2016

IBM / Global Services

e-Commerce Creative Director

Coordinate and lead UI developers on daily tasks including offshore designers. Provide rapid
prototypes POCS for clients within IBM’s latest Commerce platform. Tailor each installation to the
client’s needs by extending the platform when needed through conceptual art, wireframes,
animations, mocks, and live interactions. Work closely with Java developers, business owner,
Business Analysts and designers to determine feasibility of requirements.

2014 - 2014


Senior User Experience Architect

Build, lead and provide technical guidance to the UI development team. Delegate technical
implementation to senior UI developers. Provide performance feedback to all team members and
assign performance ratings. Conduct 1-on-1 meetings as necessary to assess individual needs and
provide career guidance. Define and/or review all department policies, departmental
organization structure, roles and responsibilities. Implement a staffing plan that will support the
needs of the team/department.

2012 - 2014

CrossCountry Home Services

Chief UX Architect, Call Center IT

Provide expertise on client side technologies for revamping of Call Center software to become
browser Web App, for nationally known insurance company. Lead designers and junior developers
with customer experience (UX) and UI for all levels of Call Center app. Utilize cutting edge
Javascript frameworks to speed up experience and reduce DOM manipulation. Extensive
experience with JS frameworks, such as jQuery and AngularJS.

2010 - 2012

Office Depot

Lead UI/UX Developer/Designer

Responsible for delivery of high-volume, multi-national eCommerce sites.

Collaborate in a team that drives innovation and introduces new/advanced technologies to e-commerce sites globally through semantic code.

Use client-side technologies such as jQuery and DWR libraries to create engaging UI interaction thus facilitating the user experience.

Highly proficient in cross-browser development.

Expert level of Cascading Style Sheets including CSS3.

Deep knowledge and understanding of Mobile Web development.

Experienced with IBM Websphere, Apache, TomCat and IIS servers.

Experience using Eclipse and IBM RAD IDEs.

2008 - 2009

Art Institute Online

Adjunct Instructor

Deliver theory and practical knowledge of various design packages such as Adobe Photoshop, Dreamweaver, Flash, & Illustrator and also 3D applications such as Maya and/or 3D Studio Max.


2005 - 2007

MS. Fine Arts, Mention in Computer Animation

Florida Atlantic University

2001 - 2003

Bachelor Information Technology

University of Phoenix

1995 - 1997

Associate Computer Graphics & Animation

Art Institute of Fort Lauderdale

2000 - 2000

Microsoft Certified System Engineer (MCSE) Windows 2000

Florida Atlantic University Continuing Education


  • Jorge is a dedicated, productive employee with a great disposition. He excelled at his position while managing a diverse work load. His ability to adapt his skill set to our evolving needs was an asset to our team.

    John Jimenez Sr Director, Web Services, Citrix.com
  • It’s been an absolute pleasure working under Jorge as a Graphic Designer. I learnt a lot from him through the five years we’ve worked together, personally and professionally. He is a dedicated, self motivated individual who’s always found ways to enhance the company, and achieved goals. I highly recommend Jorge, as he would be a great asset to any business.

    Davis Downes Professional Graphic Designer

Contact Us

Feel free to contact me