Head of Experience Design

I lead high-performing and engaged teams to design and deliver digital products that unite design, data, and strategy. With 15+ years of experience, I’ve driven global redesigns, launched 0→1 AI-powered experiences, and scaled enterprise design systems, boosting engagement to 80–96%, accelerating delivery by over 70%, and fueling growth across web, mobile, product, and enterprise platforms. I work closely with executives, thrive in ambiguity, and turn complex challenges into clear, impactful solutions.

Leadership Focus

  1. 0-1 Product & UX Strategy

  2. Scalable Design & Brand Systems

  3. AI-Powered Experiences

  4. Cross-Functional Team Leadership

  5. Digital Transformation

  6. Digital Employee Experience

  7. Recruiting, Coaching & Engagement

  8. Web, Product & Mobile Experience Design

Impact Highlights

Inclusive & Ethical Leadership
Recognized with multiple Leadership by Example awards and the Ethics First award for fostering a diverse, values-driven, high-impact culture.

High Employee Engagement
Achieved Ideal Culture Ranking from Human Synergistics International with engagement scores consistently ranging from 80–96%.

Award-Winning Design & UX Leadership
Earned 8 Graphic Design USA Awards (2024), 50+ career design awards, User Experience Award (2024), and recognition as a Webby Award honoree for digital excellence.

Certified Practice
Expanded access to HFI, CUA, and UX certifications, ensuring every team member has opportunities for professional development and advancement.

Experience Highlights

  • Sales Enablement Marketplace


    Delivered a digital marketplace for remote and in‑person client interactions with curated content and sharing tools.

    Outcome: More leads, more client visits, higher sales readiness.

  • Web Renovation

    Global Website & Client Marketplace

    Redesigned the global site and integrated a logged‑in client marketplace.

    Outcome: +14% sessions, +27% leads, +80% account creation, deployed in 19 countries.

  • Mobile Job Search App (W3 Award)


    Led the in‑house design team; partnered with an agency for delivery. AI‑powered matching with profiles, pay, and time tracking.

    Outcome: Award‑winning experience; increased on‑the‑go conversion and CX.

  • Agentic Candidate Search (0→1)

    Defined the end‑to‑end program charter and led UX, research, and delivery for AI‑matched, recruiter‑assessed discovery.

    Outcome:+80% account creation; cohesive handoff into the marketplace.

  • Demand Generation

    Directed UX and digital design for cross-functional, omnichannel campaigns, elevating brand perception through award-winning digital experiences.


    Outcome: +40% client visits and a significant increase in high-quality leads.

  • Design Language System & Digital Brand

    Launched a global DLS and digital‑first brand platform with governance and tooling.
    Outcome: +73% design delivery speed, compliance; 8 GDUSA awards (2024).

  • Enterprise Employee Experience

    Transformed internal tools into a modern digital workplace platform with personalized learning, streamlined workflows, and enhanced search.

    Outcome: +70% adoption, –92% support tickets, and top-tier QAS/NPS scores.

  • Design Process

    Design Process Standardization

    Immersion & Discovery: Research, problem definition, and user insights. Concepting & Strategy: Ideation, experience mapping, and detailed design. Design Delivery: Execution, iteration, and developer collaboration.

    Outcome: Standardized adoption across the enterprise.

  • Engagement & QAS Ratings

    Team Engagement

    Cultivated a high-performing, inclusive, innovation-driven culture centered on collaboration, learning, empowerment, and continuous improvement.

    Outcome: Engagement scores 80–96% across teams.

On a personal note.

When I’m not designing digital experiences, you’ll find me hiking Idaho trails with my three dogs—camera in one hand, coffee in the other. I also run @pointandwag, an animal welfare account on Instagram, where we’re currently collaborating on a pet friendly hotel launch with a Boise property manager. Our work was even featured by Beggin’ Strips.

Let’s connect!

If you would like to discuss any of the experience highlights at length or if you’re interested in discussing my expertise in leadership, please reach out via phone at 209.456.0612 or email at nik.castro@gmail.com.

I’d love to connect and share more.