Paulo Castillo

Delivered 20+ user-centric digital products for B2B and B2C across SaaS, eCommerce, EdTech, and Healthcare; optimized conversion and retention up to 25% on key campaigns; built and maintained 3+ scalable Figma design systems; automated developer handoffs; led cross-functional teams of 4-8; applied WCAG 2.1 accessibility; directed motion strategy using Rive, Framer, GSAP, and Webflow; produced motion-rich microsites increasing engagement by 18-32%.

Optimized activation and cashback flows for 8M+ users; standardized WCAG 2.1 accessibility across multilingual products; conducted UX audits using heatmaps, surveys, analytics; redesigned iGraal’s landing page increasing sign-ups by 16% and conversions by 12%; designed a scalable design system rolled out across 20+ brands; improved Pouch extension flows reducing drop-off by 22% and increasing coupon activations by 17%.

Reworked onboarding, cashback UX, and personalization for 8M+ users. Standardized accessibility across products, improving usability for multilingual audiences. Led audits for UX gaps and iterated using heatmaps, survey data, and stakeholder input. Redesigned iGraal’s main landing page, contributing to a 16% increase in user sign-ups and 12% uplift in conversion rate within 3 months. Built a scalable design system used by over 20 cross-market platforms, improving consistency and reducing dev handoff time by 35%. Streamlined onboarding and coupon redemption flow for Pouch browser extension, leading to a 22% reduction in drop-off and a 17% increase in coupon activation.