I’m Rocío, I turn complexity into impactful strategies and products through research, design, and emerging technology.
Chicago transplant from Mexico City.
English
I’m Rocío, I turn complexity into impactful strategies and products through research, design, and emerging technology.
Chicago transplant from Mexico City.
I’m Rocío, I turn complexity into impactful strategies and products through research, design, and emerging technology.
Chicago transplant from Mexico City.
Buckle up, digital trailblazers!
After 6.5 years transforming digital landscapes at McKinsey & Company, I'm closing this chapter as Associate Design Director in Spring 2025.
During this time, I led user research and 0-to-1 product development, launching human-centered solutions that reached over one million users and unlocked $1B+ in revenue opportunities.
What is next?
I'm looking to bring over 10 years of experience connecting human needs with technology to a team that cares deeply about brining design and human-centered approaches to build products that make the world more thoughtful, collaborative, and efficient.
Let’s build a better future together. 🚀
Explore my work
Explore my work
Highlights
From my ten-year
journey in design
From my ten-year journey in design
From my ten-year journey in design
10 years in human-centered design
10 years in
human-centered design
Grounded in Industrial Product Design, I’ve shaped user experiences for diverse audiences, from developers to caregivers, and Gen Z to baby boomers.
Building on a foundation in Industrial Product Design and Strategic Design, I bring over a decade of expertise in creating impactful, user-centered solutions.
8 years leading UX research & product design
8 years leading
user experience research
& product (UX/UI)
Led end-to-end design development, from research (in both Spanish and English) to execution, uncovering user needs, prototyping, and collaborating with cross-functional teams to deliver high-impact solutions.
8 years driving impact at global design and business firms
Applied expertise in human-centered product development to drive meaningful change across industries — most recently in B2B platforms, healthcare systems, AI tools, finance, cross-generational tech, and emerging business models.
30+ organizations served
Guided Fortune 100 companies, non-profits, and public sector teams — from legacy institutions to emerging ventures — in adopting human-centered design approaches across strategy and product development.
5+ MVP’s launched, including two AI-powered experiences
Led 0-to-1 product development and user testing to launch human-centered experiences—from SaaS career support and caregiver health tools to AI-infused workflows that boosted developer productivity.
1M+ lives impacted through products and strategies
$1B+ in revenue opportunities unlocked
$1B+ in revenue opportunities unlocked
Work
A selection of my favorite work at McKinsey
Leading the MVP launch and product strategy for a digital platform designed to support 150,000 students in their career journeys.
For a non-profit empowering underrepresented students, I led product strategy and user testing to launch their first student-centric career support platform within a SaaS product. This initiative is part of a five-year plan to reach 150,000 students and drive inclusive growth through economic mobility.
Skills
User Research · User Experience UX · User Interface UI · Product Strategy
See more
5 min read
Launching AI-powered tools to boost productivity tenfold for developers and product teams—from idea to launch in 3 months.
For a $XXB organization entering the AI space, I led rapid research with developers and product owners to shape a Plug & Play AI ecosystem designed to 10x productivity in software development. The tools had been adopted by 13 product teams across industries and are reducing context-aware requirement generation time by up to 70% for a large-scale public sector organization.
Skills
Rapid User Research · User Experience (UX) · User Interface (UI)
See more
10 min read
Designing a mobile experience for caregivers and their loved ones to improve health outcomes—from research to MVP launch in 8 months.
For a $XXXB pharmaceutical retailer, I led caregiver research from uncovering unmet needs to product launch. Collaborating with a behavioral scientist, I integrated "minimal intervention" principles to improve health, focusing on COPD and diabetes in health benefits programs.
For a $XXXB pharmaceutical retailer, I led iterative caregiver research—from uncovering unmet needs to user testing and product launch—to develop a mobile platform supporting caregivers and their loved ones. The platform applied a value-based care approach to improve health outcomes and deepen engagement. In collaboration with a behavioral scientist, I integrated "minimal intervention" principles, offering actionable steps to enhance user health for caregivers and care recipients. Launched through health benefits programs, the platform addressed COPD and diabetes.
Skills
User Research · User Experience (UX) · Product Design
See more
5 min read
Work
A selection of my favorite work at McKinsey
Leading the MVP launch and product strategy for a digital platform designed to support 150,000 students in their career journeys.
Skills
User Research · User Experience UX · User Interface UI · Product Strategy
For a non-profit empowering underrepresented youth, I led product strategy and user testing to launch their first student-centric career support platform within a SaaS product. This initiative is part of a five-year plan to reach 150,000 students and drive inclusive growth through economic mobility.
5 min read
See more
Launching AI-powered tools to boost productivity tenfold for developers and product teams—from idea to launch in 3 months.
Skills
Rapid User Research · User Experience (UX) · User Interface (UI)
For a $XXB organization entering the AI space, I led rapid research with developers and product owners to shape a Plug & Play AI ecosystem boosting software development productivity by 10x. Adopted by 13 global organizations, it cuts requirement generation time by up to 70%.
10 min read
See more
Designing a mobile experience for caregivers and their loved ones to improve health outcomes—from research to MVP launch in 8 months.
Skills
User Research · User Experience (UX) · Product Design
For a $XXXB pharmaceutical retailer, I led caregiver research from uncovering unmet needs to product launch. Collaborating with a behavioral scientist, I integrated "minimal intervention" principles to improve health, focusing on COPD and diabetes in health benefits programs.
5 min read
See more
Testimonials
What teams said about
my work and impact
What teams said about my work and impact
What teams said about my work and impact
Research & Design Excellence
“Rocío's expertise in user research and UI design not only produced high-impact wireframes but also facilitated collaborative sessions that refined designs, effectively showcasing the best of our firm’s capabilities.”
McKinsey Digital Partner
Stakeholder Management
“Her expertise in AI and product design, along with her ability to collaborate seamlessly with developers and align stakeholders, has led to high-impact, development-ready designs.”
Product Lead for $XXM organization venturing into AI
Strong collaboration and relationships
“Rocío expertly leveraged her full research and design toolkit to build a deep, trusted relationship with the client, a PhD in Behavioral Science. This client emphasized the co-ownership of recommendations as a key factor in their strong collaboration.”
Product Owner for a $XXM Pharma Retailer
Stakeholder Management
“Her expertise in AI and product design, along with her ability to collaborate seamlessly with developers and align stakeholders, has led to high-impact, development-ready designs.”
Product Lead for $XXM organization venturing into AI
Strong collaboration and relationships
“Rocío expertly leveraged her full research and design toolkit to build a deep, trusted relationship with the client, a PhD in Behavioral Science. This client emphasized the co-ownership of recommendations as a key factor in their strong collaboration.”
Product Owner for a $XXM Pharma Retailer
About me
Rocío
ro·see·oh (she/her)
rociocalderoncastro@gmail.com
Rocío
ro·see·oh (she/her)
rociocalderoncastro@gmail.com
Rocío
ro·see·oh (she/her)
rociocalderoncastro@gmail.com
0:00/1:34
0:00/1:34
Hi, my name is Rocío — I also go by “Ro” or “Chio”.
I’m a human-centered product leader and full-stack designer — from research to execution — with 10+ years driving UX research, 0-to-1 product development, and innovation across English and Spanish-speaking regions.
My superpower?
I spot design opportunities where small shifts unlock big value, blending user-centered solutions with bold, strategic thinking to help organizations scale meaningful, north star experiences.
I thrive on collaborating with forward-thinking teams to create solutions and frameworks that elevate technology, delivering value that extends beyond business goals to truly improve people’s lives at scale.
When I’m not designing, you’ll probably find me arranging and photographing flowers, painting (digitally and with pastels), hanging out with my cat Izzy, or wandering through the Art Institute of Chicago. I’m also counting down the days until Michigan Lake is warm enough for my first swim of Spring 2025.
These little offline moments keep me inspired, grounded, and fuel my creativity. Here’s a peek into my world outside of design:
My name is Rocío — I also go by “Ro” or “Chio”.
I am a human-centered design leader and end-to-end designer specializing in UX research and 0-to-1 product development. I help organizations and teams dream and build better futures across industries and platforms.
My superpower?
Identifying high-impact “design playgrounds” where minimal effort drives maximum value. My approach blends pragmatic solutions for immediate needs with visionary thinking that helps organizations evolve and scale human-centered experiences.
I thrive on collaborating with forward-thinking teams to create breakthrough solutions and frameworks that elevate technology — delivering value beyond business goals and making users’ lives better.
As a lifelong learner, I’m passionate about working with mission-driven individuals and organizations to create first-of-their-kind solutions that push boundaries, foster innovation, and build safer, more human-centered technologies at scale.
Beyond design, you’ll often find me arranging flowers, hanging out with my cat Izzy, wandering through the Art Institute of Chicago, or glazing pottery from my (very long!) backlog. These offline moments fuel my creativity and keep me grounded outside the digital world.
My name is Rocío — I also go by “Ro” or “Chio”.
I am a human-centered design leader and end-to-end designer specializing in UX research and 0-to-1 product development. I help organizations and teams dream and build better futures across industries and platforms.
My superpower?
Identifying high-impact “design playgrounds” where minimal effort drives maximum value. My approach blends pragmatic solutions for immediate needs with visionary thinking that helps organizations evolve and scale human-centered experiences.
I thrive on collaborating with forward-thinking teams to create breakthrough solutions and frameworks that elevate technology — delivering value beyond business goals and making users’ lives better.
As a lifelong learner, I’m passionate about working with mission-driven individuals and organizations to create first-of-their-kind solutions that push boundaries, foster innovation, and build safer, more human-centered technologies at scale.
Beyond design, you’ll often find me arranging flowers, hanging out with my cat Izzy, wandering through the Art Institute of Chicago, or glazing pottery from my (very long!) backlog. These offline moments fuel my creativity and keep me grounded outside the digital world.
Let's connect
Don't be shy, say hi :)
I'm currently exploring opportunities in UX research and product design—especially those focused on creating positive impact through, human-centered solutions and technology.
If you're working on something that drives meaningful change, I’d love to connect. Feel free to reach out via email (rociocalderoncastro@gmail.com) or through the form below.
Experience
Here's a quick look at my design journey. For more details, feel free to explore my resume or connect with me on LinkedIn.
6 years 6 months
Associate Design Director
3 years 6 months · October 2021 - April 2025 · Chicago, IL
Senior Designer
1 year 5 months · June 2020 - October 2021· Chicago, IL
Designer
1 year 8 months · October 2018 - May 2020 · Mexico City
INSITUM, now Accenture Song
2 years
Project Leader
9 months · January 2018 - September 2018 · Mexico City
Innovation Consultant
1 year 3 months · October 2016 - December 2017 · Mexico City
1 year 10 months
Product Designer
August 2014 - May 2016
3 months
Product Designer Intern
June 2014 - August 2014
Education
BS in Industrial Design
5 years · 2011 - 2016
Center for Industrial Design Research - CIDI
National Autonomous University of Mexico, UNAM
Skills
User Experience Research
I drive high-impact, mixed-method user research and translate insights into action through immersive storytelling that empowers cross-functional teams to make strategic, user-centered decisions.
Product Design (UX/UI)
I turn user insights into scalable design patterns and information architecture, crafting testable prototypes and development-ready solutions through cross-functional collaboration and iterative testing.
Product Strategy
I drive product decisions that balance user needs, technical feasibility, and business goals—unlocking short-term wins and long-term growth through North Star experience artifacts (e.g., prototypes, blueprints) that align teams.
AI Product Development
I leverage research—especially qualitative methods—to align AI products with human behaviors and mental models, ensuring experiences seamlessly integrate into workflows in an efficient, collaborative way that prioritizes safety and human empowerment.
New Business Building
I identify untapped opportunities and design bold, differentiated 0-to-1 offerings—driving innovation that bridges user needs with organizational value.
Problem-Solving & Collaboration
I excel at solving complex challenges through cross-functional collaboration, aligning stakeholders, and driving innovative solutions to achieve impactful outcomes.
Languages
English
Professional Fluency
Spanish
Native
Education
BS in Industrial Design
5 years
Center for Industrial Design Research - CIDI
National Autonomous University of Mexico, UNAM
Skills
User Experience Research
I drive high-impact, mixed-method user research and translate insights into action through immersive storytelling that empowers cross-functional teams to make strategic, user-centered decisions.
AI Product Development
I leverage qualitative research to understand human mental models in adopting AI, ensuring AI-powered ventures deliver intuitive, impactful, and human-centered experiences.
Product Strategy
I translate user insights into impactful product decisions that deliver immediate value and drive long-term growth—spanning tactical design choices to crafting future-focused, human-centric visions that balance user needs, technological constraints, and strategic goals.
Problem-Solving & Collaboration
I excel at solving complex challenges through strategic cross-functional collaboration, leveraging diverse perspectives to drive innovative solutions. I am adept at navigating ambiguity, aligning stakeholders, and fostering synergy across teams to achieve impactful outcomes.
Product Design (UX/UI)
I transform abstract user insights into impactful, tangible experiences across diverse channels—spanning mobile, web, and hybrid platforms—bringing products to life from concept and prototyping to launch.
New Business Building
I shape new ventures by uncovering unmet user needs and turning them into compelling, differentiated 0-to-1 value propositions, guiding them from user research through to MVP launch.
Languages
English
Professional Fluency
Spanish
Native
Skills
User Experience Research
I drive iterative, mixed-method research to gain a deep understanding of users and their environments. By observing their actions, behaviors, and feedback over time, I uncover insights that inform the creation of more human-centered digital experiences.
AI Product Development
I leverage qualitative research to understand human mental models in adopting AI, ensuring AI-powered ventures deliver intuitive, impactful, and human-centered experiences.
Product Strategy
I translate user insights into impactful product decisions that deliver immediate value and drive long-term growth—spanning tactical design choices to crafting future-focused, human-centric visions that elegantly balance user needs, technological constraints, and strategic goals.
Problem-solving & Collaboration
I excel at solving complex challenges through strategic cross-functional collaboration, leveraging diverse perspectives to drive innovative solutions. I am adept at navigating ambiguity, aligning stakeholders, and fostering synergy across teams to achieve impactful outcomes.
Product Design (UX/UI)
I transform abstract user insights into impactful, tangible experiences across diverse channels—spanning mobile, web, and hybrid platforms—bringing products to life from concept and prototyping to launch.
New Business Building
I shape new ventures by uncovering unmet user needs and turning them into compelling, differentiated 0-to-1 value propositions, guiding them from user research through to MVP launch.
©2025 Rocío Calderón Castro and respective clients.
All rights reserved.
©2025 Rocío Calderón Castro and respective clients.
All rights reserved.
Experience
This is a brief overview of my design journey.
For a more detailed look at my experience, feel free to check out my resume and LinkedIn profile.
6 years 6 months
Associate Design Director
3 years 6 months
October 2021 - April 2025
Chicago, IL
Senior Designer
1 year 5 months
June 2020 - October 2021
Chicago, IL
Designer
1 year 8 months
October 2018 - May 2020
Mexico City
now Accenture Song
2 years
Project Leader
9 months
January 2018 - September 2018
Mexico City
Innovation Consultant
1 year 3 months
October 2016 - December 2017
Mexico City
1 year 10 months
Product Designer
August 2014 - May 2016
3 months
Product Designer Intern
June 2014 - August 2014
©2025 Rocío Calderón Castro and respective clients.
All rights reserved.
Languages
English
Professional Fluency
Spanish
Native