# Caleb Castro

> AI Design Engineer | Co-Founder of Persona X

Location: San Francisco Bay Area, United States
Profile: https://flows.cv/caleb

I am an AI Powered Product Designer with over 7 years of expertise from a diverse array of industries such as finance, communication, cybersecurity, education, and early-stage startups, where I've crafted user-centric digital experiences. My philosophy centers around designing with empathy while harnessing the power of AI to drive positive and meaningful change. I'm a mentor, artist, and co-founder, dedicated to shaping the next generation of creatives. Let's connect and explore opportunities together.

I am currently co-founder of Persona X— providing services and tools to bridge the gap between vision and action through storytelling.

## Work Experience
### Senior Product Designer @ AlertD
Jan 2025 – Present | San Francisco Bay Area
At AlertD, I work on AI-driven systems designed to eliminate repetitive toil for DevOps and SRE teams.

### Co-Founder @ Persona X
Jan 2022 – Present | Remote
Co-founded Persona X, an AI-powered customer intelligence platform helping teams turn messy, unstructured data into clear, actionable insight. I’ve led the product and design vision from day one, helping shape both the technical foundation and the brand that supports it.

Architected the AI experience from scratch — including prompt design, data flows, and user feedback loops that power dynamic, context-aware personas

Led product strategy and UX from concept to MVP, balancing speed with thoughtful design for early adoption

Built custom prompt engineering systems that connect customer data with LLMs in real-time, creating trustworthy outputs

Drove go-to-market efforts, writing the early positioning, messaging, and landing pages to clarify our value

Directed creative and brand strategy — from naming and identity to visual storytelling across the site and pitch decks

Collaborated closely with engineering to scope features, design endpoints, and guide technical decisions that scaled with future integrations in mind

### Product Designer @ Affirm
Jan 2022 – Jan 2022 | San Francisco Bay Area
Collaborated with three teams to build out the “Order Management System” “Deal Management System” and “Centralized Risk Management System” for their internal Bank Portal.

// Information Architecture
// Product Prototyping
// Data Visualization
// Interaction Design
// Design System
// User Reaserch

### UX Design Lead Teacher @ StreetCode Academy
Jan 2019 – Jan 2021 | San Francisco Bay Area
StreetCode is a nonprofit that gives underrepresented communities access and education to Tech. I develop and teach a UX design curriculum for students 13+. As a team member, I am responsible for revamping the digital experience.

// Curriculum creation
// Product design
// Information architecture
// Personas/Journey
// UX/UI

### Product Designer @ RingCentral
Jan 2021 – Jan 2021 | Belmont, California, United States
Worked with product leads to conduct user research and collect data for an unreleased feature in Ring Central's suite of products. Additionally, contributed to the prototype team which consisted of quick sprints & functional prototypes for stakeholders'.

// Product Design
// Journey Mapping
// Interaction Design
// Prototyping 
// UX/UI

### Product Designer @ Remediant, Inc.
Jan 2019 – Jan 2020 | San Francisco Bay Area
Collaborated in creating and implementing a design system as well as built out their MVP.

// Information Architecture
// Product Prototyping
// Data Visualization
// Interaction Design
// Design System

### Designer, Training and Documentation @ Sumo Logic
Jan 2018 – Jan 2019 | San Francisco Bay Area

### Training and Documentation Intern @ Sumo Logic
Jan 2018 – Jan 2018 | San Francisco Bay Area
Participated in a Hackathon that helped transform Sumo logic’s desktop data analytics dashboard to provide DevOps teams quick access to critical metrics. 

Worked with a skilled team of Product Managers, User Researchers, Engineers and Sales Engineers to re-design the Documentation site and rethink the information architecture to stream line their work flow.

// In-house designer for the Sumo Logic Training and Documentation team
// Created training material for external use and customers
// User research
// Marketing materials
// Website and Documentation Re-brand 
// Information architecture 
// Comunication with stake holders
// Prototyping

### Freelance Product Designer/Illustrator/Artist @ Ixcastreet
Jan 2013 – Jan 2019 | San Carlos, California
// Private art teaching for kids ages 5-12
// Custom commercial signs and murals
// UX/Digital/UI design
// Commission art 
// Visual/Street art
// Marketing collateral
// Communication arts

### Art Teacher @ San Carlos Charter Learning Center
Jan 2014 – Jan 2016 | San Carlos, Ca
Taught math through art to elementary students grades K-1 in a program called K1 Special.

Teaching and curriculum creation for art classes to middle school students grades 5-8 in a program called F.A.B.


## Education
### High School
Christa McAuliffe School of Arts and Sciences

### General Studies
Cañada College


## Contact & Social
- LinkedIn: https://linkedin.com/in/ixcastreet
- Website: https://www.personax.ai
- Website: https://www.calebixca.com/

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Source: https://flows.cv/caleb
JSON Resume: https://flows.cv/caleb/resume.json
Last updated: 2026-02-23