HELLO! MY NAME IS
JOEL ESGUERRA &
I’M A PRODUCT DESIGNER
I'm a Toronto-based designer with 8+ years of design experience. I love using digital craft & creativity to help companies tell compelling stories, build online tools that help businesses grow & design digital solutions that solves people's problems.

I'm also a Webflow Expert currently working as the Lead Product & Marketing Designer at Sandbox Software.
MY STORY
2017 - CURRENT
SANDBOX SOFTWARE
LEAD DESIGNER - PRODUCT & MARKETING
2016 - 2017
TEAM LEADS
PRODUCT DESIGNER - UI/UX
2014 - 2016
PENXIL IDEAS
WEB DESIGNER - OWNER
2008 - 2014
APPLE CANADA
CREATIVE TRAINER & USER RESEARCH
I specialize in designing online web applications, designing digital products and developing visual design systems. I also enjoy building marketing websites that tells stories about people, companies and communities.
I enjoy talking to and interacting and understanding users through interviews, feedbacks through tools like Full Story, Google Analytics & UserPilot.
I have led successful project collaborations and presentations with both developers and stakeholders through Zoom, Slack as well as conducted in-house Design Sprints.
While in university I trained at Apple both in retail and corporate for 7 year to better understand user experience, product research and human centered design. In 2014 I decided to work as a freelance designer where I worked with numerous clients from all around the world from early startups to well-established companies.
I always seek new opportunities for collaboration on projects around product or marketing designs. Let’s create something awesome together!
Sandbox Software
CHILDCARE MANAGEMENT SOFTWARE
As a Lead Product Designer at Sandbox Software I am responsible for redesigning our whole Web Application by creating a design system that would scale across multiple platforms including tablet and mobile apps. I primarily focus on dashboard designs, billing tools and reporting & communication flows as these are the primary tools of our existing users.
I was responsible for redesigning the company's website as well as  multiple landing pages, print materials, advertisement graphics and occasional video productions.
To make documentation and development handoff clear and efficient I've put together an internal project and asset wiki that can be accessed below.
KW Team Leads
REAL ESTATE MANAGEMENT SOFTWARE
In May of 2017 KW Team Leads, a real estate CRM SaaS company, had a shift of focus on redesigning both the interface and experience of their platform to better service their users. I was brought in as a lead UI/UX designer working directly with both the product manager & the CEO. I was responsible on conducting user research, interpreting analytics (Google Analytics, Crazy Egg, Site Control, etc), designing user flows, wireframes & mockups as well as delivering code-ready designs & assets to developers (HTML, CSS). I also created demo videos & manuals for the company’s help desk & training centre.
Ferro Anchors Ltd.
WEBSITE DESIGN - MANUFACTURING COMPANY
Ferro Anchors, came to me with a strong desire to rebrand its image after a big turn around that saw it rise from the ground up. The company’s client base primarily came from word of mouth and referrals, they wanted to have a stronger web presence to display their work and gain higher level clients. I executed a full identity rebranding as well as well as an upgrade of their current website. My pitch with the company was to go mobile focus before upgrading their desktop model. This approach turned out to heave incredible results.
Vena Solutions
MOBILE APP - PERSONAL PROJECT
This was a personal project aimed to hopefully be considered for the UI/UX position that opened at Vena Solutions in Toronto in 2017. In this project I studied and researched Vena's web platform and curated a mobile design in 1 day using Sketch & Invision.
West End Church
WEBSITE DESIGN - FAITH BASED ORGANIZATION
I had the opportunity to work directly with West End church, one of the largest church in the GTA to redesign their branding and create their new website.
The Score
WEB APP - PERSONAL PROJECT
I'm a huge basketball fan and would always find myself checking up on the latest news around the web in regards to what's going on around the NBA. The Score has been my favourite sports app mainly because it's easy to use but I have to admit that their web app is pretty sad (at least on my iPhone). I've decided to play around with designing my own version of the website using Sketch & Invision's new feature - Prototype.
WHAT'S NEXT?
LET'S WORK TOGETHER!
If you'd like to talk about a project you want help with or need an advice about product design, just drop me a message at joelpaolo@me.com I'm currently AVAILABLE for any design projects, designs consultation or website design.

WRITE ME AN EMAIL