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VP, Design & User Experience

Jose Platero

Leads product design across Air Canada: customer apps, flight-crew tools, airport operations. Stood up Compass, Air Canada's first global design system: design and code libraries in one place. Reimagining product and design in the age of AI inside the airline, and teaching it at BrainStation.

Request an interview › Run the Candidate Advisor
Jose Platero in conversation on stage, mic in hand

Built Air Canada's design organization: the leadership team, the ways of working, and the Compass design system under every product, from customer apps to crew tools.

0person design practice across the airline
0M+Aeroplan members on the platform he designs for
0×active membership after the loyalty relaunch
0design system, for millions of customers, every crew ops team, and Aeroplan members

What he does

Build the org

Built the design practice to 25 people across the airline, inside the 45+ person group he runs: leadership, topology, skills mix, ways of working. Getting a new team to its operating baseline used to take a quarter; it now takes days.

Govern the system

Stood up Compass, Air Canada's first global design system: design and code libraries from customer apps to flight-crew tools. Cut design and development cost and time to market.

Ship with AI

Built agents and skills that take work from discovery to prototype to reporting, simplifying decisions across the team. Teaches AI for Designers and Rapid Prototyping with Figma Make at BrainStation.

Own the outcomes

Active membership doubled for 9M+ Aeroplan members. Beyond loyalty, drives conversion and revenue growth across booking, upsell, and ancillary flows for every customer, including the Webby-honored homepage rethink.

Introducing

Candidate Advisor

Ask the hiring question. The answer cites the record and keeps the flags visible.

Candidate Advisor
  1. 1.Reading the record: Air Canada, Aeroplan, Compass, the consulting years
  2. 2.Mapping ten JD requirements to shipped work
  3. 3.Flagging what's adjacent and what's missing
Assessment

Direct evidence on 8 of 10 JD requirements: head of design in practice with a 25-person design practice design org, design system standardization and adoption Compass, AI agents built and shipped discovery to reporting, executive-level influence transformation council, UX measured on business outcomes 2x membership.

Flags

No long-term or post-acute care experience. Aviation loyalty is regulated and complex; it is not the care continuum.

Recommendation

Interview. Domain is learnable. Org building and design governance take years, and both are already built.

JD requirement match, from the assessment below
Direct fit: 8 of 10 Adjacent: 1 of 10 Flagged: 1 of 10

The assessment

Every JD line, flagged

Ten requirements from the posting, mapped to the record: direct fit, adjacent, or flagged.

10+ years in UX, content, or product design in complex B2B environments
Shipping digital products since 2010: DocuSign, TELUS, Raymond James, and kiva.org as a consultant, then Air Canada's full digital portfolio, from customer apps to internal flight-crew tools.
Direct fit
5+ years leading multi-disciplinary design and research orgs at scale
Head of design at Air Canada in practice: the design practice rolls up to him, about 25 people designing everything from customer apps to flight-crew and airport tools, inside the 45+ person org he runs.
Direct fit
Operating at the executive level with Product and Engineering
Product and design champion for an 18-month redesign of the product and design operating model, from funding through ways of working, including how the design system fits into an agentic delivery platform. Sits on the enterprise transformation council redesigning the end-to-end marketing value stream.
Direct fit
Scaling UX across large multi-product platforms, developing design leaders
Built the leadership team and the org around it: topology, skills mix, ways of working. Develops managers and senior ICs across one design organization spanning loyalty, commerce, identity, and crew tools.
Direct fit
Design system standardization, growth, and adoption
Stood up Compass, Air Canada's first global design system: design and code libraries across every product. Cut design and development cost and time to market.
Direct fit
Integrating AI into user experiences and team workflows
Built agents and skills that take work from discovery to prototype to reporting, simplifying decisions across the team. Evolving Compass into components AI tools can build with. Teaches AI for Designers and Rapid Prototyping with Figma Make at BrainStation.
Direct fit
Influencing senior stakeholders, cross-functional alignment
The operating-model redesign and the transformation council are standing rooms with Product, Engineering, Marketing, and Finance.
Direct fit
Accessibility and content clarity in regulated, high-complexity domains
Content design work happens inside the broader design practice, not as a standalone named function.
Adjacent
Healthcare, long-term care, or the care continuum
No healthcare experience. A fractional CPO engagement at VettedHealth is the closest touchpoint; it is not long-term or post-acute care.
Flagged
Driving measurable improvements in adoption, usability, and satisfaction
Active membership doubled for 9M+ Aeroplan members, multiple Freddie Awards. Beyond loyalty, drives conversion and revenue growth across booking, upsell, and ancillary flows for every customer, including the Webby-honored homepage rethink.
Direct fit

The flagged line is healthcare. He has shipped in a regulated industry since 2019: compliance, safety, accessibility law. His framing of the difference: fewer daily reps, not a missing skill.

I went in expecting a breakdown of frameworks, tools, and product strategies. But instead, Jose focused on something far more foundational: people, culture change, and communication. And honestly? That hit deeper than expected.
Hugo Cardoso · Business Systems Analyst, after the homepage-rethink talk

The record

Where the evidence comes from

2022 to now

Director, Product, Design & Marketing Technology, Air Canada (Aeroplan)

Leads design across the full digital organization: customer apps, flight-crew tools, airport operations. The design practice, about 25 people, rolls up to him inside the 45+ person group he runs. Stood up Compass, Air Canada's first global design system: design and code libraries in one place. Rebuilt the airline's highest-traffic page (Webby Honoree). Relaunched Aeroplan (membership doubled, multiple Freddie Awards) and the status program for 9M+ members. Also stood up the airline's martech and adtech technology function.

2019 to 2022

Product Manager to Senior Product Manager, Air Canada (Aeroplan)

Owned the member-facing web and app experience through the Aeroplan relaunch, from design to launch day. Led product strategy for the Uber, Starbucks, and Marriott partnerships.

2010 to 2019

Foundation roles

Product Lead at Aimia's 021 Innovation Lab (100+ lean experiments and MVPs). Associate Partner at Nascent Digital (DocuSign, TELUS, Public Mobile). Product and delivery consultant at Rangle.io (Raymond James, kiva.org). Product Manager at TELUS Digital and Shaw Media.

Ongoing

Advisory, teaching, and speaking

Fractional CPO at VettedHealth. BrainStation instructor: the Artificial Intelligence, Product Management, and Product Leadership certifications, plus AI Agents, AI for Designers, and Rapid Prototyping with Figma Make. Keynotes and panels at Aviation Festival, DeveloperWeek, Product-Led Alliance, Elevate, and AIAI Toronto.

Watch

The work, on tape

Recognition

Webby Honoree

The Air Canada homepage rebuild: rebuilt navigation to convert and sell more than flights, not just show them.

Webby listing ›

Workshop

Design System Workshop

A working session on Compass, Air Canada's design system.

Reel

Behind the Work

Jose speaking on the Leaders in Design panel, co-panelists beside him

Panel

Leaders in Design

BrainStation's Leaders in Design: User-Centred Innovation panel.

Podcast

Pragmatism in Practice

Product Innovation: Charting Your Own Course, with Thoughtworks.

Listen to the episode ›
This came from chatting with Jose Platero who demo'd his workflow of connecting Jira with Claude via MCP to generate an executive insight report as a skill. I wanted to automate the workflow entirely so it did not have to be prompted and would run without me present.
Sarah Yeung · Systems & Operations PM, after the AI Product Summit. She then built her own weekly digest.

The full record is live.

joseplatero.com has the shipped work, the talks, and the letters.

Open joseplatero.com ›