Alex W. Castellanos
Alex is a veteran political strategist turned UX researcher who has a love for technology and design. He has deep experience in project management, qualitative research and loves the opportunity to empathize with User stories. He is passionate about exploring behaviors and needs through one-on-one and group discussions. Alex holds an M.B.A. from Notre Dame and a broad array of certifications including Riva Certified Moderator, University of Chicago Project Management, and a Second City Improv degree.
UX Camp Fall 2019
Elevating User Experience in the Organization
In the early 1900s the CMO position was created, and ever since it has been one of the most heavily resourced departments in almost every major organization. The Chief Marketing Officer “controls the brand.” But over the past decade the tectonic plates of business have shifted. Earthquake after earthquake has shaped a new world in which Users sit at the Brand control panels. And broad online conversations prevented companies from using flashy marketing to cover up product problems.
With all this User power, why do leading business schools still teach that “Marketing drives the business” when we all know it is the User? And why do so many organizations still struggle to “control” their brand without investing in the User up-front? In this talk, Alex digs into the “why“ AND what you can do to help shift the balance towards the User in your organization.