Alex W. Castellanos

Alex W. Castellanos

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.

Presentations

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.

Speaker Details
Speaker Details
March 2024
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October 12, 2019
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If you’re just getting your start in UX and you’re hoping to learn more, or you’ve been in the field awhile and want to stay current, UX Camp is for you. A full day–2 full tracks–of UX talks, surrounded by impressive keynotes and all for a great price that includes your lunch.