Product judgment.
Organizational alignment.
AI-enabled execution that ships.
González Creative is Alberto González's independent practice — three decades leading product and experience transformation across broadcast, sport, automotive, and live entertainment, now applied to founder-led and AI-native operating systems.
ScrollHow I lead
Alignment is harder than execution.
Every system teaches customers how a company thinks.
Trust compounds faster than feature velocity.
I lead transformation by making decisions explicit, aligning competing incentives around customer value, and building systems organizations can govern — not by decorating products after strategy is finished.
Thirty years of building — and rebuilding — design and product organizations.
Web Designer, CBS Television & CBS News
Helped launch the original CBS News and CBS Television websites, and helped bring CBS's 1996 presidential-election coverage online through Campaign '96 — during the formative years of digital news, when the major networks were all moving election coverage onto the web.
Interactive Design Director, Bolger Concept to Print
Launched the interactive department at a Minneapolis design firm, serving 3M, Microsoft and the Minnesota Vikings.
Founder & Chief Creative Officer, U4EA Design
Founded, owned and led U4EA Design, a Twin Cities interactive design studio that grew to a team of 12 and surpassed $1 million in annual sales.
Director, UX — CBSSports.com
Led digital transformation across one of the largest sports portfolios in the country. Conceived, designed, led and published the CBSSports.com digital experience for "A Game of Honor," which received the 2011 Sports Emmy Award for Outstanding New Approaches, Sports Programming. Also led the second-screen experience for Super Bowl XLVII and a mobile redesign that lifted traffic 56% year over year across all apps and devices.
Digital Creative Director, Marca Miami
Helped expand the agency's digital capabilities and led creative strategy for NASCAR Te Mueve — a multicultural growth platform across broadcast, digital, social, and live activation. Toyota's NASCAR multicultural activation, including Te Mueve integration, received NASCAR's 2014 Marketing Achievement Award.
UX Director / Head of Product Design, Dominion Enterprises (Dominion Dealer Solutions)
Eight-year enterprise UX and digital modernization mandate across automotive marketplaces and dealer SaaS — including Activator and Car Score — establishing shared design systems, research-driven delivery, and cross-functional practices under a customer-first platform vision.
Founder, González Creative
An executive product design and UX advisory practice working across sports, entertainment, media, SaaS, and enterprise technology—helping organizations improve customer experiences, modernize products, and adopt AI in practical, meaningful ways.
Founder & Product Lead, Backline
An AI-native SaaS platform for musicians, bands and venues — concept to production in 11 weeks, product, design and go-to-market run solo, augmented by AI tooling.
Selected work
CBS Interactive · Product Leadership
CBS Sports Digital
Enterprise product experience leadership across editorial, fantasy, live game systems, and championship coverage — judgment under competing incentives.
Executive narrative · 2011 Sports Emmy Award — Outstanding New Approaches, Sports Programming
Marca · Creative Strategy & Experience Design
NASCAR, Hispanic market
Identifying an underserved market and designing a multicultural growth platform that helped introduce modern digital engagement into NASCAR — not a translated advertising campaign.
Executive narrative · approximately 30–35% Hispanic Sprint Cup viewership growth during the broader initiative
Dominion Enterprises · Product Design Leadership
Dominion Automotive
Enterprise digital transformation across automotive marketplaces and dealer SaaS — aligning executives and teams around a customer-first platform model without disrupting the operating business.
Executive narrative · May 2015 – Jul 2023 · Platform modernization leadership
Founder · AI Product Leadership
Backline
Founder-led SaaS for working bands — operational product strategy, AI-enabled execution, and a production system built under real ambiguity.
Executive narrative · Concept to production in 11 weeks
Building something complex?
Schedule a CallWhat the studio does
Fractional, interim, and embedded product design leadership for organizations navigating transformation, product complexity, or AI adoption.
Product design
Interfaces and interaction models for products where the intelligence is the feature — worked out in flows and prototypes before a line of production code is written.
Behavior design
Flows engineered around how people actually decide and act, grounded in BJ Fogg's Behavior Design methodology from Stanford's Behavior Design Lab — designed for conversion and habit, not just usability.
AI-Accelerated Product Development
Production-ready products designed and built with AI-native workflows that compress the distance between idea, prototype, and launch. Strategy, interface design, and front-end development happen together — so the shipped product is faster to create, easier to refine, and faithful to the original vision.
Have a product, experience, or idea that needs clarity?
Schedule a CallHow the work gets made.
Discover
Understand the business, the user, and what's actually broken.
Understand
Research the behavior underneath the request.
Simplify
Cut until only the essential decision remains.
Prototype
Make the idea real enough to react to.
Build
Ship the thing that was actually designed.
Measure
Retention, engagement, revenue — tied to the decision.
Improve
Refine again. Nothing ships once.
Craft
Stack
AI
- Claude
- OpenAI
- Anthropic
- ElevenLabs
- Midjourney
Development
- Cursor
- GitHub
- Vercel
Engineering
- React
- Next.js
- TypeScript
- Tailwind CSS
- Supabase
Design
- Figma
Translating emerging AI capability directly into shipped product.
Three decades of product leadership taught the same lesson AI product work demands now: technology should disappear behind a thoughtful experience. González Creative guides organizations through the shift to AI-enabled product development — the same operating model that took Backline from concept to production in 11 weeks, with AI as execution leverage and human judgment as the gate. Grounded in Behavior Design (Stanford Behavior Design Lab / BJ Fogg) and Conversion Optimization & Behavioral Marketing (MECLABS) — designing for how people actually decide.
Closing
Alignment is harder than execution.
Trust compounds faster than feature velocity.
Let's build the next transformation carefully.