Fractional Product Design Leadership & AI Strategy

González Creative is an independent practice led by Alberto González that provides fractional, interim, and embedded product design leadership. The practice offers UX strategy, behavior design, and AI-enabled product development services aimed at founder-led and AI-native operating systems. It draws on three decades of experience leading product and experience transformations across broadcast, sport, automotive, and live entertainment sectors.

The practice targets founder-led and AI-native operating systems, helping them align competing incentives around customer value. It focuses on building systems organizations can govern rather than just decorating products after strategy is finished. The approach emphasizes making decisions explicit to ensure trust compounds faster than feature velocity.

The practice has existed since 2019, with Alberto González founding it as an executive product design and UX advisory practice. Prior to this, he led significant transformations at CBS Television, U4EA Design, and CBSSports.com between 1994 and 2023. The firm currently operates as a small independent practice rather than a large agency.

Alberto González can be contacted via the email address hello@gonzalez-creative.com. The website also provides a link to his LinkedIn profile for professional networking. No business phone number is listed in the available context.

The practice has a history of delivering award-winning digital work for Fortune 100 clients such as Target, Best Buy, and Travelers Insurance. They also helped NASCAR receive a 2014 Marketing Achievement Award for their Te Mueve integration. These achievements demonstrate a track record of high-impact projects across various industries.

A key feature of the practice is its focus on AI-enabled product development services. They aim to build systems that organizations can govern, moving beyond simple product decoration. The practice also emphasizes aligning competing incentives around customer value as a core part of their strategy.

The practice is known for its ability to deliver rapid results, such as building an AI-native SaaS platform for musicians in just 17 days. They also managed an eight-year enterprise UX mandate at Dominion Enterprises to modernize automotive marketplaces. This speed and depth of execution are central to their value proposition.

The practice emphasizes that alignment is harder than execution, and every system teaches customers how a company thinks. They believe that trust compounds faster than feature velocity, which guides their transformation approach. This philosophy is central to how they structure their advisory and leadership engagements.

The practice includes a specific product called Backline, which is an AI-native SaaS platform for musicians, bands, and venues. It moved from early working product to real-world beta in 17 days and reached store submissions within six months. This demonstrates the practice's ability to rapidly develop and deploy complex software solutions.

The practice is led by Alberto González, who brings three decades of experience to the team. He previously served as Chief Creative Officer at U4EA Design and Head of Product Design at Dominion Enterprises. His background includes building the first CBS.com e-commerce initiative and leading digital transformations for major sports portfolios.

The practice is described as an independent practice that provides fractional, interim, and embedded leadership. This structure allows them to integrate deeply with client teams while maintaining their own strategic focus. They are not a traditional agency but rather an executive advisory practice.

The official website of Fractional Product Design Leadership & AI Strategy is gonzalez-creative.com.

Fractional Product Design Leadership & AI Strategy has official profiles on Linkedin.