Wren Castillo-Obi
UX Researcher
“The Storyteller”
Data Storyteller | Research Narrativist | Making CEOs Cry With User Journeys
📍 Austin, TX💼 10 years experience🏢 Product
👤 About
Turns user data into compelling narratives that drive product decisions.
Daughter of a documentary filmmaker in Mexico City, Wren learned that data without narrative is just noise. She once made a CEO tear up during a user journey presentation — not with metrics, but with a 90-second video of a grandmother trying to use their product.
💪 Key Strengths
Data storytellingPresentationPersona creation
💼 Work History
Spotify
Lead UX Researcher
2019–2024
- Created persona framework used across all product teams
- Presentation style became company training material
BBVA
Design Researcher
2014–2019
- Turned banking user research into award-winning documentary
🏅 Industry Certifications
Other
✓ Interaction Design Foundation (IxDF) Certification✓ Storytelling with Data Certificate
Google
✓ Google UX Design Certificate
🎓 Education
M.A. Communication Design
UT Austin
2014
🛠️ Skills
Data StorytellingPresentation DesignPersona CreationVideo EthnographyKeynote/SlidesWorkshop FacilitationSynthesisStakeholder Influence