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Watch Tomer Sharon’s “Perfectly Executing the Wrong Plan” Talk

In his talk at Google I/O 2014, Tomer Sharon inspires developers to implement valid and reliable ways to answer their most burning questions. It’ll help them validate or invalidate their assumptions on their own—cheaply, and quickly, by using simple user research techniques with a main goal in mind: developing apps people need, want, and enjoy […]

App developers ask themselves excellent questions about their users: Do people need my app? Can people use my app? Why do people sign up and then not use my app? However, app developers answer their excellent questions in invalid and unreliable ways. It is shocking to see how much effort app developers put in writing elegantly structured, refactored code, with good unit test coverage in an agile environment, and yet, their apps fail miserably.

In his talk at Google I/O 2014, my friend Tomer Sharon inspires developers to implement valid and reliable ways to answer their most burning questions. It’ll help them validate or invalidate their assumptions on their own—cheaply, and quickly, by using simple user research techniques with a main goal in mind: developing apps people need, want, and enjoy.

Perfectly Executing the Wrong Plan

About Tomer Sharon

Tomer Sharon is a Senior User Experience Researcher at Google Search in New York City. He is the author of the upcoming book, Lean UX Research for Entrepreneurs and author of the book, It’s Our Research: Getting stakeholder buy-in for user experience research projects (2012). He founded and led The Israeli Chapter of the User Experience Professionals’ Association and is a LUXr coach and a General Assembly instructor. He is also a mentor at Google’s Campus TLV, a program including UX learning, collaboration, and mentorship for Israeli startups. Tomer holds a master’s degree in Human Factors in Information Design from Bentley University in Waltham, MA. he is @tsharon on Twitter.

via Google I/O 2014

By Itamar Medeiros

Originally from Brazil, Itamar Medeiros currently lives in Germany, where he works as VP of Design Strategy at SAP, where he leads the design vision for the entire Human Capital Management product line, ensuring cohesive product narratives and establishing best practices.

Working in the Information Technology industry since 1998, Itamar has helped truly global companies in multiple continents create great user experience through advocating Design and Innovation principles. Itamar has also served as a juror for prestigious design competitions and lectured on design topics at universities worldwide.

During his 7 years in China, he promoted the User Experience Design discipline as User Experience Manager at Autodesk and Local Coordinator of the Interaction Design Association (IxDA) in Shanghai.

Itamar holds a MA in Design Practice from Northumbria University (Newcastle, UK), for which he received a Distinction Award for his thesis Creating Innovative Design Software Solutions within Collaborative/Distributed Design Environments.

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