Gülay Birand

Navigating the path to Product Excellence (PE)

Key Learnings

  • Learn the factors that enable and hinder PE, as well as the kind of environment and culture that fosters it, so PE is a shared responsibility
  • Take away processes, mechanisms and insights that give UX the necessary leverage for instilling PE in your organization
  • Learn about long-term and short-term initiatives that creates a culture of excellence within an organization


More UXers have a seat at the table than any time before. We are sought after to create amazing experiences and solve problems for our users. Many UX resources, tools and opportunities are available and widespread. Why then, are so many products still sub-par, difficult to use and short of delivering a great user experience?

We still miss the mark on a holistic, end to end product development process that favors quality over quantity, incentivizes delivering against a high-bar, and considers the various systems, people and touch-points along the most critical user journeys.

Date: Wednesday, October 16th
Time: 16:15 - 17:00
Location: Hall 1


Gülay Birand

UX Lead and Product Design Manager, Facebook

Gülay joined Facebook as a Product Design Manager and UX Lead on Facebook Newsfeed in February 2019, where she is working with her team to create excellent experiences that build social value and connection.

Prior to Facebook, she spent 8yrs at Google leading teams on Mobile Ads, Search, Identity, Hangouts, with the last 4 of those years as a UX Design Manager on Google Cloud Platform, focusing on cross-platform user experience design and strategy. Gülay’s passion lies at the cross-section of responsible innovation and service design in all facets of user experience creation.

She cares deeply about the consequences of technological advances and works to establish UX as a key player and advocate to society in the end to end product lifecycle. Linked in profile for more information: https://www.linkedin.com/in/gulaybirand/

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