Deborah O’Malley

The Top 10 proven Principles every UX Strategist should know

Key Learnings

  • Gain little-known knowledge about 10 proven principles that can immediately improve the user experience.
  • Challenge yourself through interactive case studies and activities, where you're prompted to evaluate and examine your current practice.
  • Walk away from the session armed with highly effective strategies you'll be able to immediately implement.


In this practical, interactive, strategy session, you’ll be challenged to evaluate your current practice and consider applying these top 10 proven web optimization techniques — that every UX professional should know!

These techniques have been hashed out through years of data-driven research. They initially originated while pursuing my master’s of science degree with a specialization in eye tracking technology. Were refined through doing UX work with clients. And, later,  reaffirmed through analyzing and developing hundreds of A/B test case studies.

A holistic approach — Combining qualitative & quantitative data

These techniques are not likely known to most UX professionals because they’re housed in the realm of Conversion Rate Optimization (CRO) and A/B testing. As a result, they take a holistic approach, combining both qualitative and quantitative data to yield actionable insights you can immediately apply to improve your own practice.

Throughout the presentation, you’ll be challenged to consider how these proven principles affect your own designs and UX approaches. You’ll also be asked to actively engage, taking real-life A/B tests, on the spot, as an exercise in proving or disproving certain ideas discussed in the presentation.

End goal

The end goal is to better enable you to immediately apply the knowledge learned to optimize the user experience on your own sites.

Date: Wednesday, October 16th
Time: 10:15 - 11:00


Deborah O’Malley


Deborah O’Malley is a passionate data-driven marketer specialized in UX strategy, Conversion Rate Optimization (CRO), and A/B testing.

Deborah pursued a master’s of science degree, specializing in eye tracking technology. Awarded several scholarships for top student achievement, Deborah’s master’s thesis used eye-tracking technology to assess what images and techniques work best in digital ads. Her findings have been published in six prestigious peer-reviewed journals and are a source of inspiration for many digital marketers, worldwide. A talented web optimization strategist and marketer, Deborah has since had the privilege to work with clients analyzing, assessing, and suggesting how to optimize their sites.

With this unique experience, Deborah has become truly informed about what works and doesn’t in UX, CRO, and A/B testing. She’s now synthesized this knowledge into a digital marketing resource she’s founded which helps others in the field learn and apply industry best practices.

Deborah is Google Analytics certified and, if you give her the chance, she’ll happily talk to you for hours about anything web optimization.