Sadok Cervantes

Research is not enough: Measuring human behaviour

Key Learnings

  • Understand the limitations of user research.
  • Know what tools are used for measuring behaviour.
  • Applying the learnings of user behaviour into a product.

“If I had asked people what they wanted, they would have said faster horses. -Henry Ford”. User research can only take you so far. Observing and analyzing human behaviour is as critical in digital products as it is on the field. User conduct produces outcomes, not research. This talk will present case studies and tools used by organizations like Wikipedia to monitor, analyze, and take action on user behaviour, so you can do the same in your own digital products, to create better business outcomes.

Date: Wednesday, October 13th
Time: 13:00 - 13:45
Location: HALL 1a


Sadok Servantes Wikipedia

Sadok Cervantes

UX Designer, Wikipedia

Sadok was named one of the “Most Innovative Designers of The Year” by FastCompany magazine.

He was awarded one of the 2020 Global Mobile Awards by GSMA, for Best Mobile Innovation.

He has led Design and Product teams for iconic brands such as Wikipedia, Lufthansa, Allianz, TripAdvisor, and The MIT Media Lab, increasing their success metrics and user satisfaction through user research, user testing, branding, visual design, prototyping, A/B testing, and coding.

Sadok is also a UX Mentor and Career Coach at several online design schools like DesignLab, CareerFoundry, and Springboard, where he has helped hundreds of students to be successful in the tech industry.

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