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 21st
Time: 13:00 - 13:45


Sadok Servantes Wikipedia

Sadok Cervantes

Design Lead, Wikipedia

I was named one of the “Most Innovative Designers of The Year” by FastCompany magazine.
I’ve helped companies like Wikipedia, Lufthansa, Allianz, TripAdvisor, and The MIT Media Lab increase their success metrics and user satisfaction through A/B testing, user research, user testing, visual design, prototyping, and coding.

I’m also a UX Mentor at several online design schools like DesignLab, CareerFoundry, and Springboard, where I help dozens of students to be great human-centered designers.

I regularly speak at Design and Technology conferences, talking about Design, UX, Business, and Leadership. Past and future conferences include ConveyUX (Seattle, USA), NO/BS (Melbourne, AUS), World Usability Congress (Graz, AUT), and others.

Most designers have a very user-centric process while leaving the business goals on a second term. Businesses need money to survive. There’s no point in having a beautiful website with joyful users if they are not converting into something of value to the business as well. A good designer must make sure that the business goals and user goals live in harmony and cooperation. Users are not gods to be worshipped but partners to be working with.