Agenda:
5:30 Zoom Opens for Networking
6:00 Chapter Updates
6:15 Presentation Starts
7:15 Questions and Wrap Up
5:30 Zoom Opens for Networking
6:00 Chapter Updates
6:15 Presentation Starts
7:15 Questions and Wrap Up
Learning Objectives:
- Recognize the gap between stated requirements and actual user behavior
- Learn how to apply UX insights to refine requirements and reduce rework
- Learn how to use usability testing and behavioral data to uncover hidden user needs
Traditional requirements capture what users say they want, but UX research reveals what they actually need. This session explores how usability testing, behavioral data, and UX insights uncover hidden pain points, leading to more accurate requirements, reduced rework, and better product-market fit. Learn practical strategies to enhance business analysis with UX-driven techniques.
Speaker: Alex Schulko
Senior UX Architect Consultant, Product Strategist, Senior UX Architect, nvisia
Alexander Schulko is a UX Architect Consultant with over 15 years of experience in user experience and user interface design. His expertise spans hospitality, healthcare, finance, and technology, where he has led UX initiatives that enhance usability, engagement, and business growth. As an award-winning designer, published author, and advisor to multiple educational institutions, he is committed to shaping the future of digital design. Previously, he worked at Hangar Grove, designing SaaS applications and websites for over 100 clients. His work focused on data-driven UX strategies, conversion rate optimization, and user research using analytics tools. At Marcus Hotels & Resorts, he led a team of designers, developing luxury brand web experiences. His experience also includes UX roles at Telkonet, Perficient, Kinetik IT, and WhyHigh Technology, where he created user personas, wireframes, and digital strategies. He authored Ultimate Contractor Website and has contributed to Coatings Pro Magazine. His work has been recognized by Expertise.com, the Web Marketing Association, and Horizon Interactive. Currently, as a Senior UX Architect Consultant at nvisia, he focuses on enhancing usability for financial and healthcare platforms, integrating AI-driven UX solutions, and driving digital transformation.