With more than 15 years of designing user experiences, Talia Lavie is currently leading the UX at AppsFlyer, driving innovation, UX strategy, and methodology across the products. She previously led the UX at Micro Focus (formerly known as HPE software). Talia holds a Ph.D. in Human-Computer Interaction from the Ben-Gurion University of the Negev and took part in various research projects on behalf of companies such as GM, Deutsche Telekom at TLabs@bgu and BMW. Her research focused on topics as adaptive systems and personalization. Today she serves as a lecturer at the IDC college. Tali was also the co-president of the Israeli Branch of UXPA (User Experience Professional Association).