[ENG] Veronika Tamaio Flores | AI or not AI: making sense of the hype | WaysConf 2025

Is Everyone a Researcher? The (R)evolution of the Researcher’s Role in Customer-Centric CompaniesIn the past, UX Researchers were the gatekeepers of customer insights—the exclusive bridge to understanding users. Today? In many companies everyone has direct access to customers. PMs conduct interviews, CSMs gather feedback, and designers run their own tests. Does this mean researchers are becoming obsolete? Or is our role simply evolving?We’ll share how Zendesk approaches research democratization—enabling teams with knowledge and tools while maintaining research quality. We’ll also debunk common myths and discuss when delegating research is a great idea… and when it can lead to disaster.

I will help folks understand how to increase user trust and improve the explainability of AI products, based on exclusive research conducted on AI experiences.

How can a product team stay competitive when massively outnumbered? At Bolt Food, we built and scaled a food delivery product from scratch in just 6 months, competing with much larger teams like Wolt. This talk shares the principles, mindset, and execution model that allowed a 150-person team with only 9 product designers to deliver meaningful outcomes across a complex ecosystem.You’ll learn how ruthless focus, pragmatic leadership, and deliberate hiring help us not just survive, but lead. From high-impact design sprints to building product vision under extreme constraints, this session will offer concrete takeaways for anyone building in fast-paced, resource-limited environments.

Czy twój rozmówca musi być człowiekiem? Syntetyczne persony w nowej erze badań i AI.Wraz z dynamicznym rozwojem sztucznej inteligencji, przed badaczami UX stają nowe, prowokujące pytania. Czy tworząc produkty dla ludzi, wciąż musimy badać wyłącznie ludzi? Czy modele językowe, symulujące ludzkie zachowania i odpowiedzi, stają się (lub mogą stać się) naszym nowym narzędziem badawczym? Czy rozmowa z AI może być cenniejsza niż z rzeczywistym człowiekiem? A może to wszystko bujda?Podczas tej prelekcji opowiem Ci o syntetycznych personach i cyfrowych bliźniakach. Pokażę w jakich sytuacjach i na jakich etapach projektu możemy je wykorzystać, jakie dają efekty, a także gdzie (na razie) leżą granice tej technologii.

Case-study: Applying LLMs to Qualitative Data Analysis.

Magic happens when designers weave together user needs and business objectives—creating solutions that users love while driving measurable organizational success. This talk explores how business literacy transforms designers into strategic partners who shape company direction. We’ll examine how understanding metrics, pricing strategies, and competitive positioning enhances the designer’s toolkit to create better products that thrive in the market.

Is AI truly needed in your product, or is it just a buzzword? This talk helps product teams make informed decisions by distinguishing real AI value from hype. We’ll explore when AI significantly outperforms traditional methods, the risks of “AI for AI’s sake,” and key success metrics. Through practical frameworks and case studies, we’ll cover cost, complexity, and fast hypothesis testing with MVPs. The takeaway? Stay rational—focus on user needs, not trends, to build impactful products.

How come "Solution looking for a problem" is no longer a joke in Product Management due to AIThis talk explores how the AI hype is pushing companies to abandon solid product practices, rushing to ship AI features without clear problems to solve. I’ll compare this trend to past tech crazes like 3D and crypto, highlighting patterns and pitfalls.

Etnografia w świecie powiadomień – jak badania dzienniczkowe zmieniają sposób analizy komunikacjiJak badać komunikację cyfrową, by uchwycić jej rzeczywisty wpływ na użytkowników? Standardowe metody UX nie zawsze uwzględniają kontekst codziennych interakcji, gdzie powiadomienia konkurują z setkami innych komunikatów. Wykorzystaliśmyetnografię i badania dzienniczkowe, aby lepiej zrozumieć, jak użytkownicy odbierają i reagują na powiadomienia push banku.

Teamwork isn't always smooth, is it? That's why we help you discover practical strategies to:boost communication,streamline knowledge sharingand stay on top of what truly matters in teams of up to five people.We'll cover essential tools, smart note-taking habits, and the dos & don’ts that make or break collaboration.