Tomer Sharon is a user experience researcher at Google Search. He founded and led UPA Israel and is the co-founder and organizer of leanUXmachine, a weekend of UX learning, collaboration, and mentorship for Israeli startups. He speaks at conferences and professional events, is a published author of articles and papers, and a past editorial board member for UPA's UX Magazine. Tomer holds a master's degree in Human Factors in Information Design from Bentley University. He is @tsharon and his book is @itsourresearch on Twitter.