Erez Pedro

Co-founder, Head of Product and UX/UI @CodeValue

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Erez Pedro is co-founder and head of product & UI/UX at CodeValue.

With a UX patent and over 20 years’ experience as a top-tier Senior UX Architect in North America and Israel under his belt. 

Erez brings a wide range of expertise and a unique perspective to his position as head of CodeValue’s UI/UX Division. Erez’s innovative solutions build upon his in-depth knowledge covering all aspects of UI/UX design, allowing him to utilize a variety of advanced user-centric design tools & methodologies for creating optimized experiences.

A proven expert in human factors, UX research & design, and information architecture, and in implementation and development of rich client technology. Erez’s current focus is on improving situation awareness, information visualization, and UX architecture usability.

Erez mentors startups in the Google Europe Accelerator program, he also teaches UX at Shenkar College of Design and Engineering and at The Academic College of Tel Aviv-Yaffo

Erez holds a B.Sc. in Physics & Mathematics from the Hebrew University of Jerusalem and a Masters in Design from the University of Calgary, Canada.


11:15-12:00 Designing products in the digital transformation era

The digital transformation involves a big technology shift. But what’s driving this change? Many digital transformation initiatives arise from pain points, business/innovation needs, and growth/transformation imperatives on the customer experience side of the business. Digitally empowered customers and users have a whole different level of expectations. The best-in-class companies, along with the mobile experience, have changed the customer service and customer experience expectations. So what can you do? In this session, we’ll introduce the CodeValue workshop as the flagship ‘getting started’ method for initiating a successful digital transformation. Our workshop uses user-centric methods to gain a deep understanding of the business and customer needs. But that is only the start. Our teams of experts, together with all your stakeholders, is taking the customer understanding all the way down to the architecture level and together we’re building a solution that will serve your business for the post-transformation years.