Alfonso de la Nuez traces his fascinating journey from a childhood dream of playing point guard in the NBA to helping lead the revolution of user experience research as founder and CEO of UserZoom. He shares the lessons he applied from basketball to the business world and how Google and others in the early days pushed his consulting business to do user experience research at scale. What started as a services business evolved into a SaaS business that became UserZoom.Along the way, he discusses what’s next for the evolution of user experience research, the influence of people like Ricky Rubio and Pau Gasol on Spanish basketball and the music that means the most to him.

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