Every web application contains information. Information is the reason that these solutions exist, but the thing that makes any application great is how that information is organised, connected and accessed. Isn’t it unfortunate, then, that this is often an incoherent afterthought!

Well-designed, future-proof databases and high quality user research might seem like opposite ends of the spectrum, but one can’t be great without the other.

Product architecture isn’t *just* a front end or *just* a back end job - and should never be (just) the job of a dedicated architecture team. Learn from a certified-UX-research-consultant-turned-full-stack-Laravel-developer how you can avoid common pitfalls, and make sure your next project is less mess, more success.

I bring a unique perspective to this talk, given that I have such a strong background in data and database design, as well as a globally recognised certification in UX research. This talk is equally relevant for one-man-bands, or large silo’d teams and has something for everyone, whether they’re a software architect, a developer, or a UX designer. While there will be a bit of technical stuff (mainly database and UX research related), the fundamental thing this talk is really about is communication, and why it’s so important in any software development journey. This talk can be delivered as a keynote.