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**The Behavior Gap: Where Products Win or Lose** Teams today have more data than ever, and yet many still struggle to understand why customers adopt, engage with, or abandon their products. Teams sprint, ship faster, and chase more signals… all while metrics stall and confidence drops. The missing piece isn’t more data. It’s often the behavioral insight between the metrics, explaining why the numbers move in the first place. Dashboards can tell you what customers did, but understanding why they did it (and how to influence what they do next) requires a deeper blend of insights. This session is about closing that gap. Drawing from real-world experience designing and scaling products as [ZoCo Design](https://zocodesign.com/)’s CEO, [Lacey](https://www.linkedin.com/in/laceypicazo/) will share how to cut through the noise and identify the insights that actually change behavior—moving people, and moving metrics. You’ll learn: * Why understanding customer behavior is a quant and qual challenge * How to spot the signals that actually predict behavior change * Where AI accelerates insight, and where it creates distraction * How to get meaningfully closer to customers, without adding more tools This talk reframes how to evaluate performance and identify what levers actually improve it, helping your team to make smarter bets with greater confidence. Every meaningful outcome is driven by behavior change. And when you know how to design for behavior, you stop guessing, and start building things that work. **About Our Speaker** [Lacey Picazo](https://www.linkedin.com/in/laceypicazo/) is the Founder and CEO of ZoCo, a healthcare product studio that turns complex, high-stakes ideas into products that drive real-world adoption. She partners with healthcare organizations to uncover critical care delivery insights, focus product strategy through behavior design, and build solutions that patients and providers actually use. Thanks to our 2026 sponsors: [Clarivoy](https://www.clarivoy.com), [What Box Consulting Group](https://www.whatboxconsultinggroup.com), [Conductrics](https://www.conductrics.com), and [Piwik PRO](https://piwik.pro) More info at [cbusdaw.com](https://cbusdaw.com)

Couldn't make Knowledge? Or want to debrief the dancing robots or Autonomous Workforce? Join us for a Knowledge '26 recap, insights sharing, a couple rounds of golf, and fun at Topgolf. As always, drinks and food will be provided. More details to come — mark your calendar, RSVP, and save your spot today!

Hike approx 4.0 miles at approx. 17 minute mile pace. Meet in front of the Nature Center.

QA or the Highway is a one-day, affordable, regional, professional conference featuring real-world experience and thought leadership in the QA and testing industry. This is a ticketed event please register here: https://www.qaorthehwy.com/ Featured Keynote Speakers: **Matthew-Hope Eland** **(Wizard at Leading EDJE)** \- An AI Specialist and Wizard at Leading EDJE who is known to teach software engineering\, AI\, and data science concepts in the most ridiculous ways possible\. Matt has used machine learning to settle debates over whether Die Hard is a Christmas movie\, reinforcement learning to drive the behavior of digital squirrels\, data analytics to suggest improvements to his favorite TV show\, and AI agents to play board games and create an AI agent with the personality of a dog\. Matt is the author of "Data Science in \.NET with Polyglot Notebooks" and "Refactoring with C\#" as well as several LinkedIn Learning courses\. Matt helps organize the Central Ohio \.NET Developer Group\, runs several blogs and a YouTube channel\, has a Master’s of Science in Data Analytics\, and is a current Microsoft MVP in AI and \.NET\. **Tatyana Arbouzova** **(CEO at Innovate QA)** \- Tatyana Arbouzova is an engineering and business leader with a strong background in Quality Engineering across multiple industries\, including Big Tech\, Healthcare\, and Entertainment\. She has held leadership roles at world\-class companies such as Microsoft\, VMware\, Disney\, and The Pokémon Company International\, where she focused on building quality\-driven cultures and scaling teams to deliver high\-impact products\. With decades of experience\, Tatyana has helped organizations transform their quality practices so teams can deliver software efficiently\, confidently\, and with measurable business outcomes\. Today\, Tatyana advises software companies on adopting AI to optimize quality practices and improve how software is delivered at scale\. She is also a passionate community builder and the founder of Innovate QA\, a thriving Seattle\-based community and conference for quality professionals\.

**Let’s kick off our very first CBUS Maker Meetup!** Whether you are looking to carve out dedicated creative time, wanting to get a lingering project across the finish line, or just looking to chat with fellow local makers—this is the space for you. 🧵 **What to Bring** Bring any art or craft project you are currently working on, as long as it is portable and quiet. Think: * **Yarn & Thread:** Knitting, crochet, embroidery, cross-stitch, hand-sewing, mending. * **Paper & Sketching:** Sketchbooks, adult coloring books, watercolors, bullet journaling. * **Digital:** Tablets, iPad drawing, laptop writing/design. * *Please note: Because we are meeting in a shared public space, no power tools, sewing machines, or high-odor materials (like strong solvents or spray glues), please!* **📍 Where to Find Us** * We will be meeting at **Columbus Metropolitan Library - Karl Road Branch** in **Meeting Room 1**. Room is reserved under **CBUS Maker Meetup.** **⏱️ Timeline** * **1:00 PM:** Arrive, grab a seat, get settled, and do a quick round of introductions so we can see what everyone is working on. * **1:15 PM - 3:00 PM:** Open maker time! Chat, craft, relax, and swap creative ideas. **⚠️ A Note on RSVPs** Space for this first meetup is strictly limited to 10 spots. If your plans change and you can no longer attend, please update your RSVP to "Not Going" as soon as possible so someone on the waitlist can grab your spot. We ask that you try to give at least 48 hours' notice if you need to cancel. *** **We can't wait to meet you and see what you're making! All skill levels welcome.**