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OnTarget Unconference 2022

Updated: May 29, 2022

OnTarget is proud to host Through the Looking Glass, a documentation 'unconference' on 12 June 2022. The unconference will take place in the Leonardo City Tower in Ramat Gan.

Hosted by our Training and Services Director, Eran (Yuri) Kolber.

The role of documentation is changing rapidly in the modern, global world. This presents exciting opportunities for documentation professionals.

  • What do business leaders expect from documentation departments, documentation managers, team leads, technical writers, and UX/UI professionals?

  • What are the opportunities to add significant business value to an organization's internal and external customers?

  • What are the risks to be minimized and the perils to be avoided?


Join us as we answer these questions and more with a variety of speakers, including:

09:30 - 10:15

Dan Sarel, recently Vice President of Product Management at Palo Alto Networks. In 2015 he co-founded Demisto, which was acquired by Palo Alto in early 2019 for over half a billion dollars. He is responsible for providing the world’s most advanced Security Orchestration, Automation, and Response (SOAR) platform to the industry. Dan will discuss the role of documentation in creating successful products.

10:15 - 11:00

Malachy Lavelle, the Global Lead for Customer Documentation at Avaya. He is responsible for setting the overall strategic direction for customer information delivery, overseeing the staffing allocations, and reviewing/responding to customer escalations. He leads a team of over 60 staff across 12 global locations (including India, Russia, Israel, UK, Ireland, Argentina, US, and Canada). Mal will discuss documentation as part of the customer experience: the human factor, empathy, and engaging in your customers' outcomes.

11:30 - 12:15

Rick Teplitz, the Documentation and Project Manager at Imperva. Rick has been working in documentation for 20 years. He's been evolving content creation and delivery for the past 12 at Imperva. Rick will discuss creating an enterprise asset through centralization, collaboration, and analytics. Review the greater content ecosystem, help understand your content in the context of your company's business objectives, and how to promote yourself by working with your company to identify content problems and deliver solutions.

Q&A Panel

12:15 - 13:00

Itay Grushka, the General Manager of the Product & Technology Unit from NICE Systems, previously VP of R&D, responsible for development for a broad range of enterprise products.

Reva Dykan, the Documentation Director from NICE Systems.

Eyal Amit, Director of Global Product Marketing at SolarEdge Technologies.

Omer Uretzky, Head of Product & UX at Zerto (a subsidiary of Hewlett-Packard Enterprise).

13:45 - 14:30

Linda Lior, a UX Content Writer at AppsFlyer. Linda has extensive experience in application design and technical writing, having worked in the fields for over 20 years, including 10 years at Microsoft. In 2013 she published a book, Writing for Interaction, that focuses on the information experience of apps. Linda will discuss content design as part of the user experience design.

14:30 - 15:15

Jeff Klein, recently the Technical Communications Manager at Tufin. Jeff has worked in high-tech for over 30 years. His approach to technical writing is heavily influenced by his extensive work experience, including IT, programming, technical support, QA, software architecture, and product management, along with writing reams of documentation. He is a strong proponent of “evolution, not revolution.” Jeff will discuss the Holy Trinity of producing easy-to-understand documentation: storytelling, active listening, and smart reinterpretation.

15:30 - 16:15

Danny Deutsch, a presenter for SpaceIL. Danny is an experienced presenter in the fields of aviation and aerospace. He has worked to evangelise SpaceIL since its inception in 2011 as part of their Education Team. Danny will discuss Israel’s voyage to space.


The conference will begin at 09:00 and end at around 16:15.

  • A lunch break and a shorter coffee break will be provided between presentations.

RSVP to, who you can also contact for any questions.


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