John Whalen has a Ph.D. in Cognitive Science and over 15 years of Human-Centered Design experience. Using his unique blend of psychology, design thinking, and Lean startup techniques, he uncovers business opportunities and UX solutions for Fortune 100, nonprofit, and startup clients. John is CXO of 10Pearls where he leads their Innovation, Strategy, and Design team. Prior to joining 10Pearls, he founded the research firm Brilliant Experience and was a psychology professor. John is a frequent presenter at conferences and a past president of the User Experience Professionals Association in Washington, D.C. His current practice focus is cognitive design—the art and science of harnessing cognitive psychology to understand users, inform design, and create compelling products and services.