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, non-profit and startup clients. John is CXO of 10Pearls where he leads their Innovation, Strategy and Design team. Prior to 10Pearls, he founded the research firm Brilliant Experience and was a professor in psychology. John is a frequent presenter at conferences and a past president of the User Experience Professionals Association in Washington, DC. His current focus is Cognitive Design – how to harness cognitive psychology to inform design – the subject of his upcoming book and coursework.