Russ Branaghan is Associate Professor of Human Systems Engineering at Arizona State University where he directs the User Experience Lab (XLab). Russ is also a visiting professor of Human Factors at Northwestern University, and Scientific Advisor of Research Collective, a design research lab and consultancy in Tempe, AZ. Previously, Russ served as Senior Human Factors Engineer at HP, Advisory Human Factors Engineer at IBM, and Senior Vice President positions at Fitch, Lextant and Big Red Rooster. Russ holds a PhD in cognitive psychology and has authored over forty articles and one book. He is a former member of the UXPA board of directors and founding managing editor of User Experience magazine.