About the Editors

Jennifer Romano Bergstrom

Jen is a Senior User Researcher at Google. She specializes in efficient applications of research methods to ensure scientific rigor is not compromised while working fast to gain actionable results. Jen’s research specialties include usability, eye tracking, survey design, experimental design, and cognitive aging. Jen is an established expert in the field – she teaches graduate-level classes, trains UX professionals, and coaches people who are entering the field. She is co-author of Usability Testing for Survey Research (2017) and co-author/editor of Eye Tracking in User Experience Design (2014). She has held UX positions in both industry (Facebook, Instagram, Fors Marsh Group) and government (US Census Bureau), and has worked as an independent consultant as well. 

Jen is an established leader in the UX field: she is currently the Director of Marketing and Communications of the User Experience Professional Association (UXPA) and a Board Member of the UX Quality Certification Center (UXQCC), and she is past President of the UXPA, past President of the DC chapter of UXPA, past President of DC chapter of the American Association of Public Opinion Research (AAPOR), and past Membership Chair for the Pacific chapter of AAPOR (PAPOR). Jen received a Ph.D. in Applied/Experimental Psychology from Catholic University of America.

Jen grew up in CT, spent about 10 years in Washington DC, then moved to San Francisco when she first joined Facebook. After a year, she moved to New York, where she currently lives. When she is not working on improving the UX of products or writing about it, she is traveling the world, teaching her dog new tricks, exploring NY, and sabraging champagne.​

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Andrew Jonathan Schall

Andrew has worked with numerous public and private organizations to use eye tracking as part of their user-centered design process including organizations such as Aflac, Fossil, NASA, Southwest Airlines, Bloomberg, and The New York Times. His eye tracking projects have ranged from understanding how children interact with online multimedia to evaluating advanced search and retrieval systems.

Andrew has pioneered new ways to collect, analyze, and present eye tracking data. He is currently working on strategies to integrate eye tracking data with other user research metrics for a more holistic understanding of the user’s experience. He was formerly the eye tracking guru and trainer at Human Factors International and has conducted his Eye Tracking Bootcamp with several organizations including Comcast and GlaxoSmithKline. He is a frequent presenter on eye tracking, speaking at conferences such as Human Computer Interaction International, User Experience Professionals Association, and User Focus.

Andrew has over 15 years of experience as a UX researcher and designer and is currently Head of User Experience at Modernizing Medicine. He is the former president of the User Experience Professionals Association of DC (UXPA). 

Andrew received his B.S. in Information Technology and New Media from the Rochester Institute of Technology, M.S. in Interaction Design and Information Architecture from the University of Baltimore.

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Contributing Authors

Mike Bartels Tobii Technology, Falls Church, VA, USA
Mike is Research Director at Tobii Insight, the research division of Tobii Technology. Over the past nine years he has designed, conducted and analyzed eye tracking studies in a variety of fields, including web usability, UX, package design, advertising and applied science. He has a Masters degree in Social Psychology and has written eye tracking-related articles for several marketing research publications (Quirks, QRCA Views) and scientific conferences (HCII, ETRA). 

Lorenzo Burridge Red C, Dublin, Ireland 
Lorenzo has worked for the past three years carrying out research and analysis on eye-tracking/usability. During this time he has helped to design and conduct numerous internal and external projects in this field, covering emails, websites, brochures and Facebook brand pages, testing both visual attention and web usability. Prior to his role at Red C he completed his BSc in Psychology at Coventry University, followed by an MSc in Psychology of Advertising at Lancaster University. In his four years of study he has acquired a vast knowledge and skills with regard to human behaviour and advertising techniques, applying them now to eye tracking and usability research methods and data interpretation.

Barbara Chaparro Wichita State University, Wichita, KS, USA 
Barbara has a PhD in Experimental Psychology from Texas Tech University. She is the director of SURL, Associate Professor, and the coordinator of the Human Factors program at Wichita State University. Her research interests include HCI, usability evaluation methods, onscreen reading, and mobile device usability. 

Nina Chrobot Tobii Technology, Falls Church, VA, USA 
Nina is the Early Stage Researcher at Tobii Technology AB, Sweden. She is a fellow of Marie Curie ITN CONCORT. She has been working with eye tracking for over four years. She holds B.Sc. in Psychology from Lund University, M.Sc. in Psychology from University of Social Sciences and Humanities, and M.Sc. in Informatics and Econometrics from Wroclaw University of Economics. Currently, she is a PhD student at University of Social Sciences and Humanities (Warsaw, Poland) where she is applying eye tracking to study consumer behavior on e-commerce webpages. Her interests include information architecture and usability.

Angela Colter Electronic Ink, Philadelphia, PA, USA 
Angela is a principal of research and strategy at Electronic Ink in Philadelphia. She writes and speaks frequently on topics of usability, accessibility and low literacy.

Soussan Djamasbi Worcester Polytechnic Institute, Worcester, MA, USA 
Soussan is the Founder and Director of the User Experience and Decision Making lab at Worcester Polytechnic Institute, where she is also an Associate Professor of Information Technology. Dr. Djamasbi received her Ph.D. in communication and information science from University of Hawaii at Manoa. Her research focuses on intuitive design by examining cognitive (attention, perception, evaluation) and emotive (feelings and attitudes) factors that influence a user's experience of a technology. Her eye tracking research shows that tracking a user's eye movement can provide invaluable information for designing complex information technologies. 

Sabrina Duda Users' Delight, Berlin, Germany 
Sabrina is the owner of users' delight, a user experience agency with focus on "Emotional Usability." She has been in the usability business since 1998 and is a member of the organization team of the World Usability Day Berlin. She is a qualified Psychologist (Master's equivalent) with specialization in Engineering Psychology and Computer Science (Humboldt-University Berlin). In 1999, Sabrina founded eye square, a user & brand research agency, and was managing partner until 2011. In 2012, she founded users’ delight. Her special interests lie in user experience, design, reading, music and dancing, as well as motorbikes. 

Ian Everdell Mediative,Toronto, ON, Canada 
Ian is the Manager of User Experience & Research at Mediative, helping clients optimize the online experience for their potential customers. He manages several key accounts and leads the company’s ongoing research projects to better understand search, buyer behaviour, mobile, and user experience. With a background in neuroscience, web design and eye tracking, Ian brings an invaluable knowledge of human behaviour and human-computer interaction to his position at Mediative. He plays a key role in many of the company’s SEO projects and lends his expertise to the strategy development of both PPC and display advertising projects. Ultimately, Ian believes that success in digital marketing comes down to two things: being found and being good. So he works with clients to make sure they tick both boxes and establish a successful and lasting presence online. 

Adrienne Hall-Phillips Worcester Polytechnic Institute, Worcester, MA, USA 
Adrienne is an Assistant Professor of Marketing at Worcester Polytechnic Institute. She received her B.S. in Chemical Engineering from North Carolina A&T State University, and her M.S. and Ph.D. in Consumer Behavior from Purdue University. Her research interests focus on studying general consumer behavior, with specific interest in topics related to value, engagement, and loyalty in the areas of user experience and entrepreneurship. She also has interests in social media and networks and their influence on online environments. 

David Hawkins Fors Marsh Group, Arlington, VA, USA 
David is a Research Analyst at Fors Marsh Group and works primarily in the User Experience Lab. In 2010 David earned a B.A. in Psychology from the University of California, Riverside. He now holds an M.A. in Psychology from George Mason University where he studied in the Human Factors and Applied Cognition program. In his graduate studies, David researched individual differences in navigation styles using EEG and fMRI and also took courses enabling him to understand and apply other physiological assessment techniques. Now working at Fors Marsh Group, David is applying his background in cognitive psychology, usability, and eye tracking to test web and mobile interfaces.

Jibo He Wichita State University, Wichita, KS, USA 
Jibo has a Ph.D. in Cognitive and Engineering Psychology with a specialty in Human Factors from the University of Illinois, Urbana/Champaign, and a B.S. and B.A. in Psychology and Economics from Peking University. Dr. He is currently the director of the Human Automation Interaction Lab and assistant professor at the Human Factors program at Wichita State University. His research interests include usability, mobile application development, human computer interaction, eye-tracking, computer vision, and driving simulation. Dr. He has developed many tools for mobile and desktop usability research and eye-tracking. 

Temika Holland US Census Bureau, Washington, D.C., USA 
Temika works in the Human Factors and Usability Laboratory at the U.S. Census Bureau where she conducts usability evaluations of Census products and promote user-centered design of online interfaces. She has a Bachelor’s degree in Psychology and Criminology and is currently pursuing a Master of Science degree in the University of Maryland’s Joint Program in Survey Methodology. Temika’s primary research interests are online data collection methods and mobile survey applications.

Caroline Jarrett Effortmark, Leighton Buzzard, UK 
Caroline helps organizations to make their forms easy to fill in and their web sites easy to use. She particularly relishes the challenges of complex government and official forms and the business processes that they are part of. She is co-author of “Forms that work: Designing web forms for usability” and the textbook “User Interface Design and Evaluation.” Her interest in surveys began when she discovered that academics tend to frame the challenge of getting accurate answers from users as a problem in survey methodology. She is working on a book on surveys to be published by Rosenfeld Media.

Eugène Loos University of Amsterdam, Amsterdam,The Netherlands 
Eugène is a Professor of “Old and New Media in an Ageing Society” in the Department of Communication Science at the University of Amsterdam and a Senior Lecturer of Communication, Policy and Management Studies at the Utrecht University School of Governance in the Netherlands. He is also a member of ASCoR (Amsterdam School of Communication Research) and the Netherlands Institute of Government (NIG). His research focuses on the role of old and new media related to accessible information for senior citizens, in order to guarantee their inclusion in our society.

Mike McGill Pace University, NewYork, NY, USA
Mike is currently the Data and Content Manager for the education software company LinkIt. After completing a B.A. in Psychology from Manhattan College he served in the United States Marine Corps as a Data Analyst and Database Administrator. He afterwards earned a MBA in Investment Management and Entrepreneurial Studies as well as a M.S. in Publishing from Pace University while interning with Psychology Today magazine.

Erica Olmsted-Hawala US Census Bureau, Washington, D.C., USA 
Erica holds a Master’s degree in technical communication. She is a User Experience Researcher at the U.S. Census Bureau. Her research interests include think-aloud protocols in usability testing, age-related differences in Internet search strategies, interface displays for data dissemination Web sites, and the usability of handheld devices to collect survey data. She uses eye-tracking technology in many of the usability studies she works on and has found it to be a useful tool in her usability “toolkit.” 

Victor Quach Human Solutions Inc., Washington, D.C., USA 
Victor is a usability advocate with a Master’s degree in Human Factors Psychology. He is currently working on his Ph.D. degree in Applied Experimental Psychology at the Catholic University of America. A do-it-yourself radio kit and computers shaped his interests in engineering, computers, and interfaces at an early age. As a Research Social Science Analyst at the United States Census Bureau, he conducts usability studies and research studies to improve the usability of surveys and websites. 

Christina Siu Wichita State University, Wichita, KS, USA 
Christina has a B.A. in Psychology from Cal State Long Beach. She is currently in the Human Factors graduate program and SURL lab at Wichita State University. Her research interests includes mobile computing, interface design and HCI. 

Karl Steiner TandemSeven Inc., Plymouth, MA, USA 
Karl has been a UR/UX professional for over 15 years, building and managing teams across domains including games, enterprise software, and commerce. He is currently a User Research Lead for Microsoft Studios, and previously managed the UR department at THQ Games, overseeing research for games like Darksiders, UFC: Undisputed, Company of Heroes Online, Dawn of War II, Metro 2033, De Blob, and many others.

Jonathan Strohl Fors Marsh Group, Arlington, VA, USA 
Jon holds an MA in Human Factors & Applied Cognition from George Mason University. He is a User Experience Research Consultant with Fors Marsh Group where he improves peoples’ experiences with websites, mobile apps, surveys, and forms. His work focuses on usability testing and user research. Jonathan often uses eye tracking to inform the design of products, whether they are on smartphones, desktop monitors, or paper.

Kathryn Summers University of Baltimore, Baltimore, MD, USA 
Kathryn's current work focuses on making medical and other information easier to find, navigate and read on the Web for people with lower literacy skills. She has also done qualitative observational research supported by eye tracking measurements on how to make online forms, such as registration and medical assessment tools, easier to use for people with lower literacy skills. Kathryn directs the School of Information Arts and Technologies' User Research Lab. 

Wilkey Wong Tobii Technology, Falls Church, VA, USA 
Wilkey is the Director of Knowledge Services at Tobii Technology, Inc. In addition to designing and delivering customer training activities such as courses, webinars and e-learning resources, he consults on client research in for eye tracking study design and analysis. Since 2009, he has conducted field research in user experience and market research in fields such as pharmaceuticals and in-store retail. Wilkey has delivered talks at the BigDesign and UXPA conferences. He has degrees in engineering and education and has conducted graduate research eye tracking children in developmental psychology. 

Veronica Zammitto Electronic Arts Inc., Redwood City, CA, USA
Veronica is a Games User Researcher Lead at Electronic Arts, Canada. Her background is rooted in psychology, HCI, and game studies which ideally positions her to understand players’ experience. She holds a Master in Interactive Arts and Technology from Simon Fraser University. Veronica has written numerous scientific articles and presented at international conferences including venues like GDC, CHI, and DiGRA. Veronica’s main research goal is to better understand players’ reactions and to provide feedback to game developers with actionable data to ensure informed decisions during the game development process. She has worked on titles such as FIFA, Madden, and NCAA.