Asha Fereydouni is a Senior UX Researcher and Research Partner at UserZoom, where he works with a range of clients including, Kaiser Permanente, Facebook, McKesson, and the New York Times. He serves on the organizing committee of SF Design Week, and holds a MS in the Social Science of the Internet from the University of Oxford. He has presented for the UXPA International Conference, the Association of Registered Graphic Designers, and the HowTheLightGetsIn Festival. His writing has been published by UX Magazine, the San Francisco Chronicle, and Salon.