Victor Yocco, PhD, is a UX Research Director at EY Intuitive, a Philadelphia-based design studio. Victor frequently writes and speaks on the topics of applying principles of psychology to design, and user research. Victor has written a book, Design for the Mind, on the application of principles of psychology to design. He has written for A List Apart, Boxes and Arrows, Smashing Magazine, UX Booth, and many other publications. Victor has been a frequent guest on podcasts such as Hanselminutes with Scott Hanselman and User Defenders with Jason Ogle.