User experience doesn't happen on a screen; it happens in the mind, and the experience is multidimensional and multisensory. Author John Whalen shows you how anyone on your team can conduct "contextual interviews" to unlock insights. Author John Whalen shows you how anyone on your team can conduct "contextual interviews" to unlock insights. Using his unique blend of psychology, design thinking, and Lean startup techniques, he uncovers business opportunities and UX solutions for Fortune 100, nonprofit, and startup clients. John is CXO of 10Pearls where he leads their Innovation, Strategy, and Design team. Prior to joining 10Pearls, he founded the research firm Brilliant Experience and was a psychology professor. John is a frequent presenter at conferences and a past president of the User Experience Professionals Association in Washington, D.C. His current practice focus is cognitive design-the art and science of harnessing cognitive psychology to understand users, inform design, and create compelling products and services.