David Evans holds a Ph.D. in social psychology and is Director of Customer Research at Microsoft. There he influences the design and brand strategy for the Microsoft parent brand, Copilot, Windows, Teams, and Xbox. Since 2010, David has lectured in the Communication Leadership Master’s Program at the University of Washington on the psychology and ethics of UX design. His 2017 book on behavioral design is titled “Bottlenecks: Aligning UX Design with User Psychology.”  Most recently, David has published peer-reviewed papers on the psychology of privacy as well as whitepapers with Carnegie Mellon, University of Colorado, University of Washington, and National Louis University. In 2023, the American Psychological Association recognized David’s contributions “from cognitive and behavioral science that address employee well-being.” His research on brand memories was recognized with global honors by ESOMAR in 2020. Prior to working at Microsoft, David managed GfK’s retail research for Microsoft in 44 countries, established a psychographic segmentation at Allrecipes.com, and ran the usability firm Psychster Inc. in Seattle where he consulted for Amazon and the States of Washington and Oregon.