David Evans Ph.D. is Senior Manager of Customer Research at Microsoft and author of Bottlenecks: Aligning UX Design with User Psychology by Apress/Springer. At Microsoft, his research influences the design and positioning of Office 365, Cortana, Windows 10, Skype, Outlook, Yammer and the Office Graph. He 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. His whitepapers, co-written with enterprise clients, have appeared on TechCrunch, Mashable, and MediaPost, and he is a frequent guest on American Public Media’s Marketplace. David holds his B.A. from Grinnell College and his Ph.D. in Social Psychology from the University of Iowa.