With over thirteen years of experience as a UX practitioner, Farzad brings a wealth of usability knowledge and skill from a wide variety of disciplines and clients. His extensive background in User Centred Design (UCD) and eCommerce platforms has enabled him to create compelling UX strategies and solutions for a number of Fortune 500 organizations. Farzad’s current topics of research include reducing cognitive workloads in complex computing environment, understanding how developers make UX choices when pressed to implement new features, and developing strategies for incorporating UX best practices into existing software development lifecycles.