Russell Branaghan, PhD is a Cognitive Psychologist and President of Research Collective, a healthcare Human Factors and User Experience consultancy in Tempe, AZ. He is Emeritus Professor/Department Chair in Human Factors and UX at Arizona State University and Visiting Professor at Northwestern University. He has won teaching awards (Faculty of year, outstanding mentor) from ASU and Northwestern. Previously he served in Human Factors and User Experience positions for HP, IBM, Fitch, and others. Russ has published over 100 articles in Human Factors and UX and recently published the book, Humanizing Healthcare – Human Factors for Medical Device Design through SpringerNature.