After providing technical support for hard-to-use systems for a number of years, Dan Berlin discovered the world of user experience (UX) when he sat as a participant in a usability study. That’s when he quit his job and went full-time to Bentley University to earn an MBA and an MS in Human Factors in Information Design. During his 13+ year UX career, Dan has lived the agency life and spent 10 of those years building the research team and practice at Mad*Pow, an experience design agency in New England. He recently started Watch City Research, a UX research consultancy outside of Boston, where he focuses on usability research in different product domains. He served on the UXPA Boston Board of Directors for eight years and served as the submission chairperson for their annual conference from 2012 to 2021. Dan also teaches in the Bentley University UX certificate program, is on the Board of Directors for the Waltham Land Trust, is advisor to the Gamma Chi chapter of the Sigma Alpha Mu fraternity at Brandeis University, and can often be found kayaking along the Charles River or hiking with his dog, Shadow.