Michael Calvillo, PhD, is a Senior Product Designer at Bayer Crop Science, US. He is a member of a large User-Centered Design team who focuses on delivering highly usable hardware and software solutions to R&D pipeline end-users. With over 25 years of experience as a UX practitioner with companies like Gateway Computers, Human Factors International, Inc., and DST Systems, Michael focuses his efforts primarily on business strategy and alignment research along with more traditional product-centric UX research methods. He received his doctoral degree in Human Factors Psychology from the University of South Dakota in 2003. He also holds a Master’s degree in Industrial/Organizations Psychology from Lamar University, and a Bachelor’s degree in Industrial Psychology from Morningside College.