This is a past event

91 people went

American Specialty Health

10221 Wateridge Circle · San Diego, CA

How to find us

Park in the structure (visitor parking) or along the street on Wateridge Circle + Wateridge Vista Dr. Follow SDXD signage and proceed to waterfall area toward the center of the building complex.

Location image of event venue


We've all been there. You're in the field, conducting discovery research... suddenly, your subject matter expert interjects to explain what the participant was trying to articulate or helps them at the first sign of struggle. Innocent, but a research killer.

How do you meet your objectives and learn the secrets to your end user's delightful experience when research is such a minefield?

Before you end up in these situations, prepare by learning from the experiences of others! Local researchers will share stories of failure & struggle; how they overcame them and what they do to prevent them from happening again.

- Hoa Loranger, VP @ NN/g
- Paul Hong, Director of Product Design & Experience @ Epicor Software
- Teena Singh, UX Strategy and Customer Insights @ ServiceNow
- Deborah Gill-Hesselgrave, Sr Human Factors Engineer & Executive Manager @ SPAWAR

Hoa Loranger
Hoa is VP at Nielsen Norman Group and has worked in user experience for over 20 years. She conducts research worldwide and presents keynotes and training on best practices for interface design. Hoa has consulted for companies such as Microsoft, HP, Allstate, Samsung, Verizon, and Disney. She authors publications, including a book, Prioritizing Web Usability.

Paul Hong
Paul is Director of Product Design & Experience at Epicor Software Corp, a global leader in ERP systems for small-, mid-, and large-scale businesses, where he leads user research and product design for the entire organization. He has worked in UX design for a wide variety of industries including big data, biotech, cybersecurity, and ERP systems. He is also former president of SDXD and currently serves on the board of Design Forward Alliance. He has an unhealthy love for any form of gummy candy and IPAs; but generally not at the same time.

Teena Singh
Teena is a seasoned UX professional with over a decade of expertise in software design, user-centered design, implementation and product rollout. She works at the intersection of customer engagement, user experience, product strategy, sales &andmarketing. Her passion and experience lies in advocating the user's needs, improving their experience and sharing the story.

Deborah Gill-Hesselgrave
When she isn’t fly fishing, Deborah leads heterogeneous teams to develop products, processes, and services that serve the organization and people who must use them.

Sometimes users are like brown trout in a catch-and-release environment; if you over fish ‘em they stop behaving in their natural way.

Venue Sponsor:
American Specialty Health Inc. is one of the nation’s premier independent, privately-owned, tech-enabled benefits management companies. ASH offers physical medicine provider networks & administration, fitness center networks & exercise programs, and population health solutions for health plans, insurance carriers, and employer groups. Headquartered in Indianapolis, with offices in Dallas, San Diego, Temecula, and Columbia, S.C., ASH has more than 1,400 employees and administers programs for more than 44 million members.

American Specialty Health, Inc. is seeking passionate and creative individuals looking to contribute their skills to the User Experience Design Team. The UX team members are responsible for designing and maintaining high-quality digital experiences using Design Thinking and Lean UX process. Come join us!

For more information about ASH and job opportunities, visit

Food & Bev Sponsor:
Kforce is an award-winning professional staffing firm that provides strategic partnership in the areas of Tech and Finance & Accounting services.

Our name stands for KnowledgeForce®, which describes the experience we’ve gained since 1962, the 36,000 highly-skilled professionals we engage annually, and our customer-centric Kforce Knowledge Staffing Process which allows for high-touch relationship-driven results. We’re proud to announce that in 2017, Forbes recognized us as one of the top 5 search firms across the U.S.