Brock Dubbels is the VP of UXD at Bank of America. He has worked as principal design researcher in the software industry and academia. Brock specializes in methods in generative, formative, evaluative, and summative research. Brock formerly held research positions in start-up incubation and acceleration, user experience research, and video game design. He taught in Department of Computing and Software, the Department of Psychology Neuroscience and Behaviour at the McMaster University and the Center for Cognitive Sciences at the University of Minnesota. He is a member of the Gilgrea Instiute and the Editor in Chief Emeritus for the International Journal of Games and Computer-Mediated Simulations. He is also the author of 3 books, founder of the User Experience Research Association (UXRA), and contributor at UX Collective (https://uxdesign.cc/search?q=dubbels). Brock enjoys being a scientist, mowing the lawn, and mentoring researchers.