Heidi is the founder and CEO of the medical human factors and usability consultancy HFUX Research, LLC, which specializes in medical device, technology, and combination product research, design, testing, and development. She has a wide-ranging background as a trained pilot, emergency medical technician, software analyst and human factors and usability expert within the (medical) product development industry. Her motivation for the past 20 years has been directed toward enhancing human-product performance by optimizing user interface design, information architecture and user and product workflow, through the application of human factors science and usability practices. She is an active mentor in the HF/UX community and HFES society. She holds patents in GUI design for medical imaging and surgical navigation software systems, a BS in Aeronautics, and a MS in Human Factors and Systems, both from Embry-Riddle Aeronautical University, as well as technical degrees in IT Mgmt. and Emergency Medical Services, from Sacred Heart University and Daytona State College.