David de Léon is currently a UX Director at inUse, one of Sweden’s premier design consultancies. He previously worked a decade for Sony and Sony Ericsson with usability, design and innovation. He has a PhD in cognitive science and has taught and lectured about design for academia as well as industry. His academic work has been recently anthologised by Oxford University Press, and his industry experience has resulted in dozens of patent applications. David is an amateur magician who specialises in psychological illusions. He is a member of the Swedish Magic Circle.