Aaron Rich
VP of Operations
aaron.rich@echouser.com
EDUCATION
University of Illinois at Urbana-Champaign
M.S., Engineering Psychology
University of Illinois at Urbana-Champaign
B.S., Engineering Psychology
EMPLOYMENT
EchoUser
2006 - Present
VP of Operations, Co-Founder
Salesforce.com
2005 - 2006
Usability Analyst
Oracle
2001 – 2005
Senior Usability Engineer
SKILLS
Usability testing
Dreamweaver, Visio, Word, Excel, PowerPoint
Aaron is VP of Operations and co-founder of EchoUser. He has spent over 12 years in
the user experience field measuring, analyzing, and designing great experiences.
In addition to managing operations and services for the company, he has particular interests
in improving user experience methodologies and using UX methods in the evaluation and
design of life experiences. He has fostered this philosophy at EchoUser and has made it a core
tenet of how to create amazing experiences in software, products and life experiences.
Past Projects
Usability Expectations
A new methodology to measure the role of expectations in usability evaluation was created to help prioritize usability problems. This methodology was refined and has been used in nearly all EchoUser usability studies to provide more robust usability data.

Cisco Usability Benchmark Program
A program was implemented at Cisco to benchmark the usability of a key set of products over a four year period. This longitudinal program provided quantifiable UX data to show the improved usability and impact of design over time.

Life Technologies: Iterative testing and eyetracking
This project utilized techniques for rapid iterative testing and design that was combined with eyetracking data. This led to design solutions that helped Life Technologies’ customers better find products and provided clear data to support the design decisions.

SELECTED PUBLICATIONS
Rich, A. (2005). Innovation in the Usability Workplace: Conducting Research in an Industrial Setting.
AIS SIGHCI Newsletter. Vol. 4(2), 6-7.

Rich, A., McGee, M. (2004). Expected Usability Magnitude Estimation. Proceedings of the Human
Factors and Ergonomics Society, 912-916.

McGee, M., Rich, A., Dumas, J. (2004). Understanding the Usability Construct: User-Perceived Usability.
Proceedings Human Factors and Ergonomics Society, 907-911.

Wiegmann, D. A., Rich, A., Overbye, T. J., and Sun, Y. (2002). Human Factors Aspects of Power System
Voltage Visualizations. Proceedings of the 35th Hawaii International Conference on System Sciences,
Kona, HI

Wiegmann, D. A., Essenberg, G. R., Overbye, T. J., Rich, A. M. (2002) Motion in Mimic Displays:
Effects on the Detection and Diagnosis of Electrical Power System Failures. Proceedings of the 46th
Annual Meeting of the Human Factors and Ergonomics Society.

Rich, A. M., Wiegmann, D. A., Overbye, T. J. (2001) Usability Evaluation of Power System Visualization
Software. University of Illinois Aviation Research Lab Technical Report ARL-01-03/NSF-01-1

Rich, A. M., Wiegmann, D. A., Overbye, T. J. (2001) Visualization of Power Systems Data: A Human
Factors Analysis. University of Illinois Aviation Research Lab Technical Report ARL-01-05/PSERC-01-1

Wiegmann, D. A., Rich, A., and Zhang, H. (2001). Automated Diagnostic Aids: The Effects of Aid
Reliability on Users’ Trust and Reliance. Theoretical Issues in Ergonomics Science, 2(4), 352-367.