Jasper van Kuijk is an assistant professor of user-centred innovation at the faculty of Industrial Design Engineering (IDE) of TU Delft. He studies and teaches how organisations deal with user experience in product and service development practice. He is the founder of the Expertise Center for E-ticketing in Public Transport, writes a weekly column for the Dutch national newspaper de Volkskrant, entitled ‘how hard can it be?’ (Hoe moeilijk kan het zijn?) in which he dissects design mistakes in products and services. He obtained a PhD on how consumer electronics companies deal with usability during product development.