Executive team

Eric Schaffer, PhD, CUA, CXA, CPE

CEO & Founder, Human Factors International, Inc.

Eric is the world's thought-leader on mature and industrial strength user experience (UX) operations. In the UX field since 1977, he is a global evangelist of UX and has been the core driver for work in institutionalization of UX.

Eric’s path-breaking contributions to UX include:

  • Institutionalization of UX: A Step-by-Step Guide to a User Experience Practice — 2nd edition (Addison-Wesley, December 2013) with Apala Lahiri. The book provides a practical roadmap for companies to follow in order to make UX systematic and routine
  • The HFI FrameworkTM, an ISO-certifiable process for user-centered design, and which forms the backbone of HFI’s pragmatic design methodology
  • UX EnterpriseTM and UX MarketplaceTM, advanced enterprise level tools that let your organization build great designs from your UX data cloud and enable process-driven UX
  • An array of industry-recognized UX certification programs — for practitioners, organizations and products

Eric has directed projects for over 200 Fortune 500 clients, providing UX design consulting and training. He continues to lead projects in digital strategy, innovation, design, and persuasion engineering, and also mentor staff to deliver world-class UX solutions to our clients.

Eric Schaffer, CEO & Founder, Human Factors International, Inc.
Jay More, MBA, Chief Marketing Officer

Jay More, MBA


Jay has been a leader at HFI since 1989. He was President of the company from 1999 before transitioning to the role of CMO and Chairman of the Executive Committee in 2016. He is deeply committed to growing the global leadership team and aligning HFI’s operations to deliver HFI’s suite to its global customers. He passionately cares about customer service and client satisfaction. He enjoys working with the global marketing team to develop innovative programs to support ever-expanding client needs.

Jay is enthusiastic about helping HFI employees reach their full potential and overcome "blind spots" in their growth path. He works with all aspects of the company—delivery, HR, finance, operations, marketing and sales.

Apala Lahiri, MA, MS, CUA, CXA

President, HFI Middle East, Asia, Africa, Australia; CEO, Institute of Customer Experience

Apala is a world-renowned expert on cross-cultural design and contextual innovation, and an award winning designer (International Audi Design Award).

Apala has been leading HFI’s research in the the future of UX and has been published in the World Future Society Journal. Her innovative and pioneering techniques have benefitted global giants to develop exciting new concepts and products across domains. She specializes in creating UX strategy for organizations who are looking at creating breakthrough UX for their customers and other stakeholders. She has developed a vast array of user research techniques that help understand UX in diverse cultures and economies.

Apala’s talk at TEDx Golflinks The Three Laws of UX in Bangalore (2013) is an inspiring perspective of the "bottom of the pyramid" socio-economic class and the user experience that must be improved for an entire spectrum of the population, regardless of their socio-economic status.

She has co-authored the new book Institutionalization of UX: A Step-by-Step Guide to a User Experience Practice along with Dr Eric Schaffer, and previously co-edited the Taylor and Francis published book Innovative Solutions: What Designers Need to Know for Today’s Emerging Markets.

She is an internationally acclaimed speaker (USA, Canada, Europe, South Africa, India, Malaysia, China) for her keynote talks on contextual innovation, ecosystem research, internationalization, and designing for emerging markets.

Apala was responsible for setting up and growing HFI’s consulting operations across Asia (Mumbai, Bangalore, Pondicherry, Shanghai, and Singapore). She led the operations as Vice-President, Asia, before transitioning to be Global Chief of Technical Staff and, now, Chief Design & Delivery Officer.

Apala Lahiri, MA, MS, CUA, CXA, Chief Design & Delivery Officer; CEO, Institute of Customer Experience
Hitesh Agrawal, MS, CUA, Executive Vice President – APAC & Asia Pacific

Hitesh Agrawal, MS, CUA

Chief Business Officer

Hitesh is responsible for a vast potential of HFI’s sales revenue operations and associated executive management, and HFI operations in the entire regions of Asia-Pacific and Africa.

He has over 14 years of experience in applied human factors, usability engineering and user experience design consultancy services. He has directed numerous design projects through the entire process of Usability Engineering Life Cycle and across various domains. He assumes responsibility for leading multidisciplinary and globally distributed project teams and mentoring them.

Hitesh's expertise is in problem solving, business development, managing large accounts, project management (budget, teams, schedules, quality of deliverables) as well as user research, evaluation, design of high-level user interface architecture for the Web, GUI and hand-held environments.

Douglas Hughes, MA Management

Vice President, Global Contracts

Doug has been working in the contracts field for over 30 years. His position with HFI requires drafting, writing, creating new IP agreements, reviewing and management of legal relationships with clients and other parties. This includes license agreements, consulting agreements and the protection of intellectual property. He also supports HFI sales and marketing team efforts.

Doug's responsibility for company legal matters includes all HFI agreements worldwide. He has extensive experience with, and understands, a wide range of business requirements, in addition to purchasing and contract management issues. His relevant prior employment experience with IBM and small businesses helps broaden this background. This work included both large commercial and Government contracts.

Doug is well versed in US Government contract requirements and has completed a certificate course in Government Contracts. Previous assignments with other employers have included responsibilities in areas of commercial, development, consulting, and software licensing. He has made significant contributions in the areas of contract development for new products, vendor contract negotiations, consulting agreements, licensing/royalty payments and business management processes. Doug holds a Masters degree in Management.

Douglas Hughes, MA Management, Vice President, Global Contracts
Deepak Batreja, Vice President, Project Management Office, Logistics & Analytics

Deepak Batreja

Vice President, Project Management Office, Logistics & Analytics

Deepak has 17 years of experience in the discipline of project management in the digital space. He is a master at achieving project goals – on time, on budget, as per scope. He has extensive hands-on experience in all the processes of project management — initiation, planning, execution, monitoring, and closure. He has project managed the development of complex applications for companies in India and Malaysia using PRINCE 2, Waterfall, and Agile methodologies.

At HFI, he is responsible for the PMO, Logistics and Analytics functions. He looks after the key HFI accounts in his PMO capacity. His team takes ownership of staff and instructor allocation for consulting and training assignments in SE Asia, IN, EU and SA regions. Once the staff is assigned to the project, he tracks staff utilization, monitors project earn / burn, flags off risks and issues, and looks out for trends in the consulting projects and instructor performance.

Deepak's expertise is in managing large complex projects with diverse teams located in different geographies. He is a wizard at MS Excel and PowerPoint and is very skilled at extracting meaning and patterns out of raw data. Adherence to timelines and schedule is core to his personality.

Preeti Misra–Shenoy

Advisory Board Member

Preeti has extensive experience of 27 years in the areas of sales, marketing, and user experience design. Her areas of expertise include people management, startup management, financial engineering, and a thorough knowledge of the Indian legal system from a corporate perspective.

She is currently the Managing Director for the India research and development hub of Virtustream Security Solutions – a leading-edge, Gartner-recommended cloud computing organization. She has also been associated with three successful start-ups since 2000: Mphasis (acquired by EDS/HP), aSpark (acquired by Liquidhub Inc within 18 months of inception), and recently Insorce (in the process of its second round of funding).

Preeti’s illustrious 10-year-long career with Mphasis included many distinctions--she was Regional Director, Asia, and Head of Usability Engineering. She was also Group Marketing Director. She managed business development, client relationships, and sales strategy across the business verticals of IT services, BPO, and infrastructure services across India, Middle East, Japan and Singapore.

Preeti has an MBA from the Indian Institute of Management (IIM), Ahmedabad, and holds a Bachelor of Science degree in Mathematics and Physics from the University of Lucknow, India.

Preeti Misra–Shenoy, Advisory Board Member
Mohit Bhatia, BSc, MLS, BGL

Mohit Bhatia, BSc, MLS, BGL

Advisory Board Member

Mohit is a Human Resources (HR) Management leader and visionary – with over 30 years of comprehensive experience across industries and geographies. He has enabled the growth and direction of the HR function in India, Middle East and Asia Pacific for numerous Fortune 500 companies, global and Indian MNCs, and more.

At HFI, Mohit provides end-to-end HR consulting and offers strategic business advisory services to the company’s top management.

His areas of expertise include Talent Acquisition and Management, Rightsizing and Restructuring, Mergers & Acquisitions, Employee Relations, Employee Productivity and Performance Enhancement, Total Rewards, Transformation & Culture Change, and more. He has worked along with Private Equity /Venture Capital run firms and has vast understanding of aligning organizational and employee goals thereby providing Strategic HR solutions to achieve strong business results / growth. 

Mohit is certified as “Coach” by an International Coach Federation accredited program – empowering him to create a positive change and achieve transformation and results in any organization he is associated with.

Mohit holds a Bachelor in Science, a post-graduation in Personnel Management, and a Bachelor degree in General Law.

Satish Shenoy, BTech, PGDM

Advisory Board Member

Satish has 25 years of deep experience across various aspects of financial services relating to resource raising, Mergers & Acquisitions (M&A), and start-up financing. He has expertise and extensive knowledge of the intricacies and nuances relating to deal making, strategy, business and relationship building.

At HFI, Satish provides support in the areas of Business Strategy, Financial Planning and Management as well as Business Alliances.

Satish brings with him previous success stories with big brands such as Kotak Mahindra, IL&FS, and more. Satish was instrumental in establishing the capital markets franchise that established Kotak Mahindra amongst the top 3 in the IPO segment. He built a strong equity and debt capital market franchise for IL&FS in a short period by lead managing IPOs, debt issuances, and buybacks of companies. He has facilitated the creation of India’s first online debt portal named “Debt on net,” and is responsible for building a robust cross-border M&A practice in the mid-market segment.

Satish currently manages Regulus Capital Advisors as its Director and CEO

He is a rank holder in B.Tech (Chemical Engineering) from NIT, Karnataka and a PGDM from Indian Institute of Management ( Ahmedabad).

Satish Shenoy, BTech, PGDM

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Privacy policy

Reviewed: 18 Mar 2014

This Privacy Policy governs the manner in which Human Factors International, Inc., an Iowa corporation (“HFI”) collects, uses, maintains and discloses information collected from users (each, a “User”) of its humanfactors.com website and any derivative or affiliated websites on which this Privacy Policy is posted (collectively, the “Website”). HFI reserves the right, at its discretion, to change, modify, add or remove portions of this Privacy Policy at any time by posting such changes to this page. You understand that you have the affirmative obligation to check this Privacy Policy periodically for changes, and you hereby agree to periodically review this Privacy Policy for such changes. The continued use of the Website following the posting of changes to this Privacy Policy constitutes an acceptance of those changes.


HFI may use “cookies” or “web beacons” to track how Users use the Website. A cookie is a piece of software that a web server can store on Users’ PCs and use to identify Users should they visit the Website again. Users may adjust their web browser software if they do not wish to accept cookies. To withdraw your consent after accepting a cookie, delete the cookie from your computer.


HFI believes that every User should know how it utilizes the information collected from Users. The Website is not directed at children under 13 years of age, and HFI does not knowingly collect personally identifiable information from children under 13 years of age online. Please note that the Website may contain links to other websites. These linked sites may not be operated or controlled by HFI. HFI is not responsible for the privacy practices of these or any other websites, and you access these websites entirely at your own risk. HFI recommends that you review the privacy practices of any other websites that you choose to visit.

HFI is based, and this website is hosted, in the United States of America. If User is from the European Union or other regions of the world with laws governing data collection and use that may differ from U.S. law and User is registering an account on the Website, visiting the Website, purchasing products or services from HFI or the Website, or otherwise using the Website, please note that any personally identifiable information that User provides to HFI will be transferred to the United States. Any such personally identifiable information provided will be processed and stored in the United States by HFI or a service provider acting on its behalf. By providing your personally identifiable information, User hereby specifically and expressly consents to such transfer and processing and the uses and disclosures set forth herein.

In the course of its business, HFI may perform expert reviews, usability testing, and other consulting work where personal privacy is a concern. HFI believes in the importance of protecting personal information, and may use measures to provide this protection, including, but not limited to, using consent forms for participants or “dummy” test data.

The Information HFI Collects

Users browsing the Website without registering an account or affirmatively providing personally identifiable information to HFI do so anonymously. Otherwise, HFI may collect personally identifiable information from Users in a variety of ways. Personally identifiable information may include, without limitation, (i)contact data (such as a User’s name, mailing and e-mail addresses, and phone number); (ii)demographic data (such as a User’s zip code, age and income); (iii) financial information collected to process purchases made from HFI via the Website or otherwise (such as credit card, debit card or other payment information); (iv) other information requested during the account registration process; and (v) other information requested by our service vendors in order to provide their services. If a User communicates with HFI by e-mail or otherwise, posts messages to any forums, completes online forms, surveys or entries or otherwise interacts with or uses the features on the Website, any information provided in such communications may be collected by HFI. HFI may also collect information about how Users use the Website, for example, by tracking the number of unique views received by the pages of the Website, or the domains and IP addresses from which Users originate. While not all of the information that HFI collects from Users is personally identifiable, it may be associated with personally identifiable information that Users provide HFI through the Website or otherwise. HFI may provide ways that the User can opt out of receiving certain information from HFI. If the User opts out of certain services, User information may still be collected for those services to which the User elects to subscribe. For those elected services, this Privacy Policy will apply.

How HFI Uses Information

HFI may use personally identifiable information collected through the Website for the specific purposes for which the information was collected, to process purchases and sales of products or services offered via the Website if any, to contact Users regarding products and services offered by HFI, its parent, subsidiary and other related companies in order to otherwise to enhance Users’ experience with HFI. HFI may also use information collected through the Website for research regarding the effectiveness of the Website and the business planning, marketing, advertising and sales efforts of HFI. HFI does not sell any User information under any circumstances.

Disclosure of Information

HFI may disclose personally identifiable information collected from Users to its parent, subsidiary and other related companies to use the information for the purposes outlined above, as necessary to provide the services offered by HFI and to provide the Website itself, and for the specific purposes for which the information was collected. HFI may disclose personally identifiable information at the request of law enforcement or governmental agencies or in response to subpoenas, court orders or other legal process, to establish, protect or exercise HFI’s legal or other rights or to defend against a legal claim or as otherwise required or allowed by law. HFI may disclose personally identifiable information in order to protect the rights, property or safety of a User or any other person. HFI may disclose personally identifiable information to investigate or prevent a violation by User of any contractual or other relationship with HFI or the perpetration of any illegal or harmful activity. HFI may also disclose aggregate, anonymous data based on information collected from Users to investors and potential partners. Finally, HFI may disclose or transfer personally identifiable information collected from Users in connection with or in contemplation of a sale of its assets or business or a merger, consolidation or other reorganization of its business.

Personal Information as Provided by User

If a User includes such User’s personally identifiable information as part of the User posting to the Website, such information may be made available to any parties using the Website. HFI does not edit or otherwise remove such information from User information before it is posted on the Website. If a User does not wish to have such User’s personally identifiable information made available in this manner, such User must remove any such information before posting. HFI is not liable for any damages caused or incurred due to personally identifiable information made available in the foregoing manners. For example, a User posts on an HFI-administered forum would be considered Personal Information as provided by User and subject to the terms of this section.

Security of Information

Information about Users that is maintained on HFI’s systems or those of its service providers is protected using industry standard security measures. However, no security measures are perfect or impenetrable, and HFI cannot guarantee that the information submitted to, maintained on or transmitted from its systems will be completely secure. HFI is not responsible for the circumvention of any privacy settings or security measures relating to the Website by any Users or third parties.

Correcting, Updating, Accessing or Removing Personal Information

If a User’s personally identifiable information changes, or if a User no longer desires to receive non-account specific information from HFI, HFI will endeavor to provide a way to correct, update and/or remove that User’s previously-provided personal data. This can be done by emailing a request to HFI at hfi@humanfactors.com. Additionally, you may request access to the personally identifiable information as collected by HFI by sending a request to HFI as set forth above. Please note that in certain circumstances, HFI may not be able to completely remove a User’s information from its systems. For example, HFI may retain a User’s personal information for legitimate business purposes, if it may be necessary to prevent fraud or future abuse, for account recovery purposes, if required by law or as retained in HFI’s data backup systems or cached or archived pages. All retained personally identifiable information will continue to be subject to the terms of the Privacy Policy to which the User has previously agreed.

Contacting HFI

If you have any questions or comments about this Privacy Policy, you may contact HFI via any of the following methods:
Human Factors International, Inc.
PO Box 2020
1680 highway 1, STE 3600
Fairfield IA 52556
(800) 242-4480

Terms and Conditions for Public Training Courses

Reviewed: 18 Mar 2014

Cancellation of Course by HFI

HFI reserves the right to cancel any course up to 14 (fourteen) days prior to the first day of the course. Registrants will be promptly notified and will receive a full refund or be transferred to the equivalent class of their choice within a 12-month period. HFI is not responsible for travel expenses or any costs that may be incurred as a result of cancellations.

Cancellation of Course by Participants (All regions except India)

$100 processing fee if cancelling within two weeks of course start date.

Cancellation / Transfer by Participants (India)

4 Pack + Exam registration: Rs. 10,000 per participant processing fee (to be paid by the participant) if cancelling or transferring the course (4 Pack-CUA/CXA) registration before three weeks from the course start date. No refund or carry forward of the course fees if cancelling or transferring the course registration within three weeks before the course start date.

Individual Modules: Rs. 3,000 per participant ‘per module’ processing fee (to be paid by the participant) if cancelling or transferring the course (any Individual HFI course) registration before three weeks from the course start date. No refund or carry forward of the course fees if cancelling or transferring the course registration within three weeks before the course start date.

Exam: Rs. 3,000 per participant processing fee (to be paid by the participant) if cancelling or transferring the pre agreed CUA/CXA exam date before three weeks from the examination date. No refund or carry forward of the exam fees if requesting/cancelling or transferring the CUA/CXA exam within three weeks before the examination date.

No Recording Permitted

There will be no audio or video recording allowed in class. Students who have any disability that might affect their performance in this class are encouraged to speak with the instructor at the beginning of the class.

Course Materials Copyright

The course and training materials and all other handouts provided by HFI during the course are published, copyrighted works proprietary and owned exclusively by HFI. The course participant does not acquire title nor ownership rights in any of these materials. Further the course participant agrees not to reproduce, modify, and/or convert to electronic format (i.e., softcopy) any of the materials received from or provided by HFI. The materials provided in the class are for the sole use of the class participant. HFI does not provide the materials in electronic format to the participants in public or onsite courses.