Alison Ruge has been leading user experience research projects for product and business model design projects for 15 years. She managed the qualitative research team at New York's Organic Online office during the dot-com era, focusing on identifying the "killer app" for new web businesses, both start-ups and enterprises. She helped found the Interaction Design group at the Mayo Clinic in Rochester, Minnesota, by leading the institutionalization of UE processes, including Contextual Design methods. Alison has been integral to Cisco's Voice and Collaboration Technology Groups’ user-centered design process since its inception in 2004. Her work at Cisco identifies and explains problems and opportunities to help make users better communicators and collaborators through intentionally supportive experiences. Alison received her Master's degree from the University of Pennsylvania's Annenberg School for Communication, specializing in interactive design for intrinsically motivating user experiences in 1996.