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Beth Loring, MS CHFP

Founder and Principal

I’m passionate about understanding users’ needs and helping companies develop the best possible user experiences. I believe there’s no excuse for bad design! 

I'm a certified human factors professional with thirty years of experience in user research, product design, and usability engineering. I work in lots of different sectors including medical devices, consumer products, and software. My passion has always been in the medical and healthcare space, where the stakes are highest and the pay-off the biggest.

When I'm not enhancing lives, I'm usually out on the ocean off Cape Cod, on our sailboat or motor boat.

Areas of expertise:


  • User research

  • Contextual inquiry

  • Focus groups

  • Quantitative methods

  • Design requirements

  • User interface design (hardware and digital)

  • Ergonomics

  • Usability testing of all types

  • HF/UE process for medical devices

  • FDA and international standards for medical devices



  • Radius Innovation & Development - Director of Research & Human Factors

  • Farm Product Development - VP of Research & Usability

  • Bentley University - Director of the Design & Usability Center (now User Experience Center)

  • American Institutes for Research - Principal Research Scientist

  • IDEO Product Development - Human Factors Team Lead, Boston Studio



  • MS, Engineering Design, Tufts University 

  • BS, Engineering Psychology, Tufts University


Please see the Publications page.

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