NICOLE LAZZARO is the founder and president of XEODesign Inc. and has been named one of the most influential women in the gaming industry by Fast Company, Forbes and Gamasutra. Nicole's work on user experience and emotion spans over two decades and has worked with some big names such as EA, Ubisoft, D.I.C.E., and The White House. Her research is also some of the most well known, especially her paper - Why We Play Games, which is foundational research for gamification. Follow Nicole on Twitter at @NicoleLazzaro