UX has become a vital component of mission-critical projects. But you can’t just start designing screens. UX doesn’t happen on a screen – it happens in the mind. This talk introduces Emergent UX - a process designed to dramatically improve product design by deeply understanding your audience's conscious and unconscious needs on cognitive and emotional levels. We describe how we go beyond traditional UX techniques by using psychology to deeply understand what is in your users’ mind (or minds), what deliverables we produce, and how to apply that concretely to UX design. Learn about the six minds, what it takes to seduce them, and how to add Emergent UX processes to your projects.