Bio: Don Norman is Director of the recently-established Design Lab at the University of California, San Diego where he is also professor emeritus of psychology, cognitive science, and electrical and computer engineering. He has been a VP of Apple, executive at HP, and Design Prof. at Northwestern and KAIST (Korea). Prof. Norman is co-founder of the Nielsen Norman group, an IDEO Fellow, fellow of the Design Research Society, member of the National Academy of Engineering, trustee of IIT’s Institute of Design, and an honorary professor of design and innovation at Tongji University, Shanghai. He has two honorary degrees (Delft and Padua) and the lifetime achievement award in HCI from CHI. His books include Emotional Design, Living with Complexity, and most recently an expanded and revised edition of Design of Everyday Things.