Don Norman is Distinguished Professor (emeritus) and Founder and first Director of the Design Lab at the University of California, San Diego as well as co-founder and first chair of the Cognitive Science Department and prior to that, chair of Psychology. He has been a Vice President of Advanced Technology at Apple and an executive at HP. He is co-founder and principal of the Nielsen Norman group, a member of the National Academy of Engineering, fellow of the American Academy of Arts and Sciences, Cognitive Science Society, ACM, Human Factors and Ergonomics Society and the Design Research Society. He has served on numerous company boards, has honorary degrees from Delft, Padua, and San Marino, the lifetime achievement award from ACM’s Computer-Human Interaction group, and the President’s lifetime achievement award from the Human Factors and Ergonomics Society. He is currently an advisor and honorary Professor of Design at Tongji University (Shanghai) and on the Advisory board for the School of Design at Hong Kong Polytech. He was a distinguished visiting professor at the Korean Advanced Institute of Technology (KAIST) for three years. He has published 20 books translated into 20 languages including Emotional Design and Design of Everyday Things.