Cliff Shin, IDSA, is an award-winning designer and assistant professor of industrial design at University of Illinois Urbana Champaign. He has a bachelor’s in engineering from Arizona State University and master’s in industrial design from Purdue University. He worked for LG Headquarter Design Center as a senior designer with expertise in consumer electronics and other products. His research area is emotional design based on decision making, neuroscience and consumer behavior. His work has been presented at the 2011 International Conference on Naturalistic Decision Making, 2012 International Conference on Design Computing and Cognition, just to name of few.