Shin, Cliff | University of Illinois Urbana Champaign

Assistant Professor
University of Illinois Urbana Champaign

Cliff Shin 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.

Poster Presentation Title:
Rational Approach to Emotional Design Process

This poster will introduce emotional design process incorporating to cognitive science and computing emotional priority and discuss how cognitive science and tools from statistics enhance design process and are transformed to emotional design process. There are several approaches to make emotional design process possible. The first one is called RexSy (Reason, Emotions, Interactions and Synergy), and it comes from synergy created by emotions and interactions based on the reason, which was developed by the author. The other one is analytic hierarchy process, and it is the tool for computing the priority. The other tool is to construct a matrix to reach an emotion for the users. The last is to study the face while the students were conducting the interviews to the users. Based on neuron-science, the muscle movements in the face could reveal when people have a reaction by using muscles in the face.

Go to 2012 International Conference Poster Presenters Overview