Don Norman is Distinguished Professor (emeritus), Founder and first Director of the Design Lab at the University of California, San Diego. He has been a Vice President of Advanced Technology at Apple and an executive at HP. He is co-founder of the Nielsen Norman group, a member of the National Academy of Engineering, fellow of numerous societies with honorary degrees from Delft, Padua, and San Marino. He received, a lifetime achievement award from ACM’s Computer-Human Interaction group, the President’s lifetime achievement award from the Human Factors and Ergonomics Society, the Sir Misha Black Medal for distinguished service to design education from the Royal Commission for the Exhibition of 1821, London, UK, the Design Guru Award from The Institute of Design, JK Lakshmipat University, Jaipur India. In 2022 he received the Frontier Design Prize from the World Design Cities Conference and the Design Innovation Institute, Shanghai with guidance from the Shanghai Municipal government. He is currently an advisor to Tongji University (Shanghai) and the School of Design at Hong Kong Polytech and was a distinguished visiting professor at the Korean Advanced Institute of Technology for three years. He has published 21 books translated into over 20 languages including Emotional Design and Design of Everyday Things. His latest book is “Design for a Better World: Meaningful, Sustainable, Humanity Centered.”