Aaron Marcus is Principal, Aaron Marcus and Associates, Berkeley, California, which he founded in 1982. He is Editor-in-Chief Emeritus, User Experience; Editor, Information Design Journal; Advisory Board, Visible Language, and Chair, Design, User Experience, and Usability Conferences. He is a Fellow of the AIGA and a member of the CHI Academy. He has been for several years a Visiting Professor, Institute of Design, IIT, Chicago, and College of Design and Innovation/Tongji University, Shanghai. He has exhibited his graphic design and art work worldwide, received many design awards, and was included in ICOGRADA’s Master Designers of the Twentieth Century, 2000. He has published 30 books and about 300+ articles; he lectures/tutors worldwide at most major UX/HCI/CHI conferences since 1980. His art work and design work are in the collections of the San Francisco Museum of Modern Art, the Letterform Archive/San Francisco,The Computer History Museum/Mountain View, the Victoria and Albert Museum/London, the Princeton Art Museum, and the RIT/Vignelli Graphic Design Center Archive/Rochester.