hassan ALLI is senior lecturer at the Department of Industrial Design, Faculty of Design and Architecture, University Putra Malaysia. He holds a PhD in Engineering Design from University of Malaya, Malaysia, Master of Automotive Design from Coventry University, United Kingdom and Bachelor of Industrial Design from Universiti Teknologi Mara, Malaysia. Prior to joining the Department of Industrial Design in 1997, he worked as an industrial designer for several design companies. He is the founder of the Industrial Design program at the University Putra Malaysia. His major responsibility is developing the industrial design and setting teaching standard of excellence. Hassan was the author of three industrial design books entitled, Reka bentuk perindustrian: Pengenalan, Reka bentuk perindustrian: Pengurusan pembangunan idea, and Reka bentuk perindustrian: Perabot, and published more than 20 academic journals and conferences. His research efforts are applied to improving product design and development practices. His work focuses on organizing a new product development and process, design methodology, innovation management and strategy and sustainable product design in order to accelerate the product designer practices, and increase the successful product.