Dr Paul Hekkert is full professor of Form Theory and head of the research council at the school of Industrial Design Engineering, Delft. Paul conducts research on the ways products impact human experience, values and behavior. He published Vision in Design: A guidebook for innovators (2011), a book that describes an approach to design and innovation that has been widely applied in both education and industry. Paul also co-authored Designing for Society: Products and Services for a Better World (2019). Paul is captain of science of the Dutch Creative Industries sector and member of the executive board of DRS.