Don Norman is the co-founder and principal of the User Experience/Usability consulting firm, the Nielsen Norman group, where he is now emeritus. He has been an IDEO fellow and a member of the Board of Trustees of IIT's Institute of Design in Chicago (now emeritus at IIT). He was a VP at Apple, an executive at HP, and received three honorary degrees, the Franklin Institute medal for Cognitive and Computer Science, and membership in the National Academy of Engineering.