Praima Israsena is an Associate Professor in the Department of Industrial Design, Chulalongkorn University, Thailand. Her work focuses on the application of design research, frameworks, methods, and tools to inform strategic decision-making and directions for new product and service development. She holds a Bachelor’s degree in Industrial Design from Chulalongkorn University (First-Class Honors with Gold Medal), an M.A. in Design & Environmental Analysis from Cornell University (Phi Beta Kappa Academic Honor), and a Ph.D. in Design from the Institute of Design (ID), Illinois Institute of Technology. She is the founder and former Chairperson of the Master of Industrial Design (MID) program at Chulalongkorn University. She teaches Industrial Design at both undergraduate and graduate levels, and also teaches at the Master’s and Ph.D. levels in the Technopreneurship and Innovation Management Program (TIP), Graduate School, Chulalongkorn University. Praima has extensive experience as a trainer and research consultant, working with clients in the United States and Thailand, including Razorfish (USA), Hewlett-Packard (USA), Honda Motor (Thailand), Sony Ericsson (Thailand), PTT, SCG, SCB, KTB, Siam Wellness Group Public Company Limited, and MINOR Group.