I am currently a PhD student in Design at LICA with Dr. David Hands in Design Management. My research focuses on identifying and aligning product ‘attributes’ with latent consumer purchasing motivations. Much of my work in and out is motivated by consumer behaviour, and I get excited about packaging elements, marketing strategy and consumer purchase motivations in Malaysia. The characteristics and elements of product play a significant role as a medium to convey the consumers about the product value. I grew up in Shah Alam, Malaysia, and studied Industrial Design majoring in Product and Furniture design as an undergrad (Bachelor in Art and Design – Industrial Design) and postgraduate (Master in Design Management) at University Teknologi Mara (UiTM), Malaysia.