The Department of Product and industrial design invited Mr. Awais Ahmed Azad (Senior Lecturer, from SADA, UoG, Gujrat), to deliver an insightful lecture on design psychology covering mainly behavioral psychology with its application to product design. He shared his valuable knowledge on elements of behavioral psychology, cognitive load and its application in product design, the impact of cognitive biases on product design, how designers can take these biases into account to create products that are more intuitive and effective, user-centered design, and how to conduct user research to better understand user needs and preferences.

MPID research students actively listened and participated in the question-answer session. The speaker ended his lecture with thanks to the chairman PID Dr. Atif Bilal Aslam and lecture organizer Dr. Salman Asghar for inviting him and letting him interact virtually with the students and appreciated such initiatives of industrial collaborations taken by the product and industrial design department, UET, Lahore.