Tseng-Ping Chiu (Matt Chiu)

Ph.D in Design Science

Assistant Professor

Strategic Design Group

National Cheng Kung University|Industrial Design Department

Email: mattchiu@gs.ncku.edu.tw

Tel: +886-6-2757575 ext. 54325

Address: No. 1, University Rd., Tainan City 70101, Taiwan


Professional info

I have a strong background in Industrial Design|Product Design. Now I'm an assistant professor at National Cheng Kung University, Industrial Design Department, Strategic Design Group. My research specialty focus on Cross-Cultural in Design, Consumer Behavior, Visual Cognition, Social Psychology, Emotional Design, User Experience, and Kansei Design (Affective Engineering)


University of Michigan, Ph.D. Design Science Program, 

Department of Integrative System and Design, Ann Arbor, Michigan, U.S.A

Ph.D Candidate / 2014-present

Concentration: Product Aesthetic, Product Design, Consumer Behavior, and Cultural Psychology

Dissertation Topic: Cross-Cultural Differences in Aesthetic Judgments of Product:

                                   The Role of Cognitive Styles

Advisors: Dr. Shinobu Kitayama & Dr. Carolyn Yoon 

Research Focus

Human-Centered Design

Human Factor

Social Psychology

Design Cognition

Emotional Design


Affective Engineering

User Experience



2010 - present

2010 - present

National Cheng Kung University, Industrial Design Department, Taiwan
Master of Science / 2008-2010

Concentration: Kansei Engineering, Emotional Design, Product Design

Thesis: The Study of Emotion between Scents and Representational Character of Product Design

Advisor: Dr. Chun-Heng Ho

National Kaohsiung Normal University, Industrial Design Department, Taiwan
Bachelor of Design / 2003-2007

Concentration: Emotional Design, Product Design, Furniture Design, Kano Model

《View Research》

Industry experience

Product Designer  

Experience Design Center, COMPAL Electronics INC, Taipei, Taiwan

2010 - 2011

  • Designed notebook shape, user’s experience design, product design.

  • Built 3D model and conduct conceptual product into the engineering phase.

  • Managed mass production procedure.

  • Proposed conceptual design, future trend analysis to cooperative client. (DELL & ASUS)

Design Skills

IDEA Sketches



Corel DRAW




Cinema 4D

Statistical Analysis / SPSS / R

Intern Designer

Tokyo Design Center, Tokyo, Japan

Jan - Mar, 2010​

  • Designed furniture and conducted marketing research in the design studio.

  • Administered industry cooperative education project at Tsukuba University.

  • Assessed advertisement company marketing research and proposed commercial idea.

  • Translated Eco-design material and established these resources to the data system.


《View Experience》

Teaching experience

Graduate Student Instructor 

University of Michigan, Department of Psychology, Ann Arbor, MI, U.S.A

Sep 2017 - Present

Course: Entrepreneurial Creativity 

  • Led student teams project including ideation, problem-solving, prototyping making, and exhibition.  

  • Taught course lectures including creative thinking, design research methods, and survey methods.  

  • Evaluated team projects including advise design direction and facilitate team discussion.

Research Skills

Survey Design: Qualtrics

Experimental Design

Data Analysis

Qualitative Methods

Quantitative Methods: SPSS / R 

Data Visualization

Presentation Skill

Human Factors Analysis​

User Interview


National Kaohsiung Normal University, Industrial Design Department, Taiwan

Sep 2013 - Jun 2014

Course: Socailly Engaged Design 

  • Taught courses including design thinking, marketing management, and Corporate Identity Design.

  • Led student team to redesign local commodity to revive the local creative industry.

  • Cooperated with local practitioners and students to reconstruct local design industry.

Course: Fundamental Design 

  • Taught courses including design principle, aesthetic principle, design history, and graphic design.

  • Led student team to execute basic design practices including 2D practices (dot, line, and surface), 3D practices (clay, paperboard, and PU), and modeling making 

  • Exhibited for the big show of lighting project. 

Grants & Awards

The Grants of Government Scholarship for Overseas Study, Jan 2013

Specialized discipline: Industrial Design

Organization: Ministry of Education, Taiwan (3 years full-amount grant)

Ministry of Education Internship Overseas Fellowship, Jan 2011 

Prize: Excellent Grant Awards

Entry: Intern Design in Tokyo Design Center, Japan. 

Southern Taiwan Innovative Design Exhibition, May 2007 

Prize: Honorable Mention

Entry: LIVE Show / Furniture Design 


GIGABYTE G-Design Campaign, Feb 2006 

Prize: Copper Prize

Entry: Hope of Delight / Electronic prenatal education product 



  1. Chiu, T.-P., Kitayama S., Yoon C., Seifert C. (2017). Cultural Differences in Aesthetic Preference: Does Product-to-Context Match Matter? Paper presented at Conference of International Association of Societies of Design Research, 2017, Cincinnati, OH, USA. 《Full Paper》

  2. Chiu, T.-P., Kitayama S., Yoon C. (2017). Cross-Cultural Differences in Aesthetic Judgments of Products: The Role of Cognitive Styles. Poster presented at Conference of Association of Consumer Research, 2017, San Deigo, CA, USA.  《Poster》

  3. Chiu, T.-P., Kitayama S., Yoon C. (2017). Culture and Aesthetic Judgment: Are Asians More Tolerant of Object-Context Mismatch? Poster presented at 2017 Convention of Society for Personality and Social Psychology, 2017, San Antonio, TX, USA.  《Poster

  4. Chiu, T.-P., & Ho, C.-H. (2013). The Study of Emotional Responses when Applying Scents to Products. Paper presented at Conference of 5th International Congress of International Association of Societies of Design Research, 2013, Tokyo, Japan. 《Full Paper》

  5. Chiu, T.-P., & Ho, C.-H. (2011). The Study of Emotion between Scents and Representational Character of Product Design. Paper presented at Conference of Taiwan Institute of Kansei, 2011, Taichung, Taiwan. 《Full Paper》

  6. Chiu, T.-P., Ma, M.-Y. (2010). The Research of the Allure Factors of the Travel Around Taiwan Island Via Bicycle Prefer. Paper presented at The International Conference on Kansei Engineering and Emotion Research 2010, Paris.

  7. Chiu, T.-P., & Ho, C.-H. (2009). How Different Lifestyle People Sense Landmarks in Wayfinding Task. Paper presented at The International Conference on Kansei Engineering and Emotion Research 2009, Osaka, Japan. 《Full Paper》

  8. Chiu, T.-P., & Ho, C.-H. (2009). Landmark Representing in Map v.s User's Mental Map: How Much Map Detail In Landmark Is Necessary to Support Wayfinding. Paper presented at the 5th International Conference on Planning and Design, Tainan, Taiwan. 《Full Paper》