Senior Lecturer

Goh Chu Hiang is an experienced senior lecturer with a demonstrated working history in higher education and design research. Trained as a graphic and interactive designer, he is also a professional member of ACM SIGCHI and DRS. A TRIZ Practitioner. He was among the pioneer participants from Malaysia at the distinguished NNg User Experience (UX) Conference, Las Vegas, USA, 2007. He involved in various research projects under the USM Apex & RU grants.


  • M.Sc. (IT). USM,
  • BA (Fine Arts)-Graphic Communication. Hons. USM

Areas of Expertise

Design Studies, Human Computer Interaction (HCI), Multicultural, Intercultural and Cross-Cultural Studies, Visual Communication, Graphics Arts


  • User Personas Studies
  • Human Centred Design
  • Art and Design Theoretical Studies
  • Cultural Aspects in Visual Communication
  • Design Impact on Cultural Heritage Preservation


  • How to Engage Targeted Clients: A Social Media User Personas Study in Pragmatic Research Context.
  • Inventive Design Solutions for the Complex Socio-technical Problems in Preserving Indigenous Symbolic Visual Communication




    1. Goh, C. H. (2023). Extending Your Design Research Horizon: Socio-Technical Systems and DesignX. In S. Abdullah (Ed.), Convergence Of Research In Art And Design: A Source Book (pp. 88-104). Penang, Malaysia: Penerbit Universiti Sains Malaysia.

    2. Goh, C. H., & Kulathuramaiyer, N. (2022). Inventive Design Solutions for the Complex Socio-technical Problems in Preserving Indigenous Symbolic Visual Communication. In International TRIZ Future Conference (pp. 70-85). Cham: Springer International Publishing.

    3. Yi, L. J., Yung, P. P., & Hiang, G. C. (2022). SOUVENIR PRODUCT ATTRIBUTES: PREFERENCE OF YOUNG MALAYSIAN TOURIST. International Journal of Accounting, 7(41). doi:10.55573/IJAFB.074120

    4. Cao, W., Ismail@Kamal, J., & Goh, C. H. (2021). The Instructional Design of Chinese Characters’ Stroke Order Motion Graphics Based on Cognitive Load Theory. Malaysian Journal of Social Sciences and Humanities (MJSSH), 6(10), 469-479. doi:

    5. Goh, C. H. (2020). Acceptance Research on The Adaptation of Target Audience Personas in Graphic Design. Advances in Social Sciences Research Journal, 7(12), 100-109. doi:

    6. GOH, C. H., & KULATHURAMAIYER, N. (2020). TRIZ BASED CONCEPTUAL DESIGN FRAMEWORK FOR FUTURE EMOJI SYSTEM. Paper presented at the MyTRIZ Conference Proceedings 2020, Penang, Malaysia.

    7. Goh, C. H., & Kulathuramaiyer, N. (2020). Developing an Indigenous Cultural Values Based Emoji Messaging System: A Socio-Technical Systems Innovation Approach. Paper presented at the 12th ACM Conference on Web Science Companion, Southampton, United Kingdom.

    8. Goh, C. H., & Romainoor, N. H. (2018). User Goals, Behaviours and Attitudes: Developing Web User Personas of Art and Design Students. Art and Design Review, 7(1), 1-9.

    9. Goh, C. H., Kulathuramaiyer, N., & Zaman, T. (2017). Riding Waves of Change: A Review of Personas Research Landscape Based on the Three Waves of HCI. In J. C. e. al. (Ed.), Information and Communication Technologies for Development (pp. 12): Springer International Publishing.

    10. Goh, C. H. (2016). Cross-Cultural Web Design Study: Designers’ Challenging Task in Developing Country. Asia Pacific Journal of Contemporary Education and Communication Technology, 2(1), 190-199.

    11. Tan, S. B., Shafii, A., Rahman, A., Kipli, M., Nagalingam, S., Goh, C. H., . . . Khizal, M. (2011). Documenting And Packaging The Multicultural Traditions Of Penang-Piloting Creative Ways To Promote Cultural Tourism That Is Sustainable: Penerbit USM.

    12. Nagalingam, S., & Goh, C. H. (2009). Sustaining Cultural Tourism Online: Video Documentary as a Digital Media Content. Paper presented at the Proceedings of 2nd National Symposium on Tourism Research, Universiti Sains Malaysia, Penang.

    13. Goh, C. H. (2008). Developing a Penang Cultural Tourism Website Prototype: A User-Centred Design Approach. Wacana Seni (Journal of Arts Discourse). Jil, 7, 91--109."


    1. New Development Under the Combination of Interaction Design and Cultural Creative Products. YANG AIYI (Master)

    2. The Effect of Using the Personas Approach in Graphic Designing on Target Audience Engagement in Social Media. LOUISA JANE A/P ANDREW MICHAEL (Master)

    3. The Study of Target Audience’s Emotional Response to Dynamic Visual Design. YAN YIXIN (Master)

    4. Creating a Social Impact for People with Albinism with The Aid of Fraphic Communication Design. SURAJ PRAKASH A/L M. OMPRAKASH (master)

School of The Arts
Universiti Sains Malaysia, 11800 Penang Malaysia

t: 604 – 653 3888 ext: 3621 / 3415 | f: 604 – 657 6296
e: This email address is being protected from spambots. You need JavaScript enabled to view it. (Dean)
e: This email address is being protected from spambots. You need JavaScript enabled to view it. Noor Rismafarra Binti Haris (Assistant Registrar)