Yoshihiro Saito is a Senior UX designer, also a cofounder of 2ndFACTORY Co., Ltd, a Tokyo-based Microsoft partner and customized development of software firm. He started his business when he was a university student, creating Flash contents. He realized the importance of user experience from being as a Flash engineer and Web director. Then he organized and leaded Experience Design team that concentrate on easy-to-use interface moreover provide comfortable life through the applications. He is creative and takes ideas from concept to execution. “The tools” from his working provide better communication environment to people. The field of his expertise is not only for PC, TV, mobile, digital camera, ATM anywhere user interface is.