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An embedded system, a digital electronic system being embedded in a larger device, is the system to be configured to fulfill specific demands of customers from some market segmentations. This nature complicates the design of an embedded system itself. Traditional embedded system marketers usually defined the systems based on their intuition, which could be subjective and misleading. To fulfill different customers' demands from various market segmentations, the concept of “user-centered design” can be leveraged. Thus, this research aims to resolve this issue by introducing a novel fuzzy multiple criteria decision making (FMCDM) based embedded system design method by introducing the concept of “emotional design“. By using this method, customer needs can be elicited through explorations of their emotions. The fuzzy analytic hierarchical process (FAHP) will be leveraged for deriving the relative weights. Further, considering the characteristic of inter-dependences between criteria, the non-additive fuzzy integral method will be introduced to aggregate the performance scores on each component of the embedded system platform. In this paper, an empirical study on an embedded system design of a handset being designed by one of the world's largest IT (information technology) manufacturers will be leveraged for demonstrating the feasibility of this framework. A satisfying mobile phone can be designed based on the newly proposed FMCDM framework. And this methodology can be used to configure any embedded system to be embedded in other consumer electronics products.