Hardware designers are faced with the on-going challenge to deliver more innovative products to the consumers in an increasing pace, often with higher complexity, shortened development time, longer product life span, and constantly evolving security requirements. As a result, Defenders are stretched thin to protect their products while Attackers enjoy a longer attack window and evolving know-hows. One key strategy to help even the odds is through advancements in design automation capabilities that analyze the security robustness of designs, uncover flaws and recommend mitigations. The speaker will share the practitioner’s view of the product security assurance process and methodology employed to verify security properties of industrial strength design, discuss the current challenges and limitations, and speak out innovation opportunities for design tools and capabilities.