1:00pm – 4:00pm
Crystal Room
Building a Career with Passion and Good Sense: The 2007 IDSA Portfolio/Interviewing Seminar
Randy Bartlett, IDSA, associate professor, Department of Industrial Design, Auburn University
RitaSue Siegel, IDSA, president, RitaSue Siegel Resources, an Aquent company
Back by popular demand! Randy Bartlett, IDSA will take you through how to design and develop a portfolio, hard copy and on line, and clues to writing compelling resumes. RitaSue Siegel, IDSA will talk about where the jobs are, the interview as a business meeting and how to prepare for it. As usual, we will ask for two volunteers from the audience to do a practice interview with us so all can see and hear. And we welcome your questions. We welcome industrial designers at all stages of their careers—this is Job Hunting and Getting 101 and there are useful nuggets for all. We have lots of time this year, and enough room for everyone who wants to join us. Please bring lots of questions and information to share.

1:00pm – 4:00pm
Gold Room
Alias – Connecting the Dots
Sponsored by Autodesk, Inc.
Panelists and Presenters: Gray Holland, AlchemyLabs; Matt Day, fuseProject; Peter Kossev, Digital Sculptor; Shad Hardy and Mark Rodney, IMAGINiT Technologies; Chris Cheung; Greg Fowler; Daniel Simon, futurist and transportation designer.
Moderator: Colin Smith, Alias Design Product Manager
This special, fast paced and highly informative pre-conference session takes a unique look at industrial design with an Alias spin. If you’ve only heard about Alias in the past, but don’t know how it relates to your business, or if you’ve been wondering where the products are going, then this is a must-see event for you. Over the course of the three-hour session, you will get insight from industry experts in an intimate panel discussion, you will see live topic demonstrations addressing what digital prototyping means for industrial design, and you will see a sneak preview Cosmic Motors, an upcoming new book by futurist and transportation designer Daniel Simon. The panelists will discuss how digital workflow has impacted their careers and explore how digital tools and technology continues to change how designers work. 

7:45am - 8:45am
Gold Room
Connecting Creativity with Technology: The OmniPod® Story
Fusing Creativity With Technology: The OmniPod® Story sponsored by Phillips Plastics Corporation The creators of the multi-award winning OmniPod Insulin Management System will share the story behind the making of the first wearable insulin pump and give you a glimpse at what went on behind the scenes, as the product evolved from concept to reality.

2:00pm – 2:45pm
Venetian Room
East-West Connection
Prof. Dr. Peter Zec, President of ICSID & President of Red dot Gmbh & Co. KG, Germany
Michelle Berryman, President of IDSA & President of Echo Visualization, USA; Tony K. M. Chang, CEO of Taiwan Design Center, Taiwan; Wen-Long Chen, President of NOVA Design, Taiwan; Martin Darbyshire, President of Tangerine Product; Direction & Design, UK; Nils Toft, President of CBD A/S, Denmark
In face of globalization, how do design firms provide values to help their global clients in creating differentiation? Panelists of this forum, presidents from 4 global design firms originated from UK, USA, Denmark, and Taiwan, will discuss the service model, and communication model from their experiences.  In search of the best-practice design solutions, this forum will encompass new design approaches and local anecdotes. In addition, the future trend of global cooperation network will be explored.

2:00pm – 2:45pm
Pavilion Room
Universal Design Section: Freedom Machines: Designing for All Ages and Abilities
Betsy Bayha, Janet Cole and Richard Cox, The Freedom Machines Project
“Freedom Machines” is a landmark film about the impact of design and technology on the lives of people with disabilities. First broadcast on PBS in 2004, the film has become the catalyst for other innovative programs to break down social distinctions between "able" and "disabled" people. Participants in this seminar will see excerpts of the film and talk with the producers about the impacts our decisions have on the lives our users and opportunities for the future of design.

2:00pm - 2:45pm
Crystal Room
Human Factors Section: Evolving Empathy: Deeper and Wider Design Impact
Jane Fulton Suri, IDSA, Managing Partner and Co-Chief Creative Officer, IDEO; Aaron Sklar, Human Factors Designer, IDEO; Introduction by Stephen B. Wilcox, PhD, FIDSA
The Human Factors Section will present a brief overview of recent developments in human factors and design research followed by a presentation by Jane Fulton Suri of how IDEO addresses human factors.

2:00pm – 2:45pm
Vanderbilt Room
At the Peanut Table
Bill Hartman, Essential; Scott Stropkay, IDSA, Essential; and Richard Watson, IDSA, Essential
Do you know a child who has to live with a severe food allergy? Can you empathize with parents who must leave their vulnerable children in the care of bus drivers, baby-sitters, teacher’s aids, elderly relatives and others who may not be trained or comfortable addressing life threatening scenarios?  This session is about the design-thinking processes we are developing, the conceptual solutions, and the range of issues we are facing while trying to connect a disintegrated system and build a safer world for children who suffer from life-threatening allergies.

2:00pm – 2:45pm
Tonga Room
Brand, Design and The Brain: A New Methodology for Building Design and Brand Attributes Based on Recent Scientific Studies of the Brain
Gregg Davis, IDSA, Design Central
We will explore some new insights and thought provoking conclusions based on brain studies with brand, and how designers can harness these new ways of aligning brand qualities and design attributes. MRI scans have demonstrated that parts of the brain for comfort and contentment “lit-up” when patients were shown a familiar branded product. Conversely, when these patients were shown products with brands they didn’t know or like, areas associated with anxiety showed increased activity. From this knowledge we have developed further insights and tools that have resulted in a clear set of four stages, lend powerful tools to align design and brand. They identify the chronology of experiences with a product, and suggest how we can orchestrate those experiences. These insights and discoveries may lead to some important changes in the way we understand brand, design and people.

2:00pm – 2:45pm
Terrace Room
Ecodesign Section: Intersecting Paths to Sustainable Consumption
Fumikazu Masuda, Japan; Marcel Crul, PhD MSc, The Netherlands; Ian Grout, Scotland; Louise St. Pierre, IDSA, Canada; and Philip White, IDSA.  Moderator: Steve Belletire, IDSA, Southern Illinois University-Carbondale; Sponsored in part by Eastman Chemical and Dell
“Sustainable consumption” implies consumer restraint; it is a term that is becoming widely discussed. This session offers a framework for understanding sustainable consumption as it relates to product and system design. International guests offer feedback on the key challenges and opportunities of this way of thinking, presenting benchmark examples of how design helps people to willingly consume less.

2:00pm – 2:45pm
Gold Room
Design Democracy by Service Design
Dr. Darlie Koshy, India
This presentation examines the key concept of Design Democracy in the context of developing / emerging economies in the 21st century, and demonstrates how “design for everyone, everywhere” (through the internet, mobile telephony etc.) is empowering people and thus democratizing design. The emergence of the “service economy” must be considered from the perspectives of both the provider and the user. “Experience prototyping” works backward from the user experience, changing the frame and paradigm of design.

3:15pm – 4:00pm
Venetian Room
Low Cost DIY Design in Brazil
Aguinaldo dos Santos, Brazil
This discussion attempts to connect production management and sustainable design, two disciplines that often seem to be pursuing contrary objectives. The presentation concerns a project that attempted to establish a set of design guidelines and principles for do-it-yourself products based on two case studies. The first case study deals with furniture design based using cardboard as the main material. The second case study deals with the design of roof structures that are easily assembled by unskilled workforce. The analyses focuses on the on the aesthetic implications of sensorial controls that need to be integrated onto a do-it-yourself product in order to avoid mistakes on the assembling process.

3:15pm – 4:00pm
Terrace Room
Ecodesign Section: Intersecting Paths to Sustainable Consumption (continued)
Fumikazu Masuda, Japan; Marcel Crul, PhD MSc, The Netherlands; Ian Grout, Scotland; Louise St. Pierre, IDSA, Canada; and Philip White, IDSA.  Moderator: Steve Belletire, IDSA, Southern Illinois University-Carbondale; Sponsored in part by Eastman Chemical and Dell

3:15pm – 4:00pm
Pavilion Room
Design and Change: A Paradox?
Sabine Junginger, UK
Change is central to design: It is the possibility of change that keeps designers excited. It is the promise of change that organizations seek when they bring on designers. Paradoxically, in many cases where designers work with organizations, their changes only serve to restore a previous organizational state. How can Change + Change= No Change? In this session, we explore basic concepts of organizational change and how they link to design thinking and design activities. We look at the roles designers may have in the context of change and discover ways of recognizing organizational change strategies. Designers who understand the links between designing and changing can be effective in re-shaping an organization and move design to the core of an organization’s strategy.

3:15pm – 4:00pm
Crystal Room
10 Things You Need to Know to Design Medical Devices
Ted Kucklick, IDSA,  Cannuflow Inc, and author of The Medical Device R&D Handbook
In many important ways, medical devices are not like other products. They exist in a specialized user, economic, and regulatory environment. What are some of the things a designer or product developer must know to successfully design medical devices? What sterilization and biocompatibility factors govern materials choices? How do you get useful feedback from physicians? What economic factors, such as reimbursement, make a medical device technology economically viable? What are the regulatory issues involved with different classes of devices? This talk will give you practical insight into these areas and many more in the growing field of medical device design and product development.

3:15pm – 4:00pm
Vanderbilt Room
Fingerprints and Blueprints: Opposites Attract
David Bramston, I/IDSA, Lincoln University, UK
Despite the clear differences between them, designers and scientists share an underlying bond in their thought processes, mixing creativity with insistence on factual accuracy. At the University of Lincoln, cooperation between the disciplines of product (industrial) design, forensic science and biomedical science has generated positive results. Recent work into the development of surface textures for industrial design applications led the design team to the labs of the forensic and biomedical scientists. The experience resulted in an increased understanding of these diverse disciplines and an ability to tackle issues from enhanced literal and lateral directions.

3:15pm – 4:00pm
Gold Room
Sustainable Design
Kerry Harmer, Canada
The paper to be presented will investigate a potential methodology for designing products for a specific lifespan with the aim of forging meaningful and durable connections between consumers and products. In this project, principles of sustainable design in conjunction with research in the areas of material culture and possession theory have provided an interdisciplinary framework to understand what encourages consumers to keep their products longer. A rubric that was developed from this as a guideline for the early conception phase of the design process in order to produce more psychologically durable products will be presented.

4:30pm – 5:15pm
Venetian Room
Considered Design Meets Humanitarian Aid
Jacqui Belleau, IDSA, Worrell Inc.; Christian Trifilio, IDSA, Worrell Inc.
Like most industrial design firms, Worrell Inc. designs products for ten percent of the world: consumers in developed countries. In the spring of 2006, they decided to focus on the other 90 percent. As a result, Worrell Inc. is currently donating their talents — industrial design, research and engineering — to FilmAid International, a humanitarian aid organization that travels to refugee camps in Africa and shows films to promote health, community and education. In working with FilmAid International to redesign their mobile theater units, Worrell Inc. is illustrating what can happen when good design touches those who need it most. According to FilmAid International, there are more than 33 million refugees in the world. It is estimated that the average stay in a refugee camp is 17 years. Worrell Inc. is proud to, through CONNECTING'07, share their story and inspire other designers to offer their services to humanitarian organizations. Visit www.worrell.com/filmaid or http://filmaid.org to learn more.

4:30pm – 5:15pm
Terrace Room
Design for the Majority Section: Killer in the Kitchen
Scott Lehman, IDSA, Philips Design, Unmesh Kulkarni, Philips Design, and Leslie Speer, IDSA, San Jose State University
For tens of millions of people across the developing world, indoor wood-burning stoves remain the chief tools for food preparation – particularly in the rural and semi-urban areas of India. Though cheap and easy to construct and distribute, however, these stoves are also extremely unhealthy, causing more than 1.6 million deaths each year from smoke inhalation. That fact alone illustrates the potential for design to save lives. In 2005, Philips Design assembled a team to tackle that challenge as part of our “Philanthropy by Design” initiative to promote social empowerment through knowledge-sharing, creativity and co-design. The end result of the team’s work – a smokeless stove known as the Chulha – is just one example of the benefits we realized from collaborating with end users, non-governmental organizations, local entrepreneurs and others to design products that materially improve the lives of those living under challenging conditions. In this presentation, Scott Lehman and Unmesh Kulkarni’s will offer insights into the issues, successes and lessons learned in this exciting area of design, including: 

• How we chose, researched and approached our work for the project;
• What it was like to work in a collaborative effort with NGOs, end users and women’s groups in the local areas we wished to serve; and
• How the project reinforced our company brand and trust in Philips.

4:30pm – 5:15pm
Pavilion Room
Design is the Pattern that Connects
Steven Skov Holt, IDSA, CaliforniaCollege of the Arts and Mara Holt Skov
Scientist Gregory Bateson, critic Marshall McLuhan and designer George Nelson all sought out patterns that connect one thing to another, bringing to light the deeper truths that these connections can offer. Inspired by their example, Steven Skov Holt and Mara Holt Skov will address the themes that they are passionate about, including biology as master metaphor; design as the public art of our time; and new definitions of beauty in a series of visual and aural juxtapositions chosen to encourage new ways of thinking about design in the 21st century.

4:30pm – 5:15pm
Crystal Room
Pushing The ID Boundaries of Medical Device Design into Nanomedicine
Scott N. Barton, IDSA, AtriCure Inc. and Mary Beth Privitera, IDSA, University of Cincinnati
Medical devices influence patient outcomes on a daily basis and the role of industrial design in the development of these devices is ever increasing. Designers have traditionally been relied upon to “shape” products, but are now increasingly partnering with clinical staff and engineering teams to advance the science and strategy behind device development. As a result, these innovations enable new therapies and improve the quality of life for individual patients. The goal of this session is to increase the appreciation and understanding in designers of the science required to advance medical and surgical devices beyond appearance development. By incorporating device-tissue interactions into their design, designers can influence the clinical goal and, ultimately, patient outcomes. Today’s medical device designers have made significant contributions to the field, not least of which is in the area of usability.  By further fostering collaborative relationships with scientists and emphasizing the educational rigor necessary to produce innovative, unique clinical device applications, industrial designers can contribute as early partners in improving clinical trials and ultimate device success.  Scientific advancements of new devices, specifically in nanomedicine and interventional radiology have the promise of less pain, faster recovery and improved clinical practices.  However, making devices easier to use, readily understood and non-intimidating to both users and patients will require the inclusion of industrial design principles within scientific discovery. 

4:30pm – 5:15pm
Vanderbilt Room
Design Thinking: Beyond Design
Christopher Arnold, IDSA, AuburnUniversity
The phrase "design thinking" is used to describe a wide variety of activities, and has been embedded in disciplines not historically perceived as having a “design” orientation. It describes a concept that transcends the field of design itself and is rooted in the very way our brains function. Recent research in cognitive science and emerging learning theory reveals a great deal on the subject of design thinking, its deep-seated link to the brain’s structure, and how we acquire and use knowledge. It is these cognitive processes and mental frameworks that support innovation, and embody the true nature of “design thinking.” This session will introduce topics in cognitive science and learning theory that hold the key for us, as designers, to better understand ourselves, and what the design process helps us accomplish.

4:30pm – 5:15pm
Gold Room
Global Design Activists Unite
Lorraine Justice, FIDSA, Hong Kong Polytechnic University
This presentation will be a global overview of which governments are currently supporting their design communities. Governments in Asia (China, Hong Kong, India, Korea, Japan), Northern Europe (Denmark, Finland, Norway and Sweden) and other individual countries (Italy, South Africa) are supporting their design and preserving their culture. Please join us for an overview of global design activities in relation to government support. We will also provide standard letters to send to governments to encourage 1) good use of design for government projects, 2) support for design schools, and 3) support for design as a way to preserve national culture.

5:45pm – 6:30pm
Gold Room
Cultural Product Innovation
Xiangyang Xin, School of Design, Hong KongPolytechnicUniversity; Craig Vogel, FIDSA, University of Cincinnati
Developing cultural identity is a common strategy of international companies to gain access to different local markets. However, the process for defining and developing cultural identities often relies on experienced individuals with tacit knowledge of how to read and translate local consumer needs into appropriate product concepts. This presentation introduces a more systematic and analytic approach to cultural product innovation with non-discipline specific tools that support interdisciplinary communication and process management. CPI: Cultural Product Initiatives is a new process developed to interpret cultural artifacts and behaviors and to translate the understood cultural insights into appropriate product ideas. The discussions will be supported with case studies related to China.

5:45pm – 6:30pm
Venetian Room
From Global To Local – The Ethical Footprint in Design
Dr. Ann Stenros, Finland
In the second phase of globalization the local approach is becoming more and more important – even crucial for the success of global companies. How to connect global to local and trend to tradition? How to use design as a strategic tool in the new people and culture-centric approach? The example is from the business-to-business industry (KONE Elevators) and the fashion industry (luxury goods) but it is applicable in general to any design business. It shows how to develop a global concept which is localized with local designers to different areas in the world. The presentation explains how to gather insight into different cultures in order to match the global design concept to a specific local context. The topic also emphasizes the importance of ‘open content’, ‘creative commons’ and ‘open innovation’. The focus of the approach is in the idea of creative and ethical footprint in global business.

5:45pm – 6:30pm
Terrace Room
Design for the Majority Section: Killer in the Kitchen (continued)
Scott Lehman, IDSA, Philips Design and Unmesh Kulkarni, Philips Design

5:45 pm – 6:30pm
Pavilion Room
Design Revival with the Reverend Shane McCraig
Joel Kashuba, Procter & Gamble
In this sermon, the Reverend Shane McCraig will take his audience on a journey of insight and discovery about who we are as designers and what role we will play in the future of business. Through oration and a highly interactive presentation style, the good Reverend will peel back the layers of a designer’s existence to reveal a purpose that is alive and well in the hearts and minds of those who truly seek to change the world through “The Power of Design!”

5:45pm – 6:30pm
Crystal Room
Designing The Medical Experience
Brian Stonecipher, IDSA, Continuum
All of us have been medical consumers at one time in our lives. Come to think of it, we are all medical consumers a lot of times in this life, whether as patients, family members, caregivers or medical administrators. Moreover, we are spending more and more time in a medical environment because the medical environment is no longer just a hospital or a doctor’s office. It can be one’s home, office, or even car. As the medical environment transitions from the hospital to the home (or car or office) new considerations come into place. A high level of usability is key.  Human error can cause illness or even death.  Sound, well thought out design is imperative. How would you describe your last medical experience as a medical consumer? Were you scared? Confused? Positive and confident? What was your environment? How did this affect your comfort level as a patient or caregiver? In this presentation I explore how Continuum develops an understanding of the perceptions and emotional needs of all types of medical consumer in all types of environments – and how we use those findings to design products that deliver a better experience.

5:45pm – 6:30pm
Vanderbilt Room
Connecting Ideas to Opportunities Workshop
Anthony Pannozzo, IDSA, Herbst LaZar Bell and Martha Cotton, Herbst LaZar Bell
This workshop will focus on processes, methods and techniques to connect contextual research with meaningful creativity through identification and prioritization of opportunities for innovation. The workshop is highly interactive and facilitated by an ethnographer and an industrial designer who will draw upon their experiences collaborating on opportunity identification and creating successful products & services. Rather than simply presenting content, the session is designed to produce “takeaways” for the audience by demonstrating tools for thinking about opportunities, illustrated in real time using audience experiences. This session is for designers who find most design briefs to be narrow minded and uninspiring; seek new ways to ask old questions; and understand that opportunities for innovation come by challenging conventional perspectives.

6:30pm – 7:30pm
Terrace Room
"Reconnecting" - Invitation to an Open Dialogue
Organized by Nancy Perkins, JohnPaul Kusz, Lisa Smith, and Doris Wells-Papanek.
Join us in a small group "Open Dialogue" to explore how design, a profession that by its very nature embraces change and beneficial outcomes, can lead the way toward a desirable future that is ecologically, socially and economically sustainable. Guests will be asked to participate by sharing their thoughts about the issues we must face and address in a world of increasing population, limited resources, growing socioeconomic disparity and climate disruptions. If we are to meet our responsibility as designers and stewards of the future, how might we expand the purpose of design to rethink, and/or radically change the products, systems and realities we create? Let's talk, learn and act together....

2:00pm – 2:45pm
Gold Room
Size China: A New World of Ergonomics
Roger Ball, IDSA, Hong KongPolytechnicUniversity
Size China.com has created the first ever digital database of Chinese head and face shapes. Most current consumer products such as sunglasses, motorcycle helmets and hygienic facemasks are designed for western head and face shapes and, as a result, do not fit Chinese people properly. Size China.com will solve this problem by creating practical, sophisticated design tools for industries that need to create the next generation of perfect fitting products.

2:00pm – 2:45pm
Venetian Room
Communication Design/National Park
Ju-Yuan Chen, Taiwan
This design research project investigates the role of communication design in changing visitor perceptions of Taiwanese national parks. Using Yangminshan National Park as a test case, it investigates the messages that might resonate with park visitors to change attitudes and behavior as the basis for a program of user-centered design. The article’s principal aim is to use design to empower Taiwanese citizens to better enjoy the unique experiences the park offers. At present park visitors show little respect for the park environment and do not seem to know how to experience it to its full potential. I argue that communication would be more effective if it were based on a sound understanding of Taiwanese attitudes to nature. The article also seeks to change attitudes to the value of communication design among park management and government. Interpretation design and ecotourism are both at a very preliminary stage of development in Taiwan. I integrate these disciplines to develop a model of communication design that gives park visitors a more developed awareness, appreciation and enjoyment of the value of national parks to (1) protect the natural environment and (2) develop their ecotourism potential.

2:00pm – 2:45pm
Terrace Room
Sustainable Design: The Business Case
Jeff Smith, IDSA, Lunar Design and Nirmal Sethia, Center for Business and Design, Cal Poly Pomona 
With concern growing every day about global warming and eco-system damage, Sustainable Design (SD) has become a critical business and social imperative throughout the world.  Besides the environmental dimension, SD also relates to sustainable modes of consumption and sustainable ways of life. The need for SD is particularly acute in emerging markets.  In this context, we will begin with recognizing the business risks of ignoring the sustainability concerns, and then point to business benefits of SD.  We will present several examples to show how sustainable design translates into good business strategy. For design, this means doing well by doing good.

2:00pm - 2:45pm
Pavilion Room
Product Development Section: Cross Cultural Collaboration
Hari Nair, Whirlpool Global Consumer Design and John Barratt, Teague

When East Meets West - Designing the Experience
“Global design" is a nice catch phase, but how does it really work? Can ideas from one region be successfully transferred to another region? Does the design process/people need to adapt to the reality of limited resources and increased speed of product development?

Breaking Boundaries
It’s safe to say that collaboration is now common practice in today’s more strategically aligned design world. While this method typically refers to collaborative process between client and consultancy, there is a new form of cross-cultural collaboration taking place globally between consultancies that is intended to improve the relevancy of what is being designed. However, with every new process there are unseen challenges that must be overcome. Can design act as a universal language between cultures?  This presentation will explore the realities and hard won lessons of multicultural design, as well as discuss the challenges and victories of cross cultural design collaboration.

2:00pm – 2:45pm
Crystal Room
Myths About Knowledge
Mitzi Vernon, IDSA, Virginia Tech and Tom Witt, ASU
The two authors will present this paper as a conversation distinguishing data, information and the generation of new knowledge. In the spirit of dialogue, we will pose questions, posit answers and invite audience participation. We will cite examples drawn from our experiences as teachers of design–including stories, doodles, drawings, models and experiments.

2:00pm – 2:45pm
Vanderbilt Room
Green is the New Black
Chris Hacker, IDSA, Johnson & Johnson
The premise of the presentation is that design is at its root a problem solving activity and that by understanding the environmental consequences of design decisions, one can inform great design with sustainability and environmentally friendly materials and processes. The session will also demonstrate that environmental responsibility and profit are not mutually exclusive. We will address the following issues:  

• Retraining designers to think about the consequences of the decisions they make. Knowledge is power. Review how companies think. Getting under the hood in the early stages of design process. Intention.
• Why it’s about framing the project. It’s the same as you’re used to, the questions are just different.
• Research, research, research. Never take anyone’s word for what something contains. Checking out what you use, make and produce.
• Getting it made. God lives in the details / The devil lives in manufacturing. Resources: Material lists, Process descriptions and evaluation techniques.

2:00pm – 2:45pm
Fountain Room
Interactive Design Section: Google Earth – A Remarkable Story of a High Wire Innovation Act in the Global Digital Circus
Featured Guests: Beth Ellyn O'Mullan and Olga Khroustaleva, Google Earth UX Team; Moderators: David Malouf and Philippe Cailloux; Host - Bill Mak, IDSA, Interactive Design Section Chair
Come and listen to and engage with Beth Ellyn O'Mullan and Olga Khroustaleva, Interaction Design and Research leads for Google Earth, a unique interactive experience that perfectly fits into the conference theme. We look forward to a fascinating conversation about the design challenges behind Google Earth.

2:00pm – 2:45pm
Tonga Room
Things Can Be Different
Dev Patnaik, IDSA, Jump Associates
The greatest engine of change in the last hundred years has been American Industry. It has won wars. It has cured disease. And it has also wreaked havoc. In pursuing our passion for design and innovation, it often seems that we're doing nothing more than running the novelty treadmill. Meanwhile, complex problems face people around the globe, from terrorist threats at home to civil unrest abroad. As designers, our activities are seemingly disconnected from these issues. They don't have to be. Green design, appropriate technology, and sustainable design are only some of the disciplines that have shown that designers don't have to settle for doing less bad – we can actively do well. This talk will discuss how changes designers make can ultimately solve the Big Needs that plague our society, whether they be the violence of modern life, the hardship of growing old, or the fraying of our communities. When design taps into complex social systems, seemingly small changes can have big effects, doing everything from enabling conversations around a table to averting nuclear warfare. Things can be different.

3:15pm – 4:00pm
Pavilion Room
Product Development Section: Cross Cultural Collaboration (cont.)

3:15pm – 4:00pm
Gold Room
A New Vision of Design Education for Changing Global Conditions: Connecting, Valuing and Benefiting from Diversity of Human Experience, Knowledge and Design Methodology to Collaboratively Create Mutually Sustainable Planetary Futures
Jan Coker, Australia
We will explore design education developed to respond to complex and constantly changing global conditions.This approach has been trialed for five years. It successfully builds on connections; collaborative and cooperative design decision-making; and is directed toward building a sustainable world future. It evokes within students a willingness to apply in their design work, what may be termed a social and ecological "bills of rights". This education in creative problem solving draws on students’ innate desire for "enchantment", employs multi-modal processes, and pivots on emotionally meaningful experiences and new cognitive patterning. It merges traditional design skills with heuristic methodologies for solving "wicked" problems. It also engages non-adversarial group consensus building procedures to arrive at mutually beneficial design outcomes for all stakeholders. It is design education for unpredictable and unknown global futures.

3:15pm – 4:00pm
Venetian Room
Culture & Design in Emerging Countries
Alvaro Diaz, Designer Bee Design Inc.
Recent trends in industrial design for emerging markets have focused on the economies of China, India and some countries of Latin America. Even though those countries have opened up their markets (and their economies have grown rapidly during the past decade), companies still struggle to get reliable information about their domestic consumers. Foreign manufacturers try to understand local markets to find major opportunities for new investments, and therefore, specialists in marketing and human factors are required to find innovative strategies to deal with cultural differences. In many cases, products and services need to be redesigned for these new markets. This presentation will explore three case studies in ethnographic research conducted in Mexico, Colombia and Nicaragua that exemplify this process.

3:15pm – 4:00pm
Terrace Room
Sustainability by Design
John Skabardonis, Affiliate IDSA, Bayer MaterialScience
Now, more than ever, it’s possible to design and engineer products with sustainability in mind. Plastics can play an important role. As designers, we have a great opportunity to make a positive impact on a product’s sustainability. Changes here – even small ones – can have a greater positive effect on sustainable development than trying to reduce a negative environmental impact during and after production. For example, the choice of coloration and decoration technologies will affect not only the appearance and durability of a product, but also its potential future re-use and, ultimately, its recyclability. As another example, designing a product to utilize plastic snap fits instead of mechanical fasteners is a small design change that can have a big impact. This simple change has the potential to reduce weight and waste by eliminating hardware (dematerialization). It may also save energy in manufacturing (bypasses manufacture of metal fasteners), transportation (reduced weight) and recycling (designed for ease of recovery during disassembly). It is through their carefully planned use in the design process that plastics can promote “sustainability by design.”

3:15pm – 4:00pm
Pavilion Room
Product Development Section: Cross-Cultural Connections: Breaking Boundaries and When East Meets West - Designing the Experience (continued)
Hari Nair, Whirlpool Global Consumer Design and John Barratt, Teague

3:15pm – 4:00pm
Crystal Room
Making Meaning – Creating Connection Through Designing Deep Value
Darrel Rhea, IDSA, Cheskin
A longing for connection must be the driving principle of design for the new millennium. Our core competency has to be in understanding people and their needs as the basis for designing an experience. This requires unearthing and refining a deep sense of what creates value for people, the different levels of this understanding, and ultimately the role of meaning as the highest embodiment of value. This process of "making meaning" connects the beauty of the individual experience with the shared bounty of a consciously designed engagement. One of the biggest areas of opportunity for design is within the emerging market economies. By focusing on meaning – and "designing for the majority" – the design industry can cross borders and boundaries to connection in this shrinking and flattening world.

3:15pm – 4:00pm
Fountain Room
Leveraging Contemporary Technologies for Rapid User-Centered Design
Jed Wood, Institute of Design, Illinois Institute of Technology, and Chris Conley, IDSA, Institute of Design, Illinois Institute of Technology
Historically, applications for designers focus on the visual aspects of the profession. Wouldn't it be great to have design tools for the front-end of the process—where user research, information architecture and other design analysis methods are used? While most of the cool new Web 2.0 apps are for consumers, Jed Wood and Chris Conley create tools for designers. Join them in this session where they will share the principles, technologies and opportunities that make this an exciting area to explore.

3:15pm – 4:00pm
Vanderbilt Room
Design for the Everyday, No Manual Required: How Interface Design Yields More Intuitive Results by Integrating Specific Mechanisms of Everyday Human Life
Brock Danner, Brew|SDC
Brew|SDC partner Brock Danner will discuss how “Design for the Everyday” connects people to places, experiences, services, products, and information more completely through highly intuitive interfaces. As everyday life continues to include variable interface typologies—including digital, human, and environmental—the necessity to achieve intuitive interaction becomes increasingly important. Spanning the fields of design, architecture, technology, and human factors studies, this session will provide a profound perspective on the value of exploring everyday mechanisms of behavior for enhanced interaction design.

4:30pm – 5:15pm
Gold Room
World House Project Systems
Luigi Ferrara, Canada
The  World House Project confronts the issue of shelter for coming generations by developing housing systems that operate on the principles of sustainability, universality, technological responsiveness and ecological balance. In our first year, we developed "System Patterns in Housing" visually identifying and mapping twelve systems, from construction to identity, and significant trends throughout history and cultures that helped influence the way we shape our homes. The World House Project System is the first step in a process that will enable us to imagine how to live, learn, work, and play together as a global community, and aid us in our goal to find alternative development patterns and a viable path to a sustaining future, and allow the world to re-envision the designer as a problem solver with the ability to effect positive change for humanity.

4:30pm – 5:15pm
Venetian Room
Design Matters in Central and Eastern Europe
Judit Varhelyi, Hungary
It has been more than 15 years since the collapse of the Iron Curtain opened up central and eastern Europe to the world. Following wholesale political, social and economic changes, ten of these countries are now part of the European Union. At the same time Prague, Budapest, Tallinn and several other cities have rapidly evolved into vibrant metropolises, drawing on local creative talent. This presentation will explore how design plays a powerful role in social and economic development in the region, building a unique legacy and image that combines rich pre-war traditions with modern influences.

4:30pm – 5:15pm
Terrace Room
Beyond Awareness: Sustainability and The Expanding Role of Design Beyond Function and Aesthetic
Eric Wilmot
As the design profession continues to expand its role in business and social realms, it is imperative to understand the contemporary challenges of practicing in these arenas. The emerging topic of sustainability requires a new vocabulary and understanding of the responsibilities of design in shaping our future.   This presentation aims to help educators and practitioners break down the topic of sustainability and provide guidelines for helping their organizations transition toward sustainable practice. Presentation topics will range from relevant processes and techniques that promote motivational culture, strategic “starting points,” and new systemic solutions developed through the lens of sustainability.

4:30pm – 5:15pm
Pavilion Room
ROI of Design: What is Changing and How We Can Stay on The Cutting Edge
Carole Bilson, IDSA, Pitney Bowes
Design executives discuss the ROI of design: what is changing and how we can stay on the cutting edge?

4:30pm – 5:15pm
Crystal Room
Seeking a Shared Understanding of Design Research
Marty Gage, IDSA and Spencer Murrell, IDSA, lextant
Over the past decade, companies have made big strides toward integrating disparate disciplines into a seamless product development process in order to shorten time to market and improve outcomes. Yet the relationship between research and design remains less mature than that between engineering and design. This presentation will describe how to effectively integrate research and the social sciences with cross-functional product development teams. A shared team experience will provide a foundation for breakthrough ideas and real-life solutions that can be commercialized as quickly as today’s economy demands.

4:30pm – 5:15pm
Fountain Room
Re-Thinking How Products Are Designed – Why We Can’t Wait
Jim Couch, IDSA, Altair ProductDesign
Advancements in optimization and simulation technologies have opened up new and bold possibilities that were previously unimaginable.   The integration of science, mathematics, and technology are allowing designers to create more radical and exploratory concepts.

4:30pm – 5:15pm
Vanderbilt Room
The Art and Science of Measuring Emotion
Laura Richardson, M3
Design brings together aesthetics and the bottom line, experience and strategy, emotions, and data. Every consumer has a different emotional history toward a product and its brand, whether or not the product is familiar. Yet once the user begins to test a given product, he relates through a series of conscious or subconscious assessments. He examines the product’s utility and usability, its task efficiency, controllability, challenging features, ergonomic properties, etc. The product may meet the user’s usability assessment, but fail in its emotional appeal, a second layer of assessment based on five categories of relation: surprise, instrumental, aesthetic, social, and interest. Finally, once product acquisition and initial inspection have passed, the user moves to product attachment, that is, its emotional afterlife. Product attachment can also be perceived by imagined use of the product and what the user aspires to become by using the product. A substantial body of work has been performed around emotional usability and engagement. Research to date has hinged on three primary measurements – the use of facial expression, the use of metaphor, and the use of emotional terms. Laura Richardson, director of design research for M3, has developed a new perspective in examining users’ emotional responses. She has developed an “emotion engine” and an “emotion timeline” as part of her analysis.

5:45pm – 6:30pm
Gold Room
Design and the City outside the US: ID Berlin - ID Hong Kong - How young designers carve their own place and interact with the city
Philine Bracht, Hong Kong Polytechnic University, Germany
Design and designers are at the centre of the “Creative Industries“ sectors and more and more considered the driving force behind innovation and economic success. Around the world, design is now held in high esteem by politicians and economists. That the “real and good jobs“ for product designers are very limited becomes visible in this comparison of two world capitals renowned for their creative industries. 

• Where do young designers today find their place as professionals and how do they work in the city?
• Do they have to be 'global players' or can a cultural identity become inspiration and asset?
• How do the designers cope with situations that don't demand creative solutions and what inspires them in market places that overflow with consumer goods?
• How can they make the contribution to society and industry that they were educated for?
• What role does design education play for their success?

This session looks into the current “design scenes“ in two special places: Berlin and Hong Kong. It shows how designers use their creativity in new and exciting ways. The juxtaposition of a select number of design offices finds how cultural influences make a difference and play a role in counter-acting globalization trends.

5:45pm – 6:30pm
Venetian Room
Design Promotion – Down Under Style!
Brandon Gien, I/IDSA, Australian International Design Awards and Standards Australia
2008 marks 50 years of design assessment and promotion in Australia, creating an opportune time to celebrate Australia’s creative design industry. Beginning in 2008, the Australian Design Awards will become known as the Australian International Design Awards and will accept all professionally designed products on the Australian market. This bold move aims to foster a stronger culture of design in Australia and to provide a clear, consistent indicator of good design for Australian consumers. The content of this presentation will provide useful and thought provoking information to other design award/promotion bodies around the world grappling with the issue of local vs. international awards models. The presentation will address the process of stakeholder engagement; outline the assessment model and assessment criteria; talk through the re-branding exercise and reveal the AIDA new logo; and deliver a platform for a communications strategy to ensure successful delivery of key messages to stakeholder groups.

5:45pm – 6:30pm
Terrace Room
The World Is Smaller, Design is Bigger: Living, Designing, and Learning in a Sustainable World
JohnPaul Kusz, IDSA, Illinois Institute of Technology and Doris Wells-Papanek, IDSA
Sharing their combined work and applied research in learning and sustainability, the authors explore how the role of design might transition from one that manifests a personal expression to one that facilitates social dialogue toward more complete and potentially sustainable product, business, and systems models. Using an interactive presentation format, the presenters will engage the participants in an exploration of some of the trajectories upon which we are traveling today, examining how we have met our needs through time; and the technical, societal, and political inflections that may have brought us to the present – the “Now.” Starting at the “Now” and informed by the past, participants will look forward to examine possible future trajectories and outcomes. A framework designed to drive creative, multi-disciplinary collaboration will be presented. This approach challenges the traditional constructs of design and development; offering, instead, a dialogue that enhances and expands the product development process. The outcome will, in their experience, lead to more inclusive, anticipatory, and comprehensive solutions.

5:45pm – 6:30pm
Pavilion Room
Not Lost in Translation: International Emotional Design Analysis
Dan Hill, Sensory Logic, Inc.
In this age of commoditization, the most important thing any designer can do is to create an emotional connection with the end user that solidifies the reliance and joy of use. Through the use of facial coding, profiled in Malcolm Gladwell's 2005 book Blink, and explained in detail in Dan Hill’s 2007 book, Emotionomics, Winning Hearts and Minds, it is now possible to determine the true emotional response of users to the omnipresent "new and improved" products that appear on shelves every day. Drawing on the real-world case study in the field of product/user-interaction research, Hill will inform attendees how the importance of emotional buy-in can deliver happy users or dissatisfied shoppers who go elsewhere for their next purchase.

5:45pm – 6:30pm
Crystal Room
Connecting the Play of Improv with the Work of Ethnographic Research
Steve Portigal, Portigal Consulting
In this session we'll look at the connections between improv and ethnography. Improv is not "stand-up comedy." It's a series of games with rules that offer huge degrees of freedom within a set of constraints. In these games we bring out a lot of basic, quickly understood and communicated rules of culture that are implicit, not explicit. User research has interesting similarities with improv: Both are in-the-moment processes; we learn upon reflection; there's enormous unspoken collaboration and there is often an "aha" moment. In this workshop you will learn more about improv, listening, creativity, ethnography, and how they all connect together.

5:45pm – 6:30pm
Fountain Room
Connecting Service Design and Industrial Design
Rob Tannen, IDSA, Bresslergroup
The focus of design is broadening from individual products to multiple experience touch points.  We'll define and discuss this growing field of service design in a very tangible way--by examining the CONNECTING'07 conference as an example of a designed service. We'll be looking at some of the key virtual and physical touch points related to the conference from various attendee perspectives. Conference attendees will also get to participate directly by contributing their own observations during the conference to the analysis project. Results and recommendations will be distributed following the conference.

5:45pm – 6:30pm
Vanderbilt Room
Re-Examining Patterns as a Design Tool: Lessons from Interaction Design and New Ideas
Barbara Ballard, Little Springs Design and David Malouf, Interaction Design Association (IxDA)
Patterns are observed repeated solutions used within the similar related contexts across different systems. Christopher Alexander first described their use as a way to enhance the practice of architecture. The concept of defining repeatable units to create efficiencies in any sort of production goes back to the Ford Model-T and further; however, the way that designers use patterns is not to create homogenized widgets in a factory setting, but rather as a means of discovery and reflection and alignment. This session will further define how patterns are used in design using explicit examples from interaction design, further adding more examples from mobile experience design. The speakers will then explore new types of intangible patterns that in concert with existing tangible patterns designers can create new combinations of solutions heretofore not discovered. This seminar format talk is appropriate for any designer interested in interaction design, the use of patterns in interaction design, and their cross-over use in the industrial design of digitally intelligent devices.

2:00pm – 2:45pm
Gold Room
Intentiability
Manoj Kothari, Onio Design, India
“Intentiability” is a proposal to articulate a new paradigm of innovation goals in the current age. It relates to commonalities in the success of the iPod and the failure of super-luxury cars like Mercedez Benz to sell in India despite a market of more than 200,000 people who can afford one. Intentiability combines the “functional” with the “existential” connection with a product. It is ability to capture and positively modify the “intent” of the user who is immersed in the soup of rapidly evolving socio-cultural paradigms. Intentiability is an effort to articulate the new role of society and social trends in the product-consumer duet. It is an effort to articulate a subtle phenomenon, which if applied at the design-research end, would lead to winning-strategies in the new-world markets, especially those that are culturally non-homogeneous. This session will illustrate the concept with several case-studies of product design that Onio has undertaken in the context of India.

2:00pm – 2:45pm
Terrace Room
Design Protection Section: On the Witness Stand for Design
Cooper C. Woodring, FIDSA
What is an Expert Witness?  What do they do?  Who can be one? As an Expert Witness in Design Patent litigation, Cooper helps convict copycats, protects those wrongly accused, and influences court decisions with tens of millions of dollars riding on the outcome.  He serves both plaintiffs and defendants according to his independent assessment of who is right. In this straightforward, down-to-earth presentation, Cooper will explain how you, too, can stand up against a team of tough attorneys trying to discredit your testimony, undermine your creditability and make you look stupid on the witness stand. Cooper will explain how Expert Witnesses protect the integrity and exclusivity of award winning designs, reveal the standards by which Federal courts measure design patent infringement, and share his most humorous and unusual experiences during his 15 year service as an Expert Witness. And, yes -- he promises to answer any question with “the truth, the whole truth, and nothing but the truth” (at least regarding Expert Witnessing).

2:00pm – 2:45pm
Pavilion Room
Connecting Designers
Mark Dziersk, FIDSA, laga
Speaking “design” to non-designers is often the most difficult part of giving birth to new ideas. Effective communication tools and techniques that allow your audience to hear what you are saying are imperative. A good story can be as valuable as the most accomplished Alias rendering and all people connect universally within certain emotional parameters. In this session Mark Dziersk will give you his ideas as well as more than a few tools and methods on how to deliver design in ways that can be successfully heard. As the online “Design meets Business” editor for Fast Company magazine, Mark has developed a suite of ideas and methodologies for getting businesses to “connect” with designers and vice versa.

2:00pm – 2:45pm
Vanderbilt Room
Visceral Research, Virtual Food: What Our Edible Culture Can Reveal About Ourselves
Beth Mosher, IDSA, Rhode IslandSchool of Design
Using evolutionary forensics to analyze the development of mass-produced junk food, we will subject traditional American foods to the same altering forces to see what we can learn about the design process and ourselves. We will explore such diverse material as Galileo’s thought experiments and Grandma’s home cooking to glean new insights into how our food products are created and how we, in turn, are shaped by our edible culture.

2:00pm – 2:45pm
Tonga Room
Connecting By “Acting Out” Design Experiences
Michael McCoy, IDSA, High Ground
Mike McCoy will demonstrate tools to help designers get inside the user experience. Tactics such as storytelling, scenarios, and “acting out” help focus multi-discipline product development teams. Mike will show case studies of teams using these tools from IDSA/High Ground Workshops, Image/ Space/ Object Workshops, advanced product design workshops at The Institute of Design at IIT and other design schools and corporations. A web download of “people-centered-design pocket tools” will be available for session participants.

2:00pm – 2:45pm
Venetian Room
Interdesign Panel
Adrian Lebendiker, Argentina; Adrienne Viljoen, South Africa; Roberto Cuervo, Colombia
One of Icsid’s most exciting initiatives is the Icsid Interdesign – a series of two-week workshops in which professional industrial designers work collaboratively on a predetermined issue of regional and/or international significance. A host country identifies an issue that is possible to solve through innovative design. Examples of such problems range from designing transportation systems in rural parts of developing nations to the design of playground and child care facilities. Typically, interdesign workshops unite about 30 participants, of which half are from the host country and the other half from other countries around the world. Although most participants are experienced industrial designers, it is customary for students and young designers to attend. With the particular problem in mind, designers bring together their experiences and international perspectives to develop a solution to the issue at hand. In this session, three past Interdesign hosts will share their experience and explain why the Icsid Interdesign Workshop is a unique way of working to solve design issues of global significance.

2:00pm – 2:45pm
Fountain Room
Crowdsourcing: Solving, Rather Than Designing, the User Experience
Valerie Casey, IDEO
Crowdsourcing has recently entered the cultural vernacular as the buzzword for democratic product development. Crowdsourcing, the phenomenon of corporations creating goods, services, and experiences in close cooperation with consumers, has turned product development into an open-source platform and allowed companies to tap into the intellectual capital of amateurs. In exchange, end-users have a direct say in what actually gets produced, manufactured, developed, designed, serviced, or processed. Crowdsourcing takes advantage of online social networks, makes the networked consumer part of the product design process, and offers companies a way to uncover consumer insights and perspectives more vast and varied than those gathered in focus groups or contextual inquiry. At first glance, crowdsourcing seems diametrically opposed to the concept of outsourcing product design to design experts. Questions arise: are the masses trespassing on the expertise of designers, and what is the effect on the end-user experience? Valerie Casey of IDEO argues that this access to the innovation potential of amateurs will play a pivotal role in the design process of the future. Here, she discusses the ways in which end-users will benefit from the tension and challenge of amateurs’ input, in tandem with experts’ insight.

3:15pm – 4:00pm
Gold Room
World Design Capital

3:15pm – 4:00pm
Venetian Room
Communication Behavior & Connections
Lleuvelyn Cacha, Philippines
The networks designed to facilitate information retrieval, entertainment, education and communication across distances have changed the way libraries operate and face new demands. This presentation will explore the ways in which librarians are taking on far more diffuse responsibilities within academic communities and beyond. It aims to capture a more holistic picture of the interaction between librarians and patrons, their communication behavior and experiences by concentrating on the context within which students carry out their research tasks and academic goals. Furthermore, it focuses how librarians become more engaged with the research behavior and learning trends of its users and continue to keep personal touch with them in a virtual environment - through the creation and dissemination of innovative services.

3:15pm – 4:00pm
Terrace Room
Sustainability: Design is the Problem...and the Solution
Nathan Shedroff, California College of the Arts
Design as an industry is re-examining its role in creating products and services that are good for people, the planet, and businesses together. Sustainability is a quickly-growing field and concern and sustainable design principles and techniques are the primary way new businesses and offerings can satisfy the desire for solutions that are “better” in all ways. There are several clear approaches and concerns for designers to use when re-orienting themselves to sustainability principles as well as notable successes already on the market. This session will review the principles of sustainability as well as the major techniques designers can use today to make better solutions. Attendees will leave with a coherent overview of what to do, the major issues, and a checklist of process to begin designing more sustainably, immediately.

3:15pm – 4:00pm
Pavilion Room
Enabling Innovation through Workplace Design
Peter Lawrence, Affiliate IDSA, Corporate Design Foundation
Peter Lawrence will present and discuss company examples and recently published research that confirms the important role of the design of the workplace in enabling innovation. The session will include case studies from the point of view of company CEOs who have used the redesign of their workplace as an essential element in changing the corporate culture to achieve more collaboration, flexibility and creativity. The presentation will address why this is so important now and what can be done. The objective of the session is to provide participants with the evidence and arguments to promote changes in workplace design as a means to improve the company’s ability to innovate.

3:15pm – 4:00pm
Crystal Room
Motorcycles and the Art of Product Design
Shimon Shmueli, IDSA, Touch360 and Akshay Sharma, School of Architecture+Design, Virginia Tech
Whether literarily or metaphorically, there is no aspect of product design that is not reflected in motorcycles. Motorcycles are metal, rubber, plastic and fuel. They are shape, color, brand and performance. Motorcycles are all of these—and much more. They are intimate experiences for riders and their communities. They are experiences where the rider and the bicycle become one during the ride. They are experiences that begin on the road and continue after the rider is off the road. In this presentation, we will explore the design principles that make motorcycles the intense experiences they are. We will look at the relationships riders form with their motorcycles, how they interact with them, and how experience design is manifested in the form of motorcycles revealing what lessons can be learned about the design of other products.

3:15pm – 4:00pm
Fountain Room
Consumer Electronics Section: Designing User Experiences to Create Products with Greater Design Integrity
Glen Oross, IDSA, Kyocera Wireless
The Consumer Electronics Section will tackle the topic of improving design integrity -- not always an easy task in the “stack ‘em deep and sell ‘em cheap” big box environment. To empower designers everywhere, we will discuss the following:

1. How to create a clear product experience.  Rich, endearing product experiences go much deeper than product’s outward appearance.
2. How to quantify the value of design within your organization and / or your clients’ organization. Make design recommendations that are hard to dispute and garner the confidence of the client or organization.
3. How to design the interaction. Align the industrial design with the product experience. Does the interaction drive the experience or does the experience drive the interaction?

3:15pm – 4:00pm
Vanderbilt Room
Inclusive Design: The Lifespan Agenda of Our Time
Patricia A. Moore, FIDSA, MooreDesign Associates and Bruce Nussbaum, H/IDSA, BusinessWeek
2007 marks the 25th anniversary of the completion of Patricia Moore's groundbreaking Empathic Elder Research. For a period of three years (1979-1982), in an exceptional and daring experiment, Moore traveled throughout the United States and Canada disguised as women more than 80 years of age. With her body altered to simulate the normal sensory changes associated with aging, she was able to respond to people, products and environments as an elder. Bruce Nussbaum and Moore will offer a comparative review of how well the design community has addressed global lifespan consumer needs since 1982, and provide a guideline for what must yet be accomplished if consumers, worldwide, are to maintain personal autonomy and achieve the highest quality of life, for all of their years.

4:30pm – 5:15pm
Gold Room
Panel – Beautiful Connections +
Panelists: Stefano Marzano, Yves Behar, Toyoyuki Uematsu and branko Lukic
Moderator: Tucker Veimeister.

4:30pm – 5:15pm
Venetian Room
Panel – Bountiful Connections +
Panelists: Roger Martin, Mark Dziersk, Richard Seymour and Patrick Whitney
Moderator: Beth Viner

4:30pm – 5:15pm
Terrace Room
How they got 470 MPG at The Craig Vetter Fuel Economy Contests
Craig Vetter, Designer and Inventor
Designing for a sustainable economy is paramount. Increased fuel economy is a major solution. Between 1980 and 1985, Craig Vetter sponsored a series of fuel economy contests on Highway 1 between San Luis Obispo and Carmel for any street legal vehicles. They had to complete the 137 mile journey in 2 hours, 45 minutes. The best competitors were allowed to compete the next day on the track of Laguna Seca, where they each got a nickel’s worth of fuel to drive around the track until they ran out. Craig Vetter may be the only person in the world who can tell students in an understandable way how to get 470 mpg at real highway speeds.

4:30pm – 5:15pm
Pavilion Room
Driving Design: Southern California Auto Studios Set the Pace
Chuck Pelly, FIDSA, The Design Academy Inc.
Southern California is automotive culture. A hotbed for industry trends and innovation, the region is the world leader in automotive design impacting consumer choice and style across the globe. Thirteen automotive studios representing over 32 brands call Southern California their home. Their advanced thinking sets the stage for the future; driving form, sustainability, and significantly impacting brand through design. Chuck Pelly, an automotive guru, gives an insightful look into the influence and contribution of these studios and the region’s significance to automobile design and global products. The presentation will include the highly publicized LA Auto Show Design Challenge submissions reflecting future concepts of LA car culture.

4:30pm – 5:15pm
Fountain Room
The Naked Interface - Liberating Brain, Body, and Digital Interactions
Luke Williams, frog design
Throughout the electronic age, people have become accustomed to interacting with digital media indirectly, mediated through screens and peripheral devices. But now, as digital technology becomes invisibly embedded in everyday things, the “feeling” of everyday things is also increasingly becoming embedded in digital technology. In many senses, physical objects are becoming more important. In an immediate way, they can help us define new systems of relationships with digital information. Luke Williams, creative director at frog design, examines how perceptions and gestures formed through our experiences with physical products can effectively bring liberty to the relationship between brain, body, and digital media interface.
This talk will explore:

• How patterns and archetypes from product design now frame new ways for people to orientate themselves around information;
• The principle of stimulating one sense through another to create multi-sensory interactions; and
• New developments at the collision point between "real world" objects and "digital interfaces" – the touch screen.

4:30pm – 5:15pm
Vanderbilt Room
Tactobook: Making E-Books Accessible to Blind Braille Readers
Luis Arturo Méndez-Alba, Mexico
TactoBook is a novel assistive device that allows visually impaired and blind users to read practically any textbook using a portable electronic refreshable Braille tactile display. The TactoBook system uses standard computational resources (such as a PC) to translate an e-book to Braille code, to encrypt it as a file and to store it in a regular USB drive. The result is a compact, lightweight and highly-portable tactile display where the file is opened, processed and reproduced in a set of 10 Braille cells at a time. By touching the pins, the user is able to read the book. Besides from technological progresses due to its size, the TactoBook also involves improvements in human factors and interaction, especially for the blind and visual impaired.

4:30pm – 5:15pm
Crystal Room
SAGE Section: Living Legends
William Bullock, FIDSA, Bret Smith, IDSA, and Vicki Matranga, H/IDSA
The Design Event of a Lifetime wouldn't be complete without the opportunity to spend time with and celebrate some of IDSA's Living Legends. Learn of their unique contributions in laying the foundation for the industrial design profession.  Hear their amazing (and sometimes hilarious) stories of the early years of the industry. This is an opportunity to reengage and connect with creative individuals that have given us such a rich heritage.