Welcome to a whole new kind of lesson plan. Together we will address insightful topics of “What I didn’t Learn in Design School.” The session will be hosted by Brian Roderman of IN2 Innovation and include the participation of two career corporate designers, Mike Gallagher of Crown Equipment and Phillip Prestigomo of Legrand NA. In addition, we will have two career consultant designers join the panel, including Brian Matt of Altitude. We will engage in dynamic dialogue and entertaining improvisational interaction with the audience regarding challenging topics that we find in our profession on a daily basis. The focus will be on day-to-day issues, such as dealing with clients, dealing with bosses, obtaining results from colleagues, dealing with politics at all levels, leadership, collaboration, communications, operations, successes and even failures.
The definition and practice of design has never been more dynamic. Now wholeheartedly embraced by the business, nonprofit and government communities as a critical success factor, more scope and integration is being demanded of design and its managers than ever before. How is this trend playing out in the far corners of the profession? A set of panelists that sit at some of the furthest edges of where design is being applied will discuss the important trends they are seeing as well as the biggest challenges they face in moving forward in the environments they serve. Melissa Quinn will talk about Doblin/Monitor's unique approach to design/business integration; Steve Kaneko will talk about the broad range of talent and skills that are required to produce compelling hardware and software products; Jeneanne Rae will talk about what is uniquely required in service design; and Heather Boesch will talk about using design thinking in NGO and government settings.
There have been over 450 patent infringement suits filed in the past 18 months focusing on smart phones, tablets and all types of digital communications devices and software applications. This session will take a fast-paced look at why this litigation is taking place, where product and UX design fits into the picture and why suddenly industrial design and UX patents have become highly valued corporate assets. The reasons will surprise you.
Session Title: Trend Anticipation: The Millennial Designer’s Tool Forecasting: Speculation, Opinion or Theory Anticipation: To Realize Beforehand, to Satisfy a Request Before it’s Made DUANE SMITH
We all know the formula for success: offer the right product at the right time in the right place to the right customer. You’ve seen the forecasts for next season’s hot pattern: neon pink pineapples. Really?! But consumers’ changing behaviors are forcing trends to behave differently. How do you justify business risk on such speculation? We must look beyond yesterday’s qualitative methods of forecasting trends in order to succeed tomorrow. The increasing rate of evolution within the consumer goods industry is unprecedented. The influence of social media on consumers’ purchasing decisions is a monumental change in marketing. Anticipation can replace forecasting as a more quantitative, interactive and precise map of the future (which is actually green polka dots).
Using GE Appliances as an example, the trend toward outsourcing product design, development, and manufacturing is being reversed. Faced with aggressive global competitors and profitability pressures, GE was preparing to either spin off or sell its appliances division. The collapse in the housing market in 2008 caused the company to rethink this decision. Instead, they decided to invest in a US-based product development and manufacturing strategy that would allow the appliances division to compete successfully in this market. This presentation will outline the actions taken to "insource" product development and manufacturing and provide insights into how it might be accomplished in other industries.
This session will focus on the spawning and commercializing of a lifestyle product brand from within a design firm. In 2006, San Francisco design firm, ASTRO Studios, spawned a new company to commercialize the ASTRO brand. Fresh off the design of the Xbox 360 and Alienware's custom PCs, ASTRO Studios launched ASTRO Gaming as a high-performance video gaming equipment and lifestyle brand for professional and core gamers. ASTRO began by developing the first products and brand position and teamed up with traditional venture capital to launch the brand online selling directly to end consumers. The results of ASTRO Gaming have changed the sport of video gaming, resetting gamers and retailers’ expectations of the expanding entertainment space. ASTRO is in position 13 on the 2011 INC’s. 500 Fastest Growing Companies list and the subsequent sale of the company to Skullcandy Inc. (NASDAQ: SKUL) prior to their successful IPO last July.
Session Title: Two Laptops and a Dream—Starting a Design Business and Creating Cool BILL WEBB
Any designer, at any point in their career can relate to the entrepreneurial spirit that drives us to want to be in control of our own professional destiny. Starting a design business can be a challenge. Webb will share his and his partner’s experiences over the last two years as they have grown and sustained their San Francisco-based ID studio, Huge Design. The story of their studio is only half written and happening in real time. Beginning with their first project to the challenges of building a studio culture focused on creating “cool,” this talk will highlight the unique challenges faced when designers step out of their creative comfort zone and into the harsh reality of running a business.