Russell Kroll, IDSA

Russell Kroll, IDSA
Co-Founder
Formation Design Group

Russell Kroll, IDSA, is one of the co-founders of Formation Design Group, an Atlanta-based product development and innovation firm. With a background in industrial and interaction design, Kroll directs innovation programs for a broad range of client companies.

Kroll holds a bachelor of science degree in industrial design from the Institute of Design at the Illinois Institute of Technology in Chicago, and an MFA in interaction design from the Designhögskolan at Sweden’s Umeå University. His work has resulted in many patents and awards, including several IDSA International Design Excellence Awards (IDEAs).


Everything Matters—Innovating Experience

Everyone’s talking about innovation , but no one’s talking about innovating. Nouns often embody the big ideas, but verbs are all about action. This session considers the innovation experience from the perspective of people experienced in innovation.

Repeatable innovation—the ability to consistently identify and take advantage of new opportunities—is central to the business of design. Russell Kroll, IDSA, will look beyond current innovation tropes to frame innovating as a repeatable process. He also will discuss how to make more meaningful decisions that expand the broadest definitions of design.

Our decisions affect how people experience the things we design. Everything matters!