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SCHEDULE
Day by Day Schedule and Description:
WEDNESDAY, OCTOBER 27
Pre-Conference Seminars
How to Build and Present Your Personal Brand:
The 2004 IDSA Portfolio/Job Seminar
Randy Bartlett, IDSA, Associate Professor, Auburn University
Robert Schwartz, IDSA, Procter & Gamble
RitaSue Siegel, IDSA, President, RitaSue Siegel Resources
Wednesday, October 27, 2004
9:00am – 1:00pm
Pasadena Conference Center
Free to conference registrants!
SOLD OUT!! Design Strategy in Practice Workshop
In today's challenging marketplace, studying people and everyday life, prior to designing new products, has become a critical and cost-effective tool for reducing development time while improving the likelihood of market success. Some product design consultants and corporate groups have made this type of research an essential part of their design process. Many others would like to do so, but they lack the expertise required to conduct these design research studies with confidence and knowledge.
This unique one-day workshop provides a rapid immersion into design research and planning techniques. Led by Steve McCallion, Creative Director and founder of Ziba Design's Research and Planning group, the workshop will focus on equipping a select group (twelve IDSA members) with the basic knowledge and skills required to conduct credible field research and convert those observations into actionable insights. It will include presentations on practical methods and processes for capturing, interpreting and communicating information about people and everyday life. Special attention will be devoted to a variety of observation and interviewing techniques, descriptive, analytic frameworks, generating insights from field data and compelling presentation methods.
To reinforce the learning process, the workshop will also include a challenging application project. Involving small "commando" design research teams, the project will provide an opportunity to address a real-world design problem by immediately applying what has been presented and discussed in the workshop.
Cost is $285 for members, $385 for non-members
Register here
THURSDAY, OCTOBER 28
Special Track Seminars
These exciting seminars will run parallel with the National Conference program, at no additional charge on October 28 - October 30 from 2pm - 4:30pm.
- Materials & Processes Special Track
The Materials and Processes Track returns for its second year! This parallel program will give you the opportunity to learn about new materials and manufacturing processes and how these new technologies can be applied to product design.
We will be featuring presentations, discussions and case studies from designers, manufacturers and material suppliers covering a wide array of subjects. Companies represented will include:
- RKS Guitars
- Mercury Marine
- DuPont Performance Materials
- Rubbermaid Medical Solutions
- Mack Molding
- And Others Soon to be Announced
Plus, we will be holding an open forum on how the M&P can better meet your needs through continuing education programs, workshops and seminars. Come to discuss how we can help you to build your skills and knowledge to remain competitive in the marketplace.
- International Innovative Product Development Methodologies Special Track
This Special Track Seminar will focus on International teamwork, product channels and market pressures. The speakers will detail examples of failures and successes as well as developing designs for global trends.
Presenters and topics:
- Philip Thompson, IDSA, Director of Industrial Design, Whirlpool Corporation, "Cows and Bridges"
This presentation will look at the structure of visual brand languages and its connection to corporate strategy. Examples will be displayed showing the power of design to connect corporate planning, brands and customers.
- Chris Conley, IDSA, Assistant Professor, Illinois Institute of Design, "Contextual understanding/Integrated product definition"
This presentation will outline "integrated definition" and will argue that it is a major business process that companies will adopt as they try to improve their new product development engine. Stage-gate and Design for Six Sigma processes have added structure and rigor to the product development process, but they do not necessarily ensure that companies are developing the right thing. Integrated definition brings together the people and kind of work that needs to get done before releasing concepts for development and greatly increases the likelihood of market success. Chris will provide several case studies from a variety of industries to illustrate the effectiveness of this new business process based in design expertise.
- Scott Wilson, IDSA, Designer, Nike, Inc., "Partnership du Jour"
Overview of the various product development partnerships. The talk will explore factors, obvious and hidden, that can make or break partnerships/collaborations between brands/tech partners. Examples and stories of why they did or did not succeed will also be presented.
- Alec Bernstein, Director, Advanced Communications and Advanced Concepts, BMW Group DesignWorksUSA, "Living the Distance"
2 cultures, 300 designers, 10,000 engineers, 9 time zones, 6,000+ miles,1 international product development team. An insider's view on living the distance; international design and development from BMW Group DesignWorksUSA.
- Brian Vogel, IDSA, President, Scientific Generics, Inc., "Mixing Cultures as a Catalyst for Creativity"
This presentation will discuss benefits derived from multi-cultural product development, perceived barriers to implementing cross-culture product development, and special relationship among UK, US and German innovation & entrepreneurial cultures. Case studies (war stories) will be used to illustrate lessons-learned followed by a list of takeaways (final slide & handout).
- Tom Dierking, IDSA, Director of Industrial Design, Proctor and Gamble
- Frank Nuovo, IDSA, VP Chief Designer, Nokia Design
- Jonathan McKay, Experiential Learning Creativity Consultant, "The Neuroscience of Successful International Development"
How to design better products and develop them more effectively depends more on you than on perfecting a development process or optimizing an organization. How you think, how you approach problems, how you interact with others is biased in ways you are not aware of. Through hands-on exercises and cutting edge neuroscience, you will learn how to operate internationally in an entirely new way. The workshop will focus on solving problems that you face right now in your international product development projects.
Professional Development Seminars
Medical Design Section
Thursday, October 28
2pm - 3:15pm
Strategies for making user needs a primary focus in the medical product development process.
The panel discussion will debate alternative strategies for making user needs a primary focus in the process of developing medical devices, such as anesthesia delivery products, minimally invasive surgical tools, and glucometers. Design professionals will learn important lessons about how to implement a user-centered design approach within organizations that are normally technology driven. You'll gain a practical sense of how to make user-centered design work for the designer and the medical companies. You'll have a better understanding of the user-centered methods and techniques best suited to medical device design. Based on these discussions, you'll be better prepared to define the benefits of user-centered design to their clients or managers.
What you'll get out of attending:
Medical companies risk seeing their products rejected by the FDA due to inadequate attention to human factors.
- Designers need to position themselves simultaneously as allies to the technologists and users.
- User-centered design calls for a substantial up-front investment that has a large, long-term payoff.
- Some strategies for defining end users are more effective than others.
- Factors that make medical devices lovable are quite different from those that make consumer products lovable.
- It is possible to produce a user-friendly medical device on a limited budget, but larger budget efforts reduce a company's overall risk.
- One needs a strong business case to sell user-centered research and design services to medical product developers.
- Human factors and industrial design efforts must be fully integrated to produce an optimal medical product.
- Effective methods to thoroughly integrate research findings into the design of a medical device.
- Regarding mature medical technologies, such as patient monitors, the product's user-friendliness may be the key factor influencing purchase decisions (when they are driven by user groups).
- User-centered design can differentiate a medical product from its competitors.
- Last minute efforts to "clean-up" a lousy user interface can be quite beneficial.
- Medical workers have come to demand products that enable safe, effective, efficient, and satisfying user interactions.
- There is a significant difference between market research and user-centered design research
Panelists:
- Michael Wiklund, IDSA, Vice President/Director, American Institutes for Research, Chair, Medical Design Section, moderator
- Tor Alden, IDSA, Principal, HS Design, Inc.
- Doug Dietz, IDSA, Program Manager, Global Design, GE Medical Systems
- Mary Lou Tierney, IDSA, Director of Research, Farm Design, Inc.
- Larry Spreckelmeier, IDSA, Industrial Design Director, Ethicon Endo-Surgery, Inc.
- Stephen Wilcox, FIDSA, Principal, Design Science
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Brand New
Thursday, October 28
2pm - 3:15pm
This seminar will focus on the process of helping you create a new design firm. If you're a student, young professional, intermediate or senior level designer who's ready to move beyond your staff position then this seminar is for you. Topics will range from the routine tasks required to set up and run an office to more intellectual endeavors such as establishing a unique value proposition and brand image.
Presenters:
- Jonah Becker, IDSA, Partner, One & Co.
- Scott Croyle, IDSA, Partner, Mechanical Engineering Division, One & Co.
- Claude Zellweger, Partner, One & Co.
WHY START YOUR OWN FIRM?
The benefits of being at the helm
Defining the creative vision
Surrounding yourself with the people of your choosing
Legal and financial benefits
PREPARING FOR THE LEAP
Developing a leader mentality
Nurturing contacts and growing your network
Learning what is really involved: research and observe
The benefit of a mentor
LAUNCHING A STUDIO
The value proposition
What makes your company different, better, etc?
Using the creative process you know to design your company
The jobs design school didn't prepare you for:
Operations
Human Resources
Creative Director
Project Manager
Business Development
Marketing
Client Relations Manager
GROWTH & SUCCESS
Acting like the firm you want to be
Fostering creativity
Exit strategies
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Scenario Learning
Thursday, October 28
2pm - 3:15pm
We cannot predict the future, yet in the design and development of new and innovative products, product and design planners are challenged to create stories, products and strategies for a future that is yet to be known. Scenario planning, or scenario learning, can help product and design planners develop knowledge about the future and integrate that knowledge into the product and design planning process.
Join Mark Capper, General Manager of Strategy & Research and Christine Chastain, Director of Strategy & Research, Herbst LaZar Bell, for an interactive learning experience in a future product and design planning exercise based on scenarios representing the convergence of social trends, demographic trends, culture and technology relevant to a specific product, product design and strategy. Our goal is, together, to work toward rich contextual information of the future along with specific product features and design attributes which can then be passed on to industrial designers and creative specialists to innovate for these future worlds.
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Chinese Design: Visions from the past that may shape our future
Thursday, October 28
3:30pm - 4:45pm
The future of design is in China. Maybe not the future, but certainly one future that will affect every developed society. The scale of China and the sustained pace of economic growth make this all but inevitable. But rather than react to this with anxiety, designers everywhere should see this as presenting opportunities. Not only is there the likelihood of expanding markets for design services and new partners in production, there is also the prospect of innovation arising from an urbane cultural tradition that was isolated and dormant for over a century. Like the discovery of a new continent rich with unknown biodiversity, this is an event that may change lives everywhere.
Eric Wear has spent fifteen years in Hong Kong and China and has participated in a range of projects involving contemporary art and design, and the uses of tradition. He has contributed to projects for the economic viability of preservation within urban planning, undertaken ethnographic study of changing aspirations for design in Chinese homes, and advised on a national exhibition on the use of tradition in new home design. He lectures on design culture and theory in the School of Design, the Hong Kong Polytechnic University. He is currently analyzing the implementation of product identity in product development processes in Chinese industry.
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Design Pitfalls
Thursday, October 28
3:30pm - 4:45pm
Steve Hauser, FIDSA
A brief history of how Hauser Inc. was formed, developed, eventually sold...and lost.
The intent of this session is to share the experiences that lead to the building and sale of a design consultancy, and postmortem, the issues that lead to its demise. Designers who own or are considering owning an industrial design consultancy and may be interested in eventually selling their firm should attend this seminar. The session will start with a 30 minute explanation on how Hauser Inc. evolved into a saleable design consultancy.
The second part of the session will be an interactive exchange with the audience. Come prepared to ask questions and to contribute to the conversation.
Presenters:
- Stephen Hauser, FIDSA, SGH-R Product Development, LLC
- Ron Pierce, IDSA, Principal, ACCESS International
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What does method acting have to do with interaction design?
Thursday, October 28
3:30pm - 4:45pm
Presented by IDSA's Interactive Design Section, this participatory seminar examines the role that envisioning techniques play in developing scenarios for innovative interactive products. You will be led by local actors and acting teachers (we are near Hollywood, after all) in a series of theater exercises that are designed to help you, the designer, create both the internal life and the logical behavior of consumer personas based on ethnographic research. What is the motivation in wanting a new technology? Under what conditions would I think, behave, do, and perceive as this persona does? These exercises will push designers to be willing to submerge themselves in the life of the persona in order to portray them and to build useful scenarios for the products they are working to envision.
- Bill Mak, IDSA, Interaction Design Lead, Microsoft Corp., and Chair, IDSA Interactive Design Section and moderator.
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FRIDAY, OCTOBER 29
Ecodesign Section seminar: State of the Art Green Technologies, Exploring Sustainable Consumption
Friday, October 29
2:30pm - 3:45pm
The first half of this two-part seminar will review newest technical information and answer the following questions: How are electronics manufacturers addressing Extended Product Responsibility? What are alternatives to lead solder? What are alternatives to brominated flame retardants? What are the design guidelines for product shredding (and recycling)?
The second half of the seminar will enable designers to interact with each other and to investigate how sustainable consumption can be applied as a useful concept in practice.
Presenters:
- John Burkitt, Environmental Director, HP
- Dr. Tim Cooper, Senior Lecturer in Consumer Studies and Head of the Centre for Sustainable Consumption, Sheffield Hallam University
- Philip White, IDSA, Principal & Design Director, Orb Analysis for Design and Chair, IDSA Ecodesign Section, moderator
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Why Universal Design is Important to Design Practices
Friday, October 29
2:30pm - 3:45pm
The goal of this seminar is to help you integrate a universal design approach into your industrial design practice. Universal design is often dismissed as special design for a few special people. The truth is that everyone at some point in their lives needs universal design. Wireless technologies, recreation and travel and home health care products and services are among the rapidly developing industries where universal design is absolutely essential. Within a few years, the baby boomer generation will become the largest, most affluent, and most demanding senior customer market in history for these and other industries. Indications from abroad are that universal design is seen as a key to successful worldwide competition, yet many US designers and their clients continue to ignore millions of potential customers among seniors, people with disabilities, and their families. Now is the time to make universal design a part of every successful designer's toolkit.
- What is universal design
- Why universal design is important to design practices
- Customers for universal design
- Where universal design is being put into practice within (and outside) the US
- When universal design will become a critical component to success in business
- How to assess and market universal design features in a product
Presenters:
- Jim Mueller, IDSA, President, J.L. Mueller, Inc., and Chair, IDSA Universal Design Section, moderator
- Molly Story, IDSA, Human Spectrum Design
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Okala ecological design and the EPA/IDSA Partnership
Friday, October 29
4pm - 5:15pm
This seminar reviews the work groups within the EPA/IDSA Partnership: Bridging the information Gap Group, Education Group (students and professionals), and Recognition Group. Some of the content of the Okala curriculum will be reviewed. Areas where IDSA members can become involved will be described and ideas from the audience will be welcome. Don't hold back, help the partnership!
- Philip White, IDSA, Principal & Design Director Orb Analysis for Design and Chair, IDSA Ecodesign Section, moderator
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Design Management
Friday, October 29
4pm - 5:15pm
Hear personal stories of triumph and tribulation in the journey of two industrial designers. Darrin Caddes explains the tragedy that caused him to make drastic changes in his life and profession. He will empower you by explaining the rise and fall of Indian Motorcycle, the challenges of his disability and give you a unique insight into the entire experience he had as a design manager. What does philosophy have to do with ID? Mikal Greaves will address this as well as describe his personal path to success in industrial design. He will explain what it is like to run a design group, how he grew into his position at Flextronics and the most critical factors that lead to his achievements.
Presenters:
- Darrin Caddes, VP Corporate Design, Plantronics Inc.
- Mikal Greaves, IDSA, Senior Director, Design Services, Flextronics
SATURDAY, OCTOBER 30
ID Rendering Techniques with Scott Robertson
Saturday, October 30
2:00pm - 4:30pm
Over the course of 2 1/2 hours Scott Robertson will be sharing his favorite digital rendering tips and techniques used in Photoshop 7.0. The workshop will focus on industrial design presentation renderings. Through various examples, ranging from bicycles to cars, Scott will walk you through rendering strategies and shortcuts to improve your own work. The latter portion of the workshop will include rendering demonstrations followed by a Q & A. You can find examples of Scott's work at www.drawthrough.com and www.designstudiopress.com.
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Furniture Design: The Needs of Customers in the Workplace
Saturday, October 30
2pm - 3:15pm
You'll learn about:
- Design and increased productivity in the workplace;
- How flexibility of workplace tasks has affected furniture and interior design;
- How the blurring of home and office is affecting workplaces;
- How economic pressures have affected the industry and how responsive furniture companies have been to costs;
- How well manufacturers and designers have been able to respond to changing demands;
- Trends in furniture design, materials and finishes; and
- How furniture manufacturers and designers might capitalize on their strengths, without losing sight of new opportunities.
Panelists:
- James Ludwig, Design Director Steelcase North America
- Richard Holbrook, IDSA, Founder, Holbrook Design
- Ronald Kemnitzer, FIDSA, Professor, Virginia Polytechnic Institute, Moderator
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Building In-house Human Factors Databases
Saturday, October 30
2pm - 3:15pm
This seminar is a how-to for building an in-house database of human factors information. You'll be provided with a step-by-step description of how to create various human-factors-related resources that can provide a strategic advantage. Among other things, you will learn how to measure employees, then structure these measurements into a usable proprietary database. You'll also learn some new tools for storing, using and presenting human factors information.
The goal of this seminar is to introduce you to a powerful tool for addressing the geometry of products, the building of proprietary in-house data bases. You'll gain an understanding of:
- What's wrong with traditional "percentile" anthropometry.
- Why an in-house database is useful.
- How such data can be applied.
- How to go about building an in-house database.
- How to use it once it's built.
- How to summarize and present information in a useful way.
Presenters:
- Stephen Wilcox, FIDSA, Principal, Design Science, Chair, IDSA Human Factors Section and moderator
- Jerry Skulley, Director Industrial Design & Human Factors, Plantronics
- Steven Little, CEO, CohesiveForce
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Trends Research Methodologies and the Trends Influencing Design Today
Saturday, October 30
2pm - 3:15pm
Imre Molnar, IDSA
In addition to discussing the significant social trends that are relevant to design today, this seminar makes the case that it is both cost-effective and appropriate to involve designers directly in experiential research at the front-end of all design projects.
Given today's very competitive and product saturated marketplace, there is a great deal of discussion going on about the importance of gathering front-end market intelligence before commencing a design project. There are enormous sums spent by corporations on market research, yet the outcomes are largely worthless in effectively cueing design. The research outcomes are often just statistical pseudo-data that is of little or no value in orienting a project's outcome towards the customer's value systems and needs. Branding firms such as SHR in Phoenix have evolved more esoteric, touchy-feely subjective methods for orienting design. However, while they are an improvement, their processes are also expensive and somewhat limited in value to design. These methods have largely failed because they do not involve designers in the actual information gathering process. This seminar makes the case that established practices in the apparel industry, where designers are expected to do their own field research and observe market-place trends first-hand, is the most cost-effective, efficient and appropriate model that should be adopted broadly in product development-by the auto industry and throughout product design.
Imre Molnar, IDSA, is Dean of the College at the College for Creative Studies in Detroit. Prior to this appointment, he served as Director of Design at the internationally renowned technical outdoor apparel manufacturer, Patagonia.
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Ecodesign for Fun and Profit: Now It's Your Turn
Saturday, October 30
3:30pm - 4:45pm
Looking for an opportunity to do breakthrough innovation? Increase profits? Ignite your career? Then come learn about Design:Green.
Several of your fellow IDSA members have already participated in day-long workshops conducted in New York, Chicago, and Minneapolis during the spring of 2004. It's all part of a ground-breaking IDSA-endorsed educational initiative for product designers underwritten by a grant from the U.S. Environmental Protection Agency. Now make it your turn to learn about Design:Green. Come to this session and discover the Business-Ecodesign Toolkit developed by the IDSA Environmental Section. See the ideas that were generated for Aveda, Herman Miller, Philips and other eco-innovative manufacturers who participated. Even brainstorm some ideas with other conference participants using eco-design strategies yourself.
The seminar will be led by Jacquelyn Ottman, President of J. Ottman Consulting, Inc., a principal coordinator of the Design:Green initiative.
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