601 Townsend Street
San Francisco, California 93103

What is Design Worth?
a panel on communicating design value to the business world

With the newfound emphasis in the business world on “design thinking” and the value of innovation, designers are increasingly on the spot to provide not just visual and interactive solutions, but also a competitive edge for their companies. Designers are more frequently involved -- and agitating for involvement in -- the strategic decisions of a company and defining the trajectory of success. However, with power comes responsibility, and designers must now justify their solutions not only in terms of customer objectives, such as satisfaction and loyalty, but also in terms of business objectives, such as increased revenue and ROI.

How do designers quantify or measure the outcome of good design? And should they?

Our panel for this event features a number of leading professionals poised at the intersection of business and design. We’ll discuss design’s increasing influence in business, and how designers can successfully interface with business stakeholders through business fluency: understanding the language and motivations of business.

Jess McMullin (nForm) will be moderating the panel, with Nathan Shedroff (CCA), Rajan Dev (Hot Studio) and Brandon Schauer (Adaptive Path) sharing their viewpoints and experiences bridging the divide between business and design.

This event is free and open to the public.
brought to you by IxDA-SF and Adobe Systems

about the panel

Jess McMullin is Principal at nForm, a user experience consultancy in Edmonton, Canada. Jess regularly writes and speaks at conferences about user experience, but has more recently sharpened his focus on the intersection of business and design. He co-founded The Overlap, an invitation-only conference on business and design, and writes regularly on the subject at BplusD (http://www.bplusd.org)

Nathan Shedroff is a pioneer in the field of experience design, speaking, teaching and writing extensively on the subject. Nathan earned an MBA at the Presidio School of Management in San Francisco in Sustainable Business, and is now chair of the groundbreaking MBA in Design Strategy program at the California College of the Arts.

Rajan Dev is President of Hot Studio in San Francisco. In addition to providing executive sponsorship of client engagements, he occasionally works directly on client projects as a business consultant / strategist, delivering business results through development of measurable business strategies and operational plans. Rajan holds an MBA from Columbia University.

Brandon Schauer is Experience Design Director at Adaptive Path in San Francisco. Brandon holds two master-level degrees: he received a Master of Design from the Institute of Design in Chicago where he studied the planning, development, and management of innovation. Concurrently, he graduated with a MBA from the Stuart School of Business. Brandon is a past editor for the Institute of Design's Perspectives on Design and Strategy, allowing him to pick-the-brains of leaders in the fields of innovation, design, and strategy.


6:30 pm – Socializing with light refreshments and Hiring Salon (employers/recruiters, bring job descriptions to share)
7:00 pm – Presentation

Official Website: http://www.sf.ixda.org/

Added by danimalik on June 12, 2008



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