Designers of all stripes often have trouble articulating the value they can provide to their business peers. In addition, business dogma often obscures the necessary context for creating value for customers and users. If designers better understand these mechanics, they can be better advocates for their customers and themselves.
Nathan Shedroff was the founder and chair of the ground-breaking Design MBA programs at California College of the Arts (CCA) in San Francisco, CA. He is a pioneer in Experience Design, Interaction Design and Information Design, is a serial entrepreneur, and researches, speaks and teaches internationally about meaning, strategic innovation, business value, and science fiction interfaces. His many books include: Experience Design 1.1, Making Meaning, Design is the Problem, Design Strategy in Action, Make It So, and the new Blindspot.
He holds an MBA in Sustainable Management from Presidio Graduate School and a BS in Industrial Design from Art Center College of Design. He worked with Richard Saul Wurman at TheUnderstandingBusiness and, later, co-founded vivid studios, a decade-old pioneering company in interactive media and one of the first Web services firms on the planet. vivid’s hallmark was helping to establish and validate the field of information architecture, by training an entire generation of designers in the newly emerging Web industry. Nathan is on the board of directors for Teague and WE’VE.