1. Welcome to the Design Symposium
Emerging DesigningEmerging Designing
andand
The Future SocietyThe Future Society
Professor Ricardo Gomes
Department of Design and Industry
San Francisco State University

2. Welcome to the Design Symposium
Tonight’s Agenda
6:30 Refreshments
7:00 Welcoming Remarks
7:10 Speaker Introduction
7:20 Symposium Theme Overview
7:30 Speaker Presentation
8:45 Panelist Discussion
9:15 Conclusion

3. Welcoming Remarks
Ricardo Gomes | DAI Chair
Mariko Hingston | SFSU Career Center
Kristrun Hjartar | President IDSA Student Chapter
Mike Brady | Vice-President IDSA Student Chapter

4. Speaker Introduction
Prof. Hsiao-Yun Chu | Product Design & Development
Ami Mehta | Hewlett-Packard
Emerging Markets Experiential Architect
Liz Ogbu | Public Architcture
Designer and Project Manager
Joanne Oliver | IDEO
Sustainability Initiatives Coordinator
Eric Bailey | Frog Design
Principle Designer
Stephen Hooper | DesignAfairs
President

5. Ami Mehta
Hewlett Packard, Emerging Markets Experience Architect
As a 12 year HP veteran, Ami has been tasked with delivering on the brand promise in
high-growth emerging countries. Throughout her HP career, Ami has worked in sales,
marketing, product and corporate divisions consistently solving existing problems
innovatively while ensuring the solution shows measurable and sustainable results.
In 2001, Ami received her master’s degree in Learning, Design and Technology from
Stanford University as a Resident Fellow for the
Hewlett-Packard Company. Her master’s project focused on a virtual reality, creative
writing tool to teach 3rd graders how to invent their own unique stories withy the use
of technical learning guides. She is passionate to understand the nature of human
learning and how technology could help create a positive learning environment for
children around the globe.

6. Liz Ogbu
Designer & Project Manager at Public Architecture, a nonprofit architecture
firm located in San Francisco whose mission is to put the resources of architecture in
service of the public interest.
Previously, Liz was a designer at Simon Martin-Vegue Winklestein Morris (SMWM), an
architecture and urban design firm in San Francisco. She has been the recipient of
several traveling fellowships, including the Thomas J. Watson Fellowship. Through these
grants, she has pursued research projects, primarily in Sub-Saharan Africa, examining the
intersections in the socioeconomic and physical spaces of the informal sector. Findings
from this work have been presented at several conferences both in the U.S. and abroad,
and were the subject of her Master's thesis.
Liz has also been involved with many community focused projects and organizations
here in the U.S., including the launch of the Community Design: Now or Never website and
its associated symposium; the Mayors' Institute on City Design; a design outreach
program for local youth in Cambridge and Boston; and an affordable housing developer
in the San Francisco Bay Area. She also served on the planning committee for Structures
for Inclusion 6, which Public Architecture co-hosted in 2006. Liz earned her Bachelor of
Arts in architecture from Wellesley College and Master of Architecture from the
Graduate School of Design at Harvard University.

7. Joanne Oliver
IDEO San Francisco office, Product designer
Joanne has a passion for creating stimulating, humanizing experiences around the
products she designs. Sustainability and mindfulness for the environment are at the heart
of everything she does.
At IDEO since 2001, Joanne has worked on a wide range of projects for an eclectic
group of clients, including webcams and memory cards, hair and body care products, a
range of shoes, mobile phones, a design language for baby care products, a new
paradigm in dog food, kitchen faucets, and beverage and packaging design.
Her previous work history includes a tenure at a Superyacht design consultancy in
London, which gave her an understanding of highly dynamic spaces combined with the
use of high tech and traditional materials. She also spent three and a half years at Fisher
and Paykel, the southern hemisphere’s largest manufacturer of household appliances and
medical equipment, based in New Zealand. Working as an industrial designer for the
Laundry division she designed a washer and dryer that are now sold in the US and
Australasia.
Joanne received a degree in industrial design from Victoria University, Wellington, New
Zealand, and a certificate in Yacht design from Unitech, Auckland New Zealand.

8. Eric Baily
Frog Design, Principle Designer
Eric Bailey is currently a Principal Designer in the San Francisco office of Frog Design, a
strategic-creative consulting firm with offices across the globe. His mission is to envision
and create engaging and meaningful experiences that facilitate and improve the human
condition. As a part of a multi-disciplinary company, Eric has contributed to the
development of digitally integrated solutions for portable entertainment, health
management, cardiovascular fitness, and surveillance and access control. On a given day,
he might be engaged in design research, ideation, or interaction and visual design. Before
joining Frog, Eric spent 7 years as Senior Designer at Arc World Wide (formerly
Semaphore Partners). His responsibilities there entailed visual design, interaction design
and branding of web-based business solutions for Fortune 500 companies.
Eric completed graduate work at Stanford’s Learning, Design and Technology program.
The program focused on the development of user-centered technologies, environments
and experiences for the purposes of learning. His particular interest was in Media
Literacy education for both the classroom and non-traditional learning environments.
Subsequently, he taught media literacy as an intern at the San Jose Children’s Discovery
Museum. In 1995, Eric earned a BS in Design from the University of Cincinnati. He
completed 3 years of professional work designing print, environmental and interactive
solutions after and during his undergraduate career.

9. Stephen Hooper
IDSA, DesignAfairs, President
Stephen Hooper is president of DesignAfairs USA, managing the US studios of what has grown
to be Europe's leading design agency. As president, he oversees DesignAfairs award-winning
teams with a focus on creating inspired new brand identities and innovative products that
achieve client goals and improve people's lives. Industries range from consumer electronics
and automotive interiors, to household products and soft goods, to industrial equipment and
medical devices. Before DesignAfairs, Stephen was a design director with Siemens.
Stephen believes that inspiring teams with information about people's unspoken needs and
aspirations transforms the creative process. Innovation becomes more than just new features
and functions; it gains an emotive component. He advocates working across client functional
areas to share appropriate technical, socio-cultural, and business knowledge as a means of
generating new ideas and maintaining project momentum -- an approach that results in
appropriate solutions that fit a client's unique situation while connecting with its customers on
multiple levels.
Stephen's design work has been recognized with ten patents, as well as numerous awards from
BusinessWeek/IDEA, ID Magazine, GOOD Design, iF/Hannover, and other industry
organizations. He is a graduate of Western Washington University, where he now serves on
the board of directors of the design school. He is an invited speaker on the design process,
organizing corporate design teams for effectiveness, and inspiring design by "ransacking your
cultural basement."

10. Design Symposium Theme Overview
Emerging DesigningEmerging Designing
andand
The Future SocietyThe Future Society
Professor Ricardo Gomes
Department of Design and Industry
San Francisco State University

11. Decisions Based on an Inclusive
+
Sustainable Universal Criteria
Over thirty years ago the artist
Richard Hamilton wrote a book entitled,
Popular Culture and Personal Responsibility
in which he defined an ideal culture as,
“one in which awareness of its condition
is universal”
Good design can be achieved by focusing
the efforts of designers to develop products and
environments that will be
more inclusive,
as opposed to preferential, in enhancing and
facilitating the areas of urban community
development.
Design Symposium Theme Overview

12. Design Symposium Theme Overview
The Symposium will address what the role of the designer
will be in the 21st Century and who will be the leaders?
How is the role of the designer changing?
What are the fundamental drivers that are stimulating
innovative and responsible change?

13. Design Symposium Theme Overview
What do leading designers and visionaries need to know
in order to create a built environment for a rapidly
emerging, more inclusive and sustainable future society?
How do these issues change the manner of our design
thinking, methodology, and curricular practice in the
emerging socio-economic dynamics of countries
like Brazil, China, India, or South Africa?

14. Design Symposium Theme Overview
Community Partnerships
The renowned economist-philosopher
and author of Small is Beautiful--E.F.
Schumacher--believed when he called for
a reassessment of the role and status of
design in society. Schumacher states:
“What is at stake is not economics, but
culture; not the standard of living, but the
quality of life”

15. In 1963 the late Selby Mvusi, a prolific Black
South African industrial designer, wrote:
“The truly excellent designed object is not the
object that is rare or expensive... This rightness of
form and function before and after the object is made
is both individual and social. It is in this sense of that
society and culture [form] intrinsic elements of
design.
We do not therefore design for society or for that
matter design in order to design society. We design
because society and ourselves are in fact design.
We do not design for living.
We design to live.”
Design Symposium Theme Overview

16. What’s Next?
How do designers work with communities,
respond to constraints, and maximize ownership by
users and other stakeholders?
Promote exemplary projects with an emphasis
on participatory design, universal design, and social
responsibility.
Find ways to mobilize the resources to
promote the creation of job skills training,
mentoring, and capital recycling in low-income
communities.
Conduct workshops and symposia that address
these issues... professional design and business
organizations could endorse the idea and act as an
executive advisory board for the planning and
development of such an event.

17. Speaker Presentation
Ami Mehta | Hewlett-Packard
Emerging Markets Experiential Architect
Liz Ogbu | Public Architcture
Designer and Project Manager
Joanne Oliver | IDEO
Sustainability Initiatives Coordinator
Eric Bailey | Frog Design
Principle Designer
Stephen Hooper | DesignAfairs
President

18. Abstract
FutureMap: Planting the Seeds Today to Ensure the
Fruit-Bearing Trees of Tomorrow
As we look to the future, we will see how dramatically different the world
looks from today. We see a more interdependent,
global workforce designing for a more global economy. The largest
consumer groups of tomorrow will be likely be Chinese,
Indian, Brazilian, Russian or South African based on the population growth,
global demand patterns and demographics.
As we are all a witness to this shift, how might we as designers be
prepared for this new, global economy?
How will we participate in a collaborative, constructive and innovative
manner? I will begin to paint a picture of this future landscape and
highlight some ways in which we, as designers, can prepare for the journey
into the future...
Ami MehtaHewlett Packard, Emerging Markets Experience Architect

19. Liz Ogbu
Public Architecture, Designer & Project Manager
Abstract
The Search for a Relevant Contemporary Design Praxis
The city is increasingly defined by a multiplicity of users who bring a growing
complexity to the social, economic, and political dynamics of the
contemporary urban environment. As a designer, I find this to be a
fascinating phenomenon because it shows that there are numerous urban
conditions around the world where people are creating or remaking urban
spaces, revealing new uses and potentialities to the very designers who have
been trained to shape the city. I believe that if architecture wishes to be
relevant in this evolving urbanism, it must confront, adapt, and adjust to
these emerging realities. I will present some projects and conclusions
derived from my research in sub-Saharan Africa as well as touch upon how
we can look to develop a relevant praxis no matter where we are.

20. Joanne Oliver
IDEO, Sustainability Initiative Leader
Abstract
Sustainability Initiative Leader
The last 2 years have been filled with scientific predictions of a changing
world, environments in flux. Rising oil prices have forced companies to re-
evaluate their business models, question their energy resources and produce
new efficient technologies. If IDEO is an indicator of change, as it so often is,
then we are at the beginning of a new era in design. Designers are the
people who are going to channel this new awareness and it wont just be
through form, color, texture, materials. It will be about having a thorough
understanding of the life of a product and how it can nurture and restore
communities, and the environment.

21. Eric Baily
Frog Design, Principle Designer
Abstract
Change Agent
How can technologies inspire human development and actualization? In
exploring how theories on learning, emotion and persuasion can shape
design methods, designers might give rise to products and experiences
that transcend pragmatism and unlock human potential.
The designer seeking to improve human experience should take into
account the relationships between perception, aspiration, motivation, and
visualization and their pivotal role in facilitating personal change.

22. Stephen Hooper
IDS, DesignAfairs, President
Abstract
Design As Process
As design's role matures and has a greater socio-cultural influence, we start to
see the effects within the business culture as well. business schools are now
incorporating design methodologies into their curriculum with the goal of
introducing business graduates to the idea of innovating within their respective
fields. We at DesignAfairs see more and more the need to utilize our skill-sets
as a enablers within these corporations to help them achieve their goals of
shorter time to market, differentiation from their competitor, reduced
development costs and most importantly, to develop product solutions that
resonate with their intended markets. In addition, I will add a few slides to the
front of this about DesignAfairs that helps create the framework for discussion.

23. Design Symposium Panelist Questions:
Emerging Design:Emerging Design:
1- Can design and designers be catalysts for social change in1- Can design and designers be catalysts for social change in
emerging societies?emerging societies?
2- How can design, technology and innovation enhance the2- How can design, technology and innovation enhance the
"quality of life" in our emerging societies?"quality of life" in our emerging societies?
3- How do designers find comprehensive and life-improving3- How do designers find comprehensive and life-improving
solutions to the impact of design in our emerging societies?solutions to the impact of design in our emerging societies?
4- How do designers effectively integrate into design thinking and4- How do designers effectively integrate into design thinking and
execution process, the concerns for innovation, sustainability, andexecution process, the concerns for innovation, sustainability, and
authenticity into the quality of design?authenticity into the quality of design?

24. Emerging Design:Emerging Design:
5- How does socio-cultural knowledge of our emerging markets5- How does socio-cultural knowledge of our emerging markets
and societies influence the basis of your work, or what youand societies influence the basis of your work, or what you
"package" for your clients and/or end-user?"package" for your clients and/or end-user?
6- What instruments, or strategies do you employ to address6- What instruments, or strategies do you employ to address
the complexity and demand of an increasingly fragmented andthe complexity and demand of an increasingly fragmented and
expanding global markets. Emerging markets that are being drivenexpanding global markets. Emerging markets that are being driven
by the cultural differences, functional and/or emotional expectationsby the cultural differences, functional and/or emotional expectations
of the consumer in our emerging societies?of the consumer in our emerging societies?
Design Symposium Panelist Questions:

25. Images, Cultural Trends & Identity:Images, Cultural Trends & Identity:
7- How are cultural values, influences and identity expressed,7- How are cultural values, influences and identity expressed,
or marketed in design strategy?or marketed in design strategy?
8- How do designers respond to specific needs and issues relative8- How do designers respond to specific needs and issues relative
to cultural identity?to cultural identity?
9- How can the knowledge of socio-cultural differences and9- How can the knowledge of socio-cultural differences and
economies of scale enhance the designers ability to be innovativeeconomies of scale enhance the designers ability to be innovative
and responsible?and responsible?
Design Symposium Panelist Questions:

26. The Future of Society:The Future of Society:
10- What is the role of the designer in the 21st century,10- What is the role of the designer in the 21st century,
and who will lead design in the 21st century?and who will lead design in the 21st century?
11- Can individuals really make a difference? If so, how?11- Can individuals really make a difference? If so, how?
12- How do Designers start, integrate and maintain an inclusive12- How do Designers start, integrate and maintain an inclusive
practice?practice?
Design Symposium Panelist Questions:

27. Conclusion

28. EPSILON PI TAU INITIATION + BANQUET
Friday, November 10th | 6:00-10:00pm
Seven Hills Conference Center, SFSU
PROGRAM
Honoring Dr. Wan-Lee Cheng
Keynote Speaker: Robin Lafever (Lawrence Berkeley Labs, Engineering Division)
Visual Retrospective through the Decades
EPT Student + Faculty Initiation
DONATIONS
Distinguished Patron $5,000-$10,000
Leadership Circle $500-1,000
GENERAL ADMISSION $45 (RSVP at DAI Office)
Help Us Celebrate 50 Years!
One more nights of events!