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

6. 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.

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

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

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

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

11. 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

12. 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 andTechnology 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.

13. 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-VegueWinklestein Morris (SMWM), an
architecture and urban design firm in San Francisco. She has been the recipient of several
traveling fellowships, including theThomas J.Watson Fellowship.Through these grants, she
has pursued research projects, primarily in Sub-SaharanAfrica, 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 fromWellesley College and Master of Architecture from the Graduate
School of Design at Harvard University.

14. 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.

15. 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.

16. 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."

17. Abstract
FutureMap: Planting the SeedsToday to Ensure the
Fruit-BearingTrees ofTomorrow
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 SouthAfrican 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

18. 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-SaharanAfrica as well as touch upon how we can look to
develop a relevant praxis no matter where we are.

19. 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.

20. 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.

21. 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.

22. Panelist Discussion

23. Conclusion

24. EPSILON PITAU 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!