AIGA SF presents IDEO: Changing the Way Companies Innovate September 21, 2005

SEPTEMBER 21: IDEO
Fred Dust, Director of ?Smart Spaces?

Changing the Way Companies Innovate
Point of view is expressed in visible and tangible ways. It guides the creation of products, services, environments, and digital experiences that support and extend the brand experience. As the economy shifts from the economics of scale to the economics of choice and as mass markets fragment and brand loyalty disappears, it's more important than ever for corporations to improve the "consumer experience." Yet after decades of market research and focus groups, corporations realize that they still don't really know their consumers ? or how best to connect with them. It is critical that we redefine good design by creating experiences, not just product

Biography:
Fred Dust leads the Smart Space design practice from IDEO's San Francisco office. An architect by training, Fred leads multidisciplinary teams to create immersive, interactive spaces for diverse industries, including healthcare, education, retail, financial services, and workplace design. Prior to joining IDEO Fred was a project architect at Fernau and Hartman and spent several years as a project manager at Hotwire productions. Fred holds a bachelor's degree in art history from Reed College and master's of architecture from the School of Environmental Design at University of California, Berkeley.

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