Nathan Shedroff, author of Design is the Problem: The Future of Design Must Be Sustainable, will present a lecture on campus Thursday, Oct. 8 at 11 a.m. in the Tuttleman Auditorium. The lecture is free and open to the University community and the public.
Immediately following the lecture, Shedroff will be available in the Tuttleman Auditorium for a book signing of Design is the Problem: The Future of Design Must Be Sustainable.
Shedroff is one of the pioneers in “experience design,” an approach to design that encompasses multiple senses and requirements, and explores common characteristics in all media that make experiences successful; as well as related fields, interaction design and information design.
He is the chair of the MBA in Design Strategy program at the California College of the Arts in San Francisco. Through his program, he teaches students to visualize future business as innovative, sustainable, meaningful and profitable using unique business strategies.
This year’s First Year Experience (FYE) broadened students’ understanding of sustainable practices by engaging them in green education. As part of FYE’s summer reading program this past summer, incoming freshmen and transfer students read Cradle to Cradle, which discusses the needed use of ecologically intelligent design in industry.
In conjunction with the ideas of Cradle to Cradle, Shedroff will share his vision of sustainable design. He will discuss views from his latest book, an exhaustive primer on sustainable design.
The lecture and discussion will be of most interest to future and practicing design professionals. For those unable to attend the lecture, the discussion can be seen online at a later time.
Shedroff is a 1989 graduate of the Art Center College of Design with a bachelor’s degree in transportation design. He received his MBA at the Presidio School of Management in 2006, the only accredited MBA program with a sustainable design focus. He lectures and teaches internationally and has written extensively on design and business issues.
Among his achievements, Shedroff co-founded vivid Studios, one of the first Web services firms; was nominated twice for the Chrysler Innovation in Design Award in 1994 and 1999; received the National Design Award in 2001; and has written many books including his latest contributions: Making Meaning, Experience Design 1.1, and Design is the Problem: The Future of Design Must Be Sustainable.