Design Leadership and Experience Design

Think the AU 2009 Design Leadership program is just for managers and decision makers? If so, think again. If you’re a designer who is looking for ways to design engaging experiences for potential and existing customers, we’ve added a new class to the program that should also interest designers who spend their time “in the trenches.”

David Freeman, an authority in the field of evoking emotional engagement in a wide variety of products and media, will present “Experience Design for Architects, and Product, Automotive, Package, Interior, and Interactive Designers”.

How do you design engaging experiences, especially if they’re new, subtle, or emotionally layered? David will show how having the right vocabulary and creative tools opens up the possibility for great design and meaningful customer experiences.

He will present a nine-step approach for:

• Precisely describing subtle or complex emotional experiences
• Speeding up the design process
• Greatly enhancing creativity

As David says, “Great design [draws] upon many hundreds of techniques for evoking emotion. But these techniques are extremely hard to isolate, for they affect the subconscious, not the conscious mind. Artfully used, they result in unforgettable architecture, and striking and engaging product and package design.”

Want to learn more about this session? Listen to this AU 2009 interview with David Freeman as he talks about Experience Design and his exciting AU 2009 presentation.

--sandy