Nathan Shedroff

Nathan Shedroff is the chair of the ground-breaking MBA in Design Strategy at California College of the Arts (CCA) in San Francisco, CA. This program prepares the next-generation of innovation leaders for a world that is profitable, sustainable, ethical, and truly meaningful. The program unites the perspectives of systems thinking, design and integrative thinking, sustainability, and generative leadership into a holistic strategic framework. Students learn to create innovative products, services, and policy, as well as new business models. He is a pioneer in Experience Design, Interaction Design and Information Design, speaks and teaches internationally, and is a serial entrepreneur. His many books include: Experience Design 1.1, Making Meaning, Design is the Problem, Design Strategy in Action, and the upcoming Make It So. He holds an MBA in Sustainable Management from Presidio Graduate School and a BS in Industrial Design from Art Center College of Design. He worked with Richard Saul Wurman at TheUnderstandingBusiness and, later, co-founded vivid studios, a decade-old pioneering company in interactive media and one of the first Web services firms on the planet. vivid’s hallmark was helping to establish and validate the field of information architecture, by training an entire generation of designers in the newly emerging Web industry. Nathan is on the board of directors for Teague and the AIGA.

Stories by Nathan Shedroff

June 18th, 2012

The Past and Future of Experience Design

What a difference 10 years make

Once there was a big debate on: Is experience design about online and mobile interfaces or is it something more?

Ten years later, not only is it part of our professional language, designers are exploring its potential, learning from everything from science fiction to behavioral psychology.

As computers and digital devices increasingly insert themselves into our lives, they do so on an ever increasing social level. Designers need to understand the context of use and include the whole of a user’s experience into the solution when creating a computer interface.