Announcing EXPE:
The Stanford Design EXPErience A three-day interactive event for design professionals
March 24th -26th, 1994
"A mind that is stretched to a new idea never returns to its original dimension." - Oliver Wendell Holmes
For three days, we invite you to Stanford to leave behind your day-to-day operational concerns and explore the design process as you never have before. The lone designer armed only with a good idea, a pencil, and a pad of paper is nearly extinct. Good ideas are still key. But the products that define our existence, make our work easier (or more complex), enhance our lifestyles, educate our children, create our leisure pleasures, and save our lives are designed by teams and manufactured in collaborative, technologically-complex environments. The Stanford Design EXPErience is a hands-on, interactive opportunity to develop important skills and insights into the design process. If you are a manager of design, research and development, marketing, or a function affected by design; a design educator; a product designer; or a member of a company design team, this conference is for you.
The Expert Teams
Chrysler attracted international attention for its success in bringing the innovative and reasonably priced LH line to market in record time.
WET Design, with a staff of only 48 designers, engineers, and support staff, creates state-of-the-art, high-tech fountains, and other water projects for office buildings, civic centers, theme parks, and shopping centers around the world.
Xerox PARC has long had a reputation for innovation in the information field. In doing so it has evolved unique approaches to defining user needs and improving user-machine compatibility.
Pacific Data Images, a leader in providing computer-based special effects to the entertainment industry, is credited with developing morphing and many other highly creative techniques.
Caterpillar is well known for its innovative products and the successful defense of its market against foreign competition. The company has recently reorganized along product and service lines to take even better advantage of its design capability.
Jet Propulsion Laboratory, famous for its lunar and planetary spacecraft from Ranger through Voyager to Magellan, is presently forming a new design center utilizing advanced computer capability to allow better integration of mission analysis and flight operations with the design of space systems, and to significantly reduce costs.
The Stanford Design Division, part of the Stanford Engineering Schools Mechanical Engineering Department, was founded in 1958. Today it is considered one of the finest engineering design programs in the world. Its philosophy combines an emphasis on creativity, technology, and design methodology, with a concern for human values and the needs of society. One of its long-standing strengths has been close collaboration with other fields, including: art, computer science, medicine, business, and the behavioral sciences. Student interests range from mathematical analysis to performing arts, from finite element analysis to manufacturing technology, and from bulldozers to micro-machines.
At the Stanford Design EXPErience, you will have the opportunity to talk, dine, argue, and problem-solve with experts on creativity and design, including:
Mark Fuller, president and founder, WET Design Larry Leifer, director, Center for Design Research, Stanford David Liddle, president, Interval Research Corporation Drew Nelson, director, Product Testing Program, Stanford Sheri Sheppard, co-principal investigator, National Science Foundation Synthesis Coalition Bernie Roth, co-director, Creativity in Engineering Design Education Workshop, Stanford Brenda Laurel, Interval Research Corporation Mark Cutkosky, director, Manufacturing Sciences Lab, Stanford Carl Rosendahl, president and founder, Pacific Data Images Jim Adams, author of Conceptual Blockbusting and consultant on innovation in organizations Rolf Faste, director, Product Design Program, Stanford John Chowning, founder, Center for Computer Research in Music and Acoustics, Stanford David Kelley, president, IDEO Phil Barkan, professor emeritus, Design, Stanford Kane Casani, manager, Implementation Development Office, Jet Propulsion Laboratory Steve Holt, Strategic Design Manager and Design Visionary, Frog design Dennis Carter, director, Biomechanical Engineering Program, Stanford Howard Padgham, executive engineer, LH programs, Chrysler David Beach, director, Product Realization Lab, Stanford Bill Verplank, Interval Research Corporation Scott Minneman, research staff, Xerox PARC Doug Wilde, co-director, Creativity in Engineering Design Education Workshop, Stanford Bill Moggeridge, IDEO Ilan Kroo, associate professor, Aeronautics and Astronautics, Stanford Ed Carryer, president, Creative Applications Engineering Edith Wilson, manager, Product Definition Program, Hewlett Packard Steve Harrison, research staff, Xerox PARC Tom Kenny, director, Micro-mechatronics Lab, Stanford
Presentations and Demonstrations
Join six organizations that employ sophisticated technologies and teams in the development of products that represent true breakthroughs in design. Team members from Chrysler, WET Design, Xerox PARC, Pacific Data Images, Caterpillar, and the Jet Propulsion Laboratory will offer insightful new perspectives into successful product development.
The Stanford Design EXPErience also includes demonstrations, a field trip, and opportunities for informal conversation with presenters and other participants. Two evening performances, Design as Theater and Design and Music offer special and unusual views of the design experience. Lessons from unusually successful designers and design teams will introduce you to new ways of utilizing computers and information technology in design.
An Interactive Team Exercise
The Stanford Design EXPErience will immerse you in a hands-on, need-finding and problem-solving exercise, using processes developed in partnership with Interval Research Corporation, Xerox PARC, and Stanford's Design Division.
Participants from across professional lines will form teams to explore first-hand the structure of the design process. Team members will be encouraged to bring their own design issues and problems, and share them with peers and experts to find new solutions.
After participating in the interactive team exercise, participants will take home new insights into the dynamics of interdisciplinary design, new tools for collaborative design, and membership in a growing community of professionals who have had the Stanford design experience.
Schedule
March 24 March 25 March 26
Presentations and Demonstrations
WET Design Chrysler Jet Propulsion Lab Caterpillar Pacific Data Images Xerox PARC
L u n c h a n d C o n v e r s a t i o n An Interactive Team Exercise Team Presentations You and Xerox PARC, Interval Research Corporation, the Stanford Center for Design Research, Summing Up and the Stanford Product Design Program Hands-on demos, conversation, reflection Reception on the team experience, field trip
D i n n e r a n d C o n v e r s a t i o n
Design as Theater Design as Music
Registration will begin at 8:00 a.m. on Thursday, March 24. Presentations begin each day, followed by the interactive team exercise. Luncheons each day and dinner on Thursday and Friday are included, as are evening activities. The Stanford Design EXPErience will end with a summation and a closing reception on Saturday afternoon.
Fees and Registration
We urge you to take advantage of a fee structure that encourages team participation. Bring your own teams, teams that already exist in your organization or teams that should be formed.
Individual $1,250 Teams, first member $1,250 Additional team members $ 900 each
To apply for the team discount, simply check the group rate box on the application form and submit all applications together. Fees cover all presentations, exercises, performances, materials, three luncheons, and two dinners.
Pre-registration for the Stanford Design EXPErience is required. Please complete the registration form and return with a check, made payable to M.E. Design Experience, to:
Stanford University M. E. Design Division Terman 551 Stanford, California 94305-4021
Upon receipt of your registration, we will send you confirmation, a list of hotels in the area, additional information on the program, and a map directing you to the Stanford campus.
Lodging We have reserved a block of rooms at the Palo Alto Holiday Inn, directly across from the campus. Reservations should be made by March 10 and can be made by calling 1-800-874-3516. Please mention the Stanford Design EXPErience.
Cancellation Policy
Should you need to cancel, a full refund, minus 15%, will be made if written notification is received no later than March 15, 1994. After that time no refund will be made; however, a substitute participant will be accepted into the program.
For more information or additional brochures, call Kristin Burns, Design Division: (415) 723-4287, or email kristin@sunrise.stanford.edu
Registration Form
Name
Title
If your title is not self-explanatory, please describe your principal responsibilities
Company/University
Address
City State Zip
Phone FAX
I wish to attend the Stanford Design EXPErience. My registration form and a check for $ _________ is enclosed.
I wish to take advantage of the team discount. A total of _____ people
>From my organization will attend. Our registration forms and a check
for $___________ are enclosed.
The Stanford Design EXPErience is brought to you in part by members of the Stanford Design Affiliates Program:
3M Company Apple Computer Company Applied Materials Corporation Baxter Healthcare BMW of North America Boeing Commercial Airplanes Digital Equipment Corporation (DEC) Western Research Lab FMC Corporation Ford Motor Company General Motors Hewlett Packard Hughes Aircraft Company Lockheed Research Labs McDonnell Douglas Space Systems Company MIPS Computer Systems. Inc. Nikon Precision, Inc. Peterbilt Motors Co. The Proctor & Gamble Company Raychem Corporation Specialized Bicycle Components Teledyne MEC Volvo Cars of North America, Inc. Warner-Lambert Co. (Schick Razors and Blades) Western Digital Imaging Weyerhaeuser Company
----------------------------------------- Stanford Center for Design Research WWW URL http://gummo.stanford.edu/