Nathan Shedroff

Nathan Shedroff is a speaker on experience design and consultant for companies on creating strategies in establishing a better relationship with customers. In his lecture at the UCDavis Bainer hall on November 18, 2009, he touched upon many topics that was very important to the issues of today's world. Nathan Shedroff's speech on sustainable innovation is very interesting because he starts off with describing a lot of data; Cuba is the most sustainable nation, India is the country with the least consumerism, Brazil is sustainable by managing their budget very well. His knowledge for these information brings attention to his legitimacy of what he presents. He continues to discuss about sustainability, which is a rising problem in today's society. He explains that design, business, and sustainability are all interrelated with one another. The purpose of design is to market a product for business, to be successful in business, the product must be sustainable, and to be sustainable, one has to design cleverly. Sustainability is becoming an issue today as more and more resources are being depleted to catch up with the fast pace creations of design. Another interesting point is how he criticized the theories of economics and how inaccurate their measuring tools are of showing our progress in the economy. The GDP graph only considers mathematical factors and fail to consider many situational problems. To criticize a theory that has been so popularly known and used for decades is a very bold statement but his opinions are agreeable. As a designer, he uses his knowledge of experience design crossing the line into the world of economics to help improve businesses.