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Valuing Design, May 2

Quality design is credited with providing a powerful competitive advantage to businesses and
driving successful innovation. Metrics for measuring the value of design have included
performance ratings (e.g., J.D. Power, Consumer Reports), financial metrics (e.g., stock
performance, revenues, sales), expert evaluations (e.g., IDEA/Business Week, Consumer
Electronics Society awards), creativity metrics (e.g., novelty, variety), process metrics
(e.g., multidisciplinary teamwork, human-centered design), and societal impact (e.g.,
environmental, development in emerging regions). A survey of research in selected design
metrics will be presented along with a discussion of what metrics might be used to differentiate
UC Berkeley’s Design Innovation program. What skills do we hope our design graduates will
have when they leave UC Berkeley? What role will our students play in creating a more
meaningful and sustainable world? In this talk, design will be viewed broadly to include the
design of physical products, software, services, experiences, new business models and policy.

Alice Agogino is the Roscoe and Elizabeth Hughes Professor of
Mechanical Engineering. Professor Agogino is affiliated faculty at the Haas School of
Business, Gender and Women’s Studies, Studies in Engineering, Science and Mathematics
Education, and the Energy Resources Group at the University of California, Berkeley. A
member of the National Academy of Engineering who has won numerous teaching and best
paper awards, Professor Agogino works with approximately 50 San Francisco Bay Area
companies and non-profits on a number of product design and sustainability class and research
projects. She will speak about “Valuing Design.” Light refreshments will be served. I hope
you will join this conversation with an outstanding academic leader.