Professor Patrick Whitney is the dean of the Institute of Design, Illinois Institute of Technology and is the Steelcase/Robert C. Pew Professor of Design. Professor Whitney has published and lectured throughout the world about how to make technological innovations more humane, the link between design and business strategy, and methods of designing interactive communications and products. His writing has focused on new frameworks of design that respond to two transformations: the shift from mass-production to flexible production and the shift from national markets to markets that are both global and “markets of one.”
The IIT Institute of Design Strategy Conference is an international executive forum addressing how businesses can use design to explore emerging opportunities, solve complex problems, and achieve lasting strategic advantage.
Global businesses increasingly appreciate how design and design thinking can provide them with high-level, strategic value and competitive advantage. In an intensely competitive market, with ever more diverse and demanding customers, executives are often left unsure of exactly what products, communications and services to create for what segments of the market. Design, with its ability to understand users, redefine problems and create systemic, human-centered solutions, can help companies better understand their customer's daily lives, and lead directly to valuable (and valued) offerings that are effectively tailored to their market.