Human-centered design guru, Don Norman, wrote:

“I've come to a disconcerting conclusion: design research is great when it comes to improving existing product categories but essentially useless when it comes to new, innovative breakthroughs. … New conceptual breakthroughs are invariably driven by the development of new technologies.”

Is he correct? Think of the most disruptive products, the ones that changed society. Were they driven by design research or technology? Which will drive design’s most significant breakthroughs in the coming years?

Bresslergroup, DMI, and Penn IPD invite you to a dmi:NightOut to watch two teams of industry professionals take sides in this Great Innovation Debate. The audience decides the winner!

This dmi:NightOut is hosted by Bresslergroup - following the debate, stick around to eat, drink, and debate amongst yourselves!