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The Awesomeness that is the IDEO Way


Fred Dust from IDEO taking questions after his presentation on designing for scale

Last night’s DCA AIGA Student Group event was fantastic, with a standing-room only crowd of about 100 eager listeners packed into a classroom in Lindbrook. Fred Dust educated us on the ways of thoughtful, empathetic and strategic design that is the IDEO way.


Andrew Kutchera and Fred Dust

My personal highlights:

– The visuals, which included a photo of Fred’s dog (and connected story)
– Stories of Peruvian women who are change agents in their communities
– Distilling the diversity of our citizenry into four behavior types that can then be targeted when teaching said citizens how to access their social security
– Homemade bundt cake at the back of the room
– Seeing students I know and connecting them to one another and their instructors
– Fred’s sense of humor, which is up my humor alley
– Thanking Lutska for her years of service!

I took many photos and tried to capture how inspired and abuzz we all were. Love, hope, bravery!

What were your highlights?


Lutska Mamos, Fred Dust, Aileen Tu

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