Nathan Shedroff

Nathan Shedroff is the former chair of CCA's groundbreaking MBA in Design Strategy. He is one of the pioneers of experience design, an approach to design that encompasses multiple senses and explores the common characteristics in all media that make experiences successful; he also works in the related fields of interaction design and information design.

Nathan speaks and teaches internationally and has written extensively on design and business issues, including the update to his 2001 book, Experience Design 1.1. He maintains a website with resources on experience design. He's a serial entrepreneur; works in several media; and consults strategically to help companies build better, more meaningful experiences for their customers.

Nathan's latest book, Make It So: Interface Design Lessons from Science Fiction, coauthored with Chris Noessel, looks at the reciprocal influence between science fiction and realworld design. This exploration has yielded over 100 lessons that apply to interface design today.

His book Design is the Problem: The Future of Design Must Be Sustainable clearly explains the principles, frameworks, tools, and strategies for designers to create more sustainable solutions.

His book Making Meaning: How Successful Businesses Deliver Meaningful Customer Experiences, cowritten with two members of the Silicon Valley–based strategic consultancy Cheskin, explores how companies can specifically create products and services to evoke meaning in their audiences and customers.

In 2006 Nathan earned a master's degree in business administration from the Presidio Graduate School, the only accredited MBA program in the United States that specializes in sustainable business. In 1989 he earned a bachelor of science degree in industrial design, with an emphasis on automobile design, from the Art Center College of Design in Pasadena.

A fear of Detroit, however, coupled with a passion for information design led Nathan into that arena, in which he worked with Richard Saul Wurman at TheUnderstandingBusiness.

Later, he cofounded vivid studios, a pioneering company in interactive media and one of the first web-services firms on the planet. Vivid's hallmark was helping to establish and validate the field of information architecture by training an entire generation of designers in the newly emerging web industry.

Nathan was nominated for a Chrysler Innovation in Design Award in 1994 and 1999 and a National Design Award in 2001. He lives in San Francisco, where the climate, culture, and industry make it easy to have an esoteric and amorphous title like experience strategist and actually make a living.

Chair Nathan Shedroff in the News
Listen to the BusinessWeek podcast.
Read the Core 77 interview.

Associate Professor, Industrial Design

BS, Art Center College of Design; MBA, Presidio Graduate School