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The DUX conference is a collaboration between ACM SIGCHI, ACM SIGGRAPH, and AIGA since the inaugural 2003 conference. The conferences gather together researchers and practitioners of all design disciplines and related fields to share their stories and experiences on how the needs and goals of both users and businesses are met through design.

What designers offer to clients is a way of thinking. The "Why" booklet outlines the role of design in business strategy. It seeks a common framework for why design adds value to clients’ interests. The booklet is written for AIGA designer members, to provide some core messages for which we can create a common chorus. It defines the power of Designing, a larger concept that includes strategy as well as artifacts across a variety of disciplines.

AIGA 365 Deadline: 2008-03-07