Our intuition, our ability to feel, our ability to understand without being able to explain. All of those things are relatively subjective in subconscious. And what design does is to harness those attributes in the process.”

Bill addressed the question “What is Design?” in the keynote lecture from the Smithsonian Design Institute in the summer of 2010. His wide-ranging lecture covered examples of both good and bad design, the design process, and the ever-changing design landscape.