William Lidwell

William Lidwell is an author and design professional who has established himself as an expert in the fields of design, architecture, and psychology. He is the co-author and illustrator of three books, Up Your Professional Value, Universal Principles of Design, and Deconstructing Product Design.

Lidwell was born in 1959 in Seattle, Washington, where he attended the University of Washington, eventually earning a BFA and a Master of Architecture. He has been a practicing architect since 1984 and has taught design principles and architectural design at several universities.

He has had a long-standing interest in design and its application in business, which has been the focus of much of his work. He is the founder and managing director of Motivate Design, a firm specializing in creating, communicating, and deploying motivating design principles and practices across all industries.

Lidwell’s book Up Your Professional Value is a practical guide to helping people learn how to increase their personal value and become a more valuable member of their organization. It discusses how to develop the attributes and behavior necessary for success, and how to create a personal brand that communicates an individual's value to employers and customers.

Universal Principles of Design is an exploration of the design principles that underlie all forms of design. Lidwell examines 125 of these principles, looking at why they are important, how they work, and how they can be applied to create effective, successful designs.

Deconstructing Product Design, co-authored by Lidwell and Georgia Papaiani, looks at how to break down complex products, systems, and services into manageable parts and then design them properly, providing readers with tools to help them break down products and make decisions about what to include and what to leave out.

In addition to his books, Lidwell has published many articles, essays, and reviews about design, including ones for Pearson Education, BusinessWeek Magazine, and Designers Guild Magazine. He has also presented lectures and workshops for several design organizations, such as the International Design Conference, and at several universities.

William Lidwell is a pioneer in the field of design and is an experienced and expert practitioner and educator. His books have helped both professional designers and students understand design better, as well as learn how to create more effective designs and products. His expertise and insights have made Lidwell an authority in the design world, and his books and articles offer clear, practical approaches to solving design challenges and achieving success.