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Design Researchers "When ethnographic research was new in design, there were designers who specialized in research," explains Harry West, CEO of Frog. Doreen Lorenzo, director of integrated design at UT Austin, also sees the role of the classically trained industrial designer dying off soon. Virtual Interaction Designers Virtual and augmented reality is set to become a 150 billion industry by 2020, disrupting everything from health care to architecture. "Human-centered design has expanded from the design of objects (industrial design) to the design of experiences (adding interaction design, visual design, and the design of spaces) and the next step will be the design of system behavior: the design of the algorithms that determine the behavior of automated or intelligent systems," argues Harry West at Frog.