Vignelli Center
for Design Studies
Rochester Institute of Technology

Antenna Design

How does design change behavior?

Antenna Design founders Masamichi Udagawa

and Sigi Moeslinger presented at Rochester Institute

of Technology.


Masamichi Udagawa and Sigi Moeslinger



Designing for Behavior

Design can change people’s behavior and a change in behavior is necessary for many contemporary problems. So how does design change behavior? For us, all design is interaction design and every artifact is an intervention inserted into our lives to cause a behavior change. With a series of appropriate cues that resonate with people’s minds, designed artifacts encourage certain activities to happen. If an artifact exists in public space, it is shared and needs to mediate the relationships between its multiple audiences/users, making the interaction amongst people a key factor of the design.



Antenna Design

Antenna Design New York was founded in 1997 by Masamichi Udagawa and Sigi Moeslinger. Antenna’s people-centered design work typically spans both physical and digital spaces, taking into account object, interface and environment. In the public sector, Antenna has experience ranging from the design of NYC and Washington DC subway cars to the automated ticket vending machines for the New York Metropolitan Transportation Authority. On the commercial side, Antenna works with technology companies to help them identify and design user-focused products and services. Antenna also has a close relationship with office furniture company Knoll Inc., for which Antenna has been designing office systems since 2006.


Antenna’s work has won numerous awards, including the prestigious National Design Award in Product Design from the Cooper-Hewitt, Smithsonian Design Museum in 2008 and Antenna’s Help Point Intercom for the MTA is included in the permanent collection of the Museum of Modern Art in New York.