Ultimately, the conference was about how the design industry is being restructured from the ground up. Designers today have a significantly broader horizon on their hands. New opportunities pop up every day as the industry continues to adapt to the hasty development of technology. Herein lies the main problem; along with the success, chaos, and awkwardness that change brings, comes the need to define the design industry as a whole. Companies need to know what design has to offer and designers need to come up with the answers.