Umeå Institute of Design's annual celebration UID19 - Design Talks and Degree Show was attended by Alberto Villarreal, creative lead at Google's Consumer Hardware group, Alexandra Deschamps-Sonsino, leader at Designswarm Industries and Yasaman Sheri, freelance designer and Creative Director. All speakers agreed that co-creation was a prominent success factor in design. Rector Thomas Olofsson welcomed the more than 400 guests to UID19 by saying that the school's main success factor over the years had been sharing. The sharing of knowledge between students and faculty and between industry and the school. The opening keynote speaker and UID alumnus Alberto Villareal shared the prefect's thoughts on co-creation and in his retrospective presentation Alberto told of his journey from life as a design consultant via his own design agency to becoming employed as a creative lead at one of the world's largest companies, Google. For example, Google invited experts in the fashion & interior design industries to determine the design of the company's phones, Pixel. Alberto says that experts from different industries help Google create products that blend into the user's everyday life and become natural to use. Yasaman Sheri talked about how industrial design is constantly changing and how we can create development by combining industries that don't usually come together. In one of her projects with Microsoft and their VR glasses, Hololense, they experimented with researchers from chemistry and biology on how sensors from their businesses could be used to enhance the feel of VR glasses. The closing keynote speaker was Alexandra Deschamps-Sonsino who portrayed her work in industrial design as mixing a mixture of satisfaction and pain. She pointed out the importance of learning to fail "In design schools you learn how to be successful, but not what to do if you fail". She believes that collaboration with experts from different industries challenges old ways of thinking and failure is an important part of the iterative process. It is important to make people comfortable with being able to have or make mistakes as it encourages challenging ideas that can drive development and generate successful ideas.