Norm Cox is a distinguished Professor of Design at the University of Texas at Dallas, celebrating an extensive and accomplished career as a designer. Over the course of his journey, he collected numerous awards and patents, been an expert witness in infamous technology trials, juried international design competitions, and lectured extensively. Additionally, he collected millions of stories, experiences, and lessons learned from 50 years in the design field. After completing his education, Cox began his career as a visual/graphic designer at Xerox’s famed Palo Alto Research Center. He then transitioned into a 35+ year stint as an independent designer, consultant, and innovator to dozens of corporate clients across diverse industries. Today, Cox feels honored to have his third career—sharing his wealth of knowledge and experiences with aspiring design students at the University of Texas at Dallas.
Why it Matters
Reflecting on his early days as a budding designer, Cox considers how little he understood about design, life, or anything else back then. He often thinks about what he would tell his 20-year-old self if given the chance. In teaching design, Cox’s primary goal is to make students successful—not just in design, but in life, society, and relationships. He aims to be a positive influence in the world by sharing that knowledge and wisdom with the next generation, while equipping them with the tools to tackle life’s challenges.
Key Points
- He didn’t always envision himself as an educator, but he has come to believe that true legacy lies not in designing more temporal things but in imparting knowledge and wisdom to the next generation.
- Cox encourages his students to explore multiple solutions rather than searching for a single “right answer”. In design, there are no wrong answers—only solutions that fall somewhere along the axis between good and bad.
- “I’m like a proud dad when a student calls to tell me how knowledge from our class helped them get a job, or solved a problem, or influenced an outcome. They applied what they learned in class, and it became new wisdom for them. Their success is my success, and it’s exciting to see them light up when they realize they’ve got skills to tackle any problem,” Cox stated.
Broader View
He perceives his role as an educator as a privilege and honor, allowing him to share the many lessons, successes and failures from his colorful career with his students. This opportunity brings him personal fulfillment and validation, knowing that his unique design journey enables him to help students cultivate empathy and insight.
In addition to Cox teaching several key qualities that can significantly benefit students in their design career, including the willingness to go above and beyond, curiosity, and attention to detail. He also learns from his students, who each bring unique needs and perspectives to the classroom. Despite their individual differences, they often share a common underlying fear of an uncertain future and a lack of confidence that they can be successful. “When I look into their young faces, I can see myself and the same fears I faced at their age. So I’ve learned that in addition to teaching design, I also need to be an empathetic mentor—to provide personal encouragement, a safe refuge to learn and express themselves, and to instill confidence in their creative abilities,” Cox explains.
