#67 | Scott Robinson | The Future of Human-Centred Design.

“If it’s not Co-Created it will fundamentally fail ” — SCOTT ROBINSON In this episode, we had the pleasure to chat with Scott Robinson, Founder and CEO of FreshForm. A customer and UX agency based in San Diego. When it comes to design, Scott Robinson thinks Frank Lloyd Wright said it best: “Form follows function—that has been misunderstood. Form and function should be one, joined in a spiritual union.” Robinson takes that advice to heart, leveraging human-centred design principles to grow and differentiate brands in today's ever-changing digital landscape, including Acura, Honda, Ballast Point, Facebook, Intel, ExxonMobil, Qualcomm and the University of San Diego. Robinson has been in the field of design and marketing for nearly 20 years and at the helm of FreshForm since 2001 and remains intensely passionate about the intersection of marketing, design, technology, innovation and consumer behaviour in the digital age. We've got a chat about how human-centred design is changing as humans evolve but also the environment of humans becomes increasingly technological. We also dive into the difference and intersection of CX design and EX design, further Scott does play a key role in the context of design capital 2024, which will be a collaboration between San Diego and Tijuana in Mexico, in the episode we learn about what makes the region special and unique In the episode, we jump into: ✔️Designing for humans and technology in harmony. ✔️Why Co-Creation is critical for innovations to survive? ✔️Why great CX Design requires great EX (Employee Experience) Design? ✔️How technology is becoming an extension of the human body, and how to design for it? ✔️The mission and journey behind the Design Capital 2024 (San Diego and Tijuana) and many more! Thanks a lot for your time and for your learning Scott! **** The Guest Scott Robinson is the founder of FreshForm, an experience design consultancy that leverages a combination of design thinking, business thinking and customer experience principles to grow and differentiate companies. Scott has been in the field of design and digital experiences for over 20 years and at the helm of FreshForm since 2001. Scott is an advocate for the business value of design and was the Founding President of the Design Forward Alliance from 2016-2020, where he led the non-profit to bid and win the designation of World Design Capital 2024 for the San Diego/Tijuana region. Scott is intensely interested in the intersection of design, technology, business and human behavior in the Fourth Industrial Revolution (4IR).