Gianluca Brugnoli is a designer whose 25-year career has been dedicated to redefining the way we engage with digital products. He has an impressive track record, from co-founding Frog in Milan to leadership positions at McKinsey, Huawei and now at TomTom designing digital cockpits. Gianluca is a walking book when it comes to the value and impact of design at all fronts, joining in for a second episode 3 years after the first one.


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Where to find Gianluca

LinkedIn: https://it.linkedin.com/in/gianlucabrugnoli
Personal website: http://www.brugnoli.net/
X: https://twitter.com/lowresolution

gguttalks season 1 with Gianluca

Spotify: https://open.spotify.com/episode/6s75pTBGUWwEOEjzh1cxFV?si=12bf8a6363c24f21
Apple Podcasts: https://podcasts.apple.com/gb/podcast/designing-the-not-so-sexy-stuff-ep30-s1-with/id1546998038?i=1000530602038

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Timestamps

0:00 Introduction
00:48 Guest and podcast intro
2:31 Getting into design
4:04 Falling in love with the ‘new design’
5:25 The Internet Revolution making waves
6:17 The beginnings with Frog (now Capgemini)
7:49 Pre-iPhone period and the golden era of UX design
10:19 The end of the era of Design Thinking?
13:42 The evolution of design
18:00 Between stabilizing, playing the role of design and everyone being a designer
19:41 Layoffs, starting with X (Twitter), struggles of designers in organizations
20:58 Design maturity in different geographies (retouching on the article about IDEO)
23:50 The automotive sector starting its digitalization process
24:17 Examples from the financial sector: IBAN, power balance, self-services…
26:24 Those who learned, those who haven’t… just yet
28:04 Design faces different challenges to help companies
28:32 Thoughts about Generative AI, design and creativity 
33:49 Invitation to use Gen AI regardless of the risks
34:50 Is Gen AI required when hiring?
35:03 Generative AI for drawing
35:47 Consulting v/s Product(s) and his role
39:26 Biggest challenges during different phases
46:23 His work and the double revolution in automotive
47:28 The digital revolution in automotive
49:14 The automotive industry’s own digital transformation
52:25 Prototyping automotive experiences
56:12 A car is a consumer experience
58:33 An industry, a mindset in transition
01:00:00 Risks and failures
01:01:56 Time to design and launch a car
01:02:24 In-car voice interactions and generative AI 
01:06:36 AI, machine learning, consumer standards and expectations
01:11:21 Piracy as service problem, experience design
01:13:20 Dreaming, envisioning and designing
01:13:44 Reflection on smart cities and communities, way of life, beyond machines
01:21:55 Thoughts on Elon Musk’s clip about airbags and seatbelts on Joe Rogan’s podcast
01:21:12 Saved by a seatbelt and automotive data-driven future scenarios
01:28:16 TomTom working with startups, Italian car manufacturers
01:29:40 Innovation and mindset in China and Asia v/s Europe
01:36:17 Staying in the loop, wrap-up

For enquiries, email maria [at] ggutt [dot] com with subject line: gguttalks ask