Bob Baxley: Software as a New Form of Media & The Evolution of Design | Pulse by Intuji #19

In this engaging episode of Pulse by Intuji, Julian Wallis speaks with Bob Baxley, a veteran product design leader with over 34 years of experience in Silicon Valley. Having worked at influential companies including Apple, Pinterest, and ThoughtSpot, Bob shares invaluable insights on the evolution of software design, the importance of user interface, and the moral obligations of designers in today’s digital world.

With experience leading design teams for projects like the Apple Online Store and retail systems, Bob offers a unique perspective on how software has become a fundamental part of our daily lives and why we need to treat it as more than just a tool.

Whether you’re a designer, developer, or business leader, this episode provides practical wisdom on creating meaningful digital experiences.

Topics Covered:

00:01:23 – Introduction
Julian welcomes Bob Baxley and discusses his extensive background in tech.

00:02:04 – Career Background
Bob shares his journey from Claris to Apple, Pinterest, and ThoughtSpot.

00:04:21 – Software as New Media
Discussion on viewing software as a cultural medium rather than just a tool.

00:09:41 – Early Computing Experience
Bob recalls his first encounter with computers and what sparked his interest in technology.

00:15:14 – Evolution of Design
Exploration of how design expectations have shifted since the introduction of smartphones.

00:24:37 – Enterprise Software Design
Insights on designing enterprise applications and the importance of user observation.

00:32:01 – Design Feedback
Bob shares experiences presenting to Steve Jobs and the importance of direct feedback.

00:40:10 – UI Design Principles
Discussion of core UI design principles and methodologies.

00:46:32 – Design Leadership
Thoughts on aligning design with company vision and taking ownership of decisions.

00:51:17 – Final Questions
Bob shares thoughts on the future of AI in business, discusses his desired legacy in the digital built environment, and offers career advice to aspiring designers.

Key Takeaways from this Episode:

• The role of design leadership in business strategy
• The evolution of software design from pre-smartphone era to today
• The importance of treating software as a cultural medium
• Why enterprise software deserves the same design attention as consumer products
• How to develop and apply clear design tenets
• The value of direct, actionable feedback in design

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