#26 - Experience Design—Apple's Best Kept Secret - Tim Kobe

"Most people confuse a technical capability with technology. Ultimately, technology is a technical capability plus the human outcome that it creates." Tim Kobe is a design leader, author, and founder of Eight Inc., a global award-winning strategic design firm also widely recognized as “Apple’s best kept secret”. In this episode, we looked at how successful brands build radical impact by creating ground-breaking human experiences with design. We started off with Tim’s career journey, the founding of Eight Inc., and how he ended up working with Steve Jobs for over 12 years, including coming up with the original design of the iconic Apple’s flagship stores. Tim also shared how he sees Steve Job’s mission to democratize technology and how he helped Apple built a unique branded experience. We then dived deep into Experience Design (XD), starting with understanding the human outcomes to building the strategy and tactics to create value with a unique human experience. We also discussed how Asia is evolving in Ex