# The Evolving Role of Design with Norio Fujikawa | S3E6

- Show: [Designing in the Wild](https://hardwarepodcasts.com/podcast/designing-in-the-wild)
- Published: 2026-10-28
- Length: 43m
- Episode: 6
- Page: https://hardwarepodcasts.com/podcast/designing-in-the-wild/2026-10-28-the-evolving-role-of-design-with-norio-fujikawa-s3e6

## Summary

Norio Fujikawa, Executive Director at PA Consulting and former founder of Astro Studios, discusses the evolution of industrial design over 30 years, emphasizing human-centered design, ethnographic research, and the critical collaboration between designers and engineers. He details his workflow from hand sketching with ballpoint pens and iPad Procreate to using AI visualization tools like Vizcom for rapid prototyping, while navigating the transition of his firm from a boutique consultancy to a division of the large engineering firm Jacobs. Fujikawa offers career advice for emerging designers, stressing the importance of curiosity, mentorship, and proactive networking in a challenging job market, and recommends books like 'Being and Belonging' and 'The Creative Act'.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/designing-in-the-wild/2026-10-28-the-evolving-role-of-design-with-norio-fujikawa-s3e6#t=0) Introduction: Norio Fujikawa and PA Consulting
- [1:54](https://hardwarepodcasts.com/podcast/designing-in-the-wild/2026-10-28-the-evolving-role-of-design-with-norio-fujikawa-s3e6#t=114) Career History: Astro Studios, Fitch, and Jacobs Acquisition
- [8:41](https://hardwarepodcasts.com/podcast/designing-in-the-wild/2026-10-28-the-evolving-role-of-design-with-norio-fujikawa-s3e6#t=521) Design Philosophy: Human-Centered Design and Ethnographic Research
- [12:43](https://hardwarepodcasts.com/podcast/designing-in-the-wild/2026-10-28-the-evolving-role-of-design-with-norio-fujikawa-s3e6#t=763) Tools of the Trade: Ballpoint Pens, iPad, and Procreate
- [15:38](https://hardwarepodcasts.com/podcast/designing-in-the-wild/2026-10-28-the-evolving-role-of-design-with-norio-fujikawa-s3e6#t=938) The Designer-Engineer Collaboration and Prototyping
- [30:45](https://hardwarepodcasts.com/podcast/designing-in-the-wild/2026-10-28-the-evolving-role-of-design-with-norio-fujikawa-s3e6#t=1845) Career Advice: Networking, Internships, and Job Hunting
- [35:20](https://hardwarepodcasts.com/podcast/designing-in-the-wild/2026-10-28-the-evolving-role-of-design-with-norio-fujikawa-s3e6#t=2120) AI in Design: Vizcom, Visualization, and Prototyping
- [40:16](https://hardwarepodcasts.com/podcast/designing-in-the-wild/2026-10-28-the-evolving-role-of-design-with-norio-fujikawa-s3e6#t=2416) Recommended Reading: Being and Belonging and The Creative Act

## Topics

- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Prototyping & iteration](https://hardwarepodcasts.com/topic/prototyping)
- [Careers & education](https://hardwarepodcasts.com/topic/engineering-careers-and-education)
- [AI & machine learning](https://hardwarepodcasts.com/topic/ai-and-machine-learning)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)

## Most relevant to

established companies

## Mentioned

- PA Consulting (company)
- Astro Studios (company)
- Jacobs (company)
- Fitch (company)
- Vizcom (tool)
- Procreate (tool)
- Mid Journey (tool)
- C Dance (tool)
- SpaceX (company)
- Teague (company)
- Lunchkin (company)

## Related episodes from other shows

- [S5E15.5 PDX: Ian McEachern](https://hardwarepodcasts.com/podcast/being-an-engineer/2024-04-17-s5e15-5-pdx-ian-mceachern) (Being an Engineer)
- [Design and Engineering Shouldn't Be Separate Islands | Pensar, Tactile, Mathscaper, Vector7 | Rob Leonard](https://hardwarepodcasts.com/podcast/tradeoffs/2026-07-27-design-and-engineering-shouldnt-be-separate-islands-pensar-tactile-mathscaper-ve) (TRADEOFFS)
- [HIBT Lab! IDEO: David Kelley](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-07-28-hibt-lab-ideo-david-kelley) (How I Built This)
- [How AI Is Transforming Product Design](https://hardwarepodcasts.com/podcast/its-only-a-prototype/2025-05-29-how-ai-is-transforming-product-design) (It's Only a Prototype)
- [STL273: Shaper Origin—Then and Now](https://hardwarepodcasts.com/podcast/shop-talk-live/2022-08-26-stl273-shaper-origin-then-and-now) (Shop Talk Live)

## Citing this page

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