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Applied Intuition CEO Qasar Younis sat down with new Head of Design Karl Heiselman, who spent 10 years at Apple and was previously Creative Director and CEO at Wolff Olins. They discussed what “good taste” means, why broad experience matters in design, and how to build a culture of innovation.
Why Applied Intuition?
After a decade at Apple, Karl was ready for a new challenge—one where he could help build something from the ground up and make a direct impact. Applied Intuition offered that chance.
“If we do great work, it’ll add value—and that’s on me,” Karl said. “The opportunity to be on the leadership team, having a clear lane, was super appealing. The work we do together is material. There’s a massive opportunity for designers to make things better. There’s so much bad design in the world—in products, in cities, in systems. The chance to have a direct impact here is huge.”
Why Design Matters
At many tech companies design is an afterthought. Qasar recalled a past manager who dismissed a design task as something any designer could just “knock out.” Karl disagreed.
“Don’t ‘knock out’ anything,” Karl said. “Make it the best thing you’ve ever done in your life, every time. Even the smallest assignments are opportunities for great design.”
What Is Good Taste?
Curiosity. Deep engagement. Hard work. That is how a designer develops taste.
“I don’t think somebody’s just born with great taste, or you can learn great taste universally,” Karl said. “It takes putting in the reps and studying something deeply and falling in love with something—or hating something. The people that tend to define taste are the ones who are cutting through and doing something completely different.”
The Value of Going Wide in Your Career
Karl encourages designers to explore widely, not just specialize early. He believes the most creative work comes from drawing on different fields and experiences.
“If you’re a car designer and all you’re doing is studying car design, that’s why a lot of cars look the same. But if you’re looking at adjacent fields, that’s how you get something new. So if you’re in automotive design, study fashion, or music. Or just culture in general.”
Spotting and Developing Taste in Others
Karl looks beyond résumés and portfolios when building a design team. He values curiosity and the unique perspective a designer brings, especially through personal projects.
“Your résumé and your portfolio get you in the door. I always ask to see personal work. Where’s that crazy obsession? Those are the things I look for.”
Advice for Aspiring Designers
Karl’s advice: Stay curious, keep learning, think beyond visuals. “AI is going to accelerate the design process. But taste and judgment are still going to matter. You still need to know what good looks like.”
Join the Team Shaping the Future of Intelligent Vehicles
Applied Intuition is building a team of designers who want to make a real impact. If you’re driven by curiosity, creativity, and a desire to solve complex problems, we invite you to explore opportunities with us. Let’s create the future—together.
Watch the Full Conversation
Watch the full fireside chat between Qasar and Karl for insights on design, creativity, and design’s role in shaping technology and culture.
