WHY DESIGN? (Chris Whyte | Kodu)

Episode 14 of The Design Journeys Podcast hosted by Chris Whyte. New episodes every other Wednesday!

In this episode of The Design Journeys Podcast, host Chris Whyte speaks with Mark Joynson-Bickerstaffe, founder of Mark & May and former design leader at Dyson and Kohler.

The conversation explores Mark's career journey, starting from his early influences, his time at Dyson during its startup phase, and his leadership role at Kohler. Mark shares insights on the evolving role of designers, the importance of innovation culture, and his belief in creating sustainable, meaningful products. They also discuss the challenges of scaling design leadership in large organizations and the importance of intuition, financial understanding, and communication for success. Mark highlights the ethos behind Mark & May, a consultancy that focuses on conscious design, pushing clients towards more sustainable and impactful product development.

Here are some of the key takeaways from this episode:

• How to foster a culture of innovation in fast-growing businesses.
• Why intuition and financial understanding are crucial for design leaders.
• The evolving role of designers in creating sustainable and impactful products.
• Mark’s approach to leadership and scaling teams, balancing creativity with business strategy.

Connect with Mark Joynson-Bickerstaffe on LinkedIn: https://www.linkedin.com/in/mark-joynson-bickerstaffe-a219b52/

Connect with Chris Whyte on LinkedIn: ⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/mrchriswhyte/⁠⁠⁠⁠⁠⁠⁠⁠⁠

Learn more about Kodu Recruitment: ⁠⁠⁠⁠⁠⁠⁠⁠⁠https://teamkodu.com/⁠

Episode 8 of the Design Journeys Podcast hosted by Chris Whyte. New episodes every other Wednesday!

In this episode of the Design Journeys podcast, host Chris

Whyte interviews Tim Morton, Director for Global Design North America for Husqvarna. They discuss Tim's career journey, starting with his studies in industrial design at the University of Wales and his time at Lego.

Tim shares his experiences working at Lego, including the

importance of collaboration, understanding the brand, and designing for children. He also talks about his transition to consulting and his work with PDT, where he worked on projects for clients such as Dell, Corning, and

Qualcomm.

The conversation explores the broad field of consultancy and design, highlighting the importance of understanding the needs and goals of people and designing products to meet those needs. It emphasizes the role of human connection in design and the value of innovation and creativity.

The conversation also touches on the challenges of

leadership, the impact of design on business, and the need to quantify the value of design.

The guest shares his experiences and failures in the design

industry and emphasizes the importance of learning from failures.

The conversation concludes with a discussion on favorite

podcasts and books, and the guest's contact information.

Takeaways

• Tim's journey into industrial design started with his curiosity and desire to create and make things.
• Experience outside of design, such as teaching and working in telemarketing, can provide valuable skills and perspectives.
• Designers need constraints to solve problems and create innovative solutions.
• Understanding the brand and designing for the target audience are crucial in product design.
• Flexibility and the ability to apply problem-solving skills to different industries are valuable traits for designers. Consultancy is a broad field with various specializations, including engineering-led, design-led, innovation-led, and research-led consultancies.
• Understanding the needs and goals of people is crucial in design, and products should be designed to meet those needs.
• Innovation and creativity play a significant role in design, and companies that invest in design and understanding their customers tend to perform better.
• Leadership in design requires the ability to connect with people, inspire them, and quantify the value of design.
• Failures are an essential part of the design process, and learning from failures is crucial for growth and improvement.
• Favorite podcasts and books mentioned in the conversation include 'How I Built This' and 'Remember' by Lisa Genova and 'The Silo Effect' by Gillian Tett.
• 
  

Chapters

00:00 Introduction and Background

03:20 University of Wales and Discovering Industrial Design

06:18 Starting at LEGO and the Importance of Persistence

13:03 Favorite Memories at LEGO and the Value of

Collaboration

23:36 Working on Diverse Projects at PDT

25:23 Design, Innovation, and Creativity in Connecting

People, Technology, and Business

28:39 Design as a Business: Lessons from Working at PDT

33:13 Challenges and Opportunities in the Outdoor Power

Equipment Industry

35:15 Learning from Failure: Lessons from a Smartwatch

Project at LEGO

45:26 Embracing Change and Inspiring Others: The Power of

Human Connection in Design

53:43 Insights on Physical Product Development...

In this episode of Why Design?, Chris Whyte sits down with Benn Klewpatinond, founder of Inond Design and the visionary behind the Floatrower fitness machine. Benn’s career is a fascinating mix of engineering, design, and entrepreneurship, spanning corporate roles, consultancy work, and now running his own product realisation business.

Benn shares his journey, from introducing inclusive design at Bristan to working on cutting-edge projects at LA Design, including the Floatrower—a rowing machine that combines the sensation of water rowing with innovative gamification and performance tracking.

The conversation dives deep into:

• The lessons learned from launching a groundbreaking fitness product.
• How to balance ambition and authenticity in design.
• The value of storytelling and personal branding for designers and engineers.

If you’re curious about how creativity meets practicality in physical product development or looking for insights into launching your own products, this episode is packed with valuable takeaways.

Key Takeaways:

• Building trust with stakeholders and clients is critical for product success.
• Taking risks, even later in your career, can lead to transformative outcomes.
• Storytelling and personal branding are as important as technical skills in design.
• Inclusive design can create meaningful, impactful products when championed effectively.
• Gamification and user experience are key to engaging products like the Floatrower.

Links & Resources:

• Learn more about Inond Design: https://www.inond.com/
• Connect with Benn on LinkedIn: https://www.linkedin.com/in/bennklewpatinond/
• Connect with Chris Whyte on LinkedIn: https://www.linkedin.com/in/mrchriswhyte/⁠⁠⁠⁠⁠⁠⁠⁠⁠
• Sign up for upcoming Why Design? events: teamkodu.com/events

In this episode of Why Design, I sit down with Hugo Martin, Director of Product Design at WMP Creative, where he has spent over 14 years building a multi-award-winning design division from the ground up.

We dive into the balance between process and intuition in product design—when to trust your instincts and when structure is necessary. Hugo shares insights from designing everything from life-saving gas safety devices, where precision and research are crucial, to high-end pizza ovens, where the experience and theatre of cooking take priority over strict engineering constraints.

We also explore how design consultancies can stay competitive in a shifting market, the role of AI in industrial design, and the evolving nature of holistic product development, where storytelling, branding, and user experience are just as important as the product itself.

If you're a designer, entrepreneur, or just fascinated by how great products come to life, this episode is packed with insights!

Key Takeaways:

🔹 The Evolution of a Design Consultancy – How Hugo built a product design division within a family-run creative agency.

🔹 The Power of Process vs. Intuition – When to trust gut instincts and when research and structured validation are essential.

🔹 Designing for Different Markets – How working on gas safety devices differs from crafting premium pizza ovens.

🔹 Holistic Design Services – Why product design is no longer just about form and function but also branding, digital experiences, and storytelling.

🔹 Lessons from Working with Startups and Established Brands – How client expectations shift and how to manage those relationships.

🔹 The Future of Industrial Design – How AI is changing the design process and what it means for the next generation of designers.

🔹 Why Some Brands Ignore Focus Groups – How companies like Nothing and Teenage Engineering use intuition to create standout products.

🔹 Building Long-Term Client Relationships – How WMP Creative’s success is built on repeat business and deep client partnerships.

Resources & Links:

🌍 Connect with Hugo Martin on LinkedIn

🎨 Learn more about WMP Creative

🔥 Check out Gosney Pizza Ovens (One of Hugo’s latest projects)

🔍 Learn more about Crowcon Gas Safety Devices

👥 Join the Why Design community! Sign up for our upcoming events, online huddles, and workshops: teamkodu.com/events

🔗 Follow Chris Whyte on LinkedIn – linkedin.com/in/mrchriswhyte

🎧 Listen to Why Design on Spotify, Apple Podcasts, YouTube, and Amazon Music. Don't forget to subscribe so you don’t miss future episodes!

Episode 16 of The Design Journeys Podcast hosted by Chris Whyte. New episodes every Wednesday!

In this episode, Chris Whyte speaks with Michael Bambino, founder and creative director of Facility, a design consultancy that brings a strategic, brand-driven approach to product design. Michael shares his unique career journey from engineering and freelance design to launching his own consultancy, emphasizing the challenges and rewards of balancing technical expertise with creative expression. Listeners will gain insights into Michael’s philosophy on consulting, navigating career shifts, and maintaining design quality as Facility grows.

Key Takeaways:

1. Career Path Experimentation: Michael’s background spans engineering, design, and consulting, creating a unique blend of skills that define Facility’s approach.
2. Brand-Centered Product Development: Facility emphasizes strategic, brand-driven product design, offering clients a vision for long-term success.
3. Importance of Versatile Experience: Working in small firms allowed Michael to develop a wide skill set and agility essential for consulting.
4. Challenges of Scaling a Consultancy: Facility aims to grow while retaining high standards and a hands-on approach to client projects.
5. Client-Centric Strategies: Facility partners with clients to deliver not only products but future-focused roadmaps that support sustainable growth.

Connect with Michael Bambino on LinkedIn: https://www.linkedin.com/in/michaelbambino/

Learn more about Facility here: https://www.facility.nyc/

Connect with Chris Whyte on LinkedIn: ⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/mrchriswhyte/⁠⁠⁠⁠⁠⁠⁠⁠⁠

Learn more about Kodu Recruitment: ⁠⁠⁠⁠⁠⁠⁠⁠⁠https://teamkodu.com/⁠

In this episode of Why Design?, Chris Whyte speaks with Andrew Carr, founder of Bebello, a mission-driven startup transforming the way new parents approach bottle and pump cleaning with sustainability at its core. Andrew’s flagship product, the Bebello Washer, saves time for parents while drastically reducing environmental impact.

Andrew’s career journey spans nearly two decades, including roles at Elvie, Shark Ninja, Plexus, and design consultancies across the US, China, and Scotland. Along the way, he’s learned how to balance user-centric design with the demands of sustainability, all while driving impactful product innovation.

This conversation dives into:

• How Andrew’s time at companies like Elvie and Shark Ninja shaped his approach to design and leadership.
• The inspiration behind Bebello and the challenges of launching a hardware startup.
• Why sustainable design must also offer superior user experiences.
• Insights into building a circular economy business model.
• How his personal journey as a parent influenced the creation of Bebello’s first product.

Whether you’re interested in sustainable product development, building mission-driven businesses, or the challenges of hardware startups, this episode is packed with actionable insights.

Key Takeaways:

• Sustainable products must deliver better user experiences to succeed in the market.
• Transparent communication and openness to feedback are critical for early-stage startups.
• Sustainability isn’t just an add-on—it should be embedded into a business’s foundation.
• Great design comes from understanding real-world problems through user research.
• Disrupting entrenched habits (like hand washing) can drive significant environmental benefits.

Links & Resources:

• Visit Babello: https://bebello.club
• Connect with Andrew Carr on LinkedIn: https://www.linkedin.com/in/andrew-carr-designs/
• Connect with Chris Whyte on LinkedIn: https://www.linkedin.com/in/mrchriswhyte/
• Sign up for Why Design? events: teamkodu.com/events
• Learn more about Kodu recruitment: https://teamkodu.com

Book Recommendations from the Episode:

• Cradle to Cradle by William McDonough
• Doughnut Economics by Kate Raworth

Podcast Recommendations:

• The Economist Podcast
• Lenny’s Product Podcast

Episode 7 of the Design Journeys Podcast hosted by Chris Whyte. New episodes every other Wednesday!

In this episode of the Design Journeys podcast, Chris Whyte interviews Adrian Berry, co-founder of Factory Design.

They discuss Adrian's design journey, starting from his studies in engineering product design at London South Bank University to his time at Pentagram and Seymour Powell.

Adrian shares the challenges and lessons he learned in business development for design consultancies. They also talk about the importance of placement years, building relationships, and networking in the industry.

In this conversation, Adrian Berry, co-founder of Factory Design, shares his experiences and insights on starting and running a design consultancy. He discusses the early days of Factory Design, the challenges they faced, and the importance of building relationships and rapport with clients.

Adrian also emphasizes the value of being part of a design community and the benefits of working in a studio environment.

He shares his pet peeve of remote work and highlights the importance of in-person interactions for collaboration and creativity.

Adrian recommends the podcast '13 Minutes to the Moon' and the book 'The Modern Middle East' by Jeremy Bowen.

Takeaways

• Adrian Berry studied engineering product design at London South Bank University and started his career at Pentagram before co-founding Factory Design.
• Placement years are valuable for gaining practical experience and building relationships in the industry.
• Business development for design consultancies involves networking, building a strong reputation, and delivering high-quality work.
• Building relationships and maintaining a good rapport with clients is crucial for long-term success in the design industry. Building relationships and rapport with clients is crucial for success in a design consultancy.
• Being part of a design community and working in a studio environment fosters collaboration and creativity.
• In-person interactions are important for building relationships and maintaining a supportive team dynamic.
• Remote work can hinder collaboration and the organic exchange of ideas.
• The podcast '13 Minutes to the Moon' and the book 'The Modern Middle East' are recommended.
• 
  

Chapters

00:00 Introduction

06:00 The Value of Placement Years

09:37 Building Relationships and Networking

13:17 Lessons Learned at Pentagram

14:42 The Importance of In-Person Collaboration and Communication

15:38 Working on Diverse Projects

21:13 The Challenges of Business Development

25:03 Starting Factory Design

29:02 Surviving the Early Days

29:31 Advice for Young Designers Starting Their Careers

31:25 Overcoming Challenges and Achieving Success

37:45 Showcasing Process and Building Relationships in Job Applications

49:35 Podcast and Book Recommendations

58:34 Closing Remarks

01:04:02 Insights on Physical Product Development and Recruitment

Adrian's recommended podcast and book:

13 minutes to the Moon Podcast: https://www.bbc.co.uk/programmes/w13xttx2/episodes/downloads

The Modern Middle East:

Register your interest in our community events here: www.teamkodu.com/events

In this final episode of The Design Journeys Podcast under its current name, Chris Whyte speaks with Nick Mannion, co-founder and director of Quarterre Studio. Nick’s career journey has been shaped by a love of drawing, storytelling, and exploration, leading him from a degree in Transport Design at Coventry University to an expansive career working with global brands like LEGO, Polestar, Mercedes, and IKEA.

Nick shares stories from his early career at LEGO, where he contributed to iconic projects such as Bionicle and Legoland attractions. He reflects on his global experiences working in California, Tokyo, and Sydney, and the cultural and creative insights gained along the way. The episode delves into Quarterre Studio's evolution from a product-focused business to a consultancy specializing in “product, place, and play,” creating emotionally driven, user-centered designs for some of the world’s most recognized brands.

Key Takeaways:

1. The Value of Play in Design: Nick emphasizes how play, both as a mindset and a process, shapes innovative and engaging designs.
2. Global Perspectives: Working in diverse locations like California, Tokyo, and Sydney has informed Nick’s approach to storytelling and product development.
3. Quarterre’s Evolution: From bike storage solutions to consultancy, the studio’s journey reflects the importance of adaptability and focus.
4. Storytelling as a Design Tool: Nick shares how crafting narratives enhances both the creative process and the final product’s emotional connection with users.
5. The Power of Community: Collaboration and curiosity are essential for personal growth and professional success, as highlighted by Nick’s experiences and advice.

Links:

Connect with Nick Mannion on LinkedIn: https://www.linkedin.com/in/nick-mannion-17182964/

Learn more about Quarterre Studio: https://quarterre.com/

Connect with Chris Whyte on LinkedIn: ⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/mrchriswhyte/⁠⁠⁠⁠⁠⁠⁠⁠⁠

Stay in the loop for future events: www.teamkodu.com/events

Episode 18 of The Design Journeys Podcast hosted by Chris Whyte. New episodes every Wednesday!

In this episode, Chris Whyte interviews Michael König, a design leader whose career journey spans two decades across digital and physical product design. From launching a digital design studio fresh out of university to leading design at Bang & Olufsen and Fiskars, Michael has tackled challenges at some of the world’s most iconic heritage brands. Now, as the founder of a new consultancy, Michael shares how he’s helping legacy brands modernize through storytelling, innovation, and agility.

Listeners will hear about Michael’s creative approach to leading cross-functional teams, building consumer-centric products, and navigating the complexities of balancing tradition with modern market demands.

Key Takeaways:

1. Career Adaptability: Michael’s career demonstrates the power of being adaptable, moving from digital design to physical product innovation and leadership.
2. Importance of Storytelling: Michael emphasizes storytelling as a critical tool for connecting heritage brands with modern consumers.
3. Leading Cross-Functional Teams: Michael shares how collaboration across design, marketing, and engineering drives impactful innovation.
4. Consumer-Centric Product Development: From prototyping in Airbnbs to reducing time-to-market by 50%, Michael shares lessons on keeping consumers at the center.
5. Modernising Legacy Brands: Michael highlights the unique challenges and opportunities of elevating design for long-standing, iconic companies.

Connect with Michael König on LinkedIn: https://www.linkedin.com/in/michaelkonigcph/

Connect with Chris Whyte on LinkedIn: ⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/mrchriswhyte/⁠⁠⁠⁠⁠⁠⁠⁠⁠

Learn more about Kodu Recruitment: ⁠⁠⁠⁠⁠⁠⁠⁠⁠https://teamkodu.com/⁠

Episode 9 of the Design Journeys Podcast hosted by Chris Whyte. New episodes every other Wednesday!

Ashley Sayed, CEO of Supply Chain Pro, shares his career journey in product development, from working at Sendo and Motorola to joining TomTom.

He discusses the transition from engineer to strategic roles and the importance of connecting design and product development with manufacturing.

Ashley also provides advice for young entrepreneurs, emphasizing the need to solve a real problem, have passion, and consider scalability. He highlights the benefits of joining an incubator or accelerator to gain experience and support.

Ashley's experience in high-volume manufacturing and design for manufacture has shaped his expertise in supply chain management. Ashley Sayed discusses his experience in scaling up technology and creating a roadmap of products.

He emphasizes the importance of bringing in engineering and understanding the technical aspects of design. He shares the success and challenges he faced during his time at TomTom and Philips.

Ashley also talks about his current venture, Supply Chain Pro, which focuses on helping companies set up and improve their supply chains. He highlights the importance of prioritizing health, family, and career and shares insights on hiring and standing out in the job market.

Takeaways

• Ashley's career in product development spans over 25 years, working with companies like Sendo, Motorola, and TomTom.
• He emphasizes the importance of connecting design and product development with manufacturing and supply chain management.
• Ashley advises young entrepreneurs to solve a real problem, have passion, and consider scalability when pursuing an idea.
• Joining an incubator or accelerator can provide valuable experience and support for startups. Bringing in engineering and understanding the technical aspects of design is crucial for scaling up technology and creating a roadmap of products.
• Prioritizing health, family, and career is important for maintaining a balanced life.
• Supply Chain Pro helps companies set up and improve their supply chains, considering both technical and business KPIs.
• To stand out in the job market, candidates can showcase their passion and motivation, demonstrate their problem-solving skills, and provide unique insights or projects related to the company they are applying to.
• Hiring is a critical process, and it is important to evaluate technical skills, communication abilities, and how candidates handle stress.
• Forming good habits and continuously learning are key to personal and professional growth.
• 
  

Chapters

00:00 The Journey of a Product Development Expert

03:53 The Impact of Psychology on Design Decisions

10:01 Challenges and Opportunities in Scaling Up Technology

17:05 Valuable Advice for Young Entrepreneurs

28:55 The Journey from Industrial Design to Software Engineering

33:12 Balancing Career, Family, and Health

50:56 Insights on Hiring and Standing Out in the Job Market

01:06:08 Insights on Physical Product Development and Recruitment

Ashley's recommended book:

Atomic Habits by James Clear: https://amzn.eu/d/06iloxge

Connect with Ashley Sayed on LinkedIn: ⁠

Episode 3 of The Design Journeys Podcast hosted by Chris Whyte at Kodu. New episodes every other Wednesday!

On this episode we were joined by Stefan Bridges, Head of Creative Design at Redbull.

Our conversation covered a range of topics, including Stefan Bridges' experiences working at Factory Design, McLaren, and Red Bull. Bridges discussed his decision to join Factory Design after being inspired by a feature in Design Week, despite the low pay, and the subsequent growth of the team. He also shared insights into his decision to join McLaren, emphasizing the allure of relocating from London and the substantial pay increase offered. Bridges then detailed his transition from McLaren to Red Bull, explaining how he was headhunted by his previous boss and attracted to the more creative and inspiring atmosphere at Red Bull.

The conversation also touched on job application strategies, media consumption habits, and potential future guests for the podcast. Chris Whyte and Stefan Bridges discussed the use of portfolios in job applications, the impact of digital approaches, and the rarity of receiving mailed portfolios in the current job market. They also shared their limited use of social media and emphasized the value of genuine career advice. 

lease excuse the sound and video quality of this episode. We hope you enjoy the content regardless :)

Connect with Stefan Bridges on LinkedIn: ⁠https://www.linkedin.com/in/stefan-bridges-63315a6/

Connect with Chris Whyte on LinkedIn: ⁠https://www.linkedin.com/in/mrchriswhyte/⁠

Learn more about Kodu Recruitment: https://teamkodu.com

Episode 6 of the Design Journeys Podcast hosted by Chris Whyte. New episodes every other Wednesday!

On this episode we're joined by Lea Stewart.

Lea Stewart, senior manager for baby and parenting products at Newell Brands, shares her career journey and insights in this episode. She discusses how she chose to study industrial design and the challenges she faced in finding job opportunities. Lea emphasizes the importance of not overlooking creative opportunities and finding value in every job, regardless of the company's reputation. She also highlights the significance of building connections and learning from experienced professionals. Lea's story reminds us that success in design is not defined by working for well-known companies, but by finding fulfillment and growth in our work. Lea Stewart discusses the importance of finding a job that enables the rest of your life and brings you joy. She emphasizes the need to consider factors beyond just the work itself, such as work-life balance and the people you work with. Lea also shares insights on dressing for interviews, highlighting the importance of reading the room and being comfortable while still dressing appropriately. She provides an overview of her company's hiring process, which includes initial camera-off interviews to assess character and portfolio reviews in later rounds. Lea emphasizes the importance of understanding and communicating your impact in design careers, as well as the satisfaction of positively influencing and developing others. She also shares a personal design horror story where a lack of stakeholder alignment led to a failed presentation. Lea recommends the book series 'The 12 Tomorrows' and podcasts like Radio Lab, This American Life, and Freakonomics for thought-provoking content. She also mentions the Women in Design Deep Dive event happening in June.

Takeaways

• Don't overlook creative opportunities and consider the value they can bring to your career.
• Success in design is not solely defined by working for well-known companies.
• Build connections and learn from experienced professionals to enhance your skills and knowledge.
• Find fulfillment and growth in your work, regardless of the company's reputation. When job hunting, consider how the job will enable the rest of your life and bring you joy beyond just the work itself.
• Take into account factors like work-life balance and the people you will be working with when evaluating job opportunities.
• When dressing for interviews, read the room and dress appropriately while still being comfortable.
• In the hiring process, it is important to assess character through camera-off interviews and evaluate portfolios in later rounds.
• Understanding and communicating your impact is crucial in design careers, and positively influencing and developing others is a measure of success.
• Be prepared for unexpected challenges and failures in design, and learn from them to improve future outcomes.
• Recommended books: 'The 12 Tomorrows' series. Recommended podcasts: Radio Lab, This American Life, Freakonomics.
• The Women in Design Deep Dive event will take place in June and will provide valuable insights and networking opportunities.
• 
  

More info on the Women in Design Deep Dive Event in Philadelphia on 25th June 2024: https://www.idsa.org/conference-details/women-in-design-deep-dive-2024/

Lea's recommended reads: The Twelve Tomorrows Series:

Episode 12 of The Design Journeys Podcast hosted by Chris Whyte. New episodes every other Wednesday!

In this episode of the Design Journeys podcast, host Chris Whyte interviews William Gordon, Vice President of Design at Blendjet. They discuss William's journey in industrial design, his time at Kohler and SC Johnson, and the importance of building relationships in the design industry.

William emphasizes the value of connections and maintaining a network, even during challenging times. He also highlights the role of storytelling in design and the impact of design on facilitating positive relationships between people.

In this conversation, William Gordon discusses the challenges of working with egotistical bosses and the importance of creating a positive work environment. He shares his experiences working at S.C. Johnson Wax and CamelBak, highlighting the diverse range of products and industries he has been involved in.

Gordon emphasizes the significance of understanding the design process and its impact on people, business, and society. He also shares a humorous design story involving Herb Kohler, the CEO of Kohler, testing a toilet seat.

Takeaways

• Building and maintaining relationships is crucial in the design industry
• Don't turn down opportunities, even if they may not align with your ideal projects
• Your network can lead to future opportunities and collaborations
• Design is about storytelling and facilitating positive relationships between people
• Listening and asking questions are key skills in building connections
• Don't sacrifice relationships for projects Working with egotistical bosses can be challenging and detrimental to the work environment.
• Creating a positive work environment is crucial for productivity and employee satisfaction.
• Gaining experience in different industries and product categories can broaden one's design skills and perspective.
• Understanding the design process and its impact on people, business, and society is essential for successful design.
• Design is about consequences and making a positive impact on users, stakeholders, and the environment.
• Humor and storytelling play a role in design, fostering engagement and connection with users.
• LinkedIn is a great platform for networking and connecting with professionals in the design industry.

Connect with William Gordon on LinkedIn: https://www.linkedin.com/in/william-gordon-a6522b1/

Connect with Chris Whyte on LinkedIn: ⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/mrchriswhyte/⁠⁠⁠⁠⁠⁠⁠⁠⁠

Learn more about Kodu Recruitment: ⁠⁠⁠⁠⁠⁠⁠⁠⁠https://teamkodu.com/⁠

Guest: Nichole Rouillac, Founder of Level

Host: Chris Whyte, Founder of Kodu

Sign up for Why Design? events: https://teamkodu.com/events

In this episode of Why Design, I sit down with Nichole Rouillac, founder and creative director of Level, a woman-led industrial design studio in San Francisco. Nichole has spent over two decades shaping consumer tech and medtech, playing a key role in designing the first Fitbit and working with brands like Microsoft, Google, and HTC.

We discuss:

✅ The reality of being one of the only women in the room early in her career

✅ Why so many women leave industrial design before reaching senior roles—and what we can do about it

✅ Her work in healthcare and medtech, from disease detection to AI-driven innovation

✅ How being a mom to a neurodivergent child influences her approach to user-centered design

✅ The importance of mentorship and community in fostering diversity in the industry

Nichole’s story is one of resilience, innovation, and purpose-driven design. Whether you're in industrial design, medtech, or hardware startups, this episode is packed with insights on building a career with impact.

Key takeaways:

🔹 The Gender Gap in Industrial Design – Many women leave industrial design before reaching senior roles due to workplace culture, lack of mentorship, and difficulty balancing long hours with personal life.

🔹 Building a Design Studio with Purpose – Nichole founded Level, a woman-led industrial design studio, to challenge industry norms and prioritize meaningful, people-centered design.

🔹 From Fitbit to MedTech – Nichole played a key role in designing the first Fitbit, which helped create the wearables category as we know it today. Her work now focuses on healthcare innovation, from AI-driven disease detection to non-invasive cancer treatment technologies.

🔹 The Power of Mentorship & Community – As a former chair of Women in Design (IDSA), Nichole helped launch a mentorship program to support women navigating industrial design careers. Having a network outside of your workplace is crucial for career growth.

🔹 Designing for Impact, Not Just Aesthetics – Nichole emphasizes the need for designers to think beyond form and function, considering the long-term impact of their work—whether in healthcare, sustainability, or consumer tech.

🔹 Lessons from Startups & Manufacturing – Having worked both in consultancies and in-house at HTC, Nichole believes designers need full-cycle experience—from early prototyping to manufacturing—to truly deliver great products.

🔹 Parenting, Neurodiversity & Design – Raising a neurodivergent child has influenced Nichole’s approach to inclusive design, reinforcing the importance of creating products that are intuitive and accessible for different types of users.

🔹 Balancing Business and Life – Unlike many agencies, Level prioritizes sustainable work hours, proving that world-class design doesn’t require burnout. Thoughtful planning and client education allow them to deliver great work without overworking their team.

🔹 The Future of...

Episode 10 of the Design Journeys Podcast hosted by Chris Whyte. New episodes every other Wednesday!

In this episode, host Chris Whyte interviews Emily Moyer, an independent industrial design strategy and innovation consultant.

Emily has worked with big brands like L'Oreal and Nestle, as well as startups like Aura Home and Bark & Co.

She shares her career journey and highlights the importance of user experience and problem-solving in design.

Emily also discusses the trends she's seeing in the industry, including advancements in design tools and AI.

In this conversation, Chris and Emily discuss the importance of understanding the limitations of design tools like GPT and Mid-Journey. They compare it to the process of designing in industrial design, where it's crucial to flesh out concepts before diving into 3D modeling. They also talk about the elements of a strong industrial design portfolio, including versatility and sketching.

Emily shares a success story of a prescription bottle design that won an award and a failure story of a wearable keyboard that didn't meet consumer expectations.

They discuss the challenges of business development for independent consultants and the effectiveness of personal posts on LinkedIn.

Emily recommends the book 'I Love It, What Is It?' by Turner Duckworth and the podcast 'Design Theory' by John Murielo.

She also mentions Hector Rodriguez and Jonathan Tai as valuable resources in the design industry.

Emily can be reached on LinkedIn or through her website, EmilyMoyer.com.

Takeaways

• Industrial design involves creating physical consumer products that people use every day.
• User experience and problem-solving are at the core of industrial design.
• Advancements in design tools and AI are shaping the industry.
• Collaboration and in-person meetings are still valuable in the design process.
• Building relationships and networking are important for career growth in design. Understand the limitations of design tools like GPT and Mid-Journey and know how to get the best out of them.
• Flesh out concepts before diving into 3D modeling in industrial design.
• A strong industrial design portfolio should showcase versatility and include sketching.
• Success story: A prescription bottle design won an award for design of the decade.
• Failure story: A wearable keyboard didn't meet consumer expectations.
• Business development can be a challenge for independent consultants, but consistency and personal posts on LinkedIn can help.
• Recommended resources: 'I Love It, What Is It?' by Turner Duckworth and the 'Design Theory' podcast by John Murielo.
• Connect with Emily on LinkedIn or through her website, EmilyMoyer.com.
• 
  

Connect with Emily Moyer on LinkedIn: https://www.linkedin.com/in/emily-moyer-1b49973/

Connect with Chris Whyte on LinkedIn: ⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/mrchriswhyte/⁠⁠⁠⁠⁠⁠⁠⁠

Learn more about Kodu Recruitment: ⁠⁠⁠⁠⁠⁠⁠⁠https://teamkodu.com/⁠

Listener discount! Get 10% off a Sensate using code WHYDESIGN or by visiting https://getsensate.com/WHYDESIGN

In this episode, host Chris Whyte is joined by Stefan Chmelik, founder of Sensate – a revolutionary consumer product designed to reduce stress and improve well-being through sound and vibration therapy. Before Sensate, Stefan spent 30 years as a clinician specialising in stress, anxiety, trauma, and complex disease management. His expertise in meditation and breathwork led him to develop a technology-first approach to well-being.

This episode explores the intersection of medicine, meditation, and hardware innovation. Stefan shares his journey from working with patients in a clinical setting to co-founding a tech company that now helps thousands of people worldwide. He explains the science behind stress, vagal nerve tone, and how Sensate's wearable device supports relaxation and resilience. We also dive into the challenges of launching a hardware start-up, from product design to fundraising and business strategy.

If you're interested in the role of design in health and wellness, this episode is packed with insights on making well-being more accessible at scale.

Key Takeaways:

✅ The science behind stress and how vagal nerve tone affects well-being

✅ How Stefan’s background in meditation and medicine influenced Sensate’s design

✅ The challenges of bringing a hardware health device to market

✅ Fundraising lessons and why US investors saw the potential before UK investors

✅ Why start-up success is about resilience, adaptation, and the right co-founding team

✅ The importance of cooperation over competition in both business and life

✅ How Sensate is making relaxation effortless through sound and vibration technology

Links & References

Visit Sensate: https://www.getsensate.com/

Connect with Stefan on LinkedIn: https://www.linkedin.com/in/stefanchmelik/

Connect with Chris Whyte on LinkedIn: https://www.linkedin.com/in/mrchriswhyte/

Sign up for Why Design? events: https://teamkodu.com/events

Learn more about Kodu recruitment: https://teamkodu.com

Episode 2 of the Design Journeys Podcast hosted by Chris Whyte. New episodes every other Wednesday!

On this episode we're joined by Tom Malloy.

Tom, a principal designer at Elvie, shares his journey in industrial design and his passion for inclusive design. He emphasizes the importance of being passionate about a cause or mission when applying for a job. Tom also discusses the value of cover letters and physical portfolios in standing out from other applicants. He highlights the need for a more modern and relevant design curriculum in schools. Tom concludes by mentioning his involvement with the Design and Technology Association to improve design education. Tom shares his journey from working at Hornby to joining Oxford Product Design (OPD) and eventually Elvie. He emphasizes the importance of design thinking skills and the value of personal connections in career transitions. Tom also discusses his passion for inclusive design and how it has shaped his work at Elvie. He highlights the need for a well-prepared and fair interview process, sharing a story of an interview faux pas.

Chapters

• 00:00 Introduction and Background
• 01:41 Career Journey and Role at Elvie
• 04:53 Studying Industrial Design at Loughborough University
• 06:12 Facilities and Changes in Design Education
• 07:01 Personal Connections and Networking
• 08:21 Internship at PTC and Education Program
• 10:54 Working on Scalextric for Schools Scheme
• 16:04 Importance of Design Thinking Skills in Education
• 20:46 Meeting Rupert and Joining OBD
• 21:43 Working with EuroPro
• 23:11 Joining Elvie
• 26:04 Inclusive Design
• 29:34 Interviewing at Elvie
• 35:18 Interview Faux Pas
• 40:25 Horror stories in recruitment and interviews
• 40:32 Favorite podcasts and books
• 41:33 Influences on social media
• 44:21 The power of AI tools
• 44:50 The problem with job adverts
• 46:23 Making job adverts more appealing
• 47:43 Standing out in an application
• 48:13 Passion and mission in engineering and design
• 49:28 The importance of a cover letter
• 50:46 Receiving applications in the post
• 52:06 Final thoughts and upcoming events
• 
  

Takeaways

• Passion for a cause or mission can help designers and engineers stand out in job applications.
• Including a cover letter and a well-designed physical portfolio can make an application more memorable.
• There is a need for a more modern and relevant design curriculum in schools.
• The Design and Technology Association works to improve design education and steer away from outdated notions of design and technology. Design thinking skills are essential for designers, and the process of ideation and problem-solving is just as important as the final product.
• Personal connections and networking can greatly facilitate career transitions and job opportunities.
• Inclusive design aims to create products and services that are accessible and beneficial to a wide range of users.
• The interview process should be well-prepared, fair, and considerate of the candidate's time and expectations.
• 
  

Tom's recommended podcasts:

• Sliced Bread - https://www.bbc.co.uk/programmes/p07012sf
• In Touch - https://www.bbc.co.uk/programmes/b006qxww/episodes/downloads
• 
  

Connect with Tom Malloy on LinkedIn:

In this episode of Why Design?, Chris Whyte speaks with Nick Chubb, Design Director at IDC, about his fascinating journey through the world of product design.

Nick shares how his early passion for graphic design evolved into a career in industrial design, the importance of hands-on experience over formal education, and his perspective on hiring and mentoring young designers.

From working on consumer and medical products to navigating the fast-paced world of design consultancy, Nick provides valuable insights into the skills that truly matter in the industry. He also tackles the topic of job-hopping early in one’s career, why it shouldn’t be seen as a red flag, and how to stand out in a competitive hiring landscape.

If you're a design student, a career pivoter, or a hiring manager looking for fresh perspectives, this conversation is packed with practical advice and industry wisdom.

Key Takeaways

• The transition from graphic to product design and why early exposure matters.
• Why hands-on experience trumps formal education—Nick’s take on the overemphasis on master’s degrees.
• The reality of short stints in early careers and why employers shouldn’t see them as a red flag.
• How to build a strong portfolio that lands design roles.
• The challenges and rewards of working in design consultancy.
• How IDC balances industrial, consumer, and medical product design.

Links & References

Visit IDC: https://www.idc.uk.com/

Connect with Nick on LinkedIn: https://www.linkedin.com/in/nick-chubb-3bba9120/

Connect with Chris Whyte on LinkedIn: https://www.linkedin.com/in/mrchriswhyte/

Sign up for Why Design? events: https://teamkodu.com/events

Learn more about Kodu recruitment: https://teamkodu.com

Episode 17 of The Design Journeys Podcast hosted by Chris Whyte. New episodes every Wednesday!

In this episode, Chris Whyte speaks with Oliver Murphy, founder of SLOWE Living, a brand built around sustainable, minimalist furniture design. Oliver’s career journey began with industrial design at Loughborough University and evolved through branding and freelancing, ultimately leading him to create a brand during the pandemic. He shares how Japanese and Scandinavian aesthetics shaped his design philosophy, the challenges of building a furniture brand from scratch, and how he found purpose by creating a business that aligns with his values of simplicity and intentional living.

Key Takeaways:

1. Sustainability in Design: SLOWE Living focuses on minimalist, sustainable furniture that supports thoughtful, intentional living.
2. Influence of Japanese and Scandinavian Design: Oliver’s time in Japan and Denmark inspired his commitment to simple, functional design.
3. Challenges of Transitioning to Product-Based Business: Moving from freelance branding to physical products was a significant, rewarding shift.
4. Community and Support: Oliver emphasizes the importance of community and has created a support network for independent creators.
5. Adapting During the Pandemic: The unique circumstances of the pandemic allowed Oliver to pause, reflect, and start a business that aligned with his core values.

Connect with Oliver Murphy on LinkedIn: https://www.linkedin.com/in/olivermurphydesigner/

Learn more about SLOWE Living here: https://www.sloweliving.com/

Connect with Chris Whyte on LinkedIn: ⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/mrchriswhyte/⁠⁠⁠⁠⁠⁠⁠⁠⁠

Learn more about Kodu Recruitment: ⁠⁠⁠⁠⁠⁠⁠⁠⁠https://teamkodu.com/⁠

Episode 19 of The Design Journeys Podcast hosted by Chris Whyte. New episodes every Wednesday!



In this episode, Chris Whyte sits down with Fred Russell-Pavier, co-founder and Chief Technology Officer of Super Smith, a company focused on creative accessible micro-mobility solutions. Fred’s journey started in academia, where he explored complex sensing and measurement technology, leading to multiple patents and innovations. He shares insights on moving from research to a start-up, using sensing technology to enhance mobility scooters, and the challenges of adapting advanced technology for public use. This conversation delves into the balance of safety, design, and functionality needed to create accessible and intuitive products.

Key Takeaways:

1. Transition from Academia to Startups: Fred’s path from a Ph.D. in sensing technology to founding a micro-mobility startup highlights the adaptability needed to turn research into impactful products.
2. Focus on Safety and Stability: Super Smith prioritizes designing stable, user-friendly mobility solutions that cater to various accessibility needs.
3. Prototyping and User-Centric Design: Fred’s experience shows the importance of frequent prototyping and user testing to develop intuitive and accessible products.
4. Challenges in Inclusive Design: Creating for a broad user base requires sensitivity to differing needs and adaptability in design.
5. Community Support and Networking: Fred emphasizes the value of incubator spaces and networking for early-stage startups, offering crucial resources and support.

Connect with Fred Russell-Pavier on LinkedIn: https://www.linkedin.com/in/fsrp/

Learn more about SuperSmith here: https://supersmith.co/

Connect with Chris Whyte on LinkedIn: ⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/mrchriswhyte/⁠⁠⁠⁠⁠⁠⁠⁠⁠

Learn more about Kodu Recruitment: ⁠⁠⁠⁠⁠⁠⁠⁠⁠https://teamkodu.com/⁠

Episode 5 of the Design Journeys Podcast hosted by Chris Whyte. New episodes every other Wednesday!

On this episode we're joined by Dr. Kristi Bartlett.

Summary

Dr. Kristi Bartlett, Assistant Professor at the University of Kentucky College of Design and Director of Product Development at Zibrio, discusses her career journey in medical device design and her passion for equality and gender bias in design. She shares her experience transitioning from civil engineering to industrial design and her research on improving medical devices for home use. Dr. Bartlett also talks about Zibrio's balance assessment technology and the importance of user-centered design. In her role as a professor, she focuses on helping students find their personal motivation and develop their design skills. The conversation explores the challenges women face in engineering and design industries, including gender bias in job descriptions and the lack of representation. It highlights the importance of creating a more inclusive and appealing environment for women in these fields. The discussion also touches on the value of user insights in the design process and the ability to update connected devices to meet user needs. The conversation concludes with a mention of the Women in Industrial Design Group and the need for support and mentorship in the design community.

Keywords

design, engineering, medical devices, equality, gender bias, industrial design, user-centered design, women in engineering, gender bias, job descriptions, inclusivity, user insights, connected devices, design process, Women in Industrial Design Group, support, mentorship

Takeaways

• Dr. Kristi Bartlett transitioned from civil engineering to industrial design after realizing the need for better-designed medical devices for home use.
• She conducted research on improving feeding tube equipment for children and found that prototypes she designed were more effective than existing equipment.
• Dr. Bartlett is passionate about equality and gender bias in design, particularly in the field of medical device design.
• She emphasizes the importance of user-centered design and helping students find their personal motivation in their design work.
• Zibrio, where Dr. Bartlett works as Director of Product Development, has developed a balance assessment technology that can predict fall risk in individuals. Women are often deterred from applying for engineering and design roles if they don't meet all the requirements, while men are more likely to take the risk and apply.
• Job descriptions should use gender-neutral language to attract a more diverse pool of applicants.
• User insights are crucial in the design process, and the ability to update connected devices allows for continuous improvement based on user feedback.
• The Women in Industrial Design Group provides a supportive network for women in the design industry and offers opportunities for mentorship and career development.
• 
  

Chapters

• 00:00 Introduction and Background
• 01:51 Choosing Civil Engineering
• 06:56 Joining Zebrio
• 08:45 Researching User Needs
• 11:31 Joining University of Kentucky
• 19:36 Themes in Design
• 21:15 The Role of AI in Design
• 24:20 Equality in Design
• 26:40 Gender Balance in Engineering
• 27:37 Creating a Balanced Culture
• 27:56 Gender Bias in Engineering
• 32:58 Design Process and User Insights
• 36:42 Social Media and Influencers
• 41:48 Women in Industrial Design Network
• 45:29 Shoutouts and Closing Remarks
• 47:42 Insights on Physical Product Development and

"There’s a huge amount of design talent in the UK—we just need more founders brave enough to commercialise it."

In this episode of Why Design, I sit down with Damon Bonser, founder and CEO of the British Design Fund—a team of operators-turned-investors backing early-stage product businesses with real-world impact.

Damon knows firsthand why most hardware startups fail—because he’s been through it himself. After launching over 400 products, navigating stock finance headaches, and scaling a business across the UK, US, and Asia, he sold his company and switched sides of the table. Now he backs founders with the potential (and grit) to build something meaningful.

We talk about the real markers of investability—TRL5+, commercial clarity, protected IP—and why pitch decks and pretty prototypes don’t cut it. Damon shares his take on cashflow mastery, reshoring opportunities in the UK, and the red flags he sees too often when meeting founders.

If you’re building a physical product, thinking about raising, or want a brutally honest take on early-stage investing—this one’s for you.

Key Takeaways:

🔹 Built, Scaled, Sold – Damon’s journey from novelty bottle openers to running a 400-SKU business with global operations.

🔹 Why Most Hardware Startups Fail – Poor cashflow planning, overengineering, no route to revenue—and no real need for the product.

🔹 What the British Design Fund Looks For – A clear problem, TRL5 or above, manufacturing viability, and a founder with domain obsession.

🔹 Cashflow is King – Why understanding your margins and stock finance is non-negotiable in physical product businesses.

🔹 Sustainable Hardware That Matters – The BDF backs engineering-led solutions to real-world problems—not gadget fluff.

🔹 Red Flags for Investors – Founders who don’t know their numbers, haven’t tested assumptions, or treat manufacturing as an afterthought.

🔹 UK Hardware Advantage – Why the UK’s funding ecosystem, engineering talent, and reshoring momentum are aligned for growth.

🔹 From Founder to Funder – Damon’s switch from doing it all to helping others do it better—with lessons learned the hard way.

📌 Quotes That Hit Hard:

💬 “Most founders overengineer the product, underthink the business, and don’t plan for scale.”

💬 “We didn’t raise a penny—we bootstrapped the whole thing through sheer bloody-mindedness and cashflow juggling.”

💬 “You can’t outsource conviction. If you’re not obsessed with solving the problem, no one’s backing you.”

💬 “Don’t come to us with a pretty prototype—come with a plan to take it to market.”

Resources & Links:

🌍 British Design Fund Website

💼 Connect with Damon Bonser on LinkedIn

📬 Apply for Funding – Check the criteria and submit your startup.

👥 Join the Why Design community!

Sign up for events, online huddles, and workshops: teamkodu.com/events

🔗 Follow Chris Whyte on LinkedIn –

In this live episode of Why Design, recorded at Blue Garage, I sit down with Tim Perry, a seasoned innovation and design strategy consultant with over 20 years of experience helping creative businesses sharpen their commercial edge.

From scaling consultancies and steering agency acquisitions to guiding in-house teams at major brands like Nokia, McLaren, and Logitech, Tim shares his unique perspective on the intersection of design and business.

We explore why designers and design consultancies often overlook commercial awareness, how consultancies can rethink their positioning in a crowded marketplace, and why commercial skills should be developed just as early as creative ones.

Tim also talks about the common challenges agencies face around business development, the tricky art of saying “no,” and why sometimes less is more when selling your services.

If you’re a designer, consultancy owner, or anyone working at the crossover of creativity and commerce, there’s plenty of actionable advice here.

Key Takeaways:

🔹 From Designer to Strategist – How Tim transitioned from packaging design to leading agency growth and design strategy at Nokia and beyond.

🔹 Lessons from Scaling & Selling – Insights from scaling Web deVlam and overseeing its sale.

🔹 The Positioning Problem – Why agencies often dilute their message by trying to be everything to everyone.

🔹 Specialism vs. Niche – Why focusing your positioning is key, but you can still take on a variety of work.

🔹 Building Commercial Confidence – How designers can develop business development and negotiation skills early in their careers.

🔹 The Power of Networking – Tim’s take on why generosity and curiosity are vital in client-facing roles.

🔹 The LinkedIn Effect – How LinkedIn can help creatives spark conversations and create business opportunities—when used with authenticity.

🔹 Negotiation Lessons – Tim’s real-world story of a high-stakes negotiation that almost went wrong, and what it taught him about holding your ground.

Resources & Links:

🌍 Connect with Tim Perry on LinkedIn

🎯 Check out Tim’s Commercial Skills Training (includes free sample courses)

🎙️ Learn more about Blue Garage – A creative community space in Lewisham, London.

👥 Join the Why Design community! Sign up for upcoming events, online huddles, and workshops: teamkodu.com/events

🔗 Follow Chris Whyte on LinkedIn – linkedin.com/in/mrchriswhyte

🎧 Listen to Why Design on Spotify, Apple Podcasts, YouTube, and Amazon Music. Don’t forget to subscribe so you don’t miss future episodes!

Episode 13 of The Design Journeys Podcast hosted by Chris Whyte. New episodes every other Wednesday!

In this episode of the Design Journeys podcast, host Chris Whyte interviews Dale Backus, founder and CEO of Ohsnap, a company known for its innovative phone grip.

Dale shares his journey from a marketing background to product design, detailing his experiences with Small HD, the challenges of transitioning from an agency to a product business, and the lessons learned from selling Small HD.

He discusses the launch of Ohsnap, the importance of retail expansion, and the critical areas of product, marketing, and operations for business success.

Dale emphasizes the significance of curiosity and competence in potential employees and offers insights into navigating the complexities of entrepreneurship.

Takeaways

• Dale Backus founded Ohsnap, known for its innovative phone grip.
• Transitioning from marketing to product design can be challenging but rewarding.
• Small HD's journey involved overcoming numerous challenges and learning curves.
• Retail expansion requires careful planning and execution.
• Curiosity and competence are essential traits for success in any role.
• Building a strong brand is crucial in a competitive market.
• The importance of product quality cannot be overstated.
• Navigating the sale of a business can be complex and requires negotiation skills.
• Understanding the market timing can significantly impact business success.
• Continuous innovation is key to staying relevant in the industry.

Connect with Dale Backus on LinkedIn: https://www.linkedin.com/in/dalebackus/

Connect with Chris Whyte on LinkedIn: ⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/mrchriswhyte/⁠⁠⁠⁠⁠⁠⁠⁠⁠

Learn more about Kodu Recruitment: ⁠⁠⁠⁠⁠⁠⁠⁠⁠https://teamkodu.com/⁠

How a Name Change Became Our Biggest Opportunity Yet

𝐖𝐡𝐚𝐭 𝐝𝐨 𝐲𝐨𝐮 𝐝𝐨 𝐰𝐡𝐞𝐧 𝐬𝐨𝐦𝐞𝐭𝐡𝐢𝐧𝐠 𝐲𝐨𝐮’𝐯𝐞 𝐛𝐮𝐢𝐥𝐭 𝐠𝐞𝐭𝐬 𝐜𝐡𝐚𝐥𝐥𝐞𝐧𝐠𝐞𝐝?

It's Chris Whyte here, founder of Kodu and host of The Design Journeys Podcast. I wanted to share an important announcement.

After nine months of sharing stories from the world of physical product development, The Design Journeys Podcast is evolving.

Starting in January, we’ll be rebranding as 𝐖𝐡𝐲 𝐃𝐞𝐬𝐢𝐠𝐧?

𝐖𝐡𝐲 𝐭𝐡𝐞 𝐜𝐡𝐚𝐧𝐠𝐞?

A few weeks ago, the host of Design Journeys, a French-language podcast about digital product design, reached out.

They’d noticed some listener confusion between our two shows and politely asked if we’d consider renaming.

I’ll be honest—hearing that hit hard. Seeing something you’ve built get challenged isn’t easy. But after stepping back, I realised that if the roles were reversed, I’d want to protect my brand too.

So, after a bit of sulking... I saw this for what it really is: 𝐚 𝐡𝐮𝐠𝐞 𝐨𝐩𝐩𝐨𝐫𝐭𝐮𝐧𝐢𝐭𝐲.

The podcast has grown into something far bigger than I ever imagined—a community of passionate guests and listeners exploring the complexities of physical product development. It’s no longer just about stories—it’s a space where ideas spark, connections form, and learning never stops.

And we’re just getting started.

𝐖𝐡𝐚𝐭’𝐬 𝐜𝐨𝐦𝐢𝐧𝐠 𝐢𝐧 𝟐𝟎𝟐𝟓:

✅ Online huddles

✅ UK & US meetups

✅ Workshops & webinars

All built around one big question: 𝐖𝐡𝐲 𝐃𝐞𝐬𝐢𝐠𝐧?

Thank you so much to our guests this year and for all of you who have tuned in!

📢 𝐒𝐭𝐚𝐲 𝐢𝐧 𝐭𝐡𝐞 𝐥𝐨𝐨𝐩!

Sign up at teamkodu.com/events to stay up to date with new podcast episodes, events, workshops, and meetups. We’d love to have you with us on this journey. 🚀

Episode 4 of the Design Journeys Podcast hosted by Chris Whyte. New episodes every other Wednesday!

On this episode we're joined by Chris Johnson.

Summary

Chris Johnson discusses his journey from studying transportation design at Coventry University to working at design consultancies, Bombardier, and eventually joining Speedo. He shares his experiences and highlights, including working on the iconic Concord project and designing the Fasken Elite Goggles for the Olympics. Chris emphasizes the importance of perseverance and combining passion with design skills to succeed in the industry. In this conversation, Chris Johnson discusses his experience designing racing goggles and leading design teams. He shares insights on the evolution of the product and the challenges of balancing ambition with rules in sports design. Chris also highlights the importance of research and innovation in creating step changes. He talks about his book, 'Design, Lead, Succeed,' and emphasizes the value of setting shared principles in design teams. Chris reflects on his career and the learning opportunities he encountered, including the challenges of transitioning into design leadership. He provides advice for candidates looking to stand out in the job market and shares his favorite book and podcast.

Takeaways

• Perseverance is key in job searching, especially when applying to big brands.
• Combining passion with design skills can open up new opportunities.
• Having access to a factory or workshop can enhance the design process and allow for hands-on problem-solving.
• Designing products involves not only creating physical designs but also setting the brand strategy and visual identity. Research and innovation are critical in creating step changes in product design.
• Setting shared principles in design teams helps to align values and improve collaboration.
• Transitioning into design leadership can be challenging, but taking sideways moves and pursuing further education can help in career progression.
• Hobbies and interests on a CV can make a candidate stand out and demonstrate relevant skills and attributes.
• 
  

Chris's recommended books and podcasts:

• Total Competition by Ross Braun and Adam Parr https://amzn.eu/d/ctu55NA
• The Business of Fashion Podcast https://open.spotify.com/show/6Y1STt6SGDnPc8AdDzGMzn
• Monocle Podcast https://monocle.com/radio/shows/
• 
  

Buy "Design, Lead, Succeed" by Chris Johnson here: https://amzn.eu/d/glLIENd

Connect with Chris Johnson on LinkedIn: https://www.linkedin.com/in/chrisjohnson-design/

Connect with Chris Whyte on LinkedIn: ⁠⁠https://www.linkedin.com/in/mrchriswhyte/⁠⁠

Learn more about Kodu Recruitment: ⁠⁠https://teamkodu.com/

In this episode of the Design Journeys podcast, Chris Whyte interviews Jeff Baldwin, a creative leader and founder of People, Places, and Things. Jeff shares his journey in design, starting from his childhood fascination with shoes to his career at IDEO and IDEO.org. He discusses the importance of including people in the design process and designing with them, rather than for them. Jeff also talks about the challenges he has faced, including the balance between being a leader and a hands-on designer, and the self-doubt that comes with every step of the creative journey. In this conversation, Geoff Baldwin and Chris Whyte discuss the importance of doing what you love and how to overcome doubt and imposter syndrome. Geoff emphasizes the need for support from others, whether it's a spouse, friend, or community, to help navigate the challenges of freelancing or starting a business. They also talk about Geoff's new venture, WinWin Athletics, which aims to solve everyday sports problems and make sports more accessible for everyone. Geoff shares his advice for aspiring designers, encouraging them to embrace new tools and technology while also focusing on building a strong foundation as a designer.

Connect with Geoff Baldwin on LinkedIn: https://www.linkedin.com/in/geoffrey-baldwin-96286116/

Learn more about flag football and WIN WIN Athletics: https://winwinathletics.com/

Connect with Chris Whyte on LinkedIn: https://www.linkedin.com/in/mrchriswhyte/

Learn more about Kodu Recruitment: https://teamkodu.com/

Episode 11 of The Design Journeys Podcast hosted by Chris Whyte. New episodes every other Wednesday!

In this episode of the Design Journeys podcast, host Chris Whyte interviews Tim Sharpe, co-founder of Better Normal, a consultancy focused on helping non-designers adopt a designer's mindset.

Tim shares his career journey, which includes working in various countries and industries, such as consumer electronics, e-bikes, and medical devices. He emphasizes the importance of international experience in shaping his success.

Tim also discusses how design can become a strategic advantage for non-design companies and shares insights on reframing problems, involving end-users, and staying curious.

In this conversation, Tim and Chris discuss the importance of networking and building connections in the design industry. They emphasize the value of being curious, asking questions, and having broad interests.

Tim shares his experience working on a project to develop equipment for cancer treatment and highlights the importance of teamwork and making choices that contribute to the greater good.

They also discuss tips for creating effective CVs and portfolios, including showcasing problem-solving skills through sketches.

Tim recommends the books 'Loonshots' and 'Ruined by Design' as valuable resources for designers.

Takeaways

• International experience can greatly contribute to career success in the design industry.
• Design can be a strategic advantage for non-design companies.
• Reframing problems and involving end-users are essential in finding effective solutions.
• Curiosity and asking questions are key traits for designers. Networking and building connections is crucial in the design industry. Be curious, ask questions, and show genuine interest in others.
• Having broad interests and diverse experiences can lead to more meaningful connections and collaborations.
• Teamwork is essential in design projects. Embrace diversity and different skill sets to create innovative solutions.
• Make choices that contribute to the greater good and have a positive impact on the world.
• When creating CVs and portfolios, focus on quality over quantity. Showcase problem-solving skills and thought processes through sketches.
• Recommended books for designers: 'Loonshots' and 'Ruined by Design'.
• 
  

Connect with Tim Sharpe on LinkedIn: https://www.linkedin.com/in/sharpetim/

Connect with Chris Whyte on LinkedIn: ⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/mrchriswhyte/⁠⁠⁠⁠⁠⁠⁠⁠⁠

Learn more about Kodu Recruitment: ⁠⁠⁠⁠⁠⁠⁠⁠⁠https://teamkodu.com/⁠

Episode 15 of The Design Journeys Podcast hosted by Chris Whyte. New episodes every other Wednesday!

In this episode, Chris Whyte chats with Tim Maclean, founder of Cognate, a design consultancy based in Bath. Tim's journey spans decades of experience in the design and engineering field, from Avon Rubber to Herman Miller and Dyson.

He shares insights on his varied career, the challenges of switching between permanent roles and contracting, and the eventual decision to start his own consultancy. With a passion for blending engineering with design, Tim opens up about the balance between the two disciplines and the reality of running your own business.

Key highlights include Tim’s transition from consultancy to in-house roles, his work on high-profile products like the US Joint Services face mask, and the lessons he’s learned from managing redundancies and building client relationships. Tim also dives into the process of scaling a design consultancy and what it takes to maintain work-life balance in an industry where hours can easily blur together.

Key Takeaways:

1. Balance Between Engineering and Design: Tim’s early career was shaped by his desire to bridge the gap between technical engineering and creative design, a focus that has remained throughout his career.
2. Transitioning from Permanent Roles to Contracting: Tim discusses the trade-offs of contract work, including the freedom and flexibility it offers, but also the lack of ownership over projects.
3. Starting a Design Consultancy: Tim highlights the challenges of starting Cognate, including the decision to leave behind a stable career, and how building client relationships has been critical to success.
4. The Importance of Networking: Tim emphasizes the value of networking and reaching out to old contacts when starting a business or looking for work, particularly in industries like design and engineering.
5. Work-Life Balance: Tim shares his strategy for maintaining separation between work and home life by renting an office space, while also balancing the demands of running a consultancy.
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Connect with Tim Maclean on LinkedIn: https://www.linkedin.com/in/tim-maclean-32115a156/

Connect with Chris Whyte on LinkedIn: ⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/mrchriswhyte/⁠⁠⁠⁠⁠⁠⁠⁠⁠

Learn more about Kodu Recruitment: ⁠⁠⁠⁠⁠⁠⁠⁠⁠https://teamkodu.com/⁠

In this episode of Why Design, I sit down with Michael Korn, founder of KwickScreen, the modular screen company supplying every NHS trust in the UK, and Blue Garage, a unique makespace and creative hub in Lewisham built to support hardware entrepreneurs and product designers.

We unpack Michael’s fascinating journey, from studying manufacturing engineering and design at the RCA, to bootstrapping KwickScreen into a successful healthcare business. Michael shares hard-won lessons about the challenges of starting a hardware company in London, why manufacturing shaped his design thinking, and how listening and tenacity have been key to his entrepreneurial path.

Michael also takes us inside Blue Garage, a space created to provide hardware founders with the facilities and community he wished he’d had when starting out—think WeWork, but with machines.

If you’re curious about bootstrapping hardware ventures, creative collaboration, or building community-driven spaces, this episode is packed with inspiration.

Key Takeaways:

🔹 From Engineering to Design – How Michael’s manufacturing background influenced his user-focused, entrepreneurial approach to product design.

🔹 The KwickScreen Story – How a student project to solve infection control in hospitals evolved into a nationwide healthcare product.

🔹 Bootstrapping in London – The gritty reality of starting a hardware business without outside funding or proper facilities.

🔹 Listening & Learning – Why Michael credits his success to persistence combined with listening deeply to users and stakeholders.

🔹 The Birth of Blue Garage – How Michael turned a 38,000 sq ft former Travis Perkins into a vibrant makespace for London’s maker and hardware community.

🔹 Supporting Founders Differently – Why founders don’t always need accelerators or awards, sometimes they just need space, tools, and community.

🔹 Team & Legacy – How early hires at KwickScreen, including its now-CEO, have grown into leaders and founders themselves.

🔹 Community Events & Collaboration – How Blue Garage is helping freelancers, startups, and creative businesses collaborate and scale in the heart of London.

Resources & Links:

🌍 Learn more about Blue Garage

🏥 Explore KwickScreen

🔗 Connect with Michael Korn on LinkedIn

👥 Join the Why Design community! Sign up for our upcoming events, online huddles, and workshops: teamkodu.com/events

🔗 Follow Chris Whyte on LinkedIn – linkedin.com/in/mrchriswhyte

🎧 Listen to Why Design on Spotify, Apple Podcasts, YouTube, and Amazon Music. Don’t forget to subscribe so you don’t miss future episodes!

In this episode of Why Design, I sit down with Claire Trant, co-founder and CEO of Untap Health, a deep tech company using wastewater epidemiology to detect illnesses before symptoms appear. Claire’s journey from Imperial College to Rolls-Royce and then into entrepreneurship is as inspiring as it is challenging.

She opens up about the highs and lows of startup life—navigating funding rounds, scaling a hardware business, and the personal challenges that have shaped her leadership. From securing patents and raising millions to pivoting the company’s mission and testing breakthrough technology, Claire shares what it truly takes to build a deep tech startup in a male-dominated field.

If you’re interested in the raw, unfiltered reality of building a hardware company from scratch, this one’s for you.

Key Takeaways:

🔹 From Academia to Entrepreneurship – How Claire’s background in materials science and aerospace led her to founding Untap Health.

🔹 The Evolution of a Startup – How Untap pivoted from large-scale wastewater monitoring to targeted health surveillance in hospitals and care homes.

🔹 Scaling a Hardware Business – The challenges of developing, testing, and rolling out new deep tech solutions.

🔹 Fundraising Realities – Lessons learned from securing pre-seed funding and preparing for the next round.

🔹 Surviving a Tough Year – How Claire navigated personal and professional hardships, including the loss of her co-founder and sister, to keep Untap moving forward.

🔹 Building the Right Team – The impact of hiring a Chief Product Officer and the importance of aligning culture with company vision.

🔹 Women in Deep Tech – Claire’s experience as a female founder and the biases she’s encountered along the way.

🔹 What’s Next for Untap Health – Expanding into new markets, working with hospitals and farms, and the long-term vision for public health monitoring.

Resources & Links:

🌍 Connect with Claire Trant on LinkedIn

🔬 Learn more about Untap Health

📢 Hiring! Untap Health is looking for a Head of Business Development – Check out the role here

💙 Support Claire’s Charity Marathon for Diagnostics Research – Donate Here

👥 Join the Why Design community! Sign up for our upcoming events, online huddles, and workshops: teamkodu.com/events

🔗 Follow Chris Whyte on LinkedIn – linkedin.com/in/mrchriswhyte

🎧 Listen to Why Design on Spotify, Apple Podcasts, YouTube, and Amazon Music. Don't forget to subscribe so you don’t miss future episodes!

In this episode of Why Design?, Chris Whyte speaks with Oluwaseyi (Seyi) Sosanya, co-founder and CEO of Gravity Sketch, a revolutionary 3D design platform transforming how teams create, visualise, and collaborate across industries such as automotive, fashion, and product development.

Seyi’s journey spans continents and disciplines—from studying mechanical engineering at Oregon State University, working in Taiwan’s manufacturing hubs, and designing at Jaguar Land Rover, to co-founding Gravity Sketch during his time at the Royal College of Art.

This conversation delves into Seyi’s career journey and the innovative ideas behind Gravity Sketch, including:

• The importance of storytelling in design.
• Lessons learned from Taiwan’s manufacturing culture.
• How Gravity Sketch bridges the gap between creativity and functionality for design teams.
• The challenges and milestones of building a tech company from the ground up.
• Why the future of design lies in collaboration and inclusivity.

Whether you’re a designer, an engineer, or simply fascinated by the intersection of creativity and technology, this episode offers insight, inspiration, and a fresh perspective on how tools like Gravity Sketch are shaping the future.

Key Takeaways:

• Storytelling is a vital skill for designers, helping to align teams and inspire clients.
• Immersive 3D tools can accelerate workflows, reduce costs, and enhance creativity.
• Building a company requires balancing passion for the product with the demands of leadership and business development.
• Community and user feedback are invaluable for refining and growing a product.
• Adapting to emerging technologies, such as AI and VR, is essential for staying at the forefront of design.

Links & Resources:

• Learn more about Gravity Sketch: https://gravitysketch.com/
• Connect with Seyi Sosanya on LinkedIn: Seyi's LinkedIn Profile
• Connect with Chris Whyte on LinkedIn: Chris's LinkedIn Profile
• Sign up for upcoming Why Design? events: teamkodu.com/events
• Book recommendation from the episode: Go for No! by Richard Fenton and Andrea Waltz

In this episode, Chris Whyte speaks with Tracy Sharp, founder of Sharp Minds and host of Beginner’s Guide to Design Thinking. Tracy shares her incredible journey from studying product design engineering at Strathclyde University to leading global teams and building a career in mentoring and coaching. She opens up about her experiences as a female leader in engineering, the importance of asking for what you want, and how she overcame burnout to create Sharp Minds. Tracy discusses leveraging design thinking in unexpected areas, building a portfolio career, and fostering inclusivity in engineering.

Key Takeaways:

1. Navigating Career Transitions: Tracy’s career journey highlights the importance of flexibility, self-awareness, and leveraging your network.
2. Building Confidence and Authenticity: Tracy shares how she found her voice in male-dominated leadership spaces and the value of staying true to yourself.
3. Design Thinking Beyond Products: Tracy explains how design thinking can be used for personal growth, career planning, and building relationships.
4. The Power of Mentorship: Tracy’s mentoring programs aim to empower the next generation of women in engineering and foster inclusivity.
5. Portfolio Careers: By balancing multiple roles, Tracy demonstrates how to build resilience and adaptability in a rapidly changing professional landscape.

Connect with Tracy Sharp on LinkedIn: https://www.linkedin.com/in/tracychristinasharp/

Learn more about SharpMinds here: https://www.sharpminds.coach/

Listen to Beginners Guide to Design Thinking here: https://open.spotify.com/show/7vP9XJRLbfihGb7ZXlaSSK?si=afcc833494534582&nd=1&dlsi=b3ef013204fe444b

Connect with Chris Whyte on LinkedIn: ⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.linkedin.com/in/mrchriswhyte/⁠⁠⁠⁠⁠⁠⁠⁠⁠

Stay in the loop for future events: www.teamkodu.com/events

“We had no clue what we were doing. We quoted a massive job… way under… and then had to figure out how to deliver it without losing our shirts.”

That’s how Josh Valman, CEO of RPDK, describes one of the earliest—and most painful—lessons from scaling his product development business. In this episode of Why Design, we dive into the unfiltered reality of building a hardware startup from scratch.

Josh’s journey is anything but conventional. By age 10, he was designing robots. By 19, he was consulting for global corporates on manufacturing and supply chains—while still in school. What followed was the growth of RPD into a 100-person team working across design, engineering, and global production before being acquired by Kinara International.

We talk about what most founders get wrong, the messy middle between prototyping and mass production, and why investors care less about your idea and more about your plan. Josh also shares what he’s up to now—backing founders through the British Design Fund and filming a new TV show to shine a light on what really happens behind factory doors.

If you're building a hardware product, thinking about scaling, or just want a brutally honest take on how products get made, this episode is a must-listen.

Key Takeaways:

🔹 Started Young – Josh was consulting before clients realised he was still a teenager.

🔹 Pricing Lessons – Why quoting too low nearly broke the business—and how they clawed it back.

🔹 Design to Scale – Why the “middle” (certification, tooling, sourcing) is where most projects fail.

🔹 Spec Work That Pays – How early projects for Bosch and Unilever helped prove RPD’s capabilities.

🔹 No Degree, No Problem – Why Josh skipped uni, and how he built a career by doing, not studying.

🔹 The Founder’s Job – It’s not the product—it’s planning, cashflow, forecasting, and doing the hard stuff.

🔹 British Design Fund – What investors actually want to see from hardware startups.

🔹 TV Project Incoming – A behind-the-scenes series exploring how everyday products get made.

Resources & Links:

🌍 Connect with Josh Valman on LinkedIn

🏭 Learn more about RPDK

💸 Explore the British Design Fund

📺 TV series coming soon—watch this space!

👥 Join the Why Design community! Sign up for events, online huddles, and workshops: teamkodu.com/events

🔗 Follow Chris Whyte on LinkedIn – linkedin.com/in/mrchriswhyte

🎧 Listen to Why Design on Spotify, Apple Podcasts, YouTube, and Amazon Music.

💬 PS – Make sure you subscribe so you never miss an episode!

Guest: Tom Parsons, Founder of Aetha Design

Host: Chris Whyte, Founder of Kodu

Sign up for Why Design? events: https://teamkodu.com/events

From designing surveillance systems for superyachts to navigating a live war zone in Peru and leading projects at Dyson, Tom Parsons’ journey through product design is nothing short of extraordinary. Now the founder of Aetha Design, Tom shares invaluable lessons on designing under pressure, building trust with clients, and balancing creativity with commercial realities.

In this episode, Tom discusses:

• How his early work in high-stakes military projects shaped his engineering mindset.
• The shift from bespoke high-end tech to mass-market production at Dyson.
• The realities of running a design consultancy—from navigating tough product launches to fostering meaningful partnerships.
• Why "people buy from people" is the philosophy behind Aetha’s approach to business.
• His hands-on approach to understanding clients' challenges, including launching a Kickstarter for sunglasses.

Whether you're a designer, entrepreneur, or just love hearing about the adventures behind innovation, this episode is packed with candid insights and career-defining moments.

Key Takeaways

🔹 Extreme Environments = Extreme Growth – Tom’s experience in a live conflict zone taught him resilience, adaptability, and how to design for unpredictable conditions.

🔹 From Low-Volume Luxury to High-Volume Production – Moving from bespoke surveillance systems to mass-market consumer products at Dyson broadened Tom’s design approach and prepared him for consultancy.

🔹 Why Trust Matters in Design – Building a design consultancy isn’t just about great products; it’s about understanding clients’ needs, mitigating risks, and creating long-term relationships.

🔹 The Reality of Running a Consultancy – The business of design is more than just creativity—Tom shares the behind-the-scenes of managing client expectations, handling setbacks, and keeping projects on track.

🔹 A Designer Who Walks the Walk – Tom doesn’t just design products—he’s been through the process himself, even launching a Kickstarter to understand the challenges his clients face firsthand.

Links & Resources

Visit Aetha Design: https://aethadesign.com

Connect with Tom Parsons on LinkedIn: https://www.linkedin.com/in/tom-parsons-aetha

Connect with Chris Whyte on LinkedIn: https://www.linkedin.com/in/mrchriswhyte/

Sign up for Why Design? events: https://teamkodu.com/events

Learn more about Kodu recruitment: https://teamkodu.com