WHY DESIGN?
Why Design is a podcast exploring the stories behind hardware and physical product development. Hosted by Chris Whyte, founder of Kodu, the show dives into the journeys of founders, senior design leaders, and engineers shaping people and planet-friendly products. Formerly "The Design Journeys Podcast", each episode uncovers pivotal career moments, lessons learned, and behind-the-scenes insights from industry experts. Whether you’re a designer, engineer, or simply curious about how great hardware products come to life, Why Design offers real stories, actionable advice, and inspiration for anyone passionate about design and innovation. Join us as we listen, learn, and connect through th...
From Basement to 8-Figures: Reekon Tools & the Future of Hardware with Christian Reed
Most hardware startups die broke.
Christian Reed’s didn’t.
He turned a basement side project into Reekon Tools, an 8-figure construction-tech brand with tools that don’t break, content that hit 300M+ views, and a cult following of tradespeople.
In this episode of Why Design, Chris sits down with Christian to break down exactly how he went from MIT → military → Formlabs → scaling one of the most talked-about startups in hardware.
👉 Want more insights from world-class builders? Join the Why Design community → teamkodu.com/events
What You’ll Learn
How a Kickstarter side...Daydreaming and Other Unconventional Career Lessons with Jude Pullen
Most careers follow a path. Jude Pullen chose not to.
“I like being intellectually promiscuous; finding new tribes, then coming back with fresh ideas.”
In this episode of Why Design, Chris talks with Jude Pullen; creative technologist, prototyper, and storyteller. Jude’s career spans Dyson, Sugru, and Lego, with projects ranging from poetic air-quality monitors to complex hardware systems. Today, he splits his time between the RCA and Lego, while advising companies on technology, creativity, and play.
From challenging the myth of the “forever job” to reframing daydreaming as essential design work, Jude shares how po...
Why Most Design-Led Founders Fail (And How to Avoid It) | Jordan Nollman, Sprout
Most founders obsess over the product. Jordan Nollman says that’s the wrong game.
“We don’t just design the product. We design the tribe around it.”
In this episode of Why Design, Chris talks with Jordan Nollman, CEO and Chief Creative Officer of Sprout Studios. For over 20 years, Jordan has helped brands like Nike, Bose, and Microsoft create products that don’t just look good — they shape culture.
From launching a consultancy during the 2008 recession to building a multi-disciplinary team across hardware, packaging, UX, and venture design, Jordan reveals what early-stage founders usually get...
$1,000, a Suitcase, and a Portfolio: How Stuart Lee Built Prime Studio on Grit and Relationships
From Scarborough to Midtown Manhattan, Stuart Lee’s journey is one of grit, curiosity, and unshakable design intuition. In this episode, Chris sits down in person with Stuart to explore the formative moments that led to the founding of Prime Studio — the product and brand design consultancy behind household names like Harry’s, Welly, and MoMA.
Stuart shares how rewiring motors and welding steel during his early apprenticeship helped him think more empathetically about design for manufacture, why he sees himself as a design doer (not a design thinker), and what still excites him after 27 years leading his own...
From Prototype to 200k Products: The Embr Labs Story with Sam Shames
“What happened was just the market need was so strong… it kept pulling us forward.” — Sam Shames
In this episode, Chris sits down with Sam Shames — materials engineer, MIT grad, and co-founder of Ember Labs, the company behind the Ember Wave: a wearable that helps people regulate temperature and reclaim comfort on their terms.
Over the last 12 years, Sam has led Ember from a student side project to a real business, launching two hardware generations, shipping over 200,000 units, and recently pivoting to a subscription model that’s rare in consumer wearables.
We talk produ...
How to Launch a Consumer Tech Product That Actually Matters with Emilie Williams
“It wasn’t just about a new product — it was about a new category.”
In this episode of Why Design, I speak with Emilie Williams, industrial designer and co-founder of Hydrific, a new venture within LIXIL focused on building smarter, more sustainable water products for the home.
Based in New York, Emilie has led the creative direction behind dozens of kitchen and bath products for household names like American Standard, Brizo, and Delta. Now at Hydrific, her work spans product design, branding, and business development — all aimed at rethinking how we use and value water in everyday...
How Brett Lovelady Helped Shape Modern Industrial Design (and Why He’s Still Just Getting Started)
“The goal was always to amplify design’s value — not just make pretty stuff.”
We’re kicking off Series 3 with a true heavyweight in the world of industrial design — Brett Lovelady, founder of the legendary ASTRO Studios and spin-off brand ASTRO Gaming.
Brett has spent three decades leading design, brand, and product strategy for culture-shifting companies like Nike, Xbox, HP, Sony, Dell, Logitech, and many more. His work has helped generate over $100 billion in new revenue for clients worldwide, and shaped some of the most iconic tech and lifestyle products of the last 30 years.
In this conv...
How to Stand Out in a Crowded Job Market | Bonus Episode
Episode Summary
In this special live episode, Chris Whyte, founder of Kodu and host of Why Design, delivers an energetic and insight-packed session to design students on how to stand out in a competitive job market. Drawing from 12+ years of experience and dozens of podcast conversations with design leaders, Chris shares practical advice on everything from CV writing to LinkedIn networking, preparing for interviews, and unlocking hidden job opportunities.
This is a must-listen for any early-career designer or student ready to land that first big opportunity.
What You’ll Learn
Crafting St...
Why Nick Ford Drove a Lorry Over a Prototype (and What It Taught Him About Design)
“We weren’t going to prove durability with a spreadsheet — we needed to drive a lorry over it and watch what happened.”
In this final episode of Series 2, I sit down with Nick Ford, founder of PipSqueak 3D and Patent Ferret, to explore how a nontraditional path — from sweeping workshop floors to designing urban furniture used across London — shaped his approach to design, business, and innovation.
Nick shares the full story behind one of his most iconic projects, the Westminster Tulip Bollard, including the now-famous moment when they drove a lorry over the prototype to prove its du...
Why 97% of Hardware Startups Fail (and How to Avoid It) with Sera Evcimen
"97% of hardware startups fail. And a lot of the time, it’s the same mistakes repeated over and over again."
In this episode of Why Design, I’m joined by Sera Evcimen, Founder of Pratik Development, Innovation Advisor at FORGE and Techstars Paris, and host of the hardware startup podcast The Builder Circle.
Sera has built a career around one goal — helping hardware startups avoid the common pitfalls that so often derail promising ideas. She’s worked hands-on across cleantech, space, consumer tech, and robotics before launching Pratik to support deep tech founders with everything from sys...
Designing a Better Future with Seaweed: Georgios Gkotsis on Replacing Plastics at Scale
“There’s a huge amount of innovation in sustainable materials—but very few are truly built around the problem.”
In this episode of Why Design, I’m joined by Georgios Gkotsis, CTO at Kelpi, a Bristol-based startup creating high-performance seaweed-based coatings to replace fossil plastics in long shelf life packaging.
Georgios has built a career at the intersection of material science, sustainability and engineering strategy. From early R&D at Procter & Gamble and Unilever to cutting-edge biomaterials at Xampla and now Kelpi, he’s seen firsthand what it takes to take an idea from la...
Why Most Hardware Startups Fail (and What Damon Bonser, CEO of British Design Fund Looks for Instead)
"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 tab...
“You Quoted What?!” – Josh Valman on Pricing, Growth, and Painful Lessons
“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 an...
The Missing Skill in Design? Tim Perry on Why Commercial Awareness Matters
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...
Making Space for Makers: How Michael Korn's Blue Garage is Empowering London’s Hardware Community
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 hi...
How to Design for Everything from Pizza Ovens to Gas Safety Devices with Hugo Martin
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 ex...
From Sewage to Science: How Claire Trant and Untap Health Are Revolutionising Disease Detection
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...
From Meditation to Innovation: How Stefan Chmelik Designed a Breakthrough Stress-Relief Device
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 jo...
From Magician to Design Director: Nick Chubb’s Design Journey
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...
Inside Level: How Nichole Rouillac is Creating Meaningful, Inclusive Design
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 th...
Lessons from War Zones to Dyson: Tom Parsons' Journey to Founding Aetha Design
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 sh...How Bebello is Redefining Parenting: Andrew Carr on Time-Saving and Sustainability
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 c...
The Future of 3D Collaboration: Oluwaseyi Sosanya’s Vision Behind Gravity Sketch
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, includin...
Benn Klewpatinond on how he's building a thriving consultancy through story telling and personal branding.
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 lear...Announcement! The Design Journeys Podcast is changing in January!
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 someth...
From LEGO to Quarterre: Nick Mannion’s Journey Through Product, Place, and Play
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 an...
From Burnout to Breakthrough: Tracy Sharp’s Journey to Sharp Minds
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:
Navigating Caree...How Fred Russell-Pavier Brings Cutting-Edge Stability to Micro-Mobility at SuperSmith
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, desi...
Michael König on Revitalising Iconic Brands Through Storytelling and Design Leadership
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...
Building a Brand Around Purpose and Simplicity with Oliver Murphy
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 si...
Consulting for Impact: Michael Bambino on Design and Brand Strategy
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:
Career Path Experimentation: Mi...Tim Maclean | From Dyson to Founding a Design Consultancy: Lessons in Innovation and Resilience
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...
Mark Joynson-Bickerstaffe on Designing with Purpose: Sustainability and Leadership in Product Development
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...
Dale Backus on lessons learned building SmallHD to a market leader, selling and starting again.
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...
From Kohler to Blendjet: William Gordon's Design Journey
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.
...
Tim Sharpe on how design can be a strategic advantage for non-design companies.
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...
Emily Moyer on Embracing AI and The Importance of Relationship Building and Networking for Industrial Designers
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...
From Engineer to CEO: Ashley Sayed's Journey in Product Development Improving Supply Chains with SupliChainPro
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...
Tim Morton on The Importance of Constraints in Physical Product Design
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 t...
Adrian Berry on the Challenges and Lessons in Business Development for Design Consultancies
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...
