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 hard ...
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Why 97% of Hardware Startups Fail (and How to Avoid It) with Sera Evcimen
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57:53"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 —…
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Designing a Better Future with Seaweed: Georgios Gkotsis on Replacing Plastics at Scale
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52:37“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 …
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Why Most Hardware Startups Fail (and What Damon Bonser, CEO of British Design Fund Looks for Instead)
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1:03:16"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 har…
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“You Quoted What?!” – Josh Valman on Pricing, Growth, and Painful Lessons
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56:15“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…
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The Missing Skill in Design? Tim Perry on Why Commercial Awareness Matters
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1:00:13In 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, McL…
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Making Space for Makers: How Michael Korn's Blue Garage is Empowering London’s Hardware Community
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47:54In 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 engi…
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How to Design for Everything from Pizza Ovens to Gas Safety Devices with Hugo Martin
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57:00In 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…
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From Sewage to Science: How Claire Trant and Untap Health Are Revolutionising Disease Detection
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53:49In 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 low…
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From Meditation to Innovation: How Stefan Chmelik Designed a Breakthrough Stress-Relief Device
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50:56Listener 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…
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From Magician to Design Director: Nick Chubb’s Design Journey
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1:04:46In 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…
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Inside Level: How Nichole Rouillac is Creating Meaningful, Inclusive Design
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1:03:15Guest: 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 t…
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Lessons from War Zones to Dyson: Tom Parsons' Journey to Founding Aetha Design
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59:53Guest: 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 fou…
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How Bebello is Redefining Parenting: Andrew Carr on Time-Saving and Sustainability
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54:06In 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 j…
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The Future of 3D Collaboration: Oluwaseyi Sosanya’s Vision Behind Gravity Sketch
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1:01:31In 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 mec…
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Benn Klewpatinond on how he's building a thriving consultancy through story telling and personal branding.
1:17:08
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1:17:08In 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 …
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Announcement! The Design Journeys Podcast is changing in January!
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1:21How 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…
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From LEGO to Quarterre: Nick Mannion’s Journey Through Product, Place, and Play
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1:00:25Register 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 deg…
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From Burnout to Breakthrough: Tracy Sharp’s Journey to Sharp Minds
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1:00:55In 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 l…
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How Fred Russell-Pavier Brings Cutting-Edge Stability to Micro-Mobility at SuperSmith
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1:01:54Episode 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 sensi…
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Michael König on Revitalising Iconic Brands Through Storytelling and Design Leadership
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1:00:22Episode 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 an…
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Building a Brand Around Purpose and Simplicity with Oliver Murphy
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57:55Episode 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 an…
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Consulting for Impact: Michael Bambino on Design and Brand Strategy
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55:21
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55:21Episode 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 freel…
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Tim Maclean | From Dyson to Founding a Design Consultancy: Lessons in Innovation and Resilience
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57:25
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57:25Episode 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 insigh…
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Mark Joynson-Bickerstaffe on Designing with Purpose: Sustainability and Leadership in Product Development
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1:06:24
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1:06:24Episode 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 infl…
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Dale Backus on lessons learned building SmallHD to a market leader, selling and starting again.
1:13:39
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1:13:39Episode 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 e…
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From Kohler to Blendjet: William Gordon's Design Journey
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1:02:06Episode 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 …
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Tim Sharpe on how design can be a strategic advantage for non-design companies.
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58:41Episode 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 …
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Emily Moyer on Embracing AI and The Importance of Relationship Building and Networking for Industrial Designers
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56:23
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56:23Episode 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…
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From Engineer to CEO: Ashley Sayed's Journey in Product Development Improving Supply Chains with SupliChainPro
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1:07:01Episode 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 pr…
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Tim Morton on The Importance of Constraints in Physical Product Design
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54:32Episode 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 Wal…
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Adrian Berry on the Challenges and Lessons in Business Development for Design Consultancies
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1:04:57Episode 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 ti…
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Lea Stewart on Fulfillment and Growth in Your Work and Learning from Design Horror Stories
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54:59
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54:59Episode 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 challeng…
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Improving Medical Devices for Home Use: Dr. Kristi Bartlett's Research - The Power of User Insights in Design and Innovation
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48:35Episode 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…
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Chris Johnson on his time at Speedo, FactoryDesign and writing his book "Design, Lead, Succeed"
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47:25Episode 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 experie…
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Stefan Bridges' journey from designing Concorde interiors at FactoryDesign to Head of Design at Redbull
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43:26Episode 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 de…
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The importance of inclusive design and how passionate people propel mission-led businesses towards their goals with Tom Malloy - Principal Designer and Inclusive Design Lead at Elvie
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52:41Episode 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 …
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Geoff Baldwin | People, Places and Things | Working at IDEO and IDEO.org, setting up his own consultancy and sports business, overcoming doubt and imposter syndrome and much more!
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55:57In 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 designin…
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