Someone Interviewed Us and We Think We Did Okay

Core77: Let's get right into it. How’d you get into product design?

DH: Hey - why not? I have always been a little too organized of a human. As a kid I would line up my Hot Wheels in a perfect row. My mom says if one was out of line I’d kind of lose it. Nuts, I know. I would also take apart my electronic toys and then try to put them back together. The reason I’m not an engineer is because I’d always end up with a few extra screws or wires on the ground. Also my dad is an Orthopedic Surgeon and I grew up in awe of his work. My parents encouraged me by buying me books with schematics of airplanes, and the whole “how things work” book series. In retrospect it seems somewhat inevitable.

Core77: Nice. No comment on the Hot Wheels… How about the name Neon Moss. How’d that come about?

DH: The name came to me on a hike in Yosemite. Moss usually grows on the north side of trees, and on that hike I saw moss that was the brightest green I had ever seen in nature. I was in awe. People used moss for centuries as a forest compass. It just all came to me at that moment…as designers we guide you, and we blow your mind…Neon Moss. Plus the website was available!

Core77: You shared a bit about your creative process with me the other day. Could you speak a little more on how your team ideates and collaborates?

DH: I laugh when people ask this question, as if we’re below ground in a lab pulling infinite knowledge from the ether. Because that’s exactly what we do…kidding. We always start with in-depth research and immerse ourselves in the context of the problem or opportunity we're addressing. We then hold collaborative brainstorming sessions where we push blue sky thinking. To live in a world where nothing is a bad idea is super freeing actually. Each team member brings their unique perspective and expertise. Designers, engineers and clients unite. It’s a surprisingly beautiful, meditative process.

Core77: As a design firm with a strong focus on user experience, how do you make sure your concepts resonate with the client’s end user?

DH: Understanding the target customer is a crucial aspect of our design process. We’ll often interview the client and a small segment of their user base. Sometimes though we conduct extensive user research, interviews, surveys, and observational studies to get a better understanding of their needs, preferences, and pain points. That knowledge informs our design decisions, and we continue to involve users through testing and feedback during prototype development to be sure the products truly address their needs.

Core77: It feels like most new companies now have a strong focus on sustainability. Is that something you require in a client? And how do you integrate sustainability into your concepts?

DH: Sustainability is at the core of our design philosophy. And while I say that I realize that in many ways that sentence means nothing. Ultimately our client has a vision and it’s our job is to bring it to fruition. However the path from A to B is never predetermined. From the get go, we consider the entire product lifecycle, from material selection and manufacturing processes to end-of-life disposal. We are also keeping cost and product market fit in mind at all times. If a product was designed to specifically be thrown away then we rethink the use case. Why throw it away? If something is meant to last ten to twenty years that’s a completely different scenario. It’s all about adding value to the client and the customer’s product experience.

Core77: I imagine you’ve worked on projects across industries. How do you adapt your design approach to cater to the unique requirements of each project?

DH: Sometimes we make furniture, sometimes biomedical devices, and sometimes a diaper. It’s pretty wild to talk about. Design thinking is surprisingly similar to how ER docs approach new patients. We start by assessing the condition, figure out what we do and don’t know, lay out a step by step path, identify the goals, and then act on our intuition. Staying flexible allows us to apply our approach to different industries and contexts. At the same time our team has a lot of combined experience and we know who to call if we don’t know something, so that’s key as well. 

Core77: Okay and the question everyone loves. How does your team stay ahead of the curve and anticipate trends?

DH: We are a super curious group. We are always reading and seeing what other people are up to. There’s also a lot to be said about following your vision and ignoring what everyone else is doing. So we essentially take in the good, filter the bad, and then decide to stay within or rip off the guard rails. That decision depends on each project and our specific design direction. 

Core77: Thanks for that. Finally, what advice would you give to aspiring industrial designers looking to make a mark in the industry?

DH: Build your network. Immerse yourself in the industrial design community online and in person. However one thing people miss is also get outside the community - go to where your clients will be. If you want to work with startups, go to VC and startup events. If you want to work with an electric car company, go to car shows and learn everything you can about electric cars. Just keep showing up and asking questions. That network will get you where you want to be as long as you have the talent to back it up!

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