Bruno Oro

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Bruno Oro ("BO") for their original perspective and innovative approach to design as well as their creative lifestyle, we are very pleased to share our interview with our distinguished readers.

DL: Could you please tell us a bit about your design background and education?

BO : I have a strong background in Industrial Design, currently working as a professor at Iowa State University. My educational journey has been centered around design, with a focus on user experience and the intersection of design and mental health. Over the past academic year, I've led a project aimed at improving the user experience for children who require orthotics, collaborating closely with clinical professionals and engaging in hands-on research to enhance rehabilitation processes for children. My work has been recognized with significant grant funding, and I actively pursue research opportunities to advance the field of assistive technology design.

DL: What motivates you to design in general, why did you become a designer?

BO : My motivation to design stems from a deep desire to improve people's lives and solve real-world problems. I became a designer because I am passionate about the intersection of creativity and functionality. The ability to take an idea from concept to reality and see it positively impact users is incredibly fulfilling. I am particularly driven by the potential of design to create empathetic, user-centered solutions, especially in areas like assistive technology where design can make a significant difference in people's daily lives and overall well-being.

DL: Did you choose to become a designer, or you were forced to become one?

BO : I chose to become a designer. The decision was driven by my passion for creativity and problem-solving, along with a strong desire to make a positive impact on people's lives. Designing allows me to combine my interests in aesthetics, functionality, and user experience, which is incredibly fulfilling and aligns with my personal and professional goals.

DL: What do you design, what type of designs do you wish to design more of?

BO : I design a variety of products, but my focus is primarily on user-centric designs, particularly in the field of assistive technology and orthotics. I wish to design more innovative and empathetic solutions that improve the quality of life for individuals with disabilities. My goal is to create products that are not only functional but also enhance the user's experience, making them feel more connected and comfortable with the assistive devices they use.

DL: What should young designers do to become a design legend like you?

BO : To become a design legend, young designers should focus on the following: 1. **Passion and Curiosity**: Cultivate a deep passion for design and maintain a curious mindset. Always seek to learn and understand the world around you. 2. **Education and Skill Development**: Invest in your education and continuously hone your skills. Stay updated with the latest design trends, tools, and technologies. 3. **Empathy and User-Centric Approach**: Design with empathy. Understand the needs, preferences, and challenges of your users. Create solutions that genuinely improve their lives. 4. **Innovation and Creativity**: Think outside the box and don't be afraid to take risks. Push the boundaries of what's possible and strive to create innovative solutions. 5. **Persistence and Resilience**: The path to success is often filled with challenges. Stay persistent and resilient, learn from failures, and keep moving forward. 6. **Collaboration and Networking**: Build strong relationships within the design community. Collaborate with other designers, share ideas, and learn from each other. 7. **Portfolio and Experience**: Build a diverse and impressive portfolio. Gain experience through internships, freelance work, or personal projects. 8. **Impact and Purpose**: Strive to create designs that have a meaningful impact. Work on projects that align with your values and contribute positively to society.

DL: What distinguishes between a good designer and a great designer?

BO : The distinction between a good designer and a great designer can be subtle yet significant, often defined by a combination of skills, mindset, and impact. Here are key factors that set great designers apart: 1. **Deep Empathy and User Understanding**: - **Good Designer**: Understands user needs and creates functional solutions. - **Great Designer**: Anticipates and deeply empathizes with user emotions, needs, and desires, creating experiences that resonate on a personal level. 2. **Innovative Thinking**: - **Good Designer**: Creates designs that are functional and aesthetically pleasing. - **Great Designer**: Pushes the boundaries of creativity, consistently coming up with innovative and groundbreaking ideas that challenge the status quo. 3. **Attention to Detail**: - **Good Designer**: Pays attention to detail to ensure high-quality outcomes. - **Great Designer**: Obsessively focuses on every tiny detail, understanding that the smallest elements can significantly impact the overall experience and effectiveness of a design. 4. **Adaptability and Lifelong Learning**: - **Good Designer**: Keeps up with current trends and tools. - **Great Designer**: Continuously evolves, learns new skills, and adapts to new challenges, staying ahead of industry trends and technological advancements. 5. **Vision and Purpose**: - **Good Designer**: Designs to meet project goals and client needs. - **Great Designer**: Designs with a clear vision and a sense of purpose, often aiming to make a broader societal impact and solve significant problems. 6. **Collaboration and Leadership**: - **Good Designer**: Works well within a team and contributes effectively. - **Great Designer**: Leads and inspires teams, fostering collaboration, mentoring others, and driving projects towards exceptional outcomes. 7. **Storytelling Ability**: - **Good Designer**: Communicates ideas clearly and effectively. - **Great Designer**: Excels in storytelling, creating compelling narratives around their designs that engage and persuade stakeholders and users alike. 8. **Resilience and Perseverance**: - **Good Designer**: Handles feedback and makes necessary adjustments. - **Great Designer**: Thrives on feedback, learns from failures, and demonstrates unwavering resilience and perseverance in the face of challenges. 9. **Holistic Perspective**: - **Good Designer**: Focuses on individual projects and tasks. - **Great Designer**: Thinks holistically, considering the broader context and long-term implications of their designs on the user, society, and environment. 10. **Personal Integrity and Ethical Considerations**: - **Good Designer**: Meets professional standards and expectations. - **Great Designer**: Upholds strong ethical principles, ensuring their designs are inclusive, sustainable, and socially responsible. By embodying these qualities, a designer can transcend from being merely good to truly great, making a lasting impact in the design world and beyond.

DL: What makes a good design a really good design, how do you evaluate good design?

BO : A good design becomes a really good design when it effectively balances functionality, aesthetics, user experience, and innovation while addressing the needs of the target audience. Evaluating good design involves several key criteria: 1. **Functionality and Usability**: - **Does it solve the problem?**: A really good design addresses and solves the problem it was created for. - **Is it easy to use?**: The design should be intuitive and user-friendly, making it easy for users to achieve their goals without unnecessary complexity. 2. **Aesthetics**: - **Is it visually appealing?**: A well-designed product should be visually attractive and engaging, creating a positive emotional response. - **Does it have a cohesive visual language?**: The design should have a consistent style, ensuring all elements work together harmoniously. 3. **User Experience**: - **Does it provide a seamless experience?**: A really good design offers a smooth and enjoyable user journey, minimizing friction and enhancing satisfaction. - **Is it accessible and inclusive?**: The design should be usable by a diverse range of people, including those with disabilities, ensuring it is inclusive and accessible. 4. **Innovation and Creativity**: - **Is it original and creative?**: A standout design brings fresh ideas and innovative solutions, pushing the boundaries of conventional thinking. - **Does it use technology effectively?**: The design should leverage the latest technologies and materials to enhance its functionality and appeal. 5. **Emotional Connection**: - **Does it resonate with users?**: A really good design creates an emotional connection with users, making them feel understood and valued. - **Does it tell a story?**: The design should communicate a compelling narrative that aligns with the brand and user values. 6. **Sustainability and Ethics**: - **Is it environmentally responsible?**: A good design considers its environmental impact, using sustainable materials and processes. - **Is it ethically produced?**: The design should adhere to ethical standards, ensuring fair labor practices and responsible sourcing. 7. **Longevity and Durability**: - **Is it built to last?**: A really good design is durable and maintains its functionality and appeal over time. - **Does it adapt to changing needs?**: The design should be flexible and adaptable, remaining relevant as user needs evolve. 8. **Market Fit and Feasibility**: - **Is it viable in the market?**: A good design should be commercially viable, meeting market demands and business goals. - **Is it manufacturable and cost-effective?**: The design should be practical to produce and economically feasible. Evaluating good design involves assessing these criteria through user feedback, testing, and critical analysis. A really good design excels in most, if not all, of these areas, delivering a product that not only meets but exceeds user expectations.

DL: What is the value of good design? Why should everyone invest in good design?

BO : The value of good design extends far beyond aesthetics, encompassing a wide range of benefits that impact users, businesses, and society as a whole. Here are key reasons why investing in good design is essential: 1. **Enhanced User Experience**: - **Improved Functionality**: Good design ensures that products and services are easy to use, efficient, and effective in meeting user needs. - **Increased Satisfaction**: A well-designed product provides a seamless and enjoyable experience, leading to higher user satisfaction and loyalty. 2. **Competitive Advantage**: - **Differentiation**: Good design sets a product apart from competitors, making it more attractive to potential customers. - **Brand Identity**: Consistent and thoughtful design reinforces brand identity, helping to build a strong, recognizable brand. 3. **Economic Benefits**: - **Higher Sales**: Products with good design are more likely to be purchased, often at a premium price, leading to increased revenue. - **Cost Savings**: Efficient design can reduce production costs, minimize errors, and streamline processes, resulting in cost savings over time. 4. **Innovation and Problem Solving**: - **Creative Solutions**: Good design encourages innovative thinking, leading to unique solutions that address complex problems. - **Adaptability**: Well-designed products are flexible and adaptable, allowing them to meet evolving user needs and market demands. 5. **User Trust and Loyalty**: - **Reliability**: Good design ensures that products are reliable and perform consistently, building user trust. - **Emotional Connection**: A thoughtfully designed product creates an emotional bond with users, fostering loyalty and long-term engagement. 6. **Social Impact**: - **Accessibility and Inclusivity**: Good design considers the needs of diverse users, including those with disabilities, promoting inclusivity. - **Sustainability**: Environmentally conscious design practices contribute to sustainability, reducing waste and conserving resources. 7. **Enhanced Communication**: - **Clarity**: Good design improves the clarity and effectiveness of communication, whether in products, services, or marketing materials. - **Engagement**: Visually appealing and intuitive design captures attention and engages users more effectively. 8. **Employee Satisfaction and Productivity**: - **Better Work Environments**: Well-designed workplaces and tools enhance employee comfort and productivity. - **Pride in Work**: Employees take pride in working for a company known for its commitment to good design. 9. **Long-Term Viability**: - **Sustainability**: Good design incorporates sustainable practices, ensuring that products and services are environmentally responsible and future-proof. - **Durability**: High-quality design results in durable products that stand the test of time, reducing the need for frequent replacements. Investing in good design is a strategic decision that pays off in multiple ways. It leads to better user experiences, stronger brand identities, increased sales, and positive social and environmental impacts. By prioritizing good design, businesses and organizations can achieve lasting success and make meaningful contributions to society.