There are very few careers where art and technology go hand in hand, and play an important role in unleashing innovative products that become a part of our daily life !
Jasmin Joshi, our next pathbreaker, Manager – Industrial Design at Bajaj Electricals Ltd., works on the design of home appliances from concept to production !
Jasmin talks to Shyam Krishnamurthy from The Interview Portal about his work on the concept and product development of a manually operated washing machine which didn’t require electricity, that changed the course of his career from design engineering to product design !
For students, be open to new ideas, because, as technology continues to evolve, there is a growing need for industrial designers to focus on the user experience !
Jasmin, can you tell us about your background?
I was born and brought up in Rajkot (Gujarat). Since childhood, I have had a keen interest in Sports especially Kabaddi, Volleyball & Cricket, Sketching and Music. Sketching has performed a pivotal role in growing interest in design and eventually shaped my career.
Regarding my parents, father is a retired government personnel and mother is a home maker.
What did you do for graduation/post-graduation?
I did my under-graduation in Mechanical Engineering from C U Shah College of Engineering & Technology in Wadhwan City (Gujarat), and worked for 2.5 years as a Design Engineer. Later, I pursued graduation in Product Design from Nuova Accademia di Belle Arti (NABA), Milan (Italy). Since then, I have been associated with Industrial Design domain.
What were some of the influences that made you choose such an offbeat, unconventional, and unique career?
While I was working as a Design Engineer, I used to work in the second stage of a product development process as a part of Engineering Design and was always curious to know the process which was happening in the first stage of Conceptual Design. Although this curiosity took a couple of years to take shape, it introduced to me to the field of Product Design, which was the biggest turning point in my career.
Initially, I was interested in Transportation Design but considering the broader spectrum of Product Design, I rather opted for the latter.
So, in a nutshell, a monotonous routine as a Design Engineer made me choose this career.
Why did you make a transition to a new career?
To ensure whether I am a good fit for the Industrial Design field, before starting my graduate course, I worked as a beginner product designer in a start-up called Monono in Ahmedabad where I worked on the concept and product development of a manually operated washing machine which didn’t require electricity, and this was the time when I also got introduced to the basics of Design Thinking process. So, during the course of my work here, it was clear that I wanted to pursue product design and hence continued with a graduate course in design.
Tell us, why did you choose NABA as the design school for your graduation degree in product design?
Honestly, before planning to apply for the overseas design schools, while I was working in Engineering Design, I had appeared for the entrance exams for NID, IIT & MIT, and had got shortlisted in MIT twice for the studio & personal interview, but unfortunately could not get through the interviews as my portfolio was mediocre.
Hence, I started refining my portfolio as well as started exploring the options abroad with scholarships. European design schools were comparatively cheaper as compared to those in the USA & UK. Hence, with some research, I applied in a few of them like TU Delft, NABA, IED & Umea. Out of these, I got shortlisted for Transportation Design in IED, Turin (Italy) and Product Design in NABA, along with scholarships for both. Since both are Italian design schools, I was sure to have a very good exposure in the famous Italian style of design. But since product design has a wide scope comparatively, I chose product design in NABA to start my journey.
After starting the course, I realized that the work I was doing during my whole career was totally different from what I was learning in design school in terms of thought process. While studying abroad, apart from the challenges and cultural shock of a new place, I was fortunate to meet diverse personalities from across the globe.
How did you get your first break?
During the course and later, I pursued a few internships in Furniture and Consumer Appliances to get my hands on real-world Product Design, work ethics and got my first break as an Industrial Designer in DreamVu, Hyderabad after my post-graduation .
While I was pursuing my last internship in Furniture Design in Dovetail, Bangalore, I was actively applying to different firms for beginner roles. This is when I applied as a Camera Design Intern in DreamVu to get an in-depth knowledge of the Consumer Electronics field. For around six months, there was no response from them or any other firms in India.
But later, I received an offer from them, not for the position of camera design intern but for a full-time industrial designer role which was a good deal to get into consumer electronics.
Jasmin, you worked at DreamVu for more than 2 years and in Industrial Design, Branding and Packaging Design. Can you explain your work as designer there?
My role at DreamVu was to work on the aesthetics of VR Cameras from early concepts to production-ready prototypes while maintaining the industrial trends and market needs by translating complex technologies into simple and user-friendly products.
As an Industrial designer at DreamVu, a difficult task was to wear different hats whenever required. Starting from consumer research and competitive marketplace analysis to understanding design trends, product limitations, overall appearance, safety, function, serviceability, and budget. The benefit of working in a start-up was the interaction with cross-functional teams including optics, computer vision, software and hardware engineers, marketing, product management and external vendors etc. Same goes for packaging design.
During my tenure, I worked on their two major product line-ups: PAL & Alia. PAL with a unique optics set up with just one sensor is a compact 360-deg stereo camera and Alia has a setup of multiple sensors with a better imaging quality.
What were some of the challenges you faced? How did you address them?
Each design project is unique, and challenges may vary. Developing problem-solving skills, being adaptable, and continuously learning and refining the design process helps us overcome challenges and deliver successful industrial designs.
Challenge 1 – Limited Resources: We often require prototyping, testing, and manufacturing, which can be costly and time-consuming. Limited resources can hinder your ability to explore multiple design iterations or create high-fidelity prototypes. So, considering the usage of rapid prototyping techniques like 3D printing or computer simulations to reduce costs & time and collaboration with manufacturers early on to ensure feasibility and cost-effectiveness is the most feasible solution to it.
Challenge 2 – Balancing Aesthetics and Functionality: Designing products that are visually appealing while meeting functional requirements is a challenge. Striking the right balance between aesthetics and usability is crucial. The only solution is to conduct thorough research to understand user needs, preferences, and market trends. Iteratively testing and refining the designs to ensure they not only look good but also function well. Third, seeking feedback from users, stakeholders, and experts to validate the design choices.
Challenge 3 – Design for Manufacturing: We need to create designs that can be efficiently and cost-effectively manufactured on a scale. Balancing design aesthetics and manufacturability is a major challenge. Involving the manufacturing experts early in the design process to understand manufacturing constraints and opportunities solves the problem.
Challenge 4 – Communication and Collaboration: Industrial designers often work as part of a multidisciplinary team, including engineers, marketers, and product managers. Communication and collaboration across these different disciplines are always challenging parts, leading to miscommunication or conflicting priorities. The solution is to maintain clear communication channels with team members by using visual aids, such as sketches, renderings, or interactive prototypes, to effectively communicate design ideas.
Challenge 5 – Time Constraints: Deadlines and project timelines are common challenges in industrial design. Designers often face pressure to deliver quality designs within tight schedules. To tackle this challenge, we prioritize the wildly important tasks and create a realistic timeline for each project, break down complex projects into smaller, manageable tasks, optimize the design process by leveraging existing design assets, templates, or libraries, and delegate tasks to manage expectations.
Since Bajaj is a household name , it will be nice if you can talk about your current work, and the products you work on.
I currently work in Bajaj Electricals Research & Development center (AB Square), Navi Mumbai.
In Bajaj Electricals, I have worked on Water heaters & Ceiling fans so far. We are a team of around 15 industrial designers working on different products at AB Square office.
Here, we, industrial designers, work from early research to prototyping including CMF (Color, Materials, Finish) , extended support for packaging, branding etc. To obtain the desired end-results in terms of manufacturability along with aesthetics, we frequently work with cross-functional teams like engineering design, product development, tooling, material science, marketing etc.
The best thing is that Bajaj Electricals has planned to change its image of serving products only in the economy segment, with no compromise on the quality. This began with a huge investment in the R&D facility. Along with providing good quality products, BEL has always been known as a trustworthy brand in terms of quality but now they have also understood to pour an appeal to their products with the help of industrial designers to stand out against the market competitors.
What problems do you solve?
Currently, as an industrial designer, I participate in solving various problems related to the design and development of products. Some common challenges we address include:
Aesthetics & Branding: We work on creating visually appealing appliances that align with the brand identity and consumer preferences by considering the factors such as color, material, finishes, and design language to ensure that the product stands out in the market and resonates with the target audience.
Functionality and Performance: To optimize the functionality and performance of domestic appliances, we analyze the appliance’s purpose, usage scenarios, and specific features to ensure that it performs its intended tasks effectively and efficiently.
User Experience: We always aim to enhance the user experience by designing appliances that are intuitive, ergonomic, and easy to use, and by considering the factors such as control placement, button layout, and overall usability to ensure that the appliance is convenient and efficient for users.
Manufacturing and Cost Efficiency: For this, we work closely with engineers and manufacturers to develop appliances that can be efficiently produced at scale with the emphasis in manufacturing processes, assembly methods, and material selection to optimize production costs without compromising quality.
What skills are needed for this job? How did you acquire the skills?
Acquiring industrial design skills is an ongoing process which can be acquired by seeking out internships, apprenticeships, or entry-level positions to gain practical experience and by learning from experienced industrial designers.
Creativity and Design Thinking: Industrial designers need to think creatively and come up with innovative solutions which can be obtained by fostering our creativity by exploring different forms of art, practicing brainstorming techniques, and engaging in design thinking exercises. Keeping a sketchbook or a tablet handy to record and develop the ideas is also one solution.
Drawing and Sketching: Strong sketching skills are crucial for visualizing concepts and communicating design ideas. For that, I regularly practice sketching and observe the objects and their proportions to refine further.
3D Modeling and CAD: Industrial designers use computer-aided design (CAD) software and 3D modeling tools extensively. Getting familiarized with industry-standard software such as SolidWorks, Rhino, or Fusion 360 and practicing on them continuously help us polishing the software skills.
Prototyping and Model Making: Physical prototyping allows designers to test and refine their concepts. Experimenting with different prototyping techniques and tools to understand their limitations and possibilities fulfils the purpose.
Materials and Manufacturing Processes: Understanding different materials and manufacturing processes is crucial for designing products that are feasible for production. To achieve that, we understand various materials, their properties, and manufacturing methods by attending workshops, visiting factories, and gaining hands-on experience to comprehend the practical aspects of manufacturing.
Communication and Presentation Skills: Effective communication is essential for industrial designers to convey ideas and collaborate with cross-functional teams. Practicing presenting our work, honing verbal and visual communication skills, developing the ability to articulate our design decisions and telling compelling stories about our designs improves our communication & presentation skills.
Research and Trend Analysis: Staying updated with the latest design trends, consumer preferences, and industry developments is a must characteristic for an industrial designer. Researching influential designers, studying design history, and analyzing market trends serve the purpose.
What is a typical day like?
A typical day for me varies depending on the projects I am working on.
Morning Routine and Planning: I start my day by reviewing emails, responding to any urgent messages, and planning the tasks for the day. They might prioritize ongoing projects, coordinate with other team members, and set goals for the day.
Research and Concept Development: I often begin the creative process by conducting research, gathering information about market trends, user needs, and competitor products. Based on this research, we start developing design concepts and sketches.
Design Iteration and Prototyping: After generating initial design ideas, we proceed to refine and iterate our concepts. We use computer-aided design (CAD) software to create detailed 2D and 3D models, physical prototyping techniques such as 3D printing or traditional model-making to test and validate their designs.
Collaboration and Communication: We often collaborate with cross functional teams, including engineers, marketers, and product managers, participate in meetings to present our design ideas, discuss feasibility, and gather feedback. We work closely with these teams to ensure that the design aligns with technical requirements, manufacturing capabilities, and business goals.
Material and Manufacturing Considerations: Industrial designers consider various materials, manufacturing processes, and production constraints while refining their designs. We collaborate with suppliers and manufacturers to understand the capabilities and limitations of different materials and manufacturing techniques, and make design decisions that optimize functionality, aesthetics, and cost-effectiveness.
Design Reviews and Presentations: We participate in design reviews and presentations to showcase our progress and receive feedback from stakeholders by presenting sketches, renderings, or prototypes to illustrate the design concept and demonstrate its potential value, and finally incorporate feedback into designs and make necessary revisions.
Documentation and Design Specifications: We also document our design processes, including sketches, technical drawings, and specifications. Additionally, we create detailed design guidelines and specifications that guide the manufacturing and production processes.
Project Management and Deadlines: We coordinate with project managers to ensure that our design work aligns with the overall project timeline. Sometimes, we may need to juggle multiple projects simultaneously and efficiently manage our workload.
What is it you love about this job?
Creativity and innovation, Problem solving, Impact & Influence, Collaboration & Interdisciplinary work, Tangible outcome, Evolving technology & trends.
How does your work benefit society?
Improved Functionality: We, Industrial designers, focus on enhancing the functionality of products, systems, and services. By analyzing user needs and applying ergonomic principles, we create designs that are more efficient, user-friendly, and intuitive. This improves the overall user experience and satisfaction.
Aesthetics and Emotional Connection: We focus not only on functionality but also on aesthetics. This enhances user satisfaction and brand loyalty, resulting in long-term customer relationships.
Economic Impact: Industrial design contributes to economic growth by driving innovation and creating new products and industries. Well designed products have higher market appeal, leading to increased sales and business growth. Moreover, industrial design plays a crucial role in branding and marketing strategies, influencing consumer perceptions and purchasing decisions.
Improved Quality of Life: By improving functionality, safety, and usability, industrial design ultimately enhances the overall quality of life for individuals. Well-designed products simplify tasks, save time and effort, and improve daily experiences.
These benefits collectively demonstrate the significant impact of industrial design on society, ranging from improved user experiences to environmental sustainability and economic growth.
An example of a specific memorable work you did that is very close to you.
The work I did that is very close to me is the tenure I spent in Monono, Ahmedabad where we had developed a Manually operated washing machine, and this is the duration in which I got a hands-on experience on Design thinking, User-testing, Product shoot extensively as our team were frequently used to conduct interviews and user-tests in different neighborhoods.
Jasmin, can you talk a little about the initial design brief for the washing machine and how that turned into a design concept and end-product?
Before I joined Monono, initial research was already done to understand the users and market segment. So, the brief shared with me was to design and develop a washing machine which targets the lower middle-class families, which is portable and does not require electricity and therefore is human-powered.
We benchmarked some of the products already on the market hitting the same segment. User testing of these products helped us filter out ‘wants’ and ‘don’t wants’ of our users to get a focused design direction.
Later, we generated concepts, developed prototypes, and did multiple iteration by conducting user tests. After rigorous testing, user feedback and design iterations, we turned our sketches into a portable end product.
Your advice to the students based on your experience.
Develop a strong foundation: Focus on building a solid understanding of design principles, techniques, and processes. This includes honing your sketching, 3D modeling, and prototyping skills. Mastering these fundamentals will serve as the backbone of your design work.
Embrace creativity and originality: Industrial design is all about innovation and bringing fresh ideas to the table. Nurture your creativity by exploring various sources of inspiration, such as nature, art, technology, and cultural trends. Don’t be afraid to think outside the box and challenge conventional solutions.
Foster a multidisciplinary approach: Industrial design often intersects with other fields, such as engineering, ergonomics, marketing, and manufacturing. Seek opportunities to collaborate and learn from professionals in different domains. Acquiring knowledge in related disciplines will enhance your problem-solving abilities and broaden your perspective.
Stay curious and continuously learn: Design is a dynamic field that evolves rapidly. Stay updated with the latest trends, materials, technologies, and design philosophies. Attend conferences, workshops, and exhibitions to connect with industry experts and gain exposure to cutting-edge ideas. Cultivate a habit of lifelong learning to stay ahead in your career.
Emphasize user-centered design: User experience should be at the forefront of your design process. Understand the needs, desires, and behaviors of the people you are designing for. Conduct user research, create personas, and perform usability testing to ensure your designs are intuitive, functional, and meaningful to users.
Build a diverse portfolio: Your portfolio is your most important tool for showcasing your skills and creativity to potential employers or clients. Include a range of projects that demonstrate your versatility, problem solving abilities, and attention to detail. Highlight your design process, from initial concepts to final prototypes, and explain the reasoning behind your design decisions.
Cultivate strong communication skills: Designers need to effectively communicate their ideas and concepts to clients, team members, and stakeholders. Develop your verbal, written, and visual communication skills. Learn how to articulate your design rationale, present your work confidently, and receive and incorporate feedback gracefully.
Seek internships and practical experiences: Gain real-world experience through internships, design competitions, or freelance projects. Practical experiences will expose you to industry practices, build your professional network, and provide valuable insights into the realities of the design profession.
Network and connect with the design community: Engage with fellow designers, industry professionals, and design organizations. Attend design events, join online forums, and participate in design communities. Networking can lead to mentorship opportunities, job referrals, and collaborations.
Be persistent and embrace failure: Design is an iterative process, and not every idea will be successful. Embrace failures as learning opportunities and use them to improve your designs. Perseverance, resilience, and a growth mindset are key traits that will help you overcome challenges and thrive in the design industry.
Future plans?
The field of industrial design is diverse and constantly evolving. Although I am happy with the domain I am doing right now in, an Industrial Designer must be free from the domain limitations. Simply, all we are supposed to do is to design a product, be it from healthcare, consumer, AR/VR etc. domains. Therefore, I would also like to explore other promising domains like –
Healthcare: Designing ergonomic and user-friendly equipment for healthcare professionals or developing solutions to improve the quality of life for people with disabilities is a meaningful approach for industrial designers. The healthcare industry is constantly evolving, and there is a rising demand for industrial designers to create innovative medical devices, assistive technologies, and healthcare products.
IoT and Smart Products: With the exponential demand of IoT, there is a growing opportunity to design smart and connected products.
Industrial designers are now able to explore integrating technology into everyday objects, creating intelligent devices that enhance functionality, connectivity, and user convenience.
User Experience Design: I differ from the general belief of UX design which includes digital elements and interface, but the User Experience focuses on any digital and physical products in which the user’s overall experience, behavior, emotions, the sense of satisfaction, Design Thinking in a nutshell, is emphasized. As technology continues to advance, there is a growing need for industrial designers to focus on user experience (UX) design. This involves considering the interaction between users and products, creating intuitive interfaces, and designing seamless and enjoyable user experiences across various devices.
Augmented and Virtual Reality: The emergence of AR & VR technologies opens up new avenues for industrial designers. By leveraging these technologies, we can design immersive experiences, virtual prototypes, and interactive simulations to visualize and refine product concepts.
Sustainable Design: With the increasing focus on environmental issues and sustainability, the product designs that minimize waste, use renewable materials, and reduce their ecological footprint are gradually getting into demand. Designing eco-friendly products and incorporating circular design principles is valuable in making a positive impact on society.
Apart from the Industrial Design-centered plans, with a keen interest in music, I have an ambition to set up a school of music which connects classical music and cutting-edge technologies being used in the world of music.