Not all industrial designers are the same


The profession of an industrial designer, and the figure of the designer in general, is becoming increasingly popular in these years. Degree courses, workshops, new job profiles: everyone wants and can become a designer. But is that really so?


Not only technique: the designer’s skills


Before the technological revolution of the last decades, the designer used to draw by hand: sketches and study models. Nowadays the job is different: 3D design programs have taken over and the market risks becoming a race to the latest software update.



The technical aspects are crucial: therefore a good industrial designer must know how to manage 3D modeling, rendering and creating images in realistic graphics.

But being a designer does not mean knowing how to use a software: on the contrary, it is a quality that is anything but strategic in a project. Who knows how to use only digital tools could be a good performer, an important helper, but can never be a good designer.


Thought and intelligence: the portrait of a designer


So what makes a real designer? It is the ability to think. It seems trivial, but it is not at all.

Many designers, both from large international studios that from small “shops”, think that by staying 8 hours a day in front of a computer to design or browsing on Pinterest for inspiration is the best way. We believe it is superficial, not very useful and even dangerous, in particular for customers.



Turning off the monitor and turning on the brain is quite always the best way to go, and we say this after more than 10 years of experience. The industrial designer is that professional who uses intelligence, namely the ability to understand and connect phenomena and translate them into useful and innovative solutions. Designing with intelligence involves both a deep and complex analysis and the creation of a working method.


From product to experience: make the difference


Let’s look around: the world is full of ideas, stimuli and opportunities for inspiration. The designer is the figure that manages to break free from what already exists and  to think “outside the box”, which is not limited to studying its own market of reference but looks far beyond that.

Designing a product is something that goes far beyond aesthetics and goes beyond the technique. An Industrial design is also an User Experience design because there is never a product without the experience it entails. When a consumer interacts with the product, he lives first of all the experience that the talented designer has created for him.

And to do this, a software is not enough: we need the creative mind of a man.


Industrial designer at work: the ARGA case


Here is a concrete example: the innovative Arga bathtub designed for Jacuzzi. For this product, we used the word “revolution”. And it was, as a matter of fact, one: Arga has created a new experience of domestic comfort. And it did not manage to do that thanks to a fluid and minimal aesthetic, but above all thanks to the ability to design a product with exclusive features, which create something absolutely new in the field.




It was not enough to know how to “design well” or using a software to achieve all of this: the concept came after a long and a fundamental assessment phase. An analysis of the customer journey, of the market scenarios, of possible conceptual possibilities and of all eventual benefits and limits: we did not stop at designing another beautiful bathtub but we have revolutionized a field with intelligence.

Thinking before acting, understanding before designing. This is what makes the role of the industrial designer extraordinary.

If you want you can go in depth with our case studies or you can contact us.