67 Designing Your Product Playbook with Joseph Guerra and Sina Sohrab, founders of Visibility


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Visibility is an industrial design office based in New York, co-founded by Joseph Guerra and Sina Sohrab. They create products, furniture, lighting, and spaces. The studio established an impressive roster of direct-to-consumer clients including Away, Outdoor Voices, and Harry's. Behind Visibility is an empirical approach to design, and their most recent projects demonstrate the pair’s endeavor for simple, functional objects.

On the show, Joseph and Sina walk through the step-by-step process of bringing a physical product to market. They talk about how they design the playbook that they reference throughout a project (12:42). They cover the time, costs, and vetting that happens before a project begins (20:00). Sina talks about the design considerations for new products (23:43). Joseph shares the unconventional questions (28:08) and practices (29:15) that go into user research. They talk about designing for direct-to-consumer brands (33:30). Joseph explains the sketching, rendering, and prototyping phases (38:50). Finally, they share the final milestones before a project launches (52:06).

Also mentioned on the show:

Links and images from this post are on the Lumi Blog.

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