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Interviews with Sanaz Hassannezhad
Designer profileDesigner of the Day Interview
1 August 2025
I have over 5 years of experience in industrial and UX design, having collaborated with companies like Domino’s and William Joseph in the UK. My focus areas include product, furniture, Health care and UX design, with a Master’s in Design Innovation from Loughborough University and several Design awards.
My passion for design started at an early age, inspired by how objects function and impact users' lives. I formalized this interest through my education in industrial design and hands-on projects. My desire to solve problems creatively is what drives me in this field.
I prioritize sustainability, functionality, and user experience. I use a combination of design research and digital tools like 3D and rendering alongside physical prototypes to refine designs, ensuring they’re both practical and aesthetically engaging.
Excitement arises during the ideation phase, but seeing the final design come together brings immense satisfaction. I feel fulfilled when a design solves a problem and connects emotionally with users
In addition to design, my skills in project management, collaboration, and research have been crucial. Further more, I am an artist and photographer, and Art alwase was helpful for me to have diffrent view of everything, and it made me more creative and effective.
I aim to grow my sustainable fashion brand, focusing on upcycled, emotionally meaningful products. My dream project is creating a sustainable fashion product and home decor line using recycled textiles, merging fashion and furniture design.
Patience is key. Stay curious and open to experimentation. Embrace challenges—they will shape you. The best advice I received was do nt give up! Consistency and adaptability are vital.
Focusing on the user’s needs and remaining adaptable to new technologies are essential practices. Be mindful of sustainability in your work, and always seek to innovate.
I start my day by reading design news and checking ongoing project statuses espasialy in AI fild on social media. Then start doing ideation, sketching and design for myself. and some times client meetings, and collaborating with developers or engineers.
I stay updated by attending design events and reading industry reports. While trends are informative, I balance them with my personal design style, ensuring longevity and relevance in my projects.
Good design balances aesthetics, functionality, and user satisfaction. I focus on solving real-world problems while keeping user experience and innovation at the core.
I know a design is ready when all functional, emotional, and aesthetic goals are met. However, I always leave room for iteration and improvement based on feedback and changing needs.
My proudest project is my sustainable fashion line, which turns unuseable garments into bespoke, functional pieces. This project reflects my belief in zero waste and emotional design.
I admire Donald Norman for his human-centered design philosophy, especially how he bridges usability with emotional design. Karim Rashid inspires me with his futuristic, fluid aesthetic and focus on democratizing design. I’m also drawn to the work of Patricia Urquiola, whose innovative use of materials and playfulness with form bring a fresh perspective to furniture and interiors. These designers not only push boundaries but also maintain a strong connection to how their designs enhance everyday experiences.
Living in London, a city rich in cultural diversity, greatly influences my lifestyle and work. I draw inspiration from my Iranian culture and art, which emphasize intricate patterns, vibrant colors, and deep storytelling. This background shapes my design philosophy, allowing me to blend traditional elements with contemporary aesthetics.
I emphasize collaboration, clear communication, and flexibility. I look for partners who share my commitment to sustainability and innovation, and I value creating a positive impact through my work.
As a designer, I support sustainability and actively mentor young designers, contributing through pro bono projects that align with my values of eco-consciousness and community improvement. Additionally, I prioritize customer-centered design to meet user needs effectively, which can positively influence user behavior. This approach not only enhances individual experiences but also fosters a broader societal impact through behavior design, promoting healthier and more sustainable choices within the community.
Participating in the A’ Design Award has boosted my visibility and credibility, allowed me to connect with global talents, and provided inspiration for continuous improvement in my craft.
Design Interview
22 October 2024 · Voyz, Smart Suitcase Valigia Intelligente
The main principle behind Voyz is to enhance the travel experience through user-centered design. Inspired by the complexities travelers face, I aimed to integrate advanced technology with practical features to address these challenges. The name "Voyz," a play on "voyage," encapsulates the essence of travel, highlighting the importance of convenience and security in a suitcase.
My primary focus was on functionality and user experience. I wanted to create a suitcase that not only offers advanced features like real-time tracking and fingerprint authentication but also provides peace of mind for travelers. Achieving a balance between aesthetics and practicality was crucial.
I plan to explore partnerships with travel accessory brands for mass production and distribution. Additionally, I aim to incorporate user feedback to enhance future iterations of the design.
The design process for Voyz took approximately six months, including research, prototyping, and testing phases.
The concept was driven by my personal experiences as a traveler and the common issues faced in luggage security and functionality. It was a self-initiated project rather than a commissioned design.
Currently, Voyz is not yet in production, but I am actively seeking partnerships with manufacturers to bring it to market
My passion for travel and technology motivated me to create a solution that could simplify the travel experience, making it more efficient and enjoyable for users.
I drew inspiration from smart home technology and wearable devices that prioritize user experience and security, as well as innovative travel accessories that have successfully integrated tech features.
The target customers are tech-savvy travelers, frequent flyers, and those who prioritize convenience and security in their travel gear.
Voyz stands out due to its comprehensive integration of features like item scanning, remote locking, and weight sensing, all in a stylish and durable design.
The name "Voyz" is derived from "voyage," reflecting the travel aspect of the suitcase while emphasizing its smart capabilities.
I used software tools like Rhino for 3D, and Keyshot for rendering. and various prototyping tools to develop and refine the concept.
The most unique aspect of Voyz is its ability to integrate multiple smart features into a single suitcase while maintaining an elegant design that appeals to modern travelers.
I had consulting with engineers specialising in electronics and materials science to ensure the functionality and durability of the suitcase.
Technology plays a central role in Voyz, enabling features such as real-time tracking, item scanning, and remote locking, which enhance user convenience and security.
Yes, I conducted user surveys and analysed market trends in travel accessories to identify common pain points and ensure that Voyz addresses these effectively.
One major challenge was integrating the technology into a compact form without compromising the suitcase's durability and style. Additionally, sourcing materials that met both aesthetic and functional criteria was difficult.
I believe that participating in prestigious competitions like the A'Design Award can provide valuable exposure and validation for innovative designs. It was a strategic decision to showcase Voyz on a global platform.
This project taught me the importance of user feedback in the design process. Engaging with potential users helped refine features and improve overall functionality.
I’d like to emphasize my commitment to AI in future designs. As I move forward, I aim to incorporate tecnology and AI practices in the production of Voyz and beyond.
Design Legend Interview
29 June 2024
I hold a Master of Design Innovation from Loughborough University London. I also earned a Master of Industrial Design from the University of Tehran. Additionally, I have a Bachelor of Industrial Design from Tabriz Art University. And, now it's over 6 years I'm working as a designer.
My motivation to design comes from a desire to solve problems and improve people's lives through innovative and user-centered solutions. I became a designer to combine my passion for creativity and functionality, making a positive impact on the world.
I chose to become a designer. It has always been a personal aspiration driven by my interest in art, creativity, and problem-solving.
I specialize in industrial design, with experience in product design and development. I wish to design more sustainable products that contribute to environmental conservation and social well-being and also I'm crazy about behavior design.
I never thinking I'm a design legend, But I will tell to young designers should focus on continuous learning, gaining hands-on experience, and building a strong portfolio. Networking with industry professionals and staying updated with design trends is also crucial.
A good designer creates functional and aesthetically pleasing designs, while a great designer goes beyond by innovating and pushing the boundaries of design to create impactful and lasting solutions.
A good design is one that meets user needs, functional, and aesthetically pleasing. It solves a problem effectively and enhances the user's experience. I evaluate good design based on its usability, innovation, sustainability, and overall impact that value it adds to users' lives.
Good design enhances the user experience, improves functionality, and can lead to better economic outcomes and adds value to products and services. Investing in good design leads to better user satisfaction, brand loyalty, and long-term success.
If I had the time, I would design innovative solutions for mentally disabled people like ADHD, Autistic, Anxiety and depression and etc, to focusing on improving their quality of life through functional products.
My dream project is to design a product help to change wrong behavior and habits and replace them with healthy and correct behaviors and habits.
My secret recipe for success in design includes a combination of creativity, attention to detail, and a deep understanding of user needs. My secret ingredient is persistence and a willingness to iterate and improve.
Every single designers are brilliant inspiration for me, because each one them have different attitude and style. and I can learn different things of them.
I admire Nima Bavardi, young and smart and creative Iranian designer.
It's not self explanatory if I say that most of my design are great, because I always seek to solve need and solve a problem for users. for example one of my greatest designs is a product developed during my dissertation, aimed at helping cure anxiety disorders. Its effectiveness in addressing a real-world problem and its innovative use of technology and user-centered design principles make it great.
To become better designers, people should focus on continuous learning, seeking diverse experiences, and browsing among good designs and see different designers projects. I improved myself by pursuing advanced education, participating in competitions, and working on a variety of projects and browsing among a lot of designs every day.
If I hadn’t become a designer, I might have pursued a career in psychology or Artist like painter. fields where I can still make a positive impact on people's lives.
For me, design is every things.
My biggest supporter is myself.
Really i don't think I'm a great designer, but I try. Continuous learning, hands-on experience, and a passion for innovation have helped me a lot. Staying curious and open to new ideas has also been crucial.
Some obstacles I faced included balancing creative vision with practical constraints, overcoming self-doubt, and staying updated with rapidly evolving design technologies and trends.
Highlighting the problem, design process, and solution. Visual aids like sketches, prototypes, and interactive models can help communicate ideas effectively.
I have some to do, like Lighting design, Product design and Sustainable products.
My ultimate goal as a designer is to create products that positively impact people's lives and people know me as a good and influencer designer.
People expect innovative, high-quality designs that solve real-world problems and improve user experience and at the same time creativity.
Design helps create a better society by addressing social, economic, and environmental and ect, issues through innovative solutions. Good design can improve quality of life, accessibility, sustainability and satisfaction.
I am currently working on a project that involves designing sustainable Product. This project excites me because it combines my passion for sustainability with reusing clothes and fabric.
My all projects that gave me the most satisfaction because all combined my passion for innovation with the opportunity to make a meaningful impact on people's lives. Especially Voyz, Because I got the A"Design Award with this.
I would like to see how AI can help design industry. In fact, collaboration between design industry and AI.
The design field is headed towards more integrated and interdisciplinary approaches, incorporating advanced technologies like AI and IoT.
The time to finalize a design project varies depending on its complexity. On average, it can take anywhere from a few weeks to several months, including research, prototyping, and iterations.
When starting a new design project, I begin with thorough research and understanding of the problem, followed by user research, ideation, sketching, and prototyping to develop and refine solutions.
"Design with empathy, innovate with purpose."
Design can both set trends and be influenced by them.
Technology plays a crucial role in my design process, from research, digital sketching and 3D modeling to prototyping and user testing.
I use a variety of design software including Rhinoceros, Keyshot, Adobe Photoshop, Figma, Canvas For equipment. And my favorite equipment is my sketching notebook.
Color, materials, and ambient elements play a critical role in design, influencing aesthetics, functionality, and user experience. They contribute to the overall feel and effectiveness of a product.
I wish people would ask more about the design process, the inspiration behind the designs, and the impact of the designs on users.
When I see a great design, I think about the innovation and creativity behind it.
My ideal design partner is someone who shares my passion for innovation and sustainability. I believe in co-design as it brings diverse perspectives and enhances creativity.
My professors and mentors had a significant influence on my design approach.
Books like "Designing Design" by Kenya Hara and "The Design of Everyday Things" by Don Norman have had a profound impact on my understanding of design principles and user-centered design.
I developed my skills through formal education, practical experience, continuous learning, and by seeking feedback from mentors and peers. Participation in design competitions, exhibitions and events also helped hone my skills.
I would love to meet and discuss with Leonardo da Vinci, as his multidisciplinary approach to art and science is incredibly inspiring.
Receiving awards and recognition is an honor and validation of my work. It also provides a platform to inspire and influence positive change in the design industry.
My favorite color is yellow, favorite place is the Jungle and rar places, favorite food is Persian food, favorite season is spring, favorite thing is my sketchbook, camera and dogs.
One funny experience as a designer was when I did the final prototyping, I realized that it was not the final design and I did wrong design, So I was angry about my self because spent a lot of time and energy for wrong things, then had to start again.
Seeing the positive impact of my designs on users makes my day great. I motivate myself by setting clear goals, staying curious, and finding inspiration in everyday life.
As a child, I was always interested in drawing, painting, building things, and solving problems.
In the future, I envision advanced technologies and sustainable practices shaping the design industry. In a thousand years, we may see designs that are completely integrated with nature and driven by artificial intelligence.
As a designer I am committed to creating products that not only look good but also improve people's lives and protect people and our planet.
Designer Interview
1 August 2025
I studied Graphic design at high school and Industrial design for both bachelor and master at university and continue my study in second master in Design innovation. I have worked on various field of design since 2013. My love for creativity and problem-solving drove me to become a designer. and I've been passionate about creating and designing since childhood."
At the moment I am working as a freelance designer and I am Co-Founder, lead designer & creative director at Relique London.
Every thing!
Product design is my favorite, and I enjoy exploring various types of design
It is so difficult to answer this question.
It was Kids furniture.
My favorite material is wood due to its natural beauty and versatility. and my favorite technology is AI because it enhances the design process through data analysis and pattern recognition.
It's intriguing how creativity can vary from person to person. While many find it in a relaxed and focused state, for me, it's different. I discover that stress can often ignite my creativity, and I also thrive during collaborative discussions about projects and issues.
Functionality, Innovation, Usability, Problem Solving and Aesthetics
Focus: Deep concentration on the task at hand.
Joy: Excitement from bringing ideas to life.
Satisfaction: Fulfillment from creating something meaningful.
Relaxation: Feeling of calmness and flow during the creative process.
Joy: Excitement from bringing ideas to life.
Satisfaction: Fulfillment from creating something meaningful.
Relaxation: Feeling of calmness and flow during the creative process.
When my designs are realized, I typically experience a range of emotions:
Pride, Excitement, Gratitude and Validation
Pride, Excitement, Gratitude and Validation
The designer, but it's depends on different factors. A successful design is functional, visually appealing, easy to use, innovative, sustainable, accessible, adaptable, and emotionally resonant.
When judging a design as good or bad, I first consider its functionality, followed by its aesthetics, usability, and innovation. These aspects help determine if the design effectively meets its intended purpose, communicates its message clearly, and provides a positive user experience.
Designers are responsible for addressing societal needs, promoting inclusivity, minimizing environmental impact, upholding ethical standards, raising awareness about social and environmental issues, and collaborating to drive positive change.
The design field is evolving rapidly due to advancements in technology, changing consumer behaviors, and a growing emphasis on sustainability and inclusivity. in addition, AI has been able to find its way in the field of design, so the future of design is mixed with technology and AI.
I had few exhibitions but can't remember when was the last, but good news is, I'll have new one as soon as possible.
Daily life and people.
Functionality and problem solving.
I am living in abroad, but yes, cultural heritage of my country (Iran) affects my designs.
If they need my creativity and skill, they can in touch with me, as a freelancer designer.
Follow them on social medias, and see what is their skill and abilities. and how they are close to your style and needs.
Research: Understanding the problem or opportunity
Ideation: Generating a wide range of ideas and sketching
Concept Development: Refining and developing
Prototyping: Creating prototypes or mockups
Ideation: Generating a wide range of ideas and sketching
Concept Development: Refining and developing
Prototyping: Creating prototypes or mockups
Persian carpet, Sofa, lighting, coffee table, air fryer
My days are a mix of design, movement, and meaningful work. I start with Pilates, then split my time between my job and building ReliqueLondon, designing products, sourcing materials, or working on our brand content. In the evenings, I unwind by cooking and sketching or refining concepts. Every day blends creativity, purpose, and a bit of calm.
Just follow your dreams and never give up!
Positives:
Creativity and Self-Expression
Problem-Solving Skills
Impact and Influence
Continuous Learning and Growth
Negatives:
Tight Deadlines and Pressure
Client Expectations and Constraints
Technical Challenges and Limitations
Burnout and Mental Health
Creativity and Self-Expression
Problem-Solving Skills
Impact and Influence
Continuous Learning and Growth
Negatives:
Tight Deadlines and Pressure
Client Expectations and Constraints
Technical Challenges and Limitations
Burnout and Mental Health
Feel the users!
Creativity, Problem-Solving, Ideation
My main tools is my creativity and emotions. But I mostly use AI tools, a sketches book and a pencil.
yes it is, but I enjoy it. And I can cancel everything because of designing! but to manage time effectively, I prioritize tasks and set deadlines.
It depends on the subject and how is big the project.
Did you design this??!!
All was important, even if it was small. Because each of them teach a lot of think to me. and made me experienced person.
Product design and prototyping
Grow my business.
Myself, but sometimes as a team. depends on project.
Yes, sustainable products.
shasanezhad@yahoo.com and www.linkedin.com/in/sanaz-hassannezhad
Grand Interview
22 October 2025 · Voyz, Smart Suitcase Valigia Intelligente
The development of Voyz stemmed from my personal experiences as an immigrant facing the stress of managing luggage during emigration. Constantly worrying about lost luggage or overweight baggage fees motivated me to design features that address these challenges. Real-time tracking provides peace of mind by enabling travelers to locate their suitcase at any time, while the item scanning feature simplifies packing by ensuring that nothing essential is left behind. These features reflect my journey of transforming travel frustrations into a user-centric solution that makes traveling smarter and less stressful.
Biometric security, such as fingerprint authentication, was chosen to enhance both convenience and safety. Unlike traditional locks, which can be lost or tampered with, a fingerprint system offers personalized access that’s nearly impossible to replicate. Incorporating this advanced feature influenced the overall design by requiring the seamless integration of sensors into the locking mechanism without compromising the suitcase's sleek aesthetic. It also aligned with the overarching goal of creating a cutting-edge product that redefines security standards in smart luggage.
Earning this recognition reinforces my belief that smart luggage can redefine travel convenience and safety. Voyz sets a benchmark by integrating technology that adapts to modern challenges, such as lost luggage, overpacking, and security concerns. I envision its influence extending to a broader industry adoption of intelligent, sustainable, and user-focused designs. It paves the way for innovations that cater to diverse needs, ensuring that travelers have efficient, stress-free experiences regardless of their destinations.
The zipperless polycarbonate shell was selected for its lightweight yet robust properties, ensuring durability under the rigors of travel. Makrolon polycarbonate offered the ideal blend of strength and flexibility, allowing us to create a seamless, aesthetically pleasing design. A significant challenge was maintaining structural integrity without adding excessive weight, which required precise calculations and iterative testing. Additionally, the material had to meet high aesthetic standards, resulting in a suitcase that balances form and function.
scanning feature required the integration of scanning tools capable of accurately identifying items within the suitcase. One of the key challenges was ensuring compatibility with various item sizes and materials, which involved extensive calibration and testing. This feature enhances the travel experience by allowing users to maintain a digital inventory of their belongings through the mobile app, reducing the likelihood of forgotten essentials and providing greater organization compared to traditional packing methods.
Weight sensing technology was developed to address the frustration of unexpected overweight luggage fees. Using strain gauge sensors, we ensured precise weight measurement, and early prototypes were rigorously tested to refine accuracy and responsiveness. Through user feedback, we enhanced the system to provide clear, immediate feedback via an LED display and app notifications. This iterative process ensured the feature not only met functional requirements but also offered a seamless user experience.
Research on traveler behavior and ergonomic principles guided the design of the handle system and 360-degree wheels. The handles were crafted using soft-touch plastics to ensure comfort during extended use, while the wheels, made of durable rubber and polyurethane, were optimized for smooth, omnidirectional movement. Extensive user testing helped refine these elements, ensuring they catered to a wide range of travel scenarios and user preferences, ultimately providing ease of use and enhanced mobility.
Prioritization was based on addressing the most common travel pain points, such as tracking, security, and organization. Features like real-time tracking, remote locking, and item scanning were chosen for their ability to significantly improve convenience and peace of mind. The interface was designed to be intuitive, with a clean layout and simple navigation, ensuring users could access features effortlessly.
London’s diverse travel landscape and the global shift towards remote work and flexible travel inspired features that cater to evolving traveler needs. For instance, real-time tracking addresses concerns about lost luggage in a world of increased baggage handling issues. The lightweight yet durable design accommodates frequent travelers who need reliability and convenience. These challenges highlighted the need for adaptability, shaping a product that meets both current and future demands.
Sustainability was integral to the design. The polycarbonate shell is made from partially recycled materials, and components like the wheels and electronics are designed for easy replacement to extend the suitcase's lifespan. Additionally, the energy-efficient electronics and minimal packaging align with eco-conscious values. By balancing cutting-edge technology with sustainable practices, Voyz sets a precedent for environmentally responsible smart luggage.
