In this episode of Why Design, I sit down with Hugo Martin, Director of Product Design at WMP Creative, where he has spent over 14 years building a multi-award-winning design division from the ground up.

We dive into the balance between process and intuition in product design—when to trust your instincts and when structure is necessary. Hugo shares insights from designing everything from life-saving gas safety devices, where precision and research are crucial, to high-end pizza ovens, where the experience and theatre of cooking take priority over strict engineering constraints.

We also explore how design consultancies can stay competitive in a shifting market, the role of AI in industrial design, and the evolving nature of holistic product development, where storytelling, branding, and user experience are just as important as the product itself.

If you're a designer, entrepreneur, or just fascinated by how great products come to life, this episode is packed with insights!

🔹 The Evolution of a Design Consultancy – How Hugo built a product design division within a family-run creative agency.

🔹 The Power of Process vs. Intuition – When to trust gut instincts and when research and structured validation are essential.

🔹 Designing for Different Markets – How working on gas safety devices differs from crafting premium pizza ovens.

🔹 Holistic Design Services – Why product design is no longer just about form and function but also branding, digital experiences, and storytelling.

🔹 Lessons from Working with Startups and Established Brands – How client expectations shift and how to manage those relationships.

🔹 The Future of Industrial Design – How AI is changing the design process and what it means for the next generation of designers.

🔹 Why Some Brands Ignore Focus Groups – How companies like Nothing and Teenage Engineering use intuition to create standout products.

🔹 Building Long-Term Client Relationships – How WMP Creative’s success is built on repeat business and deep client partnerships.

🌍 Connect with Hugo Martin on LinkedIn

🎨 Learn more about WMP Creative

🔥 Check out Gosney Pizza Ovens (One of Hugo’s latest projects)

🔍 Learn more about Crowcon Gas Safety Devices

👥 Join the Why Design community! Sign up for our upcoming events, online huddles, and workshops: teamkodu.com/events

🔗 Follow Chris Whyte on LinkedIn – linkedin.com/in/mrchriswhyte

🎧 Listen to Why Design on Spotify, Apple Podcasts, YouTube, and Amazon Music. Don't forget to subscribe so you don’t miss future episodes!