Interview with Nic Butti BUTTIstile

Winner of Medical Product Design Awards

Award Winning Designer Nic Butti BUTTIstile shares insights


Interview with Nic Butti BUTTIstile at Monday 24th of October 2016:

DL: Could you please tell us a bit about your design background and education?
Nb : Politecnico di Milano: BA in industrial design Politecnico di Milano: MA in transportation design & management

DL: What motivates you to design in general, why did you become a designer?
Nb : design is problem solving: my goal is to let my designs help people live a better life

DL: Did you choose to become a designer, or you were forced to become one?
Nb : I was forced by my own nature and by the imperfection of (most of) the objects around me.

DL: What do you design, what type of designs do you wish to design more of?
Nb : with my team at BUTTIstile, we focus mainly on transportation design and medical devices design, in terms of concept + styling + user interaction&in terface + graphics + branding, all the elements that will give the final user a deep and complete experience.

DL: What should young designers do to become a design legend like you?
Nb : experience > re-imagine > think > work > try > fail > start again

DL: What distinguishes between a good designer and a great designer?
Nb : I hope I'll find out, later on in my career

DL: What makes a good design a really good design, how do you evaluate good design?

DL: What is the value of good design? Why should everyone invest in good design?
Nb : better experience, less waste (of material, of time, of money, of space etc)

DL: What would you design and who would you design for if you had the time?
Nb : many things!

DL: What is the dream project you haven’t yet had time to realize?
Nb : I'd love to design a whole new concept of dog pound for stray dogs

DL: What is your secret recipe of success in design, what is your secret ingredient?
Nb : passion! (& hard work)

DL: Who are some other design masters and legends you get inspired from?
Nb : Dieter Rams comes to mind first, and not many others

DL: What are your favorite designs by other designers, why do you like them?

DL: What is your greatest design, which aspects of that design makes you think it is great?
Nb : VINNO: the whole cooperation with Vinno allowed us to SURPRISE and SHOCK all the big players in the medical field, a great personal and professional satisfaction. From zero to star in three years. AIMA Camo electric scooter: faulted by a so-so production quality, it still represents a game-changer in the Chinese market of e-scooters. Obviously I'm very proud odf 99% of the projects we developed.

DL: How could people improve themselves to be better designers, what did you do?
Nb : TRY. keep trying.

DL: If you hadn’t become a designer, what would you have done?
Nb : Veterinarian or MotoGP rider ^^

DL: How do you define design, what is design for you?
Nb : design is the natural evolution of human's needs

DL: Who helped you to reach these heights, who was your biggest supporter?
Nb : my parents, my customers, myself.

DL: What helped you to become a great designer?
Nb : I'm not a great designer, yet.

DL: What were the obstacles you faced before becoming a design master?
Nb : fear of failing.

DL: How do you think designers should present their work?
Nb : with passion

DL: What’s your next design project, what should we expect from you in future?
Nb : every single case is different, but the overall trend would me more fat free design (cit. Ross Lovegrove)

DL: What’s your ultimate goal as a designer?
Nb : to be useful, even ESSENTIAL

DL: What people expect from an esteemed designer such as yourself?
Nb : constant innovation

DL: How does design help create a better society?
Nb : in a Darwinian way, good products will push bad ones to go extinct

DL: What are you currently working on that you are especially excited about?
Nb : everything

DL: Which design projects gave you the most satisfaction, why?
Nb : VINNO zero-to-star process

DL: What would you like to see changed in design industry in the coming years?
Nb : less nonsensical waste of material/space/time/energy/money/... but our society must change first, and that's a very hard task

DL: Where do you think the design field is headed next?
Nb : new materials will open new scenarios.

DL: How long does it take you to finalize a design project?
Nb : it varies according to each specific project

DL: When you have a new design project, where do you start?
Nb : I close my eyes and imagine the future of my design

DL: What is your life motto as a designer?
Nb : we can do better

DL: Do you think design sets the trends or trends set the designs?
Nb : both. I prefer the first way, obviously.

DL: What is the role of technology when you design?
Nb : extremely influential

DL: What kind of design software and equipment do you use in your work?
Nb : from crayons to 3d printers

DL: What is the role of the color, materials and ambient in design?
Nb : extremely important: our design is a direct consequence of the quality of our life

DL: What do you wish people to ask about your design?
Nb : "can I try it...?"

DL: When you see a new great design or product what comes into your mind?
Nb : I wish we designed it... now let's make it better.

DL: Who is your ideal design partner? Do you believe in co-design?
Nb : There's ONLY co-design, but my partners are my clients, their suppliers, everyone who's involved in the creation of the final product

DL: Which people you interacted had the most influence on your design?
Nb : I will always be thankful to my professor and good friend Gino Finizio (ginofiniziodesignmanagement), for showing me the real potential of being a designer

DL: Which books you read had the most effect on your design?
Nb : "la caffettiera del masochista" by Donald Norman comes to mind.. and many others nto directly related to industrial design, for example "the call of the wild" by jack london > teaching me how to observe the world from a very different perspective (as you never know how different from you the final user of your design might be)

DL: How did you develop your skills as a master designer?
Nb : by working hard towards excellence

DL: Irrelative of time and space, who you would want to meet, talk and discuss with?
Nb : Many people, but Leonardo da Vinci would beat them all.

DL: How do you feel about all the awards and recognition you had, is it hard to be famous?
Nb : I'm not famous, I'm proud I gave visibility to my customers and the objects we designed for them

DL: What is your favorite color, place, food, season, thing and brand?
Nb : light blue + bormio + creative salads + summer + motorcycle + Vinno ^^

DL: Please tell us a little memoir, a funny thing you had experienced as a designer?
Nb : I used to give a name to the concept cars I designed when I was 9-10 y.o.... inspired by my favorite girls in my swimming team :)

DL: What makes your day great as a designer, how do you motivate yourself?
Nb : every day is different

DL: When you were a little child, was it obvious that you would become a great designer?
Nb : a designer, for sure. a great one, I'm still working on it

DL: What do you think about future; what do you see will happen in thousand years from now?
Nb : Humans will be gone.

DL: Please tell us anything you wish your fans to know about you, your design and anything else?
Nb : I believe that all the answers above contain enough elements to understand whether someone likes me or not. Good luck to both.