Interview with Sanaz Hassannezhad

Sanaz Hassannezhad ("SH") interviewed on Tuesday, 22 October.

Could you please tell us about your experience as a designer, artist, architect or creator?

SH : I have over four 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.

How did you become a designer?

SH : 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​.

What are your priorities, technique and style when designing?

SH : 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​.

Which emotions do you feel when designing?

SH : 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

What particular aspects of your background shaped you as a designer?

SH : 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.

What is your growth path? What are your future plans? What is your dream design project?

SH : 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 décor line using recycled textiles, merging fashion and furniture design​.

What are your advices to designers who are at the beginning of their career?

SH : 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​.

You are truly successful as a designer, what do you suggest to fellow designers, artists and architects?

SH : 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.

What is your day to day look like?

SH : 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.​

How do you keep up with latest design trends? To what extent do design trends matter?

SH : 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​.

How do you know if a product or project is well designed? How do you define good design?

SH : Good design balances aesthetics, functionality, and user satisfaction. I focus on solving real-world problems while keeping user experience and innovation at the core​.

How do you decide if your design is ready?

SH : 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​.

What is your biggest design work?

SH : 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​.

Who is your favourite designer?

SH : 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.

Would you tell us a bit about your lifestyle and culture?

SH : 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.

Would you tell us more about your work culture and business philosophy?

SH : 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​.

What are your philanthropic contributions to society as a designer, artist and architect?

SH : 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.

What positive experiences you had when you attend the A’ Design Award?

SH : 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​.

Sanaz Hassannezhad Profile