Two years ago I graduated from Loughborough University and stepped into the design industry as an industrial designer at DCA. Since then I have been able expand my knowledge and learn how products can be designed for some of the world’s most recognisable brands. Aside from that, I have also been able to reflect on the differences between industrial design at university and as a profession.

As a student you expect there to be differences between the theory and practice of design. However, at that stage you have no real grasp of what they are. Before I had any work experience, I remember how difficult it was to gauge the demands and expectations of the design industry. I had a good idea of the kind of skills required to become an industrial designer but I could only imagine how they might be applied to business. Don’t get me wrong. University teaches you a lot of fantastic design skills ‒ but they are often disconnected from the reality of how a design company functions.

I feel that students need to know, or at least be made aware of, the ‘gap’ that lies between university and professional work so that they are better prepared for design as a business. Getting a job after university is getting tougher and tougher, year upon year. You need to prove that you are ready and that your application of skills is relevant.

So what are the big differences between studying industrial design and actually being an industrial designer? Here’s my top five.

I have found that in a consultancy context designing a product happens more rapidly than at university. There are more aggressive deadlines and you are being paid by the hour to design products, so you need to come up with results quickly. Granted, when you start as a junior designer you may be juggling fewer projects than you were at university, but the pace at which developments happen will keep you busy.

Aim to get serious about coursework deadlines and treat them with respect so that you are prepared for the real ones.

A significant aspect of industrial design is making design decisions -not only to keep the ball rolling, but to keep it rolling in the right direction. At university, think carefully about ideas but try not to ‘over bake’ them to the point where you have only got a few. Too many students try to solve every problem in one design and are left with a very average result that has lost sight of what they were trying to achieve.

Instead, spread your ideas out across separate concepts. Prioritise what is important and practice making decisions based on where you think the value lies. It is not easy, even by professional standards, but it is important if you want to create a successful product with a clear message that rings true to its original intention.

This refers to fundamental skills, like sketching or CAD, but also to the importance of being able to adapt to different types of work. In comparison to university, where you can almost choose what you want to design, the real world is very different. There you are given objects to design. There is no personal preference so you need to be flexible. Plus, you never know what type of project might be coming your way next.

This is certainly the case with consultancy work where industrial designers work on projects of all different shapes and sizes ‒ one moment you could be sketching the form of a new air freshener and the next you could be selecting materials for a new train interior.

In many ways, the beauty of university is being able to pick the type of projects that you do, but try not to settle for the ones that you will find easy or know a lot about. Step out of your comfort zone occasionally. Use the university system to your advantage to design for people who are different to you. After all, in practice you rarely design for ‘yourself’ so practice identifying the needs of others by exploring the world around you. Visit places. Observe things. Talk to people. Make unexpected discoveries. Experience anything that will help to build your understanding of what design, and the real world, is all about because it will show.

Being an industrial designer means that you work alongside specialists in other fields, so no longer does a project rest entirely on your own ability as it does at university. On a daily basis I work closely with design researchers, mechanical engineers, interaction designers and model makers. Everybody becomes a potential team member with interesting ideas and knowledge to soak up. Just by being around these people, who approach design from different viewpoints, certainly encourages you to become more open-minded.

I have found that you develop an awareness and appreciation for things that might not have appealed to you at first. For example, materials and manufacturing processes are two aspects that I now find very interesting compared to when I was a student. This is why it is a good idea at university to hunt down experts from other disciplines. Contact them, describe what you are trying to achieve and build on their knowledge to get the best out of your coursework. You never know, you might touch on a topic that you really enjoy doing.

Obviously the reason for all of these differences is due to the added factor of business. Once you are in the industry you quickly see that working as a designer is about more than just being creative; it is also about understanding the commercial environment and balancing all the different requirements that go into making a successful product for a client. For example things like costs, production capabilities and regulatory constraints are just a few other factors that need to be addressed. The interesting part, as I am learning, is trying to juggle all of that without losing your creative edge.

I admit design is difficult. In fact, everything in the design industry is a steep learning curve and you have to experience it for yourself. But that is not to say that you cannot prepare for it. Try to balance the freedom of university with the points raised in this article. Remember speed, efficiency, flexibility, empathy and experts. In other words, continue to push boundaries and challenge convention but approach your projects in a professional manner.

Don’t just think like a real industrial designer. Try to work like one.

Contact: Tom Peach, Industrial Designer, DCA Design International

+44 (0)1926 478 076, [email protected], www.dca-design.com

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