Daniel Kraszewski sketching design concepts on product mood board.

Daniel
Kraszewski

Industrial
designer
&

product
innovation
specialist

Aleto... what?

Aleto, a unique amalgamation of "ale" and "to", draws its roots from the Polish language, where these words respectively mean "but" and "this/that." This linguistic fusion encapsulates my innate tendency to seek alternatives, explore new solutions, and embrace innovative approaches. As pointed out by a friend, in my conversations, the phrase "tak, ale to…" or "yes, but this…" often surfaces, inviting others to consider alternative perspectives. Inspired by this, Aleto stands as the perfect moniker for my innovation and industrial design studio, embodying a commitment to exploration of fresh ideas and pushing the boundaries of conventional thought.

Background

With a dynamic professional journey spanning startups, global technology giants, and academia, I have cultivated a versatile skill set. The years spent at the heart of the R&D centre of Dyson resulted in being part of the design and engineering teams, that among others projects, created the world’s most powerful canister vacuum cleaner and the world's quietest canister vacuum cleaner. Involvement in high technology was also part of my Design Lead role at Andiamo, London’s most innovative technology startup (Business Insider, 3dprintingindustry), where I contributed to the development of the first 3D printed orthotic system fully refundable by the UK's National Health Service. My commitment to design innovation led me to earn a PhD from Loughborough University, focusing on design-driven radical innovation. Now, my passion drives me to design award-winning products for startups and enterprises, enabling them to disrupt markets and create substantial value.

...from the video archives:
Interview about my undergraduate and PhD work
Webinar about innovation strategies (in Polish only)

Industrial designer received prestigious design award, IF Design Award.
Industrial designer received prestigious product design award, Reddot Award.
Figures 2, 3.
Aleto.design is new on the scene but already has won the two most prestigious international design awards.

Process

At the core of my design process lies the double diamond model, a representation of my commitment to a structured approach. My toolkit is adaptable, draws methods from sources like the Delft Design Guide, and is tailored to the unique demands of each project. For groundbreaking innovation, I integrate tools derived from my own research on design-driven innovation (PhD thesis). Prototyping is a cornerstone of my methodology, I advocate for proof-of-concept models to validate assumptions and test performance early. While my expertise lies in industrial design, I often extend my process into implementation and/or work closely with engineers to ensure seamless realisation of my designs.

Product mood board from the early phase of a product design process.
Two industrial designers discussing sketches and renderings of product concepts.
Stack of books on the topics of industrial design and methods used in product development.
Industrial design sketches showing ideas for an innovative product.
Figures 4-6,
Discover, Define, Develop, Deliver; are the four pillars of my process where inquisitiveness and questioning play crucial roles in the quest to thoroughly explore a given opportunity and make the maximum difference I can for my clients, their users and the planet.

Design
Philosophy

Surrounded by products that bring joy through effortless solutions, I find beauty in those thought through to the smallest detail (see examples in 'my favourites' section). My design philosophy rejects the extremes of minimalism and excessive embellishments, seeking a harmonious balance. Products, to me, must address explicit or implicit needs, pushing boundaries in both form, and function. Reframing product meaning is a driving force, as evidenced by my research findings, but my core motivation lies in crafting product experiences so enjoyable and effortless that users return not just for utility but for the sheer joy of interaction. This philosophy underscores a commitment to creating products that inspire trust, whether to bring a morning smile or to possess the power to bulldoze a building. In summary, my background, process, and design philosophy converge to form a holistic approach to innovation, blending technology, diverse experiences with a user-centric, adaptable methodology, and a passion for creating meaningful and enjoyable product experiences.

Figure 7.
Having great idea is just the first step. Prototyping it on the spot allows the idea to shine or be a step towards the next wining idea.
Design workshop with a 3D printer prototyping parts.
Figure 8.
Having access to accurate, affordable and diverse range of tools shortens the process, keeps the costs low and drives progress, this is why I try to do most of our prototypes in house.
Design engineer working a on product prototype.
Industrial designer operating a 3D printer used to produce realistic product prototypes.
Figure 9.
Regardless if it is with cardboard, 3D prints, casting or electronic circuits, nothings brings more progress than prototyping. All of my projects involve various forms of prototyping from Proof-of-Concepts (POC) to Minimum Viable Products (MVP).

recognitions

My favourites

(a snippet…)
Dyson V8, vacuum cleaner.A4 memo bottle with water.Mi 24-in-1 screwdriver kit.
A4 memo bottle with water.Dyson V8, vacuum cleaner.Tech pouch by Peak Design filed with electronics.
Dyson V8, vacuum cleaner.Mi 24-in-1 screwdriver kit.Tech pouch by Peak Design filed with electronics.
Mi 24-in-1 screwdriver kit.Tech pouch by Peak Design filed with electronics.Three Firefly lights by Lumos.
Tech pouch by Peak Design filed with electronics.Three Firefly lights by Lumos.Travel Backpack 45l by Peak Design filled with day to day objects.
Three Firefly lights by Lumos.Travel Backpack 45l by Peak Design filled with day to day objects.Scale Elite 29 mountain bike by Scott.
Travel Backpack 45l by Peak Design filled with day to day objects.Scale Elite 29 mountain bike by Scott.Roller pen by Uniball.
Scale Elite 29 mountain bike by Scott.Roller pen by Uniball.9R white water kayak by Pyranha, positioned on a bank of a mountain river.
Roller pen by Uniball.9R white water kayak by Pyranha, positioned on a bank of a mountain river.A4 memo bottle with water.

Products I APPRECIATE*

  • A5 bottle by memobottle
  • Dyson V8
  • Mi 24-in-1 Precision Screwdriver Kit by Xiaomi and Wiha
  • Tech Pouch by Peak Design
  • Firefly lights by Lumos
  • Travel Backpack 45L by Peak Design
  • 9R kayak by Pyranha
  • Roller by Uniball
  • Scale Elite 29 by Scott

YouTube channels

  • @RealEngineering
  • @engineerguyvideo
  • @ThisOldTony
  • @aragusea
  • @FrenchGuyCooking
  • @CNCKitchen
  • @MadeWithLayers
  • @TechnologyConnections
Stack of books on the topics of industrial design and methods used in product development.

Design books

  • VIP Vision in Design by Paul Hekkert , Matthijs van Dijk
  • Manufacturing Processes for Design Professionals by Rob Thompson
  • Delft Design Guide by Annemiek van Boeijen, Jaap Daalhuizen and Jelle Zijlstra
  • Design-driven innovation by Roberto Verganti
  • User Friendly by Cliff Kuang Robert Fabricant
  • Sketching: Drawing Techniques for Product Designers by  Koos Eissen, Steur Roselien
  • Technical Pocket Guide by Harland Merkamm

Apps

  • Freeletics
  • Windy
  • Audiable
  • Hypersketch
  • Muse
  • Monument
*Disclaimer: The products listed here are not affiliated with the studio, except for Dyson (refer to the background section for details). If you represent any of the companies behind these fantastic creations, please convey my message to your design team: 'You rock, and I resonate with your innovative spirit! My calendar is open, and I'm eager to collaborate on something extraordinary together. ;)"
Dyson V8, vacuum cleaner.A4 memo bottle with water.Mi 24-in-1 screwdriver kit.
A4 memo bottle with water.Dyson V8, vacuum cleaner.Tech pouch by Peak Design filed with electronics.
Dyson V8, vacuum cleaner.Mi 24-in-1 screwdriver kit.Tech pouch by Peak Design filed with electronics.
Mi 24-in-1 screwdriver kit.Tech pouch by Peak Design filed with electronics.Three Firefly lights by Lumos.
Tech pouch by Peak Design filed with electronics.Three Firefly lights by Lumos.Travel Backpack 45l by Peak Design filled with day to day objects.
Three Firefly lights by Lumos.Travel Backpack 45l by Peak Design filled with day to day objects.Scale Elite 29 mountain bike by Scott.
Travel Backpack 45l by Peak Design filled with day to day objects.Scale Elite 29 mountain bike by Scott.Roller pen by Uniball.
Scale Elite 29 mountain bike by Scott.Roller pen by Uniball.9R white water kayak by Pyranha, positioned on a bank of a mountain river.
Roller pen by Uniball.9R white water kayak by Pyranha, positioned on a bank of a mountain river.A4 memo bottle with water.

Products I APPRECIATE*

  • 9R kayak by Pyranha
  • A5 bottle by memobottle
  • Firefly lights by Lumos
  • Travel Backpack 45L by Peak Design
  • Mi 24-in-1 Precision Screwdriver Kit by Xiaomi and Wiha
  • Dyson V8

Design books

  • VIP Vision in Design by Paul Hekkert , Matthijs van Dijk
  • Manufacturing Processes for Design Professionals by Rob Thompson
  • Delft Design Guide by Annemiek van Boeijen, Jaap Daalhuizen and Jelle Zijlstra
  • Design-driven innovation by Roberto Verganti
  • User Friendly by Cliff Kuang Robert Fabricant
  • Sketching: Drawing Techniques for Product Designers by  Koos Eissen, Steur Roselien
  • Technical Pocket Guide by Harland Merkamm

YouTube channels

  • @RealEngineering
  • @engineerguyvideo
  • @ThisOldTony
  • @aragusea
  • @FrenchGuyCooking
  • @CNCKitchen
  • @MadeWithLayers
  • @TechnologyConnections

Apps

  • Freeletics
  • Windy
  • Audiable
  • Hypersketch
  • Muse
  • Monument
*Disclaimer: The products listed here are not affiliated with the studio, except for Dyson (refer to the background section for details). If you represent any of the companies behind these fantastic creations, please convey my message to your design team: 'You rock, and I resonate with your innovative spirit! My calendar is open, and I'm eager to collaborate on something extraordinary together. ;)"
Designer looking at a mood board wall filled with a large number of product concepts.
what can we design together?