Hannes Seeberg is the Managing Director and co-founder of Provoke Tallinn – one of the three offices of Provoke Design â formulating innovative new products for the most valuable international brands like BMW and Fiskars. Other than this, he has come up with SkyLift, a remarkable concept of self-propelled boarding system for narrow, medium and wide body aircraft. His portfolio also includes a concept of futuristic driver-less tractor, which the designer has christened as Valtra RoboTrac both of which youâll witness in the following (email) interview.
1. When and how did you discover you had a talent for designing?
Hannes: I started to redraw objects at the age of 12, just to make them look better. But that was pure styling. Design for me is a quality of thinking – ability to see, understand and solve problems in a creative way. So the talent itself came out in the end of my BA industrial design studies, where I created my thesis at Nokia Design. I learned from my colleagues how to manage the ideas and possibilities. MA studies at Umea Institute of Design made me sure, that I was on the right track.
2. Who were the inspirations for your career?
Hannes: At the beginning, when I was still studying in high-school, I admired certain characteristics in people – such as exceptionally strong willpower, focus and ability to make their goals into reality. Some of those people were actors, other businessmen and even martial art fighters. It helped me to believe that if I work hard, my dreams can come true. Not everyone wanted to have their industrial design education fully outside of Estonia, I had to learn to stand out for myself. During the MA industrial design studies at Umea Institute of Design, my schoolmates inspired me the most. I found myself in the middle of a strong international community, where each of us had a different background, experience and style. They made me notice that I still have a lot to learn – both as a designer and as person.
3. Could you walk us through the general steps you take when you’re designing a project at hand?
Hannes: Briefly it goes like this: setting the theme > research > design brief > concepting > design implementation. Emphasis is on the systematic research – understanding client´s business, needs and values of the end-users. Why? It is the best way to use design as a strategic tool and to differentiate on the market. I prefer to make brainstorming in teams, which gives me wider perspective with many different ideas. 3D tools are used right in the beginning of concepting – I make a shape with basic dimensions, print out various views and start sketching on them. This way ideas get realistic touch and I later save time, when transforming drawings into 3D. Concept development is supported by hard models and working prototypes. Mechanical engineers come along with design implementation. Every phase includes meetings with the team, client and partners. And time that goes into presentational material should never be underestimated! 🙂
4. How far Valtra RoboTrac, the futuristic driver-less tractor concept would be able to boost efficiency and minimize crop damage? Do you think it can replace the conventional tractor?
Hannes: Valtra RoboTrac can be efficient in many ways. It can work in tandem with manned tractors on large corporate-scale farms (2-3 tractors doing the same, all controlled by one person). Driverless tractor can work alone over 24 hours (saves time, because tasks can be done at once). RoboTrac does not need a driver (hard to find decent and motivated labor in the right time + saving time and money from training). Because sensors are choosing the plant, fertilizing and intoxication can be done very accurately (saving up to 90% of fluids compared to traditional methods). Fuel costs are kept low by electronically controlled engines and drivetrains. I believe RoboTrac can replace conventional tractors only in simple tasks that don´t require human intervention. I would like to mention that driverless tractors are closer to reality than may people think. There are already several prototypes made by different companies (John Deere) and educational institutes (UKAT).
5. What is innovation to you- design, technology or a creative process?
Hannes: I believe innovation is the result of creative process, where market research, user insight, design and technology are merged into one product.
6. How SkyLift, the self-propelled boarding system, would solve the issue of counterbalance especially when the elevators gonna work?
Hannes: When elevators and the bridge are positioned to the plane for save access in & out, SkyLift´s floor level reaches ground unlimitaining the pressure of wheels. Heavy batteries are placed on both sides of SkyLift + there are many touch-points below. All of this helps SkyLift to keep its balance.
7. Do you have a signature style? If yes, what are the hallmarks of the style?
Hannes: I tend to use much loops, wrap-arounds and colors to make contrast between different parts. Linework is straight and a bit organic – inspired much by Nokia. My ideas have complicated forms at the beginning, but the process cleans them up. I love continuous lines, which move around the form. If the project is brand oriented, like in most cases, I only follow the brand guidelines and values.
8. Where do you see yourself, after, let’s say, five years from now?
Hannes: Working in a company that suits me the most. That´s the least I want and leave me open for different experiences. I see myself in a multi-disciplinary position, where I can learn both business, teamwork and strategic thinking.
9. Finally, we would like to have your thoughts on Coolbuzz.org?
Hannes: It was a positive surprise and I definitely will visit Coolbuzz.org again. I tend to watch certain domains to read the news – it is good to break the daily routine to alter myself for different information. I like the idea, that individual designers all over the world have a chance to introduce themselves and their work to wider audience!
Now some rapid fire questions:
Describe yourself in one word?
Hannes: Idealist.
What kind of music do you prefer?
Hannes: Mostly lounge, pop-folk, indie, jazz and nu metal.
Who would you like to design something for?
Hannes: Someone who really needs that product.
How would you label/categorize your work?
Hannes: User-centered design.
If given a chance, what would you like to change in the world?
Hannes: To limit unnecessary excessive use of plastics.
Wow! Thank you Hannes for sparing out time in doing such a wonderful interview with us, it is greatly appreciated.
Iâd also like to wish you luck for all your future endeavors.