Lil Interview

Being a designer is one thing, but being a father is another. When Aernout Dijkstra-Hellinga, Bugaboo's lead designer, first joined the Dutch stroller company, he was creating pushchairs without the benefit of any first-hand father experience. Now, with two tots at home, his perspective, and the features he focuses on, has changed.

During my trip to Amsterdam, (Bugaboo flew me there to test out the Donkey — look for my review next week!), I sat down with Aernout to discuss the changes.

LilSugar: How has becoming a dad changed how you design strollers?
Aernout Dijkstra-Hellinga: I was trained as a designer to get into the minds of other people and to design some really strange objects in a style that is personally not mine. When I started working at Bugaboo, by talking to people, observing people, and seeing how they act with their children. Of course you can never understand until you have children.

So what has changed? Not much in big things, but more the small detailed things: the noise a stroller makes, once your child is asleep, you do not want it to wake up. The use of the carrycot as a stand-alone. I thought, "OK, this is a nice feature." But actually, it is a very nice feature. You just drive into your house, you don’t have to drive the whole stroller into your house, you just carry your carrycot into your house, into your living room and (the child) stays asleep, it's wonderful! But you also have to be aware that the way I use the product is not the way you’ll use the product.

Ever wonder why strollers have certain features? A parasol here or a snack tray there? When designers set out to create a new pushchair, there are regional and cultural differences that come into play. Sometimes they aren't recognized until after the stroller hits the market, and that's where accessories come into play.

During my trip to Amsterdam, (Bugaboo flew me there to test out the Donkey — look for my review next week!), I sat down with Aernout Dijkstra-Hellinga, the stroller giant's lead designer, and asked him about requests he sees from around the world.

LilSugar: Stroller use is very personal. What differences have you seen around the world?
Aernout Dijkstra-Hellinga: In the accessories you see it. The cup holder (is one). I was amazed the way you American people travel with your coffee. I had to see it before believing, and then I (thought) OK, you do need a cup holder!

It also has to do with climate and weather. In the northern countries, they use snow wheels and the footmuff; where the people in Italy, not so much. It's also one of the most difficult things, because the total product has to fill all these needs around the world.

For the American people, the carrycot or the bassinet is quite a strange, European thing. They probably transport the children more in a car seat because everything is about the car and getting in and out of the car. Maybe that is also why the one-piece folding (of the upcoming Bugaboo Donkey) will be used more in the US, getting in and out of the car.

I noticed during my user sessions in the US, American people want everything going easy, with one button or no buttons — as easy as possible. The Dutch people don’t mind doing multiple steps, so it’s a cultural difference.

We see it as well in Europe. If you look at the German market, they usually have much bigger strollers than Holland or Spain; even within Europe there are cultural differences.

Bugaboo users who've been asking for a snack tray will be happy to know that the company has heard you loud and clear. They'll be introducing their own snack tray accessory this Spring. Stay tuned for more of my interview with the Bugaboo Donkey's lead designer, and check in next week when we share our review of the new stroller!

When the Bugaboo made its US debut as the stroller of choice for Sex and the City's Miranda and Brady, it caused nothing short of a pushchair revolution. The pram, which was Max Barenbrug's final design school project, aimed to appeal to both moms and dads, with a modern unisex feel that caught on fast.

Today, Bugaboo's design team is comprised of seven designers – six men and one woman. Leading the team is Aernout Dijkstra-Hellinga, the man behind the soon-to-release Donkey convertible stroller. While in Amsterdam, (Bugaboo flew me there to test out the Donkey — look for our review next week!), I sat down with the father of two to learn more about the design process.

LilSugar: Bugaboo was founded to create a dad-friendly stroller. What elements go into such a stroller?
Aernout Dijkstra-Hellinga: I think over the years, you’ve seen the whole stroller industry change. It's a little too much to say it's all because of Bugaboo. I think we set a tone of voice there. When Max graduated, the stroller industry was completely different. It was more about fluffy fabric and little teddy bears. (Max's design) was more outdoor and aesthetic and very minimalistic. Currently, there are so many strollers out there that have that look and that feel that we don’t consider it (anymore). We don’t take typical man aspects in the stroller. Women like it also now.

LS: What differs in the way moms and dads handle a stroller?
ADH: To generalize a little bit. Moms are much more worried about the safety and well-being of the child, whereas dads are more practical. I read a nice article about the role of a dad. He should take more risks with a child. It's good to have the balance as a child, so they can learn both things. What I do think that dads like about the Bugaboo is that dads can talk about it, like the way you talk about a car. Guys like to talk about specifications. "My stroller can do this, and this, and this, what can your stroller do?" Maybe a mom is more like, "My child sleeps so wonderfully in a Bugaboo, and it's such a smooth ride," to generalize.

Stay tuned for more of my interview with the Bugaboo Donkey's lead designer, and check in next week when we share our review of the new stroller!