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Talk – Product

Imagining it Better

  • Felix Ackermann


  • Toby Hextall



Fri 7th June 2019



BCU STEAMhouse – Lab Room


40 minutes

At MOO we always strive to imagine it better; in our products, our customer experience or how we work as a team. Often this means stepping back and honing in on the “truth” – the core values of what the business and its customers believe in. 

We would like to share key elements of our design DNA, and how they help guide everything that we do at MOO. Including a deep dive look at how this helped build our coveted Notebook range from scratch. 


Felix Ackermann

Lead Product Designer at MOO

More info



Lead Product Designer at MOO

Felix Ackermann is the lead designer in the Product Design team at MOO, bringing a huge wealth of print and paper knowledge to the team from his prior life in graphic design. The MOO notebook product line was conceived by Felix, who felt that there was the opportunity to imagine it better through useful design and beautiful detailing. His obsession with paper and passion for craftsmanship is helping to make great design accessible for MOO’s customers.

Toby Hextall

Director of Product Design at MOO

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Director of Product Design at MOO

Toby Hextall is the Director of Product Design at MOO leading the team tasked with concepting, creating and delivering all of MOO’s products and packaging.

Toby conceived MOO’s Cotton Business Cards made of T-shirt offcuts and worked with partner Mohawk Fine Papers to bring the product to market. Meanwhile from MOO’s notebooks to packaging designed to delight, Toby and his team scour the world to bring great design and new products to MOO’s range.

Prior to joining MOO, Toby worked at Hasbro Games and ran his own furniture and product design business.


Product District Sponsor
Product District Sponsor
Product District Sponsor
Product District Sponsor
Product District Sponsor

BCU STEAMhouse – Lab Room

STEAMhouse is a unique new space for innovation through interdisciplinary collaboration. Powered by Birmingham City University, their free workshops and events allow people to share and develop their ideas with experts from many different backgrounds. The venue has specially designed spaces to encourage businesses to incubate new ideas, and prototype new products and services. It also houses a fabrication facility where members can experiment with digital, wood, metal and print production.

STEAMhouse is located on Digbeth High Street, a stone’s throw from the city centre.

  • Nearby Parking
  • Wheelchair Access
  • Toilets
  • Accessible Toilets

Birmingham, UK

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