Introduction

In 2022, we first sat down with Winston Ferguson, the innovative mind behind Saw & Sew, a UK-based made-to-order furniture platform that leverages Grasshopper and ShapeDiver to bring custom designs to life.

Back then, Ferguson shared how his Canadian roots and entrepreneurial spirit converged to create a business that empowers users to craft bespoke furniture through parametric design. Fast forward to today, and Saw & Sew has evolved significantly, integrating cutting-edge advancements like AI into its workflow. In this latest interview, we explore how these changes have refined the platform's usability and opened new doors for personalization—key priorities for businesses looking to offer powerful online configurators to their users.

Ferguson walks us through Saw & Sew’s journey since 2022, highlighting a leaner frontend, a reimagined backend, and the strategic addition of AI to simplify the user experience. For Grasshopper enthusiasts and entrepreneurs alike, this conversation offers a front-row seat to the practical lessons of integrating AI with parametric design tools. Expect insights into how AI bridges complex design options and everyday users, streamlining customization without sacrificing creativity. From generating input values to envisioning a future of sustainable, made-to-order furniture, Ferguson reveals how Saw & Sew balances innovation with the human touch—a must-read for anyone aiming to harness technology for their own business ventures.

What stands out in this interview is Ferguson’s candid take on AI’s role: a powerful assistant, not a replacement for human ingenuity or coding expertise. He shares actionable advice for entrepreneurs building configurators, emphasizing the importance of understanding user needs and planning for AI’s scalability. Whether you’re a Grasshopper power user or a business owner exploring parametric design, this discussion promises a blend of technical evolution, creative exploration, and forward-thinking strategy—offering a glimpse into how tools like AI can shape the future of personalized production. Let's dive in!

1. It’s been a couple of years since we last spoke. What key technological advancements has Saw & Sew implemented, and how have they shaped your platform’s evolution?

I believe we last spoke end of 2022. Since then, key advancements include adopting a leaner frontend with import maps instead of React.js and bundling, redesigning the backend to better integrate how Grasshopper components relate to our models, and integrating AI.

These changes have made the platform far more usable and maintainable. They provide a stronger foundation for new features, and it’s how we were able to add AI.

2. What gaps in your original Grasshopper/ShapeDiver workflow led you to integrate AI, and how does it uniquely enhance the user’s design process?

The workflow can quickly overwhelm users with options. Many inputs may be irrelevant to them, or as non-designers, they may not fully understand their importance. This is where AI comes in - an intermediary gathering the necessary data to customize the product effectively.

3. Walk us through a user’s journey with the AI-powered configurator. How does it simplify or innovate compared to traditional parametric design tools?

The journey starts with a greeting, followed by an AI interaction to generate values, and ends with the user selecting the AI-generated option to apply to the definition.

Customization is a personal process, and parametric design tools are often too complex for most users. AI simplifies the process by reducing friction through a more intuitive interface, and it innovates by streamlining decisions with deeper insights.

4. How does AI complement—rather than replace—creative input in your workflow? Are there design decisions you’d never fully automate?

I find it a powerful tool for discovery and exploration. Creative workflows involve many ideas and iterations, requiring time and resources. Incorporating AI can speed up the process and reduce the resources needed. It’s like using an incredibly fast but inexperienced designer—it’s impressive, and the work has merit, but it’s not yet deliverable.

5. Has AI reduced dependency on manual coding or developer input in your Grasshopper-based pipeline?

No, it has not. I think using AI to write code is very risky. It can get enough right to lower your guard, but closer inspection often reveals serious flaws. Improving code documentation and comments has been helpful. 

6. How does your AI editor interact with Grasshopper definitions? Are there specific parameters or datasets where AI adds the most value?

We use AI to generate input values for Grasshopper definitions, but it doesn’t interact with them directly. Instead, it assists users in creating their designs. Since AI can generate images and text and assist with numerical values, it adds value to interactions that rely on these data types.

Currently, we use AI for images, but we plan to extend it to numerical values. For example, AI could suggest armchair dimensions based on a user's height and waist size.

7. What lessons from integrating AI into Saw & Sew would you share with entrepreneurs building parametric design tools?

If you're building parametric design tools, you've already addressed the most difficult part - you just need to integrate AI into your application so it can interact with users and your design. The algorithms in your definition will still shape the final outcome.

I believe AI works best as a support tool for interacting with parametric design. To reap its value, you need to understand your users and identify where AI can help. For example, for experienced designers, it enables exploration, while for less experienced users, AI may be their primary way of engaging with your definition.

Make sure you don’t leave yourself too exposed if usage exceeds expectations. The experience is novel and easily repeatable, so plan for sufficient interactions before seeing a return.

8. How do you see AI shaping your industry in the years ahead, and what should new businesses be prepared for?

I believe AI can drive mass customization and made-to-order production, reducing inefficiencies and waste in the furniture industry. By bridging the gap between consumers and producers, it can lower carbon footprints and create more sustainable products. This personalization could also make products less disposable - imagine a resurgence of heirloom pieces, like keeping your dad’s chair because it was a one-of-a-kind representation of him. 

Be prepared to adapt. This is still a new technology, and how it’s adopted may surprise us

- Again, thank you very much for your time, Winston!

Thank you as well for this opportunity.

That's it for this first edition of Revisiting... Don't forget to visit Saw & Sew's new website!

Would you like to get featured in this space? Please email us at contact@shapediver.com and tell us about your project or brand! We'd love to start a conversation.