Shinga Yoshimine, Yitian Zeng

Shinga: I've always loved creating things since I was little, but it wasn’t until I studied UX/UI design in graduate school that I began to pursue it professionally. I was fascinated by how design can truly impact people's lives, and that inspired me to build a career in this field. Yitian: From a young age, I was inspired by my grandfather, an urban planner, to sketch and create. This early passion led me to study digital and game design, where I explored interaction, storytelling, and user engagement. Over time, my work experience deepened my interest in human-computer interaction and how thoughtful design shapes digital experiences.

Shinga: My design studio has been operating for almost three years. We've received multiple design awards and have supported a range of clients—from local startups to mid-sized companies. We've led projects for startups backed by Y Combinator, transforming user insights into intuitive digital solutions, such as branding, UX/UI, web design, etc. Our work spans creative direction, user research, and team collaboration.

Shinga: Design involves expressing your perspective like art, but it requires you to consider the needs of others as well. It’s about understanding how people will interact with your work and ensuring it meets their needs. Yitian: To me, design is about solving real problems and improving people’s lives whether by making something more efficient, more accessible, or simply more enjoyable.

Shinga: My focus is on digital design—particularly UX/UI, web design, and branding. I strive to create experiences that are not only visually engaging and user-friendly but also emotionally resonant. I believe good design goes beyond aesthetics and usability—it should connect with people on a deeper level. Whether it’s through thoughtful storytelling, intuitive interactions, or meaningful brand identity, I aim to design solutions that leave a lasting impression and build genuine connections with users. Yitian: I’m most passionate about service and system design, especially when it involves helping professionals improve their work efficiency. I find this type of work more challenging because it requires a deep understanding of workflows, problem-solving at scale, and designing with long-term impact in mind.

Shinga: One of my favorite designs is a digital inheritance platform called Digiverse, which was honored with the A' Design Iron Award. I’m especially proud of this project because it addresses a meaningful challenge in the digital age—helping users securely transfer their digital assets to loved ones. Digiverse is designed to preserve valuable memories, accounts, and digital possessions, ensuring they’re passed down to the next generation. In a time when so much of our lives exist online, I believe it’s essential to create tools that help people protect their digital legacy with care and intention.

Shinga: My first design I did was a logo for an AI start-up company. Yitian: A 3D Chinese courtyard environment in Maya

Shinga: Ever since I started this design career, Figma has always been my best friend. I also use some AI tools like Chat GPT, Midjourney, etc. Yitian: Figma, Adobe. Midjourney, GPT etc.

Shinga: I feel the most creative when I come up with the best design solutions. When I’m immersed in user insights and start connecting emotional needs with functional design, ideas start flowing. Yitian: I feel most creative when I’m curious about a problem—especially in the early stages of a project, when possibilities are wide open.

Shinga: While the user interface is crucial because it creates the first impression, the user experience is equally important. I always strive to strike a balance between the two, ensuring that the design is not only visually appealing but also intuitive and functional. Yitian: I focus most on understanding the “why” behind the design. Why we’re creating it, what problem it’s solving, and what caused that problem in the first place. To me, a strong foundation comes from uncovering the root needs and motivations behind user behavior.

Shinga: I always try to put myself in my clients’ shoes to understand their goals, challenges, and perspectives. This helps me design solutions that are not only visually effective but also aligned with their vision and business needs. Yitian: Curisity, excitement, and responsibility. Curiosity drives me to explore new ideas, excitement comes when those ideas start taking shape, and responsibility reminds me that good design can truly impact someone’s life—for better or worse.

Shinga: When my designs are brought to life, I feel a mix of excitement, fulfillment, and pride. Seeing something that started as an idea take shape and make a real impact—whether it’s improving someone’s experience or helping a client achieve their goal—is incredibly rewarding. Yitian: fulfillment and pride

Shinga: A successful design is one that solves the right problem while creating a seamless and meaningful experience for the user. Yitian: To me, successful design consider multiple aspects such as adoption and retention rates. We can use the metrics to evaluate the effectiveness of the design in attracting and retaining users over time.

Shinga: I tend to focus on visuals first, since strong visual design creates the initial impression and sets the tone for the entire experience. I look at things like layout, hierarchy, color, and consistency. But after that, I always consider functionality—how intuitive it is, whether it meets user needs, and how well it communicates its purpose. Yitian: I focus on the target users and whether the functional aspects solve their problems. A good design, to me, is one that meets user needs and also aligning with business goals.

Shinga: I believe designers have a responsibility to create solutions that are not only user-friendly and visually appealing but also socially and environmentally conscious. Design has the power to raise awareness, influence behavior, and drive change. Lately, more designs are focusing on sustainability, which I think is a positive shift. As designers, we should consider long-term impact and use our skills to contribute to a more ethical and sustainable future. Yitian: Similar like Shinga said, designers should create solutions that useful and ethical, also sustainable, minimizing harm and promoting positive impact on people and the planet.

Shinga: AI is definitely becoming more integrated into the design field, but I don’t believe it will take over the entire industry. Instead, it’s about learning how to use AI effectively to enhance and streamline the design process. Skills like prompt engineering are becoming essential tools. Yitian: Agree with Shinga, "design field" is evolving a lot and merging with AI, or using AI like design's tool/weapon, it can help us build a sustainability products. The future of design lies in creating adaptive, ethical, and inclusive solutions that shape both digital and real-world experiences.

We haven’t held any exhibitions yet, but it’s definitely something we hope to do in the future.

Shinga: Of course, design research is important, but I also try to draw inspiration from small details in everyday life. Yitian: My inspiration comes from real-life observations. I feed my creativity by staying curious—exploring different fields like sculpture, art history, gaming, psychology, and tech, and by paying close attention to how people interact with the world around them.

Shinga: I value minimalism in design and enjoy creating work that’s simple on the surface but carries deeper meaning. I believe subtle details and thoughtful choices can make a design feel more intentional and impactful. Yitian: To me, I combine usability, gamification, and emotional resonance. Curiosity drives me to try new tools, learn continuously, and observe how people interact with products. My approach is user-centered and problem-driven. My approach is understanding user needs through research, then explore solutions through iteration, usability testing, prototyping and feedback loops.

Shinga: I live in California, USA, but I’m originally from Japan. Japanese culture has had a strong influence on my design approach—especially our appreciation for silence, subtlety, and aesthetics. These values have shaped my preference for minimalism and thoughtful detail. Living in the U.S. has exposed me to a more expressive and bold design culture, which sometimes contrasts with my roots, but I see it as a strength. Having both perspectives would help me create something that feels balanced, refined, and globally aware. Yitian: I also live in California, but I'm originally from China. This cross-cultural experience gives me a broader perspective, blending Eastern values like harmony and subtlety with Western on clarity and usability. It helps me design with empathy for diverse users, though it can also be a challenge to balance different aesthetic and communication styles in global projects.

Shinga: I work closely with companies to understand their goals, values, and target audience. My process usually starts with a discovery phase, such as sending questionnaires and having meetings. From there, I develop creative strategies and design solutions that align with both user needs and business objectives.

Shinga: I would suggest reviewing their portfolio or website first in order to get a sense of their design, style, approach, etc. If their aesthetic and values align with what you're looking for, the next step is to have a conversation with them. Talking directly helps you understand their communication style and whether the collaboration would be a good fit. Yitian: Open communication and inclusive.

Shinga: I start by doing thorough research and collecting inspiration to define a clear design direction. Then I work to balance the client’s needs with my own design perspective—integrating their goals with creative solutions I believe will be effective. I go through lots of iterations during the process, constantly refining and testing ideas to find the best balance between functionality, aesthetics, and the client’s vision. Yitian: I follow an iterative design process: starting with understand users first, research, defining problems, ideating, design, testing, and refining/launch.

Shinga: Plum Lego set, Spirited Away poster, Bonsai, A huge window (My canvas), A lamp I brought from Japan Yitian: My Harry Potter Lego set, my DIY cards. my DIY sculpture, my drawing, and design books

Shinga: I'm not a morning person, so I usually start my day a bit slowly. After easing into the morning, I head to the office and get into work mode. Yitian: I wake up in the morning for daily work and planning. At least, three times exercises of a week.

Shinga: I know design is often meant to be judged and critiqued, but I would say—try not to be overly judgmental. Instead, focus on absorbing and embracing as many different ideas, styles, and perspectives as you can. Inspiration often comes from unexpected places, even from things you might miss.

Shinga: Creating something always brings a sense of accomplishment, but the design process can be long and filled with many iterations. It requires patience and persistence. On top of that, your work is often subject to critique, which can be tough, but that helps you grow to become a good designer.

Shinga: Utilizing negative space to keep it simple, but with intentions and meanings. Yitian: Keep everything/elements consistency.

Shinga: As much as design skills are important, I believe communication skills are just as essential. Even if you create something good, you need to explain your design process and all the reasons behind. Yitian: Same as Shinga.

Shinga: Figma, Adobe Illustrator, Photoshop, Jitter, Midjourney, Chat GPT, etc. Yitian: Similar like Shinga. But sometimes I use other tools to support my prototyping, such as Maya, Unreal Engine, etc.

Shinga: I usually set a clear goal for the day to stay focused. If I ever get stuck, I take a short walk, change my environment, or grab a coffee to reset my mind. Yitian: I also like set a daily tasks to focused. But if I got stuck, I will either take a break or change to another task to focus.

Shinga: It really depends on the project, but typically it takes about a week or sometimes a few weeks. Yitian: Yes. It depends on the scope of project, sometimes longer, sometimes short. From my past experience, a project could take 2 weeks or more than a year.

Shinga: The most frequently asked questions I get as a designer are about my design process and how long a project will take. Yitian: What is your design process? how do you approach it?

Shinga: One of my most important job experiences was collaborating with a Japanese company. As someone from Japan, it was especially meaningful to work with them. It allowed me to bridge communication between teams more naturally and create designs that respected both local sensibilities and global standards. Yitian: My most important job experience was design an non-toxic social media for kids. To make sure they are enjoy, engaging and safety on the platform. This experience taught me how to collaborate with child, and how to think out of the box.

Shinga: My clients range from startups to mid-sized companies, including some backed by Y Combinator.

Shinga: I enjoy working on digital product design the most—especially UX/UI for web and mobile platforms. I love the challenge of creating intuitive, meaningful experiences that solve real problems. Yitian: I love the most of digital design, but now the more attract me is data visualization. I think it's challenge and I want to use my skills make the complex data into a simple way.

Shinga: My goal is to become as versatile a designer as possible. I want to keep expanding my skills across different areas of design. Yitian: I hope to use my skills and creativity to tackle more complex, meaningful challenges that benefit people’s lives. Beyond designing for enjoyment and gamification, I want to create solutions that make daily life simpler, smarter, and more human-centered.

Shinga: I’d say both. I primarily develop designs on my own, especially in the early stages, but I often seek feedback and advice from colleagues to refine the work. Yitian: Yes. I work as a team. Collaborate with designers.

Shinga: Unfortunately, the projects I’m currently working on are confidential, so I can’t share details at the moment.

I have around four years of experience in the design industry. My journey began in graduate school, where I focused on UX/UI design and discovered my passion for creating meaningful digital experiences. Since then, I’ve worked with a variety of startups and mid-sized companies, offering services ranging from branding to UX/UI design. Some of the startups I’ve collaborated with are backed by Y Combinator, which has given me the opportunity to work on fast-paced, impact-driven projects.

I officially studied UX/UI design in graduate school, but much of my growth as a designer has been self-taught through hands-on projects and continuous exploration. I’ve always been drawn to creating things—even as a child—and design felt like the perfect way to combine creativity with problem-solving. After gaining experience and building confidence in my skills, I launched my own design studio, which has allowed me to work with a range of clients and lead projects from start to finish.

My top priorities in design are clean aesthetics, emotional impact, and intentionality. I always aim for a clean and minimal design that feels uncluttered and easy to navigate. At the same time, I want my work to evoke emotion—whether it’s a sense of trust, calmness, or curiosity—depending on the project's purpose. Lastly, every element I include must be intentional. Nothing is there just for decoration; each detail should serve a purpose and support the overall message.

I feel the most excited when I move from research and inspiration into the actual creation phase. That moment when ideas start to take shape visually is incredibly energizing. There’s a deep sense of fulfillment in seeing something shift from a rough idea into a refined, meaningful experience. For me, design is both a creative outlet and a way to make a real impact.

My Japanese background has had a strong influence—especially the cultural appreciation for simplicity, balance, and subtle beauty. This naturally led me toward a minimalist, intentional design style.

My growth path has been a mix of continuous learning, hands-on experience, and staying open to new challenges. I started with UX/UI in grad school, then expanded into branding, web design, and eventually launched my own design studio. Moving forward, I want to become an even more versatile designer, exploring motion design, creative direction, and emerging technologies like AI.

As much as learning design tools and software is important, I believe communication skills are just as crucial. You could create a great design, but if you don’t know how to explain your thinking or present it effectively to clients, your ideas might not be fully appreciated. Being able to talk through your design decisions and guide clients with confidence is a key part of the job. I also can’t stress enough how important networking is. Surrounding yourself with the right people and becoming part of a creative community can help you open doors, build collaborations, and grow faster as a designer.

Stay open and absorb inspiration from everywhere, not just within the design industry. Some of the most unique and creative ideas come from unexpected places like nature, conversations, architecture, or even everyday experiences. Also, try to stay curious, adaptable, and humble. Even as you gain experience, there’s always more to learn from other fields, from users, and from collaboration.

I usually start my day by browsing design platform and chatting with my colleagues to get inspired and stay updated. Since design work often means sitting at a desk for long hours, I like to change my environment from time to time. When the weather’s nice, I’ll take my laptop outside and work in the sun. Discovering a cool design or creative idea always makes me happy and excited.

I usually keep up with design trends by browsing social media, design platforms, and discussing ideas with my colleagues. I think trends do matter to some extent. They surely help keep designs fresh and relevant. Just because something is popular now, that doesn’t mean it will last, so I try to incorporate only the elements that align with the projects to still feel meaningful over time. Especially when working with clients, I’m careful not to follow trends just because they are cool. Instead, I blend timeless design principles with a bit of trends to create work that’s both current and sustainable.

Visual appeal is definitely important since it creates the first impression and draws users in. But good design goes far beyond the way it looks. A design is successful when it serves a clear purpose, solves the right problem, and aligns with both user needs and the client’s goals. For me, a well-designed product has a balance between visuals and function. One common mistake is focusing too much on how something looks without considering how it works or what it’s trying to acomplish.

Once I feel my design is getting ready to go, I usually ask my colleagues for feedback. Getting an outside perspective helps me realize things I might have missed. I don’t believe design is ever truly "finished." There’s always room for improvement, but at some point, you have to trust the process and move forward.

One of my biggest and most meaningful design projects was creating the branding and website for a consulting company. I was responsible for defining the company's tone of voice, designing the logo, and building a website that reflected their values and vision. What made this project special was that I had the opportunity to shape their entire brand identity from scratch. I worked closely with the client to understand their goals and audience.

I don't have a single favorite designer and that is intentional. I try to stay as open to anything as possible, so I don't develop biases or limit my perspective in design. I believe there’s always something to learn from every designer.

As someone from Japan, my culture definitely influences my design approach. Japanese culture values simplicity, balance, and aesthetics which naturally guides me toward a more minimalistic and intentional design style. Music also plays a part in my design process. It helps set the mood and keeps me focused. I’m currently based in California, where I run my design studio.

I usually work independently on smaller projects, but I also collaborate closely with my colleagues on larger ones. I believe building strong working relationships is essential. When working with others, I prefer people who are comfortable with quiet focus and who appreciate subtle, thoughtful communication. The core challenge in this profession is finding the balance between creativity and practicality, and a great designer should be empathetic, detail-oriented, and adaptable.

I believe design has the power to do good, and I try to give back whenever I can. I believe design can have a positive impact when used with intention. For me, it's about creating work that’s thoughtful, inclusive, and improves everyday experiences.

Participating in the A’ Design Award has been a truly rewarding experience. One of the biggest benefits is exposure. I was able to have my work seen by a wider audience, including media, potential clients, and fellow designers, which ultimately helps me make valuable connections and opened up new opportunities. Another benefit is the learning aspect. Seeing so many incredible designs from around the world has inspired me and pushed me to grow.

I began my design journey in graduate school, where I focused on UX/UI design. Over time, I expanded my skills into branding and website creation, working on a variety of projects that allowed me to apply design thinking in real-world contexts. After gaining hands-on experience for about a year, I decided to return to school to pursue an MBA. My goal is to become someone who bridges the gap between design and business

What motivates me most is the sense of accomplishment that comes when my design serves a real purpose. Knowing that something I created can improve someone's experience or solve a problem in the real world is incredibly fulfilling.

I mainly focus on digital design, such as branding, logo creation, website design, and UX/UI. I’m also interested in exploring motion design and more interactive, immersive experiences.

Expose yourself to all kinds of design, such as digital, architecture, painting, and more. Try not to hold biases. Try to be as open as possible since creativity can come from anywhere.

I would say a good designer solves problems and creates visually appealing work, and a great designer has a deep understanding of both the user and the business.

Good design starts with strong visuals, but what makes it truly effective is how well it serves its purpose and solves the client’s pain points.

Good design has the power to solve real problems, not just for individuals, but for society as a whole. It goes beyond aesthetics and plays a critical role in how we interact with products, services, and systems.

I specialize in logo design, websites, branding, and digital experiences. If I had more time, I’d love to design for organizations that focus on social impact, especially in areas like mental health, sustainability, or education.

One dream project I haven’t had time to realize would be creating a digital product that supports mental health or well-being like something that’s beautifully designed, emotionally engaging, and truly helpful in people’s daily lives.

I’d say my secret is staying open-minded and constantly absorbing inspiration from everything around me. Whether it’s design-related or not, I try to learn from different perspectives, experiences, and disciplines.

I would say my greatest design so far is a conceptual product called Digiverse, which was also honored with an A' Design Award. What makes Digiverse special is its purpose. It helps people pass down their digital assets to loved ones, preserving their digital legacy in a meaningful way.

One of the best ways to grow as a designer is to expose yourself to as many types of design as possible whether it’s digital, physical, architectural, or even everyday objects.

I’d probably be doing something related to media. Maybe content creation, storytelling, or something in the digital communication field.

Design isn’t just about visuals, but it’s also about purpose. Design should improve people’s lives in some way, whether by solving a problem, simplifying a process, or creating a meaningful experience.

I’m grateful to the people around me, such as my friends, mentors, colleagues, and clients who have supported me along the way.