Interview with Zicheng Gu
Zicheng Gu is a product designer and design engineer based in Seattle. Her work sits at the intersection of product design, design systems, frontend development, and brand identity, spanning…
Designer Interview
28 September 2026
I was born and raised in China, where I became interested in design at a young age, often drawn to thoughtfully designed objects and visuals in magazines. Although that interest started early, I chose an engineering-focused undergraduate path to build a foundation in analytical thinking and problem-solving.
I moved to the United States seven years ago and pivoted toward design innovation during my graduate studies at Northwestern University, where I earned a Master of Science. Since then, I have developed my career in design, combining an engineering mindset with visual expression and an understanding of how people interact with technology.
I moved to the United States seven years ago and pivoted toward design innovation during my graduate studies at Northwestern University, where I earned a Master of Science. Since then, I have developed my career in design, combining an engineering mindset with visual expression and an understanding of how people interact with technology.
I currently work as a Senior AI Product Designer at AppLovin, taking ideas from concept through implementation and shipping features and websites. Previously, I was the sole and lead designer at Proponent, a B2B marketing technology platform, and Tripilot, an AI travel agent. Those roles gave me responsibility for the entire design experience, including product structure, interactions, visual identity, and branding.
For me, design is the process of making an idea useful, meaningful, and inspiring to someone else. It connects intention with experience. Whether I am designing an enterprise product or an expressive letterform, I think about what people should understand, feel, and be able to do.
I enjoy designing AI products and creative tools, especially when the work combines a complex problem with opportunities for visual expression. I also enjoy typography and communication design, which let me explore how form, color, and composition can add meaning.
My favorite personal project is a creative tool that lets people dress words and letters in expressive patterns. Hollow letterforms become canvases for color and texture, from watermelon stripes in “summer” to lemon hues in “lemon.” I like how it makes typography playful and participatory, giving people a simple way to add a visual layer to written language.
a policy creation process for a cybersecurity company
Figma is my main design tool, but I am adaptable and enjoy exploring new AI tools. I am particularly interested in technology that helps me move from an idea to something people can actually use. In my personal practice, I also enjoy working with physical materials.
I feel most creative when I have a clear starting point and enough space to explore unexpected possibilities. That starting point might be a client’s idea, a technical capability, or a memory from traveling. Moving between digital design and hands-on art helps me see familiar problems differently.
I focus first on the purpose of the design and the experience of the person using it. From there, I work on structure, interactions, and visual clarity. I also consider implementation throughout the process, because the quality of a design depends on how well it works once it is built.
Design brings a mixture of curiosity, uncertainty, and excitement. I enjoy exploring possibilities, although finding the right direction can take patience. There is a satisfying moment when the structure, interaction, and visual expression begin to support the same idea.
Seeing a design become real gives me a sense of satisfaction and responsibility. Shipping is an achievement, but it also means people will encounter the decisions I have made. I am interested in what happens next: whether the experience makes sense and where it can improve.
A successful design serves a clear purpose and makes sense to the people it is intended for. It should balance usefulness, clarity, and craftsmanship. For me, success also depends on whether the original idea holds up in real use.
I first consider whether the design communicates its purpose and responds thoughtfully to its context. Then I look at originality, usability, and craftsmanship. I value work where the details support the overall idea and contribute to meaningful human impact.
Designers should consider who benefits from their decisions, who might be excluded, and what resources their work requires. In digital products, that includes accessibility, privacy, and responsible interactions. My involvement in nonprofit education initiatives in Kenya is also part of the broader perspective I bring to questions of access and human impact.
I see design moving toward closer collaboration between design, engineering, and AI. As making things becomes faster, I believe judgment will become even more valuable: deciding which problems deserve attention, what should be built, and how to evaluate the result. I hope that progress creates more room for thoughtful experimentation and individual expression.
It was online at OpenArtForum, and I am planning another one.
My inspiration comes from client ideas, everyday observations, travel, and experimentation with new tools.
I would describe my approach as clear, thoughtful, and open to play. In product design, I prioritize structure and usability
I am based in Mountain View, California. I grew up in Shanghai and moved to the United States seven years ago, so my perspective has developed across two cultural contexts. That experience encourages me to question assumptions about what feels familiar or intuitive. Living in the United States has shaped my career in technology, while the pace of the industry makes it important to protect time for reflection and personal exploration.
My experience includes both working as a sole design lead at startups and designing within a larger company. I usually begin with an idea or need from the client or business side, then help translate it into a clear product direction. My involvement can extend across strategy, user experience, branding, and implementation.
Share the problem, the context, and the constraints as clearly as possible, while leaving room for the designer to explore the solution. When choosing a designer, look beyond polished screens and ask how they make decisions, respond to feedback, and work through limitations. Good collaboration depends on clear communication and shared expectations.
I usually begin with an idea from the client or business side and clarify its purpose, audience, and constraints. I then develop the structure and interactions, explore the visual direction, and refine the design through discussion and iteration. I work toward implementation throughout, so the final result remains connected to the original intent.
Three favorites are my photo board, standing bookshelf, and handmade ceramic vases. The photo board holds memories with my partner and family. The bookshelf keeps books easy to reach while also feeling like an art piece, and the vases bring handmade character into the space.
My day often moves between understanding a product problem, exploring ideas in Figma, and working through the details of bringing a design into production. I make time for focused design work alongside discussions with teammates, and I enjoy experimenting with AI tools when they can help me develop an idea. Outside work, photography, books, and personal creative projects give me space to notice details and explore without a brief.
Develop your ability to explain why a design decision matters, alongside your ability to make it look good. Learn enough about implementation to understand what happens after a design leaves your screen. Keep a personal practice as well; projects driven by your own curiosity can help you discover interests that professional briefs may not reveal.
One of the most rewarding aspects is turning an unclear idea into something tangible and useful. The work also offers constant opportunities to learn. A challenge is balancing ambition with time, technical constraints, and different expectations while maintaining the quality of the experience.
Make every decision serve the experience. I want to understand why an element is there and what it contributes, whether that contribution is clarity, usefulness, or delight.
Observation, communication, and judgment are essential. Designers also need strong visual and interaction skills, an ability to adapt, and an understanding of how their work will be implemented. Knowing when to explore and when to make a decision is particularly valuable.
Figma is my primary tool, and I regularly adapt to new AI tools as they become relevant to my work. My broader toolbox includes photography, typography experiments, and hands-on art projects. These practices help me explore composition, storytelling, and visual expression beyond product interfaces.
My approach is to break a project into clear stages and identify the decisions that other work depends on. I aim to resolve the core structure before investing heavily in visual details. Leaving room for iteration is important, especially when a project moves from design into implementation.
A project usually takes a couple of months from the initial idea to completion, although the timeline depends on its scope and complexity. Work involving product structure, interactions, visual identity, and implementation needs time for both development and refinement.
A question that often comes up is how my engineering background influences my design work. It shapes how I break down problems, understand constraints, and connect an idea to its implementation. I bring that structured thinking into design while leaving room for visual exploration and play. This combination is especially useful in AI product design, where I need to understand both what the technology can do and how people might experience it.
Serving as the sole and lead designer at Proponent and Tripilot was especially important to my development. I was responsible for connecting product structure, interactions, visual identity, and branding across the entire experience. Those roles helped me develop a broader understanding of how individual design decisions affect a product as a whole.
My professional experience includes Proponent, Tripilot, and AppLovin.
I especially enjoy work that brings together product thinking, visual expression, and the ability to build. Creative tools are particularly rewarding because they give other people ways to express their own ideas. AI product design also interests me because it requires translating technical possibilities into understandable experiences.
I would like to continue developing AI products and creative tools that combine usefulness with room for personal expression. I am interested in strengthening the connection between design and implementation, while continuing my independent explorations in typography, photography, and communication design.
I have experience taking ownership of an entire product as a sole designer, as well as working within a company environment. I am comfortable developing a design independently, while recognizing that bringing it into production depends on collaboration. I value both focused individual work and the perspectives that others contribute.
Products at AppLovin
People can learn more about my work and find my public contact information through my website: https://zicheng.design.