Interview with Ziwei Song

Ziwei Song ("ZS") interviewed on Sunday, 15 June.

Could you please tell us about your experience as a designer, artist, architect or creator?

ZS : I’ve been working in the design field for several years, gaining experience both within in-house teams and in consulting environments. My journey began in graphic design and gradually expanded into product and experience design, where I discovered a deeper purpose in solving real human problems through thoughtful and empathetic solutions. Over the years, I’ve worked with global companies like Nagarro, Google, and currently Verizon, where I focus on designing human-centered digital products. I also co-founded 3.1 Studio, a boutique design agency operating under Gemini Films, where I lead innovation-driven projects that blur the lines between branding, speculative design, and social impact. Our work has been internationally recognized with awards including Red Dot, A’ Design, and IDA, which has been an encouraging milestone for our young but passionate team. Overall, as a designer, I am still learning, exploring, and creating every day.

How did you become a designer?

ZS : I’ve always had a strong connection with the visual world—whether it was drawing, observing architecture, or playing with form. But what pushed me into design was the desire to create useful beauty—things that not only look good but also solve problems in elegant ways. I studied design formally and later deepened my practice while working in both Europe and the U.S. No one specifically told me to become a designer—it was more of an inner drive. I’m the kind of person who notices the details most people overlook, and I started to realize design was a way to turn that sensitivity into action. I wanted to use creativity with purpose.

What are your priorities, technique and style when designing?

ZS : I always start by understanding people—what motivates them, what frustrates them, and how they move through the world. From there, I focus on three key principles: Clarity – Ensuring the experience or product is intuitive and thoughtful. Emotion – Creating something that resonates or feels delightful in a small but meaningful way. Balance – A harmony between usability, visual rhythm, and technical constraints. I often rely on digital tools like Figma and the Adobe Creative Suite to explore ideas quickly, but I also sketch on paper early in the process to stay fluid and avoid getting too locked in. My approach is a mix of analytical thinking and emotional listening—I always want to understand the "why" before jumping into the "how."

Which emotions do you feel when designing?

ZS : Designing feels like a deeply immersive state for me—it’s a blend of curiosity, tension, and joy. The early research and concepting phase is always exciting because I get to untangle complex problems and imagine multiple possibilities. But honestly, the most fulfilling part is when something I designed helps someone feel understood or empowered. That’s when the effort feels worth it. I also love the quiet satisfaction of refining the tiny details—the moment something clicks into place visually or functionally gives me a real sense of joy.

What particular aspects of your background shaped you as a designer?

ZS : One of the most important influences on my journey was living and working across different cultures—from China to Italy to the U.S. Each environment taught me how people interpret design differently, and that sensitivity helped me become more adaptable and thoughtful. Beyond design skills, I’d say empathy, communication, and storytelling are essential traits. Being a designer isn’t just about the output—it’s about how well you can frame problems, guide teams, and advocate for the user. Having an understanding of psychology and business has also made me more strategic in my work.

What is your growth path? What are your future plans? What is your dream design project?

ZS : My growth path has always followed a mix of structured learning and self-directed exploration. I started with a strong foundation in visual design, transitioned into product design, and now I’m expanding further into strategy and innovation. In the future, I’d love to focus more on projects at the intersection of design, ethics, and technology—especially ones that empower underrepresented communities or address urgent societal issues like aging, climate resilience, or digital well-being. My dream is to build a creative lab model, where we don’t just work for clients, but also incubate our own ideas and IPs. One of my dream projects is to create an open-source design system that helps non-designers build with empathy and accessibility by default. Long term, I hope to be remembered not just for aesthetics, but for designing with care, purpose, and impact.

What are your advices to designers who are at the beginning of their career?

ZS : First, be patient with yourself. It takes time to find your voice and your pace. When I started, I was overwhelmed trying to “catch up” with other designers, but I learned that every design journey is personal. Focus on becoming curious, not just skilled. Learn how to ask better questions, not just how to make something look polished. Also, don’t be afraid to reach out to people—mentorship, collaboration, even casual conversations, can reshape how you see design. One piece of advice that stuck with me early on was: Design isn’t about proving how smart you are—it’s about making others feel seen and supported. That shifted my entire approach. Keep learning, be humble, and take risks—especially when they scare you a little.

You are truly successful as a designer, what do you suggest to fellow designers, artists and architects?

ZS : Thank you—that means a lot. My biggest advice to peers is: refine your lens, not just your style. It's easy to get caught up in tools or trends, but great designers consistently ask why, not just how. Dig into the systems around your design—business goals, emotional needs, and ethical implications. The more context you understand, the more meaningful your solutions will be. Also, share your thinking. Document your process, speak up in meetings, and write about your ideas. Visibility isn’t about ego—it’s about helping others learn and building trust. And lastly, make room for play. Some of my best work came from side projects or speculative concepts that weren’t tied to KPIs.

What is your day to day look like?

ZS : My days usually start early with a quiet moment—coffee, light journaling, and sometimes a quick scan through design news or trend briefs. Then I jump into standups or strategy syncs with the Verizon team, followed by heads-down design time or feedback sessions. I usually split my day between UX work, mentoring junior designers, and leading small experiments or brainstorming sessions with other talented designers. What keeps me energized are the small things: a good design critique, an unexpected user insight, or a breakthrough during a whiteboard session. I also carve out time in the evenings to sketch, reflect, or just recharge creatively by watching films or reading.

How do you keep up with latest design trends? To what extent do design trends matter?

ZS : I stay curious about trends, but I approach them critically. I follow platforms like Muzli, Are.na, Pinterest, and industry blogs—not to copy what’s popular, but to observe patterns in how people’s needs and aesthetics are evolving. Trends can be great indicators of cultural or behavioral shifts. That said, I’m more drawn to long-term relevance than what’s “in” this season. A beautiful, on-trend UI means nothing if it doesn’t serve the user well or solve the right problem. I prioritize clarity, empathy, and meaningful interaction in everything I design. Of course, I’m also excited by new technologies—especially AI. We’re already seeing how AI tools are reshaping creative workflows, from generative visuals to behavioral predictions. I’ve been experimenting with AI not just as an assistant, but as a co-creator, helping me explore broader ideas faster while still applying a human lens to refine and interpret outcomes. In short, I see trends and tech as tools, not destinations. They’re valuable when they help amplify purpose, inclusivity, and storytelling in design.

How do you know if a product or project is well designed? How do you define good design?

ZS : To me, good design feels invisible—it just works. It solves a real problem elegantly and makes people’s lives easier without drawing unnecessary attention to itself. When I evaluate a design, I look for three things: clarity, empathy, and intentionality. Is the problem clearly defined and addressed? Does the experience consider the user’s emotion and context? And is every decision—from layout to micro-interactions—purposeful? A common mistake I see is when aesthetics are prioritized over function. Beautiful visuals mean little if they confuse or frustrate the user. Good design finds harmony between logic and emotion, and I know something’s well-designed when users can engage with it effortlessly—and feel good doing it.

How do you decide if your design is ready?

ZS : Honestly, design is rarely ever “finished”—it’s just released at the right moment. There’s always something that could be improved or iterated on. But I consider a design ready when it meets the user’s needs, aligns with the business goals, and holds up in real context—whether through usability testing or stakeholder feedback. I also trust my instinct. After many iterations, there’s usually a moment when things just “click.” It feels cohesive, and more importantly, it starts to feel inevitable, as if no other version would work better. That said, I often revisit past work—not to tweak obsessively, but to learn. Every project adds a layer of growth, and I carry those lessons into the next.

What is your biggest design work?

ZS : One of the projects I’m most proud of is IASO, a comprehensive medication management system tailored for older adults with memory impairment and chronic conditions. This project not only won several international awards—including Red Dot, A’ Design, and IDA—but also pushed us to think deeply about accessibility, empathy, and systems-level thinking. What made it meaningful wasn’t just the recognition, but the challenge: we had to bridge hardware and software into a seamless, intuitive experience for a vulnerable audience. It taught me how to navigate complex constraints while still delivering beauty and warmth in design.

Who is your favourite designer?

ZS : Two designers who have had a lasting influence on me are Dieter Rams and Jony Ive. Rams’ philosophy of “less but better” has been a guiding principle for how I think about function, clarity, and restraint. His approach to design—being thoughtful, timeless, and unobtrusive—still feels incredibly relevant. Jony Ive, on the other hand, showed how to bring that same philosophy into the digital age. The way he translated complex technology into products that feel human, warm, and intuitive is something I constantly learn from. That said, I know there are countless brilliant designers and design masters across the world, many working behind the scenes or in local contexts. I’m always inspired by the diversity and ingenuity that exists globally—it reminds me that there’s always more to learn and admire in this field.

Would you tell us a bit about your lifestyle and culture?

ZS : I currently live in Atlanta, but I’m originally from China, and I also studied in Italy during university. That mix of East, West, and global design exposure deeply informs my perspective, especially around cultural sensitivity, storytelling, and aesthetics. My lifestyle is very grounded in observation and reflection. I like to walk around the city, travel when I can, and spend quiet moments sketching or journaling. Music is always in the background—sometimes classical, sometimes lo-fi—it helps me stay present while designing. Design, to me, is a way of life. It teaches me to be intentional not just in my work, but in how I organize space, interact with others, and care for small details. Even the simplest objects in my home—like a well-crafted pen or a calming lamp—are reminders that thoughtful design can elevate everyday life.

Would you tell us more about your work culture and business philosophy?

ZS : I believe good design starts with good collaboration. Whether I’m working in a large team at Verizon or with our small team at 3.1 Studio, I value open communication, mutual respect, and a shared curiosity. I don't believe in rigid hierarchy—great ideas can come from anywhere, and part of my role is creating a space where those ideas can surface and be nurtured. I’m not difficult to work with—I listen, I adapt, and I strive to bring people along in the design process, not just present outcomes. When choosing who to collaborate with, I look for people who are thoughtful, curious, and not afraid to challenge assumptions. It’s not just about skill—it’s about mindset. My responsibilities range from high-level product strategy to hands-on design execution, and even team mentorship. The core challenge of this profession is balancing vision with constraints—how to protect the integrity of the idea while navigating real-world limitations. But that’s also what makes it rewarding. A good designer, to me, must be empathetic, resilient, and generous with their time, ideas, and perspectives. You don’t just create for people; you create with them.

What are your philanthropic contributions to society as a designer, artist and architect?

ZS : As a designer, I’ve always felt a personal responsibility to give back—whether that’s through design itself or through the knowledge I’ve gained along the way. I regularly take on pro bono projects for causes I care about, especially in areas like mental health, animal welfare, and educational access. These projects are often small in scale, but meaningful in impact, and they remind me why I started designing in the first place. Beyond that, I try to mentor young designers, especially international students or those entering the industry from non-traditional backgrounds. I know how challenging it can be to find your footing, and if I can help someone navigate that path with a little more confidence, I’m happy to do so. I also stay involved in the design community through talks, portfolio reviews, and judging panels whenever possible. It’s important to me that design remains accessible, ethical, and human-centered—and part of that means showing up and supporting the next generation. To me, design is about service. It’s not just what we make—it’s who we make it for, and what kind of future we’re helping to build.

What positive experiences you had when you attend the A’ Design Award?

ZS : Participating in the A’ Design Award was not just an honor—it was also a moment of reflection. It gave our team at 3.1 Studio an opportunity to pause and appreciate the thought, collaboration, and care we put into our work. Being named Designer of the Day was incredibly validating, especially for a young studio still finding its voice. Three main benefits of design awards like A’ Design: Recognition – It helps amplify your work to a global audience and opens doors for future collaborations. Credibility – For clients and partners, it signals quality and thoughtfulness behind the work. Reflection – The submission process itself forces you to articulate your design intent and decisions clearly, which sharpens your own understanding. Design competitions are more than accolades—they’re opportunities to learn, connect, and be inspired by the global design community. They remind us that we’re not working in a vacuum—and that innovation thrives through exchange.

Ziwei Song Profile