Ziwei Song

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Ziwei Song ("ZS") for their original perspective and innovative approach to design as well as their creative lifestyle, we are very pleased to share our interview with our distinguished readers.

DL: Could you please tell us a bit about your design background and education?

ZS : I come from a multidisciplinary design background that spans graphic design, user experience, and digital product innovation. I studied design across three continents—starting in China, continuing in Italy, and later expanding my expertise in the U.S. Professionally, I’ve worked in both in-house and consulting settings, including at Nagarro and currently at Verizon. These roles allowed me to collaborate with global brands on complex digital products. I’m also a co-founder of 3.1 Studio, a boutique agency under Gemini Films where we explore branding and speculative design. Along the way, I’ve been honored with recognition from organizations like Red Dot and A’ Design, which has been deeply rewarding.

DL: What motivates you to design in general, why did you become a designer?

ZS : For me, design is about solving real human problems in meaningful ways. I’ve always been fascinated by how small details in design can shift someone’s experience, make it more intuitive, delightful, or accessible. That curiosity began early, when I noticed how objects or systems either helped people or made their lives harder. I became a designer not just out of love for aesthetics, but because I wanted to be part of building better, more human-centered experiences.

DL: Did you choose to become a designer, or you were forced to become one?

ZS : It was definitely a choice, driven by a deep appreciation for beauty and the power of good design to communicate and solve problems. From a young age, I was drawn to the way visual elements—colors, shapes, and forms—can evoke emotions and tell stories. That fascination with aesthetics, combined with a desire to create meaningful experiences, naturally led me to pursue design. No one pushed me into this path; it felt more like a calling fueled by an urge to make the world a more beautiful and functional place.

DL: What do you design, what type of designs do you wish to design more of?

ZS : I focus primarily on digital product and experience design—apps, platforms, and systems that people use every day. I also explore visual identity and branding. What I hope to design more of in the future are tools that empower underserved communities or address social and environmental challenges. I’m especially interested in design that promotes well-being—whether that’s mental health, family relationships, or sustainable living.

DL: What should young designers do to become a design legend like you?

ZS : I don’t consider myself a legend, but if I could give advice, I’d say: stay curious, be brave enough to question assumptions, and never stop learning. Your technical skills matter, but your mindset matters more—especially your ability to empathize and to communicate clearly. Also, don’t be afraid to try, fail, and start again. Some of my best ideas were born from iterations that didn’t work the first time. And surround yourself with people who challenge and inspire you.

DL: What distinguishes between a good designer and a great designer?

ZS : A good designer delivers solutions that look good and work well. A great designer, however, digs deeper, they truly understand the people they’re designing for and the bigger picture that surrounds the problem. Great designers don’t just solve today’s issues; they envision what’s next and create ideas that push boundaries. They combine creativity with insight, and their work shapes experiences and influences how people think and behave. What sets them apart is their impact beyond the immediate project, they inspire change and elevate design’s role in society.

DL: What makes a good design a really good design, how do you evaluate good design?

ZS : Good design is more than just aesthetics; it solves a real problem elegantly and intuitively. I evaluate design based on clarity, usability, emotional resonance, and sustainability. A truly exceptional design feels effortless to use, communicates its purpose instantly, and leaves a lasting positive impression. It avoids unnecessary complexity and respects both the user and the environment. When I look at a design and feel that “aha” moment, that’s when I know it’s truly good.

DL: What is the value of good design? Why should everyone invest in good design?

ZS : Good design enhances everyday life—it makes products easier to use, environments more welcoming, and experiences more meaningful. Investing in design means investing in quality, efficiency, and long-term satisfaction. It builds trust and loyalty, reduces waste, and can even inspire change. Ultimately, good design is an investment in humanity’s future, improving how we interact with the world and each other.

DL: What would you design and who would you design for if you had the time?

ZS : If time wasn’t a limitation, I would focus on projects that empower underserved communities—designing tools and services that improve access to education, healthcare, and sustainable living. I’m passionate about human-centered solutions that bridge gaps and create opportunities. Designing for impact and inclusion would be my priority because design has the power to uplift and transform lives.

DL: What is the dream project you haven’t yet had time to realize?

ZS : One dream project I hope to realize is creating an innovative platform focused on animal welfare and environmental conservation. It would combine technology, design, and storytelling to raise awareness and encourage action. This project is close to my heart, and though it’s still in development, I look forward to bringing it to life when the right time and resources come together.

DL: What is your secret recipe of success in design, what is your secret ingredient?

ZS : I believe the secret lies in combining curiosity with discipline. Staying endlessly curious keeps my perspective fresh and open to new ideas, while discipline ensures consistent progress and refinement. But above all, empathy is the key ingredient—truly understanding people’s needs drives meaningful and impactful design. Without empathy, design risks becoming superficial or disconnected.

DL: Who are some other design masters and legends you get inspired from?

ZS : I draw inspiration from timeless masters like Dieter Rams for his philosophy of simplicity and functionality, and Paula Scher for her bold, expressive graphic work. Each of these legends reminds me that design is not just about aesthetics but about storytelling, innovation, and purpose.

DL: What are your favorite designs by other designers, why do you like them?

ZS : I admire Apple’s product design for its seamless blend of form and function—how every detail feels intentional yet effortless. Dyson’s appliances inspire me with their innovation and rethinking of everyday tools. I also appreciate iconic works like the Eames Lounge Chair, which perfectly balances comfort, craftsmanship, and timeless style. These designs speak to me because they enhance user experience while being beautiful and purposeful.

DL: What is your greatest design, which aspects of that design makes you think it is great?

ZS : One of the most significant projects I’ve designed is IASO — a comprehensive medication management system developed specifically for older adults dealing with memory challenges and multiple chronic conditions. IASO integrates connected devices with a user-friendly mobile interface to simplify and humanize the process of medication tracking. What makes this project especially meaningful to me is its ability to create real impact in people’s daily lives—enhancing safety, independence, and peace of mind for both users and their families. It’s a holistic and thoughtful system that reflects my belief in empathetic, user-centered design. IASO has been honored with several international awards including Red Dot, MUSE, IDA, and A’Design, which has been incredibly affirming.

DL: How could people improve themselves to be better designers, what did you do?

ZS : To become a better designer, I believe it’s essential to stay endlessly curious and to actively seek feedback—not just praise, but critique that sharpens your thinking. Personally, I pushed myself beyond visual design to understand business, psychology, and technology. I made a habit of dissecting everyday experiences—from using a subway app to unboxing a product—and asking, “What works here? What doesn't?” That kind of awareness sharpens both intuition and strategy.

DL: If you hadn’t become a designer, what would you have done?

ZS : If I hadn’t become a designer, I think I would have pursued something equally expressive and human-focused—possibly filmmaking or creative writing. I’ve always been drawn to the idea of storytelling through structure and emotion, and those fields also allow you to craft experiences that shift perspectives.

DL: How do you define design, what is design for you?

ZS : To me, design is a way of thinking—it’s problem-solving layered with empathy and aesthetics. It’s the bridge between imagination and reality, where intention meets interaction. Whether it's a service, interface, or object, design should quietly solve problems while making people feel seen, understood, or even delighted.

DL: Who helped you to reach these heights, who was your biggest supporter?

ZS : I’ve been lucky to have mentors, colleagues, and friends who believed in me even when I was still figuring things out. But most importantly, my family gave me the emotional foundation to explore freely and fail safely. Their quiet support gave me the confidence to take creative risks.

DL: What helped you to become a great designer?

ZS : Humility and resilience. I’ve never been afraid to admit when I don’t know something, and I’m always eager to learn. I also learned how to listen to users, to data, to critique. Design isn’t about defending your work—it’s about refining it. That mindset has kept me growing.

DL: What were the obstacles you faced before becoming a design master?

ZS : Early on, one of the biggest challenges was transitioning from graphic design to a more holistic approach, thinking about the full user journey, systems, and business context. It wasn’t just about how things looked, but how they worked and why they mattered. Working in cross-functional and cross-cultural teams also taught me to be a better communicator and listener. And honestly, while I’m deeply grateful for the recognition I’ve received, I don’t consider myself a “design master.” I’m still learning, exploring, and evolving—there’s always more to uncover and improve.

DL: How do you think designers should present their work?

ZS : Great design presentations aren’t about showing what you made—they’re about telling the story behind why you made it. A designer should present the problem, their process, and the impact in a way that’s clear to any audience, technical or not. And it’s not just slides—how you speak, pace, and connect emotionally all matter. Clarity and empathy go a long way.

DL: What’s your next design project, what should we expect from you in future?

ZS : I recently joined a new team at Verizon focused on digital wellness for families, specifically helping parents understand and guide their children's device usage. It’s still early days, but I’m really excited about the potential of this work. The challenge of designing for both control and care, while keeping the experience empowering rather than restrictive, is something I find meaningful. I’m looking forward to seeing how I can contribute to the team and what we’ll create together.

DL: What’s your ultimate goal as a designer?

ZS : At the core, I want to create designs that resonate emotionally and serve a real purpose. My ultimate goal is to bridge the gap between humanity and technology, making products not just efficient, but human-centered and thoughtful. Long-term, I hope to leave behind a body of work that feels intentional and imaginative, not just functional.

DL: What people expect from an esteemed designer such as yourself?

ZS : People often expect clarity, vision, and leadership—not just in design execution, but in guiding cross-functional teams through ambiguity. There’s also an expectation to stay ahead of trends and bring innovative thinking to the table. Personally, I try to meet those expectations by staying deeply curious and continuously improving, but also being transparent about the process. I believe being a “respected” designer isn’t about having all the answers—it’s about asking better questions.

DL: How does design help create a better society?

ZS : Design shapes how we interact with the world—what we trust, what we access, and even how we feel. It has the power to solve problems, break barriers, and elevate voices that might otherwise be overlooked. Thoughtful design can improve accessibility, promote sustainability, and create more inclusive experiences. It’s not just about form and function—it’s about fairness, intention, and impact.

DL: What are you currently working on that you are especially excited about?

ZS : Beyond my work at Verizon, I’m continuing to explore some independent concepts that sit at the intersection of care, technology, and social good. One project I’ve been nurturing since last year involves speculative design ideas around animal rescue and behavioral insight. It’s still in a formative stage, but it’s exciting to work on something more experimental and values-driven alongside more

DL: Which design projects gave you the most satisfaction, why?

ZS : Two projects I’m especially proud of are IASO and Conexión. IASO is a medication management system designed for older adults with memory issues and chronic conditions. It simplifies daily routines and helps prevent medication errors — a small step toward more dignified aging. on the other hand, Conexión supports expectant couples in navigating the emotional ups and downs of pregnancy. It focuses on strengthening communication and empathy during a life-changing time. Both projects were recognized by awards like Red Dot, A’ Design, MUSE, and IDA — but more than that, they each reflect my passion for using design to support care, connection, and everyday well-being.

DL: What would you like to see changed in design industry in the coming years?

ZS : I’d love to see more emphasis on long-term thinking and care-based metrics, not just efficiency or growth. I also hope we move away from the obsession with titles and aesthetics and instead focus more on interdisciplinary collaboration, ethics, and accessibility. The industry should make more space for emerging voices, unconventional backgrounds, and systemic thinking.

DL: Where do you think the design field is headed next?

ZS : Design is becoming increasingly integrated with AI, data, and automation—but that doesn't mean it’s losing its human core. I believe the next evolution of design will be about shaping relationships between humans and intelligent systems. Designers will need to take on more ethical responsibility, think more strategically, and collaborate across unexpected domains.

DL: How long does it take you to finalize a design project?

ZS : It really depends on the complexity and scope. Some ideas come together in days with small iterations, while others—especially those involving systems or services—can take months of refinement. I don’t think “final” is always the goal; often, it's about reaching a version that’s solid enough to test and evolve in the real world. I try to balance momentum with craftsmanship—shipping something meaningful without getting stuck in perfection.

DL: When you have a new design project, where do you start?

ZS : Every new project begins with understanding. I dive deep into the context — the user needs, the business goals, the broader system it fits into. I like to listen first, through research, interviews, or data, and then sketch ideas loosely to explore directions. For me, building empathy early on sets the tone for everything that follows. Every new project begins with understanding. I dive deep into the context — the user needs, the business goals, the broader system it fits into. I like to listen first, through research, interviews, or data, and then sketch ideas loosely to explore directions. For me, building empathy early on sets the tone for everything that follows.

DL: What is your life motto as a designer?

ZS : “Design with intention, deliver with care.” To me, design isn't just about solving problems — it's about shaping experiences that are thoughtful, inclusive, and long-lasting. Whether it’s a digital product or a speculative concept, I want each decision to be purposeful.

DL: Do you think design sets the trends or trends set the designs?

ZS : I believe it’s a conversation between the two. Great design often challenges what’s trendy — it nudges culture forward, even when it feels unfamiliar at first. At the same time, understanding trends helps designers stay relevant and responsive. The magic happens when you can push boundaries while staying grounded in what people are ready to engage with.

DL: What is the role of technology when you design?

ZS : Technology is both my canvas and my toolset. It enables us to prototype faster, personalize experiences, and create once-impossible interactions. I also see technology as a co-creator, especially now with AI, helping us extend our imagination while still leaving space for human judgment and emotion.

DL: What kind of design software and equipment do you use in your work?

ZS : Every day, I use tools like Figma, Adobe Creative Suite for interface and interaction design. For research and documentation, Notion, Miro, and Maze help a lot. I also experiment with AI tools like Midjourney or ChatGPT for early ideation. My setup is simple: a MacBook Pro, a sketchbook always nearby, and a good pair of headphones — that’s all I need to get into the flow.

DL: What is the role of the color, materials and ambient in design?

ZS : Color, materials, and the overall atmosphere are the sensory language of design. They evoke emotions, communicate values, and influence how users feel and interact with a product or space. Thoughtfully chosen materials and colors can create warmth, trust, or excitement, while ambient elements shape the experience beyond just function, making design truly memorable.

DL: What do you wish people to ask about your design?

ZS : I’d love for people to ask, “How does this design improve the everyday experience?” More than aesthetics, I want the conversation to focus on the impact — how design can solve real problems, bring ease, or spark joy in someone’s routine.

DL: When you see a new great design or product what comes into your mind?

ZS : I immediately start wondering about the story behind it — the challenges the designers faced, the decisions they made, and how users engage with it. I also reflect on what makes it stand out and how it could inspire my work.

DL: Who is your ideal design partner? Do you believe in co-design?

ZS : My ideal partner is someone curious, open-minded, and collaborative — a person who respects diverse perspectives and pushes boundaries constructively. I strongly believe in co-design because the best solutions come from collective intelligence, especially when designers work closely with users and stakeholders.

DL: Which people you interacted had the most influence on your design?

ZS : I’ve been influenced by a wide spectrum of people — from design masters whose visionary ideas inspired me, to experienced senior designers who taught me practical skills and problem-solving, and even junior designers who brought fresh perspectives and challenged the status quo. Every interaction has expanded my understanding and pushed me to grow as a designer.

DL: Which books you read had the most effect on your design?

ZS : Books that blend design theory with human psychology have influenced me the most. Titles like “The Design of Everyday Things” by Don Norman helped me understand user-centered design deeply, while “Emotional Design” opened my eyes to the power of aesthetics and emotion in products. I also appreciate books on creativity and innovation, which fuel my inspiration beyond just design.

DL: How did you develop your skills as a master designer?

ZS : My growth came from continuous learning—studying design principles, experimenting on real projects, and embracing feedback. I believe mastery isn’t a destination but a journey. Collaborating with diverse teams, tackling challenges head-on, and staying curious have been key to refining my craft over time.

DL: Irrelative of time and space, who you would want to meet, talk and discuss with?

ZS : I’d love to meet Dieter Rams. His philosophy of “less, but better” and timeless design principles has shaped modern design profoundly. Having a conversation with him would be inspiring—understanding his mindset and approach would offer invaluable insights for any designer.

DL: How do you feel about all the awards and recognition you had, is it hard to be famous?

ZS : Awards are encouraging and validate the effort, but they’re not the goal. Fame can be fleeting, and it’s not something I actively pursue. I focus more on creating meaningful designs that improve lives. Recognition is a bonus, but the real satisfaction comes from the process and impact.

DL: What is your favorite color, place, food, season, thing and brand?

ZS : I’m drawn to calm, neutral colors like soft greys and blues—they bring balance and clarity. My favorite place is a quiet café where I can observe people and gather inspiration. I enjoy simple, fresh food—something like Mediterranean cuisine. Spring is my favorite season, symbolizing renewal. As for brands, Apple’s commitment to simplicity and user experience always impresses me.

DL: Please tell us a little memoir, a funny thing you had experienced as a designer?

ZS : Early in my career, I once presented a sleek, minimal design concept to a client who looked completely puzzled and asked, “But where’s the button?” It was a moment that taught me how important it is to balance innovation with clarity—sometimes less is not always immediately understood! We ended up tweaking it, but I still chuckle thinking about that.

DL: What makes your day great as a designer, how do you motivate yourself?

ZS : A great day for me is when a simple idea suddenly clicks during the design process, or when I see users interacting with a product happily. I motivate myself by setting small goals and reminding myself why I design—to solve problems and improve lives. Inspiration often comes from taking short breaks, observing the world, or chatting with creative peers.

DL: When you were a little child, was it obvious that you would become a great designer?

ZS : Not really! As a kid, I was curious and loved drawing, but I never labeled it as a career path. Over time, that curiosity and love for creativity naturally evolved into design. I think being open to exploration early on sets the foundation for where I am today.

DL: What do you think about future; what do you see will happen in thousand years from now?

ZS : I imagine design will be even more integrated with technology, maybe merging physical and digital worlds seamlessly. Sustainability will be at the core, and design will focus on harmony between humans and the environment. It’s exciting and humbling to think about how far we’ll go and how design will shape that future.

DL: Please tell us anything you wish your fans to know about you, your design and anything else?

ZS : I want my fans to know that I’m always learning and evolving. Design isn’t just about aesthetics—it’s about empathy, problem-solving, and connecting with people. I hope my work inspires others to think deeply about the impact of what we create and to keep pushing boundaries with kindness and curiosity.