Bing Wu

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Bing Wu ("BW") 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?

BW : I have a master's degree in industrial design and more than 10 years of experience as a product and UX designer. Currently, I'm a senior product designer at Apple.

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

BW : Design allows me to blend creativity with problem-solving to improve people's lives. I'm passionate about understanding human needs and translating them into thoughtful, intuitive experiences. The ability to shape how people interact with technology and create meaningful impact is what motivates me every day.

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

BW : I chose to become a designer because I've always enjoyed creating things and finding solutions to problems. Design felt like the perfect path to combine creativity, curiosity, and making a positive impact on people's lives.

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

BW : I design enterprise product experiences, focusing on simplifying complex workflows and making powerful tools more accessible to users. I’m passionate about designing intelligent, user-centric systems and would love to create more experiences that leverage AI to improve productivity and decision-making.

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

BW : Stay curious, keep learning, and always put the user first. Focus on understanding problems deeply before jumping to solutions. Build a strong foundation in design principles, but don't be afraid to challenge them. Most importantly, design with empathy - creating products that truly improve people's lives is what makes a lasting impact.

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

BW : A good designer creates visually appealing and functional solutions, while a great designer goes beyond - understanding the bigger picture, asking the right questions, and advocating for users at every step. Great designers balance business goals, user needs, and technical constraints, while staying curious, collaborative, and open to feedback.

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

BW : A really good design solves the right problem in a simple, intuitive way. It seamlessly blends functionality, aesthetics, and usability while delivering value to users. I evaluate good design by how well it meets user needs, its clarity, ease of use, and the emotional connection it creates - all while balancing business impact and technical feasibility.

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

BW : Good design creates experiences that are not only functional but also enjoyable, making people's lives easier and more productive. It builds trust, enhances user satisfaction, and drives business success. Investing in good design leads to better products, stronger brand loyalty, and long-term value - proving that thoughtful design isn't just an aesthetic choice, but a strategic advantage.

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

BW : If I had the time, I would design tools and systems that empower underserved communities and organizations, particularly in the enterprise space. My focus would be on creating accessible, intuitive platforms that enable individuals to thrive, whether through enhancing education, improving healthcare accessibility, or simplifying complex workflows in non-profits and small businesses.

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

BW : My dream project would be to design an AI-powered platform that revolutionizes enterprise collaboration, making it smarter, more intuitive, and adaptive to individual workflows. I’d love to create a tool that learns from its users to continuously optimize processes, enhancing productivity while fostering creativity and innovation across teams.

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

BW : My secret ingredient is empathy - deeply understanding both the users and the challenges they face. By truly listening and stepping into their shoes, I can create solutions that feel natural and meaningful. Coupled with curiosity, collaboration, and a relentless drive for improvement, empathy guides my design process and ensures it resonates with people.

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

BW : I’m inspired by designers like Dieter Rams, whose minimalist approach has had a lasting influence on product design, and Jonathan Ive, whose work at Apple revolutionized the intersection of design and technology. I also admire individuals like Don Norman, who emphasizes user-centered design, and Jony Ive, for his ability to marry aesthetics with functionality seamlessly. Their focus on simplicity, innovation, and user experience continues to guide and inspire my work.

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

BW : One of my favorite designs is the original iPhone by Jonathan Ive. Its simple, intuitive design reshaped the way we interact with technology.

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

BW : My greatest design is one that balances user needs, business goals, and technical feasibility - a product that I worked on that simplifies a complex workflow for enterprise users. What makes it great is how it’s intuitive, empowering users to complete tasks quickly and efficiently while maintaining a sleek, cohesive interface. The feedback we received showed that it not only improved productivity but also enhanced the user experience in ways that were previously overlooked. It’s great because it’s a design that truly solves a problem and has a lasting impact.

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

BW : To improve as a designer, people should focus on continuous learning, experimenting, and seeking feedback. I constantly push myself to stay curious, whether it's learning new tools, keeping up with design trends, or understanding different industries. I also prioritize user research and collaboration — these are key to developing a deeper understanding of the challenges and needs I’m designing for. Building a strong foundation in design principles while staying adaptable and open to new approaches has been crucial in my growth as a designer.

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

BW : If I hadn’t become a designer, I likely would have pursued something in engineering or technology, where I could still blend creativity with problem-solving. I’ve always been fascinated by how things work and enjoy the challenge of improving systems, so a career in product development or even innovation strategy might have been a natural fit.

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

BW : For me, design is the art of problem-solving. It’s about understanding needs, creating solutions, and improving experiences in a way that’s intuitive, functional, and aesthetically pleasing. Design is not just about making things look good; it’s about making them work better, connecting with people, and adding value in meaningful ways. It’s a blend of creativity, empathy, and strategy.

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

BW : My biggest supporters have been mentors and colleagues who have shared their wisdom and pushed me to think differently. Early in my career, I had a mentor who encouraged me to take risks, challenge assumptions, and always focus on the user. I’ve also been fortunate to work with talented teams who foster collaboration, learning, and growth. The collective support and feedback from these people have been instrumental in shaping my journey as a designer.

DL: What helped you to become a great designer?

BW : What helped me become a great designer was a combination of continuous learning, real-world experience, and feedback. I constantly seek opportunities to challenge myself, whether by working on diverse projects or stepping into new areas of design. Learning from both successes and failures, and staying open to feedback from peers and mentors, has refined my skills. Above all, maintaining a focus on empathy and user-centered design has been key to my growth, as it ensures every decision I make is rooted in creating value for the people who use the products I design.

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

BW : Before becoming a design master, I faced challenges like balancing creativity with business goals, navigating complex stakeholder needs, and sometimes struggling to convey the value of design within organizations. There were also moments of self-doubt, especially when tackling unfamiliar design problems or learning new technologies. Overcoming these obstacles required persistence, adaptability, and a constant focus on refining my skills and approach. It was a journey of learning to trust my instincts, collaborate effectively, and push through difficulties to create designs that truly make an impact.

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

BW : Designers should present their work by telling a clear, compelling story that highlights the problem, the process, and the solution. It’s important to explain the rationale behind design choices, how user needs were addressed, and the impact the design has on both the users and the business. Visuals should be clear and engaging, supporting the narrative, not just showcasing the design. Providing context, sharing user feedback, and demonstrating the value of the design through metrics or real-world results adds credibility and makes the presentation more impactful.

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

BW : My next design project is confidential, as I’m currently working on initiatives at Apple, where we prioritize discretion. However, you can expect my future work to continue focusing on creating intuitive, user-centered experiences, particularly in the enterprise space, where I aim to simplify complex systems and improve productivity. I’ll always strive to push the boundaries of design by integrating emerging technologies and ensuring that the solutions I create are both impactful and meaningful.

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

BW : My ultimate goal as a designer is to create products that have a lasting, positive impact on users and the world around them. I aim to design solutions that not only solve real problems but also inspire innovation and improve lives by making complex systems more accessible and intuitive. I strive to continue growing as a designer, constantly learning, collaborating, and challenging myself to push the boundaries of what’s possible in design. Ultimately, I want to leave a legacy of thoughtful, user-centered work that makes a difference in people's everyday experiences.

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

BW : People expect an esteemed designer to deliver innovative, high-quality solutions that are both functional and user-friendly. They look for someone who can balance creativity with practicality, offering designs that solve real problems while enhancing the user experience. Additionally, there's an expectation of thought leadership - guiding teams, mentoring younger designers, and staying ahead of industry trends. At the core, people expect a designer to bring a deep understanding of user needs, work collaboratively, and maintain a high standard of excellence in all aspects of the design process.

DL: How does design help create a better society?

BW : Design plays a crucial role in creating a better society by addressing real-world problems and making systems, services, and products more accessible, efficient, and inclusive. It can shape how people interact with technology, the environment, and each other, fostering positive change. Through thoughtful design, we can improve quality of life, promote sustainability, and reduce barriers to access. Whether it's in healthcare, education, or social systems, design has the power to simplify complex challenges, create equity, and inspire innovation, ultimately contributing to a more connected and better-functioning society.

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

BW : Due to confidentiality agreements at Apple, I can't share specifics about my current work. However, I’m excited about the opportunity to design impactful, user-centered solutions within the enterprise space. I’m always thrilled by projects that challenge me to simplify complex systems and enhance user productivity, while also exploring new technologies that can improve the way we work and interact with digital environments.

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

BW : The design projects that have given me the most satisfaction are those that had a meaningful impact on users. One that stands out is a project where I worked on simplifying complex enterprise workflows. Seeing how the design not only improved efficiency but also made users' day-to-day tasks easier and more intuitive was incredibly rewarding. It was a project where we truly addressed user pain points and saw tangible improvements in their experience. The satisfaction came from knowing that the design made a real difference in people's productivity and overall experience.

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

BW : In the coming years, I’d like to see the design industry embrace a stronger focus on inclusivity and accessibility. While progress has been made, there’s still room for improvement in designing products and experiences that work for everyone, regardless of their abilities or background. I’d also like to see a deeper integration of ethics and sustainability in design decision-making, ensuring that products are not only user-centered but also socially responsible and environmentally friendly. Finally, I hope to see more collaboration between designers and other disciplines, such as engineers, psychologists, and sociologists, to create even more impactful, holistic solutions.

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

BW : The design field is increasingly heading toward a more interdisciplinary approach, blending design with emerging technologies like AI, machine learning, and augmented reality. As technology continues to advance, I believe we’ll see a shift toward more personalized, adaptive design solutions that anticipate user needs in real time. There will be a stronger focus on designing for inclusivity and sustainability, with designers taking on more responsibility for ethical decision-making and the social impact of their work. Ultimately, design will continue to evolve into a more integral part of creating not just products, but entire ecosystems that enhance the way people live, work, and connect.

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

BW : The time it takes to finalize a design project varies depending on its complexity, scope, and requirements. For enterprise-level projects, it can take several months to ensure thorough research, iterative testing, and refinement of the design. A typical timeline includes phases like discovery, prototyping, user testing, and revisions. However, I always aim to maintain flexibility, as some aspects may evolve based on feedback or shifting project priorities. Ultimately, the goal is to deliver a well-polished, user-centered design, which may take time, but the result is worth the investment.

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

BW : When starting a new design project, I begin by understanding the problem thoroughly - this involves research, talking to stakeholders, and gathering insights about the users and their needs. I dive into defining the project’s goals, constraints, and requirements to ensure we’re solving the right problem. Then, I move into ideation, sketching out concepts, and prototyping. Throughout the process, I prioritize collaboration, user feedback, and iteration to refine the design. This iterative process ensures the final solution aligns with both user needs and business goals.

DL: What is your life motto as a designer?

BW : My life motto as a designer is: "Design with empathy, innovate with purpose." I believe that truly understanding the needs and emotions of users is key to creating meaningful solutions. At the same time, it’s important to innovate and push boundaries, ensuring that the design serves a clear purpose and makes a positive impact. Balancing both empathy and innovation drives my design process and helps me create work that resonates with people and solves real-world problems.

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

BW : I believe it’s a bit of both. Design can set trends when it introduces new ideas, materials, or technologies that shape how we think about aesthetics and functionality. However, trends also influence design by reflecting the cultural, technological, and social climate of the time. Designers often draw inspiration from existing trends, but the best designs push those boundaries, evolving or even creating new trends that redefine what’s possible. Ultimately, design is a dynamic conversation between innovation and influence, shaping and being shaped by the world around it.

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

BW : Technology plays a crucial role in my design process as it expands the possibilities for creating more innovative, efficient, and scalable solutions. It helps me understand user behavior through data, automate tedious tasks, and create prototypes that bring ideas to life quickly. It also enables me to explore new mediums, like AI, augmented reality, and voice interfaces, to enhance user experiences. While technology is a tool, it’s important to ensure that it serves the user and aligns with the overall design goals, rather than driving the design itself.

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

BW : I primarily use design software like Sketch, Figma, and Adobe XD for UI/UX design, as they provide robust tools for wireframing, prototyping, and collaboration. For high-fidelity design, I use Adobe Illustrator and Photoshop. For more complex animations and interactions, I rely on tools like Principle and After Effects. In terms of equipment, I use a MacBook Pro for its performance and reliability. I also keep a set of physical sketchbooks and pens for brainstorming and quick ideation.

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

BW : Color, materials, and ambient play a vital role in design as they influence how users perceive and interact with a product. Color evokes emotions and sets the tone, creating a visual hierarchy and guiding attention to key elements. Materials contribute to the tactile experience, communicating quality, durability, and brand values. The choice of materials also impacts sustainability and usability. Ambient factors, like lighting and sound, enhance the overall user experience, creating a more immersive, comfortable environment. Together, these elements shape the emotional response to a design and can make it feel intuitive, engaging, and connected to the user’s needs.

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

BW : I wish people would ask about the why behind my design decisions. It’s important to understand not just the end result, but the thought process, user insights, and problem-solving strategies that shaped the design. Questions like, “How does this design solve the user’s pain points?” or “What impact does this have on the user experience?” allow me to explain the deeper rationale behind my work and how it aligns with both user needs and business goals. I appreciate when people see the intent and value behind the design, rather than just the aesthetics.

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

BW : When I see a new great design or product, I immediately think about how it solves a problem in an innovative and intuitive way. I look for the thought process behind it - how well it addresses user needs, its simplicity, and how it enhances the overall experience. I also consider its impact on the industry and whether it pushes boundaries or sets a new standard. Great design not only looks good, but it also has a purpose, and I’m always excited to analyze what makes it stand out in both form and function.

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

BW : My ideal design partner is someone who shares a passion for user-centered design and brings a complementary skill set to the table. I value collaboration with individuals who are open to feedback, willing to challenge ideas constructively, and bring diverse perspectives to the process. I absolutely believe in co-design. It fosters creativity, ensures multiple viewpoints are considered, and helps create more holistic solutions. Working together with cross-functional teams - including developers, stakeholders, and users - enriches the design process and ultimately leads to stronger, more impactful products.

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

BW : The people who have had the most influence on my design are mentors, colleagues, and cross-functional collaborators. Early in my career, mentors guided me to think critically about user needs and the bigger picture. Collaborating with developers and UX researchers has been particularly impactful in shaping how I approach problem-solving and iterate on designs. I’ve also learned a lot from working alongside other designers who bring different perspectives, helping me refine my skills and challenge my assumptions. Finally, the users themselves are always the most influential - their feedback and real-world experiences are key in shaping truly effective designs.

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

BW : "Lean UX" by Jeff Gothelf – It taught me the value of an iterative, feedback-driven design process, aligning teams around shared goals and quickly testing ideas with real users.

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

BW : I developed my skills as a master designer through a combination of continuous learning, hands-on experience, and feedback. Early in my career, I immersed myself in design principles and best practices, attending workshops and reading foundational books. As I worked on a wide range of projects, I gained invaluable experience by collaborating with cross-functional teams, which sharpened my problem-solving abilities and broadened my understanding of different design challenges. I also sought feedback from mentors, peers, and users to continuously refine my approach. Experimentation was key — trying new tools, techniques, and pushing creative boundaries helped me grow. Over time, I learned to balance innovation with practicality, and I always made sure to keep the user at the center of my design process. The combination of constant learning, real-world experience, and adaptability allowed me to grow into a more seasoned and well-rounded designer.

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

BW : If time and space were irrelevant, I would love to meet and discuss with Dieter Rams. His minimalist philosophy and approach to design have deeply influenced my thinking. I’d be fascinated to hear his thoughts on the future of design, particularly as technology evolves and the need for sustainability becomes more urgent. I’d also enjoy a conversation with Steve Jobs to understand his vision for design at Apple and how he balanced innovation with user experience. Both would provide invaluable insights into design philosophy, innovation, and how to create products that stand the test of time.

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

BW : I feel incredibly grateful for the recognition and awards I’ve received. They validate the hard work and passion that go into every project and motivate me to continue pushing the boundaries of design. However, fame in the design world isn’t something I actively seek. I believe the real value of recognition comes from knowing that my work has made a positive impact on users and the design community. While awards are meaningful, they also come with the responsibility to stay humble, grounded, and focused on the craft. Being recognized doesn’t change my commitment to creating great designs that solve real problems.

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

BW : A great day as a designer starts with progress - whether it’s a breakthrough in solving a design challenge or receiving positive feedback. I stay motivated by focusing on the impact my work has on users, knowing that my designs help make their lives easier. I also find motivation in collaboration with talented teams and learning new techniques or tools. Ending the day with a sense of accomplishment, even with small wins, keeps me energized and driven to continue improving.

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

BW : As a child, I was always drawn to creativity - whether it was building things, drawing, or solving puzzles. While I didn’t know I would become a designer, I had a natural curiosity for how things worked and a desire to make things better. Over time, that curiosity evolved into a passion for design, but it wasn’t something I planned from a young age. It was more about following my interests and honing my skills, which eventually led me down the path to design.

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

BW : In a thousand years, I imagine a world where technology and design have become so seamlessly integrated into our daily lives that they enhance human capabilities and experiences in ways we can barely comprehend today. I envision advanced AI, immersive environments, and sustainable solutions that address global challenges, from climate change to inequality. Design will likely evolve into something even more intuitive, blending physical and virtual worlds in ways that feel completely natural. While the specifics are impossible to predict, I hope that design will continue to focus on improving lives, fostering connection, and making the world more inclusive, accessible, and sustainable for all.