Piyaphon Inthavong

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Piyaphon Inthavong ("PI") 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?

PI : I grew up in a small village where visual design wasn’t seen as important. Most local businesses relied only on words, unaware that design could help them tell a stronger, more emotional story. Despite being surrounded by this, I found myself constantly drawing. Sketching gave me a sense of calm and purpose, even before I knew what design really was. Everything shifted when I came across Apple’s MacBook in 2012. It wasn’t just the sleek hardware or the clean software, but the way every detail felt intentional and human. That experience taught me that good design doesn’t just look good, but it has the power to transforms how people feel and interact. I became obsessed with understanding how that was possible. During high school, I started volunteering to create posters and branding materials for small businesses in my hometown. It was the first time I felt truly useful. These early experiences led me to pursue a design UI/UX degree at Taylor’s University in Malaysia, where I gained a deeper foundation in design thinking, human behavior, and user-centered design. Along the way, industry mentors like Chris Do from The Futur and Don Norman helped expand my view of what design could do, not just for products, but for people and communities. That experience shaped a conviction in me that design should meet people where they are, especially for communities that are often overlooked.

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

PI : Design holds a profound place in my heart, I believe deeply in its power to spark meaningful transformation within communities and individual lives. What truly drives me isn't simply the creation of better products or improved user experiences, but it’s capacity to touch the way we connect with one another, how we collaborate as teams, and the spirit with which we serve our communities together. There's something beautiful about how thoughtful design can ripple outward, beginning with a single interaction and eventually reshaping entire ecosystems of human connection. This is where I find my purpose, in the spaces between people, in the moments where design becomes a bridge that brings us closer to understanding and serving one another.

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

PI : I chose this path myself after mainly being inspired by Chris Do, who showed me that design extends far beyond aesthetics. He helped me understand design's practical and emotional impact. I believe design has the power to change the world.

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

PI : I focus on designs that create powerful impact for society, particularly in product design. I'm drawn to projects that solve real problems for communities regardless of category or industry.

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

PI : I wouldn't call myself a legend, but my number one advice is simple: stay humble and learn from those who have already succeeded. Learn from everyone, not just designers.

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

PI : A great designer does more than solve an immediate task. They tune in to the hopes, constraints, and stories around the problem, translating that understanding into experiences that feel both useful and human.

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

PI : I first consider context: understanding the goals, problems, and potential impact. Then I examine which design principles were applied and how effectively they worked. The best designs solve problems at their root rather than just addressing symptoms.

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

PI : Good design understands and solves problems holistically. It creates meaningful connections between people and products while addressing real needs in society.

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

PI : The most important aspect of my work is creating real difference within communities. Given the choice, I enjoy working with startups and building MVPs. They're more exciting and offer greater potential to shape a product's direction rather than working within existing limitations.

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

PI : My ultimate design dream is building a passionate multi-disciplinary team that continuously creates solutions for communities. I got a taste of this when I collaborated with 10-15 designers from my university batch on our final year initiative. We created a campaign and showcase called The Hex Code back in 2021.

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

PI : I don't have one golden rule. Design is holistic. You need to balance design principles with user needs, technology constraints, and business requirements while communicating clearly with stakeholders. Designers bridge the gap to product success. What I do recommend is practicing design thinking. It's the most effective and flexible framework I've used throughout my career, and it forms the foundation of many other processes like the Double Diamond and Lean UX.

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

PI : Chris Do, Don Norman, and Jakob Nielsen have shaped my approach significantly. Chris Do teaches the art of communication in design, showing how to step away from the computer to make real impact through smart communication and negotiation. Don Norman and Nielsen redefined experience design by providing solid frameworks for human-centered principles. They taught me how everyday products affect us psychologically and how to approach design with both practical and emotional considerations.

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

PI : Notion is the design I admire most. They turned every piece of content into Lego blocks, which are flexible, stackable, and infinitely combinable. I've used it for six years because it adapts to how I think, not the other way around. Apple's branding shapes how I approach design. They proved to the world the elegance of simplicity, and that less is more. Most importantly, they build trust by delivering exactly what they promise, without the hidden agenda that plagues traditional marketing.

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

PI : Working with a passionate team I trust turns any project into something truly rewarding. LPG GasUp is a perfect example. We won first place for MVP design at Innofest 2021 in Malaysia, but the real success was watching designers from different backgrounds come together to build something meaningful. What made the project special wasn't just the outcome, but how we worked together. Each person brought something different to the table, and that collaboration created solutions we never could have reached alone. With the right support, I believe GasUp could become a nationwide service that makes ordering and refilling LPG cylinders safer and easier for families across Malaysia.

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

PI : Learn from those who have already successfully impacted many communities. I also recommend learning basic frontend development to understand infrastructure and provide higher quality designs that align with development capabilities.

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

PI : I would have become a nutritionist. Health has always been the foundation for everything else in life, and I care deeply about helping people build that foundation. That's actually why I initiated the Kinmuni project. No health means no life.

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

PI : Design is a way of thinking that starts with understanding people deeply. It's about looking past what someone says they want to discover what they actually need. Good design gets to the root of problems rather than just fixing what's visible on the surface. When you truly understand the people you're designing for, you can create solutions that becomes a part of their life.

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

PI : My uncle and aunt have been my biggest supporters. When I was growing up without many opportunities, they stepped in and opened doors I couldn't have opened myself. They believed in my potential and made sacrifices to help me pursue my career. Their support changed the entire direction of my life, and I'm deeply grateful for everything they've done.

DL: What helped you to become a great designer?

PI : I stopped thinking of design as just making things look good. The work became more meaningful when I started learning about leadership, business strategy, psychology, and technology. Each field taught me something different about how people think and what they need. When you understand the broader context around a design problem, you can create solutions that actually work in the real world, not just on screen.

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

PI : Growing up in a small village where design was never valued taught me resilience early on. Without resources, mentors, or industry guidance, I had to forge my own path. Building my support system from scratch became my greatest teacher. It made me more resilient, compassionate, and persistent.

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

PI : Start with the context. Explain what problem you were trying to solve, who you were solving it for, and why it mattered. Then show how your design decisions connected to those goals and what happened when people actually used your solution. The visual work speaks for itself, but the thinking behind it needs to be told clearly.

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

PI : I'm working with Sharee.ag on something that could change how farming works in Laos. We're creating new ways for farmers to connect with opportunities and resources they've never had access to before. We want to help build a generation that's healthier and more connected to their land and each other.

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

PI : I want to build a team of people who care as much as I do about making a difference. When you have passionate people working together, you can tackle problems that seem impossible alone. My goal is to keep creating solutions that improve lives.

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

PI : People expect designers to solve complex problems creatively. The most important skill remains problem-solving ability.

DL: How does design help create a better society?

PI : Design connects people with solutions that truly serve their needs.

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

PI : I'm focused on developing my leadership and communication skills. Design work happens through people, and I've learned that the best solutions come from teams that understand each other well. Being able to guide conversations, help others see new possibilities, and translate complex ideas into clear direction, that's where I can make the biggest impact beyond my individual design work.

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

PI : Projects that create real community impact satisfy me most. When I see solutions actually work and improve people's lives, that's when I feel most fulfilled as a designer.

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

PI : Design is becoming more human-centric than ever, with AI technology advancing rapidly. Personalization and data-driven insights are becoming increasingly important for creating meaningful user experiences.

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

PI : Design is becoming more human-centric than ever, with AI technology advancing rapidly. Personalization and data-driven insights are becoming increasingly important for creating meaningful user experiences.

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

PI : This depends entirely on project scope and context. I've learned to never overpromise and always include buffer time to avoid burnout while maintaining quality.

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

PI : I closely follow the design thinking process regardless of the project. This flexible framework allows me to adapt to any situation. The key is understanding its philosophy and knowing when to start each phase based on project context.

DL: What is your life motto as a designer?

PI : Life is holistic. Because of that, design should be too. We must not isolate design from the factors that shape it.

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

PI : Both influence each other in different ways. Sometimes a bold design choice creates a new direction that others follow. Other times, cultural shifts push designers to explore fresh approaches, but I’d say the most lasting design work focuses on solving real problems for people, whether it's trendy or not. Trends come and go, but good design solutions endure.

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

PI : Technology should enable better solutions, not dictate them. I practice basic frontend development regularly to understand infrastructure and provide designs that align with technical capabilities and project budget.

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

PI : I start with a whiteboard when I need to think through ideas freely. For organizing my work and planning projects, I rely on Notion. When I'm looking for creative inspiration, Pinterest becomes my search engine. Perplexity helps me research topics quickly, while ChatGPT speeds up repetitive tasks. I turn to Google when I want to find specific information or study how other teams have solved similar problems.

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

PI : These elements shape how people experience and interact with a design. They influence users’ perception and feeling about a design, brand or product. The right color palette can build trust, thoughtful materials can communicate quality or status, and the right environment can make someone feel relaxed, welcome or energized. Each choice sends a message, whether we intend it or not.

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

PI : I hope people will ask about the problems we're trying to solve and the difference our work makes in people's lives. The most meaningful conversations happen when we dig into the why behind our decisions and explore whether we're actually helping the people we set out to serve.

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

PI : I'm immediately curious about the problems they were trying to solve and how they approached those challenges. I find myself wondering whether their solutions actually work for the people who use them every day. Great design often makes difficult things look effortless, so I'm drawn to understanding the thinking and decisions that made that possible.

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

PI : My ideal design partner believes that thoughtful design can transform communities. They approach every interaction with purpose and care about the impact of their work beyond aesthetics or functionality alone. As a full-stack design lead, I work closely with other designers, developers, and stakeholders throughout each project. This ensures that we create solutions that truly serve the people who will use them. The best design happens when diverse perspectives come together around a shared vision of meaningful change.

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

PI : Beyond my inspirations, such as Chris Do and Don Norman, I make it a daily commitment to engage in conversations with people around me. I frequently conduct impromptu and friendly interviews to gain insights into various aspects of the world. These interactions have played a significant role in shaping my upcoming projects.

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

PI : Books like "The Design of Everyday Things," "Don't Make Me Think," and "Atomic Design," along with several typography and UX references, have shaped how I think about design. They broadened my perspective and gave me solid frameworks that now guide me through any design challenge, helping me approach projects with clear intention. Before reading these books, I often approached design with pure instinct, jumping straight into design software without direction. This scattered approach led to burnout and left me without a real understanding of why certain design choices worked while others didn't. Now I take time to think through problems before building solutions, considering the technical, practical, and purposeful aspects in every step of my design process.

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

PI : Through daily observations, real-life experiences, regular reading, and staying current with industry trends. Most importantly, by learning from those who have succeeded and continuously practicing with real projects.

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

PI : I'd love to meet people who share the same vision and values that design can change the world and discuss how we can create more meaningful community impact together.

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

PI : I remain focused on the work quality and its impact rather than recognition. Staying humble and continuing to learn from others matters more than any accolades.

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

PI : Muji is my favorite brand because they offer a holistic collection of items that enhance the comfort and convenience of everyday living. While their products cost more than cheaper alternatives, Muji's clothing and household items consistently deliver the reliability and comfort that make them worthwhile investments in my daily life. My favorite colors are neutral and earthy tones. Aesthetically, I find red to be the most appealing color in designs.

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

PI : My most memorable experience as a designer happened early in my career with a volunteer project I never expected would go anywhere. I was organizing a Halloween campaign for my school, treating it like any other task. But the community response was overwhelming. People were talking about it, sharing it, and before I knew it, an advertising company had tracked me down to discuss potential work. That moment opened my eyes to how design can ripple through communities in ways you never anticipate. It happened again in college with a project about LPG gas in Malaysia that I was genuinely excited about. The project won our university's best prototype award and caught the attention of potential startup partners. Both experiences taught me that the work you care about most often creates the biggest impact.

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

PI : Making impact in communities while I still can. When I see solutions actually help people, that motivates me to keep creating meaningful change.

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

PI : No, it wasn't obvious at all. I grew up with a passion for drawing but in a place where design wasn't valued. It took exposure to a breaking point like Apple's thoughtful design and later inspiration from Chris Do to realize this path.

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

PI : God has a plan for you. Seek and you'll find. Stay humble, learn from others, and remember that design's true power lies in the meaningful impact we can create together for our communities.