Bi Leying

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Bi Leying ("BL") 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?

BL : I studied Earth sciences in my undergraduate years. During my studies, I realized that I was more interested in creating experiences than analyzing the history of the Earth. I care about people’s emotional responses and their interactions with the environment. This led me to explore projects related to interaction design. This September, I will begin my master’s studies in Design and Digital Media at the University of Edinburgh.

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

BL : People’s feedback during interaction motivates me. I aim to continually improve and reinvent emotional experiences, and to strengthen connections between individuals.

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

BL : I made a deliberate and determined choice to become a designer. As you may know, I used to work in geology. I went through 2-3 years of transitioning across disciplines, and have since achieved some accomplishments in design and built initial confidence in this field.

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

BL : I want to enhance people’s sense of connection with the world. Thus, I focus on designing for social interaction and feedback. In recent years, I’ve become increasingly interested in virtual reality platforms, which offer opportunities to build new experiences and explore novel ways humans can connect.

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

BL : Keep a broad industry perspective, communicate frequently with other designers, and maintain a mindset of continuous learning.

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

BL : Great designers lead revolutions. Good designers follow trends.

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

BL : A truly good design brings users positive emotional feedback or significantly improves their lifestyle.

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

BL : Good design makes users feel cared for. In return, they’re more willing to invest their time and effort, which creates a positive feedback loop within the system.

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

BL : I would love to design an experience system linking AR/VR with an open-world game. This could be for a game company or a motion-sensing technology firm.

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

BL : Developing a VR experience for an open-world game — I’m really interested in this kind of project.

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

BL : I had a great teacher who taught me what makes design good or bad. Since then, I’ve learned to analyze and break down design work through case studies, developing my critical thinking.

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

BL : Design competitions such as Core77 and IDA have introduced me to many inspiring designers and works.

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

BL : I admire Apple’s innovative approach to interface design and their development of VR systems. Their work reflects a strong spirit of exploration and delivers truly excellent user experiences.

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

BL : My latest project, a jewelry auction interface, is my best work so far. It provides a smooth user flow and introduces new interactions. I made measured and thoughtful innovations in the social aspects of the experience, which I consider a personal breakthrough.

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

BL : Right now, I’m focused on reading design books. I also believe that taking courses and pursuing academic studies are good ways to grow. Ultimately, real industry experience is essential to validate methods and drive innovation.

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

BL : I never really considered anything else seriously. Maybe I would have become a game designer, a novelist, or someone who connects people, like a host or facilitator — I’m good at building connections.

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

BL : Design is about identifying a goal and figuring out the best way to achieve it. It’s a process of continuous testing and optimization, always oriented around purpose.

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

BL : My teacher, Jiayi Chen.

DL: What helped you to become a great designer?

BL : Consistent and positive feedback — from users, audiences, official competitions, and mentors.

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

BL : The biggest challenge was transitioning between disciplines over three years. Without formal academic credentials in design, it was difficult to even get interviews for the roles I wanted. I had to prove my ability through the strength of my portfolio.

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

BL : Any medium can be valid — the key is to create a fresh and engaging experience, regardless of format.

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

BL : Next, I’d like to work on a VR gaming project or a web design project. In the coming year, I plan to sharpen my programming skills to make my designs more accessible and usable.

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

BL : I want my work to inspire or bring joy to users. Ultimately, I hope a large number of people will use and benefit from what I create.

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

BL : My teachers expect me to keep learning and growing. I expect myself to develop cultural and technological insight. My family just hopes I get a stable job — haha.

DL: How does design help create a better society?

BL : By focusing on user feedback — and also noticing what users cannot express directly.

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

BL : I’m about to start studying in Edinburgh! I’m excited to dive into learning.

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

BL : Projects that truly address user pain points, exceed expectations, and deliver surprising joy. I like every design I’ve done so far.

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

BL : I hope new technologies become more accessible, and that industry knowledge can be more easily shared with learners, lowering entry barriers.

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

BL : Virtual reality and AR experiences — and the integration of online tech with offline interactions.

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

BL : Concept development takes around three months. Once the direction is set, a prototype is usually ready in about two months, with iterations taking another 2–3 months.

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

BL : I always start with research — looking at current market products, user expectations, and identifying what I can contribute.

DL: What is your life motto as a designer?

BL : Face challenges head-on. I love challenges because they make me stronger.

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

BL : I believe trends set the direction for design. Designers identify insights and respond accordingly. Design alone rarely changes the times — it must work in synergy with technology and culture.

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

BL : Technology defines the medium, product capabilities, and how ideas are implemented.

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

BL : I work on a gaming laptop and mostly use Figma.

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

BL : They shape how users perceive and feel about a product.

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

BL : I’d love it if they asked about my social media or fan group — that means they’re interested in my work!

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

BL : I immediately think about its purpose, the technology behind it, and the principles used.

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

BL : I look forward to meeting my ideal design partner — someone with mature vision and experience. I do believe in co-design; it means sharing ideas and building together.

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

BL : Designers who are driven, positive, and constantly improving — I’m always learning from them.

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

BL : Fantasy novels, actually — they give me a hopeful view of the world, and inspire me to build similar experiences through design.

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

BL : I take courses in areas I’m curious about. I also regularly ask users and friends for feedback, and revise my work continuously.

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

BL : I’d love to talk to designers at Apple — to understand their standards and receive growth advice for my own work.

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

BL : I often feel that I haven’t received enough recognition. Maybe it’s time to start managing my social media presence. Running a design account in China can be tricky though.

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

BL : I like bright, vibrant colors. My favorite place is Hangzhou for its climate. I love meat, especially barbecue. Autumn is my favorite season. I enjoy playing games like Overwatch and Genshin Impact. I admire Apple’s design philosophy, but I actually use Android phones.

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

BL : Nothing specific comes to mind, but as an extroverted designer, I enjoy teasing shy people at design gatherings. I love socializing and feeling connected to others.

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

BL : I start each day by making a plan. Checking off tasks gives me momentum and keeps me going.

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

BL : Not at all — I loved reading and dreamed of being a scholar. I wanted to become an academic back then.

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

BL : I’m concerned about humanity’s future. I fear we might be a short-lived species. As the Chinese saying goes, "extremes lead to decline." I believe humans will be few in number and significantly evolved by then.

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

BL : Of course — I welcome anyone to reach out to me!