We, as the Designer Interviews ("DI") had the distinct pleasure and opportunity to interview award-winning, most creative and innovative Shinga Yoshimine, Yitian Zeng ("SYYZ").
Shinga and Yitian are product designers blending minimal aesthetics with user-centered strategy. Shinga has 4 years of experience leading UX for Y Combinator-backed startups. Yitian brings 6+ years of full-stack design focused on high-conversion experiences. Together, they craft intuitive, impactful digital products that align user needs with business goals.
Shinga Yoshimine, Yitian Zeng Designs
We are pleased to share with you original and innovative design work by Shinga Yoshimine, Yitian Zeng.
Shinga Yoshimine, Yitian Zeng Design - Digiverse Digital Inheritance Platform
Designer Interview of Shinga Yoshimine, Yitian Zeng:
DI: Could you please tell us more about your art and design background? What made you become an artist/designer? Have you always wanted to be a designer?
SYYZ : Shinga: I've always loved creating things since I was little, but it wasn’t until I studied UX/UI design in graduate school that I began to pursue it professionally. I was fascinated by how design can truly impact people's lives, and that inspired me to build a career in this field. Yitian: From a young age, I was inspired by my grandfather, an urban planner, to sketch and create. This early passion led me to study digital and game design, where I explored interaction, storytelling, and user engagement. Over time, my work experience deepened my interest in human-computer interaction and how thoughtful design shapes digital experiences.
DI: Can you tell us more about your company / design studio?
SYYZ : Shinga: My design studio has been operating for almost three years. We've received multiple design awards and have supported a range of clients—from local startups to mid-sized companies. We've led projects for startups backed by Y Combinator, transforming user insights into intuitive digital solutions, such as branding, UX/UI, web design, etc. Our work spans creative direction, user research, and team collaboration.
DI: What is "design" for you?
SYYZ : Shinga: Design involves expressing your perspective like art, but it requires you to consider the needs of others as well. It’s about understanding how people will interact with your work and ensuring it meets their needs. Yitian: To me, design is about solving real problems and improving people’s lives whether by making something more efficient, more accessible, or simply more enjoyable.
DI: What kinds of works do you like designing most?
SYYZ : Shinga: My focus is on digital design—particularly UX/UI, web design, and branding. I strive to create experiences that are not only visually engaging and user-friendly but also emotionally resonant. I believe good design goes beyond aesthetics and usability—it should connect with people on a deeper level. Whether it’s through thoughtful storytelling, intuitive interactions, or meaningful brand identity, I aim to design solutions that leave a lasting impression and build genuine connections with users. Yitian: I’m most passionate about service and system design, especially when it involves helping professionals improve their work efficiency. I find this type of work more challenging because it requires a deep understanding of workflows, problem-solving at scale, and designing with long-term impact in mind.
DI: What is your most favorite design, could you please tell more about it?
SYYZ : Shinga: One of my favorite designs is a digital inheritance platform called Digiverse, which was honored with the A' Design Iron Award. I’m especially proud of this project because it addresses a meaningful challenge in the digital age—helping users securely transfer their digital assets to loved ones. Digiverse is designed to preserve valuable memories, accounts, and digital possessions, ensuring they’re passed down to the next generation. In a time when so much of our lives exist online, I believe it’s essential to create tools that help people protect their digital legacy with care and intention.
DI: What was the first thing you designed for a company?
SYYZ : Shinga: My first design I did was a logo for an AI start-up company. Yitian: A 3D Chinese courtyard environment in Maya
DI: What is your favorite material / platform / technology?
SYYZ : Shinga: Ever since I started this design career, Figma has always been my best friend. I also use some AI tools like Chat GPT, Midjourney, etc. Yitian: Figma, Adobe. Midjourney, GPT etc.
DI: When do you feel the most creative?
SYYZ : Shinga: I feel the most creative when I come up with the best design solutions. When I’m immersed in user insights and start connecting emotional needs with functional design, ideas start flowing. Yitian: I feel most creative when I’m curious about a problem—especially in the early stages of a project, when possibilities are wide open.
DI: Which aspects of a design do you focus more during designing?
SYYZ : Shinga: While the user interface is crucial because it creates the first impression, the user experience is equally important. I always strive to strike a balance between the two, ensuring that the design is not only visually appealing but also intuitive and functional. Yitian: I focus most on understanding the “why” behind the design. Why we’re creating it, what problem it’s solving, and what caused that problem in the first place. To me, a strong foundation comes from uncovering the root needs and motivations behind user behavior.
DI: What kind of emotions do you feel when you design?
SYYZ : Shinga: I always try to put myself in my clients’ shoes to understand their goals, challenges, and perspectives. This helps me design solutions that are not only visually effective but also aligned with their vision and business needs. Yitian: Curisity, excitement, and responsibility. Curiosity drives me to explore new ideas, excitement comes when those ideas start taking shape, and responsibility reminds me that good design can truly impact someone’s life—for better or worse.
DI: What kind of emotions do you feel when your designs are realized?
SYYZ : Shinga: When my designs are brought to life, I feel a mix of excitement, fulfillment, and pride. Seeing something that started as an idea take shape and make a real impact—whether it’s improving someone’s experience or helping a client achieve their goal—is incredibly rewarding. Yitian: fulfillment and pride
DI: What makes a design successful?
SYYZ : Shinga: A successful design is one that solves the right problem while creating a seamless and meaningful experience for the user. Yitian: To me, successful design consider multiple aspects such as adoption and retention rates. We can use the metrics to evaluate the effectiveness of the design in attracting and retaining users over time.
DI: When judging a design as good or bad, which aspects do you consider first?
SYYZ : Shinga: I tend to focus on visuals first, since strong visual design creates the initial impression and sets the tone for the entire experience. I look at things like layout, hierarchy, color, and consistency. But after that, I always consider functionality—how intuitive it is, whether it meets user needs, and how well it communicates its purpose. Yitian: I focus on the target users and whether the functional aspects solve their problems. A good design, to me, is one that meets user needs and also aligning with business goals.
DI: From your point of view, what are the responsibilities of a designer for society and environment?
SYYZ : Shinga: I believe designers have a responsibility to create solutions that are not only user-friendly and visually appealing but also socially and environmentally conscious. Design has the power to raise awareness, influence behavior, and drive change. Lately, more designs are focusing on sustainability, which I think is a positive shift. As designers, we should consider long-term impact and use our skills to contribute to a more ethical and sustainable future. Yitian: Similar like Shinga said, designers should create solutions that useful and ethical, also sustainable, minimizing harm and promoting positive impact on people and the planet.
DI: How do you think the "design field" is evolving? What is the future of design?
SYYZ : Shinga: AI is definitely becoming more integrated into the design field, but I don’t believe it will take over the entire industry. Instead, it’s about learning how to use AI effectively to enhance and streamline the design process. Skills like prompt engineering are becoming essential tools. Yitian: Agree with Shinga, "design field" is evolving a lot and merging with AI, or using AI like design's tool/weapon, it can help us build a sustainability products. The future of design lies in creating adaptive, ethical, and inclusive solutions that shape both digital and real-world experiences.
DI: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
SYYZ : We haven’t held any exhibitions yet, but it’s definitely something we hope to do in the future.
DI: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
SYYZ : Shinga: Of course, design research is important, but I also try to draw inspiration from small details in everyday life. Yitian: My inspiration comes from real-life observations. I feed my creativity by staying curious—exploring different fields like sculpture, art history, gaming, psychology, and tech, and by paying close attention to how people interact with the world around them.
DI: How would you describe your design style? What made you explore more this style and what are the main characteristics of your style? What's your approach to design?
SYYZ : Shinga: I value minimalism in design and enjoy creating work that’s simple on the surface but carries deeper meaning. I believe subtle details and thoughtful choices can make a design feel more intentional and impactful. Yitian: To me, I combine usability, gamification, and emotional resonance. Curiosity drives me to try new tools, learn continuously, and observe how people interact with products. My approach is user-centered and problem-driven. My approach is understanding user needs through research, then explore solutions through iteration, usability testing, prototyping and feedback loops.
DI: Where do you live? Do you feel the cultural heritage of your country affects your designs? What are the pros and cons during designing as a result of living in your country?
SYYZ : Shinga: I live in California, USA, but I’m originally from Japan. Japanese culture has had a strong influence on my design approach—especially our appreciation for silence, subtlety, and aesthetics. These values have shaped my preference for minimalism and thoughtful detail. Living in the U.S. has exposed me to a more expressive and bold design culture, which sometimes contrasts with my roots, but I see it as a strength. Having both perspectives would help me create something that feels balanced, refined, and globally aware. Yitian: I also live in California, but I'm originally from China. This cross-cultural experience gives me a broader perspective, blending Eastern values like harmony and subtlety with Western on clarity and usability. It helps me design with empathy for diverse users, though it can also be a challenge to balance different aesthetic and communication styles in global projects.
DI: How do you work with companies?
SYYZ : Shinga: I work closely with companies to understand their goals, values, and target audience. My process usually starts with a discovery phase, such as sending questionnaires and having meetings. From there, I develop creative strategies and design solutions that align with both user needs and business objectives.
DI: What are your suggestions to companies for working with a designer? How can companies select a good designer?
SYYZ : Shinga: I would suggest reviewing their portfolio or website first in order to get a sense of their design, style, approach, etc. If their aesthetic and values align with what you're looking for, the next step is to have a conversation with them. Talking directly helps you understand their communication style and whether the collaboration would be a good fit. Yitian: Open communication and inclusive.
DI: Can you talk a little about your design process?
SYYZ : Shinga: I start by doing thorough research and collecting inspiration to define a clear design direction. Then I work to balance the client’s needs with my own design perspective—integrating their goals with creative solutions I believe will be effective. I go through lots of iterations during the process, constantly refining and testing ideas to find the best balance between functionality, aesthetics, and the client’s vision. Yitian: I follow an iterative design process: starting with understand users first, research, defining problems, ideating, design, testing, and refining/launch.
DI: What are 5 of your favorite design items at home?
SYYZ : Shinga: Plum Lego set, Spirited Away poster, Bonsai, A huge window (My canvas), A lamp I brought from Japan Yitian: My Harry Potter Lego set, my DIY cards. my DIY sculpture, my drawing, and design books
DI: Can you describe a day in your life?
SYYZ : Shinga: I'm not a morning person, so I usually start my day a bit slowly. After easing into the morning, I head to the office and get into work mode. Yitian: I wake up in the morning for daily work and planning. At least, three times exercises of a week.
DI: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
SYYZ : Shinga: I know design is often meant to be judged and critiqued, but I would say—try not to be overly judgmental. Instead, focus on absorbing and embracing as many different ideas, styles, and perspectives as you can. Inspiration often comes from unexpected places, even from things you might miss.
DI: From your perspective, what would you say are some positives and negatives of being a designer?
SYYZ : Shinga: Creating something always brings a sense of accomplishment, but the design process can be long and filled with many iterations. It requires patience and persistence. On top of that, your work is often subject to critique, which can be tough, but that helps you grow to become a good designer.
DI: What is your "golden rule" in design?
SYYZ : Shinga: Utilizing negative space to keep it simple, but with intentions and meanings. Yitian: Keep everything/elements consistency.
DI: What skills are most important for a designer?
SYYZ : Shinga: As much as design skills are important, I believe communication skills are just as essential. Even if you create something good, you need to explain your design process and all the reasons behind. Yitian: Same as Shinga.
DI: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
SYYZ : Shinga: Figma, Adobe Illustrator, Photoshop, Jitter, Midjourney, Chat GPT, etc. Yitian: Similar like Shinga. But sometimes I use other tools to support my prototyping, such as Maya, Unreal Engine, etc.
DI: Designing can sometimes be a really time consuming task, how do you manage your time?
SYYZ : Shinga: I usually set a clear goal for the day to stay focused. If I ever get stuck, I take a short walk, change my environment, or grab a coffee to reset my mind. Yitian: I also like set a daily tasks to focused. But if I got stuck, I will either take a break or change to another task to focus.
DI: How long does it take to design an object from beginning to end?
SYYZ : Shinga: It really depends on the project, but typically it takes about a week or sometimes a few weeks. Yitian: Yes. It depends on the scope of project, sometimes longer, sometimes short. From my past experience, a project could take 2 weeks or more than a year.
DI: What is the most frequently asked question to you, as a designer?
SYYZ : Shinga: The most frequently asked questions I get as a designer are about my design process and how long a project will take. Yitian: What is your design process? how do you approach it?
DI: What was your most important job experience?
SYYZ : Shinga: One of my most important job experiences was collaborating with a Japanese company. As someone from Japan, it was especially meaningful to work with them. It allowed me to bridge communication between teams more naturally and create designs that respected both local sensibilities and global standards. Yitian: My most important job experience was design an non-toxic social media for kids. To make sure they are enjoy, engaging and safety on the platform. This experience taught me how to collaborate with child, and how to think out of the box.
DI: Who are some of your clients?
SYYZ : Shinga: My clients range from startups to mid-sized companies, including some backed by Y Combinator.
DI: What type of design work do you enjoy the most and why?
SYYZ : Shinga: I enjoy working on digital product design the most—especially UX/UI for web and mobile platforms. I love the challenge of creating intuitive, meaningful experiences that solve real problems. Yitian: I love the most of digital design, but now the more attract me is data visualization. I think it's challenge and I want to use my skills make the complex data into a simple way.
DI: What are your future plans? What is next for you?
SYYZ : Shinga: My goal is to become as versatile a designer as possible. I want to keep expanding my skills across different areas of design. Yitian: I hope to use my skills and creativity to tackle more complex, meaningful challenges that benefit people’s lives. Beyond designing for enjoyment and gamification, I want to create solutions that make daily life simpler, smarter, and more human-centered.
DI: Do you work as a team, or do you develop your designs yourself?
SYYZ : Shinga: I’d say both. I primarily develop designs on my own, especially in the early stages, but I often seek feedback and advice from colleagues to refine the work. Yitian: Yes. I work as a team. Collaborate with designers.
DI: Do you have any works-in-progress being designed that you would like to talk about?
SYYZ : Shinga: Unfortunately, the projects I’m currently working on are confidential, so I can’t share details at the moment.
DI: How can people contact you?
SYYZ : contact@shinga.io