We, as the Designer Interviews ("DI") had the distinct pleasure and opportunity to interview award-winning, most creative and innovative Ziwei Song ("ZS").
Ziwei is an award-winning HXD (UX/UI) Designer specializing in digital innovation and human-centered experiences. Leading their team, Ziwei has earned recognition from prestigious design competitions, including Red Dot, MUSE, IDA, LICC, and C2A, accumulating over 20 industry awards. As the founder of 3.1 Studio, Ziwei integrates harmony, empathy, and creativity into every project. Their work spans branding, virtual experiences, and interactive design, contributing to the evolution of user engagement across industries. Ziwei’s approach emphasizes cross-disciplinary collaboration and the thoughtful application of emerging technologies to enhance digital interactions and accessibility.
Ziwei Song Designs
We are pleased to share with you original and innovative design work by Ziwei Song.
Ziwei Song Design - Conexion Mobile Application
Designer Interview of Ziwei Song:
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?
ZS : I started my journey as a graphic designer. I've always been a creative person, drawn to aesthetics and the beauty of design. But over time, I realized that I didn’t just want to create things that looked good or went viral—I wanted my work to make a real difference. I became more interested in solving meaningful problems and creating designs that could have a positive social impact. That mindset shift led me to become a product designer, where I can use design not just for visual expression, but to truly help people in their everyday lives.
DI: Can you tell us more about your company / design studio?
ZS : Alongside working with various companies like Nagarro, Google, and currently Verizon, I co-founded 3.1 Studio—a startup design agency. At 3.1 Studio, we go beyond aesthetics; we create connections. Our team is made up of talented, emerging designers who are passionate about transforming ideas into meaningful brand experiences. The name “3.1” reflects our design philosophy: Empathy, Harmony, and Creativity. It’s rooted in the “rule of thirds,” symbolizing balance and thoughtful composition. It also echoes the spirit of π (pi)—an infinite number—representing endless creative possibilities. At 3.1 Studio, we aim to craft stories that resonate, designs that connect users with society, and solutions that carry real purpose.
DI: What is "design" for you?
ZS : To me, design is more than just making things beautiful—it’s a way of thinking. It’s a tool to solve real-world problems and make people’s lives better. Design helps us bridge gaps, improve systems, and bring clarity to complex challenges. It’s a responsibility as much as it is a creative process.
DI: What kinds of works do you like designing most?
ZS : That’s a tough question because I appreciate different kinds of design for different reasons. But I’m particularly drawn to work that challenges conventions and brings a fresh perspective—like what Apple does. I admire how their designs don’t just look good—they reshape behavior, redefine industries, and influence culture. Their minimalist, human-centered approach really resonates with me.
DI: What is your most favorite design, could you please tell more about it?
ZS : One of my favorite examples is Apple’s ecosystem of products and their design philosophy. It’s not just about one product, but how everything works together so seamlessly. I love the simplicity, elegance, and deep attention to the user experience. It’s design that feels intuitive and powerful at the same time.
DI: What was the first thing you designed for a company?
ZS : The first major project I designed at 3.1 Studio was Iaso, a comprehensive medication management system for older adults with memory issues and chronic conditions. It integrates smart devices and mobile interfaces to simplify complex medication schedules. I’m proud to say Iaso has received multiple design awards—including Red Dot, A’ Design Award, MUSE, and the IDA. It’s a great example of how design can genuinely improve quality of life.
DI: What is your favorite material / platform / technology?
ZS : I’m really drawn to platforms that allow for interactive, human-centered experiences—especially digital tools like Figma, Webflow, and emerging AI-driven design technologies. I also love experimenting with motion and prototyping tools like Principle and ProtoPie. As for technologies, I’m excited about the potential of AR and spatial computing—they open up new ways for users to engage beyond screens.
DI: When do you feel the most creative?
ZS : I feel most creative when I’m in a collaborative environment, especially during brainstorming sessions or workshops. Being around diverse perspectives really sparks new ideas for me. I also find quiet moments of reflection—like walking alone or sketching freely—can trigger unexpected insights.
DI: Which aspects of a design do you focus more during designing?
ZS : I always start with understanding the user’s real needs and the problem context. From there, I focus on functionality, usability, and emotion—how the design feels, not just how it looks. Visual harmony and clarity are important too, but I believe strong interaction and storytelling make a design truly stand out.
DI: What kind of emotions do you feel when you design?
ZS : It’s a mix of excitement, curiosity, and sometimes tension. There’s joy in exploring new possibilities, but also responsibility—I want to be sure the solution is thoughtful and relevant. Overall, it’s a deeply fulfilling process, especially when I can see the design growing from insight to impact.
DI: What kind of emotions do you feel when your designs are realized?
ZS : It’s incredibly rewarding. Seeing a concept come to life and actually improve someone’s experience—it’s like watching an idea turn into a real contribution to the world. I also feel proud and motivated to keep pushing my boundaries.
DI: What makes a design successful?
ZS : A successful design is one that solves the right problem in a meaningful way. It’s intuitive, usable, and emotionally resonant. It considers both the user and the broader context—business, technology, and society. Success isn’t just about metrics; it’s about impact.
DI: When judging a design as good or bad, which aspects do you consider first?
ZS : I look at clarity of purpose, user experience, and problem-solution fit first. Then I assess whether the visual and interaction design support that purpose. A beautiful design that confuses users or ignores accessibility isn't good design in my book.
DI: From your point of view, what are the responsibilities of a designer for society and environment?
ZS : Designers have a huge responsibility. We're shaping the way people interact with the world, so we need to consider ethical, inclusive, and sustainable solutions. That includes designing for accessibility, minimizing waste, and being aware of how our work affects behavior, privacy, and the planet.
DI: How do you think the "design field" is evolving? What is the future of design?
ZS : Design is evolving into something more interdisciplinary and strategic. It’s no longer just about visuals—it’s about systems, services, ethics, and long-term value. In the future, I believe designers will play a key role in shaping responsible technology, inclusive systems, and sustainable solutions. With the rise of AI, we’ll also need to design more human experiences than ever before.
DI: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
ZS : My last exhibition was part of the Red Dot Design Award showcase, which was a great honor. After that, my work was also featured in A’Design Award exhibitions. Looking ahead, I’m planning to participate in more group exhibitions, ideally with other artists and designers, to explore themes around design’s social impact and emotional storytelling.
DI: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
ZS : Most of my inspiration comes from real people and everyday life. I’m naturally curious, so I enjoy talking to people, listening to their stories, and understanding their pain points. These conversations often reveal subtle emotions and needs that guide my design direction. Traveling is also a big source of creativity for me—when I experience new cultures, observe different lifestyles, or simply walk through a city I’ve never been to, I feel reconnected to the world. I believe design isn’t created in isolation—it’s a reflection of how we feel, how we live, and how we connect. Being out in the world, talking to people, and noticing the small details around me keeps my creativity alive.
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?
ZS : I currently live in Atlanta, but I’m originally from China, and I also studied in Italy. These multicultural experiences have shaped my worldview and design thinking. From Chinese philosophy, I’ve learned balance and harmony. From Italian design, I absorbed a strong appreciation for form, aesthetics, and history. Living abroad has helped me develop a flexible mindset and deeper sensitivity to cultural nuances in design.
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?
ZS : I currently live in Atlanta, but I’m originally from China, and I also studied in Italy. These multicultural experiences have shaped my worldview and design thinking. From Chinese philosophy, I’ve learned balance and harmony. From Italian design, I absorbed a strong appreciation for form, aesthetics, and history. Living abroad has helped me develop a flexible mindset and deeper sensitivity to cultural nuances in design.
DI: How do you work with companies?
ZS : I work closely with companies in both corporate and startup settings. At places like Verizon or during projects with Google, I collaborate with cross-functional teams—product managers, engineers, researchers—to create scalable and impactful solutions. Through 3.1 Studio, I also work with smaller brands and startups where I can be more experimental and strategic. In both cases, I focus on clear communication, research-driven design, and building strong user relationships.
DI: What are your suggestions to companies for working with a designer? How can companies select a good designer?
ZS : I think companies often focus too much on hiring senior designers with many years of experience, which of course brings value—but I also believe junior designers deserve more opportunities. They often bring fresh perspectives, strong passion, and the courage to explore bold, new ideas. A good designer isn’t just about a polished resume—it’s someone who is curious, collaborative, and genuinely cares about solving problems. When selecting a designer, companies should look for empathy, critical thinking, and the ability to grow, not just technical skills.
DI: Can you talk a little about your design process?
ZS : My design process usually follows a double-diamond framework. First, I spend time understanding the real problem—this means doing research, talking to users, and framing the challenge clearly. Then I move into ideation, exploring different directions before narrowing down to a concept. After prototyping and testing, I refine the design based on feedback. Throughout the process, I constantly ask: Are we solving the right problem, and are we solving it in a meaningful way?
DI: What are 5 of your favorite design items at home?
ZS : My iPad Pro – It’s not just a tool, it’s part of my creative process. The clean interface, seamless hardware-software integration, and even the way it feels to sketch on—everything reflects Apple’s design philosophy, which I really admire. A Dyson Airwrap – As a designer, I’m fascinated by how Dyson combines advanced engineering with intuitive, minimal design. It’s both high-performance and user-centered, which is a rare balance. Muji’s aroma diffuser – I love how calm and understated it is. It’s a great reminder that good design doesn’t need to shout—it just needs to work beautifully. A minimal wall print from a Japanese illustrator – The lines are clean and the composition is balanced. It brings harmony into my space and always catches my eye. My Kindle Paperwhite – Again, it’s not flashy, but it’s focused. It removes distraction and prioritizes the experience, which is something I strive for in my own work too.
DI: Can you describe a day in your life?
ZS : I usually start my day with some quiet time—coffee and a bit of journaling or reading. Then I dive into work, which could include team meetings, user research sessions, or design reviews. In the afternoon, I block time to focus on deep design work. I also make time to walk outside and get fresh air—it helps me stay grounded and creative. In the evening, I may work on side projects for 3.1 Studio or just relax with music or movies. It’s a balance between structure and space for inspiration.
DI: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
ZS : I still consider myself a young designer, so I’m also learning every day. But if I could share one piece of advice, it would be: don’t be afraid of being different or not knowing everything yet. Stay curious, ask questions, and keep creating—even small personal projects help you grow. Also, learn to listen deeply—to users, teammates, and yourself. Design is not just about making things look good, it’s about understanding people and crafting thoughtful solutions.
DI: From your perspective, what would you say are some positives and negatives of being a designer?
ZS : The positive side is that being a designer gives me the power to create change—to solve real problems, make things more accessible, and bring beauty and meaning into people’s lives. It's incredibly fulfilling when your work actually helps someone or improves an experience. On the other hand, the challenging part is that design work can sometimes be undervalued or misunderstood. People might only focus on the visuals and ignore the thinking and research behind it. Also, balancing creativity with business constraints can be tough—but I’ve learned that it’s part of what makes design strategic and impactful.
DI: What is your "golden rule" in design?
ZS : My golden rule is: Design with empathy, not ego. Always focus on who you’re designing for and why. It’s easy to fall in love with your own ideas, but great design comes from understanding people deeply and creating solutions that truly serve them.
DI: What skills are most important for a designer?
ZS : Beyond technical ability, I believe the most important skills for a designer are empathy, critical thinking, and a strong aesthetic sensibility. Empathy helps you understand people’s needs on a deeper level—what frustrates them, what delights them. Critical thinking allows you to solve problems logically and creatively, connecting insights to practical solutions. But just as important is the ability to recognize what makes a design “good”—understanding balance, harmony, and beauty. Good design isn’t just functional—it feels right. It communicates clearly, respects the user’s context, and creates emotional connection. So a strong designer is not only strategic, but also has an intuitive eye for detail and visual storytelling.
DI: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
ZS : I mainly work with Figma and Adobe Creative Suite, which are the foundation of my daily design workflow—whether it’s for interface design, motion, or visual exploration. But tools go beyond software. I often keep a sketchpad nearby to jot down ideas quickly or visually map out user flows before jumping into the screen. I also rely on tools that help me collaborate and think more clearly—like whiteboarding tools, research templates, and even writing tools that help me frame the story of a design. But honestly, some of my most useful tools are less tangible—curiosity, observation, and the ability to pull inspiration from a random street sign or a conversation with a stranger. I believe everything around us can feed into the design process if we stay open.
DI: Designing can sometimes be a really time consuming task, how do you manage your time?
ZS : Time management is something I’ve worked hard on. I usually follow a time-blocking method—I schedule focused time for deep work, and leave space for reviews or iterations. I also break larger projects into small milestones with clear goals. One thing that helps me a lot is prioritizing impact over perfection—it’s easy to get stuck in the details, but I’ve learned that progress and feedback are more valuable than endless polishing.
DI: How long does it take to design an object from beginning to end?
ZS : It really depends on the scale and complexity of the project. Some smaller features or design tasks can be completed in a few weeks, while end-to-end design for a digital product—from research and strategy to final execution—can take several months. Personally, I believe in spending enough time on understanding the problem first, so the later stages become more focused and efficient. Sometimes the timeline also evolves based on collaboration and feedback cycles, which are essential to creating thoughtful solutions.
DI: What is the most frequently asked question to you, as a designer?
ZS : I often get asked, “Can you make it look prettier?” And while I always appreciate visual refinement, I like to respond with: “Let’s first understand what the design needs to communicate.” It’s a reminder that design isn’t just decoration—it’s about function, clarity, and meaning. Aesthetic choices should support the goal, not distract from it.
DI: What was your most important job experience?
ZS : One of my most important experiences was working at Nagarro, which was my first full-time job after moving to the U.S. Nagarro is a global consulting firm, and it gave me the opportunity to work with a wide range of Fortune 500 clients across different industries. It was a great environment to grow quickly—I learned how to design within large systems, collaborate with cross-functional teams, and deliver under real business pressure. That experience built a strong foundation for my career, and it also connected me to many of the brands I’ve worked with since—like Verizon, Hilton, Porsche, and The North Face.
DI: Who are some of your clients?
ZS : Since I’ve worked both in agencies and in consulting, I’ve had the chance to work with a wide range of clients—from Fortune 500 companies to early-stage startups. Some of the names I’ve worked with include Verizon, Hilton, Porsche, and The North Face, across industries like telecom, hospitality, automotive, and fashion. Each collaboration has been different, but I’ve learned how to adapt my design approach to different team structures, audiences, and brand values.
DI: What type of design work do you enjoy the most and why?
ZS : I enjoy working on problem-driven, human-centered projects the most—especially ones where I can deeply connect with the user's emotions and challenges. Whether it's accessibility, healthcare, or community-focused platforms, I’m drawn to work that goes beyond visuals and creates real impact. At the same time, I also love storytelling through branding and UI design—bringing a brand’s personality to life with clarity and emotional resonance. The best projects, to me, are those that balance strategic thinking with creative expression.
DI: What are your future plans? What is next for you?
ZS : Right now, I’m focusing on growing both personally and professionally as a designer. I hope to lead more impactful, cross-disciplinary projects—especially those that blend technology, human needs, and social value. At the same time, I want to continue building 3.1 Studio as a platform for emerging designers to create meaningful work. In the long run, I see myself mentoring more young talent and maybe even teaching. Design has given me so much—I want to give something back to the next generation.
DI: Do you work as a team, or do you develop your designs yourself?
ZS : I work both ways, but I thrive most in collaborative environments. Good design rarely happens in isolation. I love working with researchers, developers, business stakeholders—even users themselves—to shape ideas together. But I also value quiet solo time, especially during early exploration or detailed execution. Having that balance of independence and teamwork helps me stay both creative and grounded.
DI: Do you have any works-in-progress being designed that you would like to talk about?
ZS : Yes, I’m currently involved in a few different ongoing projects. On the professional side, I’m working with the Verizon design team on enhancing features for the Verizon Family app—a tool that supports parents in managing their children’s digital wellbeing. We're focusing on simplifying the experience and making the parental controls more intuitive and supportive, not restrictive. Outside of work, I’ve also been continuing a personal project that started last year—it's a conceptual app aimed at helping rescue animals find the right homes. We’re exploring how to make the adoption journey more transparent and emotional, helping people not only find pets that match their lifestyle but also understand each animal’s story. It’s still in progress, but it's a topic I care about deeply.
DI: How can people contact you?
ZS : You can reach me at vickyziweisong@gmail.com, or visit my website: vickysongdesign.com. I’m always open to creative collaborations, feedback, or just chatting about design ideas!
DI: Any other things you would like to cover that have not been covered in these questions?
ZS : I just want to say thank you for this thoughtful set of questions—it made me reflect not just on what I’ve done, but why I design. One thing I’d like to emphasize is that for me, design is never just a job. It’s a way of observing, caring, and connecting with the world. I’m excited to keep learning, stay curious, and continue building things that make people’s lives a little better—even in small, quiet ways.