Interview with Shuting Jiang | Enhancing User Engagement with Innovative Designs

I am Shuting Jiang, a Senior Product Designer with over eight years of experience in creating user-centric digital solutions. My journey in design has been driven by a passion for crafting intuitive and engaging interfaces that solve real-world problems. I specialize in user research, prototyping, and cross-functional collaboration, consistently aiming to enhance user experiences through innovative design.

I have also co-founded QIMU Design, a studio that focuses on impactful design projects. Over the years, my work has been recognized through multiple awards, including accolades at the London Design Awards, Better Future New York Design Awards, and recently, two silver awards at the Vega Digital Awards.

My approach to design is deeply rooted in understanding user needs and leveraging both my artistic background and technical expertise to create solutions that are not only functional but also meaningful.

My journey into digital design began with a fascination for how technology can be used to solve problems and enhance people's lives. I chose to become a digital designer because I believe that design goes beyond aesthetics—it's a powerful tool for communication and transformation.

My background in art gave me a strong foundation in visual storytelling, but I wanted to take it a step further by crafting experiences that are both intuitive and impactful. The ability to blend creativity with technology to solve real-world challenges drew me to this field, and I’m passionate about using design to make meaningful connections with users and create solutions that have a positive, lasting impact on their lives.

I am currently a Senior Product Designer at Madhive, where I lead the design efforts to create user-centric digital solutions that align with business goals. My role involves a blend of user research, prototyping, and interface design, working closely with cross-functional teams to develop innovative products that elevate user experiences.

I focus on understanding user needs and translating those insights into visually engaging and functional designs. Beyond my role at Madhive, I am also the co-founder of QIMU Design, a design studio that aims to create projects with social impact.

Through QIMU, we focus on initiatives that leverage design to address real-world challenges, especially in areas like health, wellness, and user experience.

My favorite kind of digital design is user experience (UX) design, particularly when it involves creating solutions that address real user needs and improve their daily lives. I love the process of diving deep into user research, understanding their pain points, and then crafting intuitive interfaces that feel seamless and natural to use.

For me, UX design is where creativity meets empathy—it's not just about making something look good; it's about making it work beautifully in a way that has a positive impact on people’s lives. The ability to shape the way people interact with technology and make their experiences more meaningful is what excites me the most.

My design style is rooted in clarity, simplicity, and user-centric principles. I focus on creating clean and intuitive interfaces that guide users effortlessly through their journey. The main characteristics of my style include a strong emphasis on usability, thoughtful use of typography, and a balanced color palette that enhances the visual hierarchy without overwhelming the user.

I believe that the best designs are those that seamlessly blend aesthetics with functionality, creating an experience that feels natural and easy to navigate. My goal is always to design with purpose, ensuring that every element serves to enhance the overall user experience and aligns with the project’s goals.

My design process is built on a foundation of user research, collaboration, and iteration. It starts with a deep understanding of the problem we're trying to solve and a focus on gathering insights from users through interviews, surveys, and data analysis. Once I have a clear picture of user needs and pain points, I move into the ideation phase, where I sketch out concepts and explore different approaches to solve the problem.

From there, I create wireframes and prototypes, which I use to test my ideas and gather feedback. This stage is crucial because it allows me to refine the design based on real user interactions. I believe in an iterative approach, so I continuously fine-tune the design to ensure it meets both user expectations and business goals.

Throughout the process, I collaborate closely with cross-functional teams, including developers and product managers, to align on objectives and ensure a seamless transition from design to development.

My goal is to create solutions that are not only visually appealing but also highly functional, intuitive, and aligned with the users' needs. The design process doesn’t end with the final product—it’s an ongoing cycle of learning, testing, and improving to create the best possible experience for the user.

I draw inspiration from a variety of sources, both within and outside the world of design. I find that observing everyday interactions and understanding how people engage with their environment often spark ideas for creating intuitive user experiences. I also look to nature, architecture, and art for inspiration, as they offer timeless principles of balance, simplicity, and harmony that I aim to incorporate into my designs.

Beyond that, I’m inspired by the stories and feedback from users themselves; understanding their needs and challenges drives me to create solutions that truly make a difference in their lives. I also stay connected to the design community, drawing inspiration from innovative projects and exploring the latest trends to keep my work fresh and relevant.

Winning the 2024 Vega Awards is a tremendous honor for me, my team, and the company. It’s a recognition of the hard work, creativity, and dedication that we put into every project to ensure that our designs are both innovative and impactful.

For us, this award is more than just a symbol of success; it’s a validation of our user-centric approach and our commitment to creating meaningful digital experiences that resonate with people.

It motivates us to continue pushing the boundaries of design and to keep striving for excellence in everything we do. This recognition also highlights the incredible collaboration and support within our team, and I’m grateful to work with such talented individuals who share the same passion for creating designs that make a difference.

My top three favorite things about the digital industry are its innovation, inclusivity, and limitless potential for impact.

First, innovation is at the heart of the digital world. It’s constantly evolving with new technologies, tools, and methodologies that push the boundaries of what's possible. I love how the industry never stands still; there’s always something new to learn or create, which keeps the work exciting and dynamic.

Second, the growing focus on inclusivity in digital design is inspiring. There’s a strong movement toward making digital experiences accessible to everyone, regardless of their abilities or background. This shift aligns with my own values of creating designs that serve and empower as many people as possible.

Lastly, the potential for impact is what truly drives me. The digital industry allows us to create solutions that can reach millions of people, transforming the way they live, work, and connect. Knowing that my work can make a positive difference in people’s lives on a global scale is what motivates me to keep pushing forward.

Over the next 5-10 years, I see the digital industry becoming even more integrated into our daily lives, driven by advancements in AI, immersive technologies, and a stronger focus on ethical design. Artificial intelligence will continue to evolve, not only enhancing how we design and develop digital experiences but also making them more personalized and intuitive. We’ll see AI being used to predict user needs, automate complex tasks, and enable more intelligent decision-making.

Immersive technologies like augmented reality (AR), virtual reality (VR), and mixed reality (MR) will also become more mainstream, transforming how we interact with digital content. These technologies have the potential to create more engaging and lifelike experiences, whether in gaming, shopping, education, or remote collaboration.

Additionally, I believe there will be a growing emphasis on ethical and inclusive design. As technology becomes more powerful, designers will have a responsibility to ensure that digital products are created with transparency, inclusivity, and sustainability in mind.

The industry will likely see a push toward designing solutions that not only meet business goals but also address societal challenges and create a positive impact on the world. This focus on responsible innovation will shape the future of the digital landscape in profound ways.

One of the most impactful people in my design journey has been Jacob Koesterich, the Director of Product Design at Madhive and my direct manager. Our collaboration began during my job interview, where he introduced me to a design challenge focused on a nonprofit charity, Citymeals on Wheels. This experience opened my eyes to the potential of design as a force for social good, beyond just business solutions.

Jacob has consistently broadened my perspective on using design to make a positive impact. His commitment to innovation and his belief in the power of empathy in design have greatly influenced how I approach my work. Jacob’s dedication to creating meaningful and impactful designs inspires me to continue pushing the boundaries of what design can achieve.

My key to success has always been a combination of curiosity, empathy, and a commitment to continuous learning. I believe that staying curious drives innovation—it encourages me to explore new ideas, question the status quo, and constantly push the boundaries of what’s possible in design.

Empathy is equally important because truly understanding the user’s needs and challenges is at the heart of creating impactful solutions. Finally, I embrace the mindset of continuous learning; the digital industry evolves rapidly, and being open to new knowledge and skills is essential for staying ahead.

As a parting thought, I’d say don’t be afraid to take risks and tackle big challenges. Some of the most rewarding solutions come from facing the toughest problems. Stay focused on creating value for the people you design for, and always keep in mind that design is not just about aesthetics—it’s about making a meaningful difference in people’s lives.