Andy Chu


Good design isn't about how CoolCool it looks but how effective it works.

I design product’s functionality by asking difficult questions. I am particularly interested in the discovery stage of the design process, where I can observe user behaviour, unravel contextual details, and define initial problems.

Design process ensures optimal products performance through understanding, experimentation and evaluation.

Start by asking WhyWhy instead of WhatWhat to design. Asking questions fosters critical thinking and knowledge learning. It helps us to frame design directions and specify product KPIs.

We design for user needs, not for ourself. A deeper understanding of users problems and needs leads us to identify new opportunities. Those insight informs our design principles so we can better develop the product’s functionality, interactions and user experiences.

It is hard to judge the design by What II think or What youyou think. Subjective thoughts and opinions don’t help the process. Instead, create explicit criteria can measure product performance and evaluate whether it aligns with predefined goals.

Keep testingtesting. Acknowledging that we, as designers, aren’t the end users. Testing allows us to minimise potential errors and make impactful design decisions. User feedbacks guide us in evaluating the design based on usability and functionality.

We learn and we make it better. Design is a continuous process, which dedicated to developing progressively better solutions over time, with no defined endpoint…

Design Process by: Andy Chu, Product Designer



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