Andy Chu


Design isn't about how CCooooll✨ 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 Why instead of What to design. Asking questions fosters critical thinking and knowledge learning, it helps us to frame design directions.

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.

Judging design based on How You Feel or How I Feel 🤔🤔🤔 is challenging because subjective thoughts and opinions do not contribute effectively to the process. Instead, establishing explicit criteria to measure product performance form an objective assessment of whether the design meets predefined goals.

Keep Testing. Acknowledging that we, as designers, aren’t the end users. Testing helps us minimize potential errors and refine product KPIs. User feedback guides our evaluation of product usability and functionality, enabling us to make impactful design decisions.

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



Bliss. private beta / Personal Growing


MySense / Health Analytics

iOS → Android →


COGS. beta / Cognitive Therapy

iPadOS →


MySense / Framing Hypothesis

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Lufthansa / Cabin System

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NHS / Testing & Feedback

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© Andy Chu Design Limited 2024. No tracking, have a good day.