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Interview with Min Huei Lu |
Home > Designer Interviews > Min Huei Lu |
Editor Frank Scott (FS) from DesignPRWire has interviewed designer Min Huei Lu (MHL) for A’ Design Award and Competition. You can access the full profile of Min Huei Lu by clicking here.
FS: 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?
MHL: In 2019, I received my master of fine arts degree in graphic design from the Academy of Art University in San Francisco. I believe that working as a designer is a privilege. As an artist and designer, I am able to offer my unique perspective and creative solutions to make the world a better place and help drive businesses to give my life more meaning and purpose. One of the reasons why I chose to become a designer was because I had the opportunity to design branding for a local ice cream shop in Taiwan. That was when I learned the value of branding and marketing. I have always wanted to be a designer since I was 12. When I started designing at the age of 18, I loved it ever since.
FS: Can you tell us more about your company / design studio?
MHL: Most recently, I spearheaded the design of the marketing campaign, company social media, and website for Gong Cha, an international tea chain with over 1,500 stores across 19 countries. Prior to this, I led the interaction design and branding initiatives for startups and individual businesses in FinTech, education, food services, culture, and the arts, healthcare, and telecommunications.
FS: What is "design" for you?
MHL: Designing allows me to play, create, fashion, execute, or construct according to a plan. Designing is a process of identifying a problem as well as understanding the user's needs, motivation, and requirements. Designers offer well-executed solutions that include functionality and aesthetics that will lead to certain results or provoke certain human emotions. Designing also provides a way to communicate by opening a dialogue between the designer and the user.
FS: What kinds of works do you like designing most?
MHL: I have a huge interest in prototyping and interaction design. Seeing people connecting with my designs have always brought me joy. Nowadays, information has become so much easier to access because of ever-advancing technology. Almost every company is using websites, applications, and social media to connect with their audiences and provide their services. Today, more and more consumers prefer to buy online rather than from brick-and-mortar stores. A well-designed digital product offers a great online experience.
FS: What is your most favorite design, could you please tell more about it?
MHL: My most favorite design is the Juicy Salif Juicer which was designed by Donald Norman. It represents a concept of emotional design which evokes emotion to encourage users to use it and elicit a positive emotional response.
FS: What was the first thing you designed for a company?
MHL: My very first freelance design job was designing the user interface for an automatic parking payment kiosk. I had so much fun working on this project. Understanding the user pain points by conducting user research such as observation, user interviews, and competitor research was very helpful. I paid special attention to detail such as the size and location of the dispenser with reference to the users’ perspective and streamlining the step-by-step instructions. The machine was successfully launched in Taiwan in 2016.
FS: What is your favorite material / platform / technology?
MHL: My favorite platform is the application that involves human-computer interaction, psychology, marketing, information architecture, and user experience. The user-centered app design needs to be aligned with the brand’s aesthetics, functionality, intuition, ease of use, and have great features.
FS: When do you feel the most creative?
MHL: Brainstorming sessions make me feel the most creative! In the initial design stage, creativity comes from a lot of research such as reading blogs and articles, listening to music, watching movies, and conducting user interviews to get a much better perspective. During the brainstorming session, everyone can share their own observations and spontaneous feedback which are the secret ingredients of creativity. I appreciate working with people from diverse backgrounds because they offer different ideas and provide a wide array of perspectives.
FS: Which aspects of a design do you focus more during designing?
MHL: I usually spend most of my time doing design research. Designing must first provide the right functionality before it can exhibit aesthetics. To provide the right functionality, designers need to dig deeper to identify the problem. For example, when I design a piece of company social media post having a resolution of a 1080 px x 1080 px graphic. The main purpose of this square social media post is to initiate a conversation about brands with their audience to communicate who they are and what they offer! Visual communication will be more successful if we do a lot of research on the brand identity, mission, and vision as well as what the user would like to know and what message the brand is trying to convey to the user.
FS: What kind of emotions do you feel when you design?
MHL: I feel very inspired and become more eager about my work. Designers must be curious enough to understand the users and their problems. Whenever I design a solution, I usually do some research on what a user's pain point is and how other people address this problem. After gathering all the knowledge, I learned to come up with a solution, which will always be a continuous learning process.
FS: What kind of emotions do you feel when your designs are realized?
MHL: I feel a huge sense of accomplishment and satisfaction.
FS: What makes a design successful?
MHL: Empathy is the secret recipe for a successful design project. I see design as a way to communicate with the audience when it comes to communication. First of all, you should know your audience, and know your audiences’ pain points. I then deliver a solution by addressing the users' concerns. For example, whenever I show marketing campaign strategy presentation slides during a presentation, I follow the following structure: what the problem is, what the solution is, and what the impact is.
FS: When judging a design as good or bad, which aspects do you consider first?
MHL: I always make sure the design addresses the users’ needs. I also make sure it provides a unique perspective or solution. Lastly, I make sure the design will always evoke a positive emotional response.
FS: From your point of view, what are the responsibilities of a designer for society and environment?
MHL: As an artist and designer, I see myself as a visual communicator and humanist. It is crucial that the designer should have a deep understanding of the psychological and social impact on society, such as social justice, EDI (Equality, Diversity, and Inclusion), and sustainability.
FS: How do you think the "design field" is evolving? What is the future of design?
MHL: The design field has entered a new era due to ever-advancing technology. More advanced design tools, platforms and products, and designers’ roles have been constantly changing. Because of the internet, design assets have been getting a lot more views and attracting more audiences worldwide. Design work will keep evolving in several aspects ranging from tangible assets to digital assets. It is an exciting era for designers.
FS: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
MHL: My last exhibition took place in the MOOD museum in Italy in 2021. I currently have no plans of holding any exhibitions in the near future.
FS: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
MHL: I get inspiration from a variety of sources, such as design video, music, movies, tv shows, books, blogs, portfolios, podcasts, interviews, focus groups, museums, exhibitions, shopping malls, stores, apps, websites, or simply just talking to people.
FS: 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?
MHL: I like to play with typography, grid systems. and white spaces as well as experiment with different types of grid systems. The overall visual style is inspired by abstract paintings which focus on using lines, spaces, movements, colors, and textures to evoke emotion. When I created A.I. in design campaigns, I tried to avoid the robot as a key visual image. I use glitch effects with RGB split tones instead to give the audience a sense of technology and creativity. I always approach this process by thinking outside the box and experimenting with different elements.
FS: 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?
MHL: I was born and raised in Taiwan but I have been living in San Francisco since 2016. Whenever I design artwork, I usually combine both Western and Eastern culture and visual aesthetics into the design process. In Asia, oriental aesthetics pays a lot of attention to details and realism, and there are many limitations to creativity. Western aesthetics is influenced by individualism while unique personal style and creativity are more valued.
FS: How do you work with companies?
MHL: As a designer, I’m a great team player as well as a great individual contributor. I’m very comfortable working alone or working with a team. In my design career, I’ve worked with a variety of different companies of differing sizes, and each company has a different organizational structure and different ways of working with designers. When I just started working with a new client or a new company, I usually ask what their design process is all about and what their preferences are when they work with a designer. From there I adjust my workflow according to what we agreed to.
FS: What are your suggestions to companies for working with a designer? How can companies select a good designer?
MHL: Fully utilized design methods can speed up the design process in a collaborative environment when there are multiple stakeholders and design teams involved. Design methods such as brand storming, user persona, mind mapping, design briefs, mood boards, design guidelines, user journey maps, user archetypes, brand archetypes, marketing research, competitor research, and style sheets bring everyone on the same page. When companies select good designers, the designer’s portfolio demonstrates what kind of designer they are. The designer's working style is also important. Some designers work better by themselves and some designers work better in a team. If a designer’s creative process and artwork style align with the company’s business goal, that designer will be more likely to be a great fit.
FS: Can you talk a little about your design process?
MHL: To Empathize, Define, Ideate, Prototype, and Test are the main tasks of my design process. I, first, empathize with the users’ needs and pain points by conducting some research and interviews and organizing focus groups. I then define the design problem. Then I ideate the design solution and deliverable. Then I prototype a design and test it by using user testing methods before doing the final iteration and launching the final product.
FS: What are 5 of your favorite design items at home?
MHL: My favorite design items at home are my car, laptop, dishwasher, refrigerator, and a pair of AirPods. They are all beautifully designed and extremely practical and that’s why I use them every single day.
FS: Can you describe a day in your life?
MHL: I usually work at the office from 8:30 to 16:30. While I commute to the office, I listen to a design podcast. The topic of the podcast is very diverse because it features different design research methods, UIUX, design interviews, as well as design communication and management. I usually have at least 5 design meetings per week. I meet with a variety of stakeholders, cross-functional teams within an organization, and creative teams. I also attend bi-weekly marketing meetings once a week to discuss upcoming updates, brainstorm design ideas, and plan events. The most recent meeting dealt with standardizing branding for brand Instagram posts. Weekly design meetings involve discussing the status of everyone’s work, any ongoing issues, and any announcements that need to be made. Things like project deadlines and problems with clients take precedence over other matters. Being a designer means that I have to increase my skill level with design tools, sharpen my domain knowledge by conducting and synthesizing research, and contribute to product and design strategies in everyday life. During my free time, I like watching YouTube videos about design, reading design blogs, browsing design portfolios, and finding inspiration.
FS: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
MHL: It doesn’t matter if you are a new graduate design student or an experienced designer, you should always take control of your career when seeking the next design opportunity. Take the time to get your hands dirty by producing thousands of sketches, building prototypes, and conducting user testing. I overcame a lot of obstacles when I graduated from design school. By the time I graduated, I did not fully understand the design industry landscape. I wasn't sure what kind of designer I wanted to be. I was also not sure what kind of work environment that I would thrive in so I can grow and be able to contribute my creative talent. I accepted every opportunity that was given to me. There were times I spent too much time doing unimportant tasks, and there was also a period of time when I got burned out because I did too much work. It was a valuable experience for me to learn how to manage my time productively and meet my client’s expectations to the best of my ability. I’m now better at prioritizing my tasks, as well as understanding my client's business goals so I can be able to present the artwork in a way that will encourage my clients to move the project forward. I received the best advice from my art director when he said: “Don’t be afraid of failure. Learn to be in an uncomfortable situation and lean into it – you’ll never know how good you can be unless you try.” I would like to advise young designers that one of the best ways to gain knowledge and improve their skills is to get a lot of experience doing projects!
FS: From your perspective, what would you say are some positives and negatives of being a designer?
MHL: The biggest advantage of being a designer is that you have the liberty to express your imagination and creativity to the fullest. Many designers can happily say that they love doing their job every single day. The biggest disadvantage of being a designer is that designing can be a very time-consuming process especially when you try to make things better than they already are. There is no right or wrong answer because designing is a very subjective process which means the design can only get better. There is no such thing as a perfect design. A piece of artwork can always be improved. Designers can frequently find themselves in endless meetings discussing revisions and iterations, managing time, and meeting clients' expectations as much as possible. These are the most essential skills that are needed so designers can do their job well.
FS: What is your "golden rule" in design?
MHL: I believe that the “golden rule” is understanding how the design fits into the overall goal of the company. This is very critical to making crucial design decisions.
FS: What skills are most important for a designer?
MHL: Designers often work in a highly collaborative manner. The primary focus of the design team is to define the look and feel of the brand product image through experimentation, critical thinking, and extraordinary attention to detail. Designers should be able to articulate ideas in a clear manner, engage in a constructive debate, and accept feedback that will lead in the right direction.
FS: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
MHL: I use sketchbooks, pens, pencils, stickers, notes, mood boards, inspiration boards, color palettes, user journey maps, user archetypes, brand guidelines, and mind-mapping and brainstorming maps. For design software, I use Adobe Suite every day. My favorite design tool is Figma for collaboration.
FS: Designing can sometimes be a really time consuming task, how do you manage your time?
MHL: I manage the project’s timeline at the beginning of the design process by listing down how many tasks are needed to be done, estimating the timeframe by doing some research, getting some inspiration and ideas, and producing possible prototypes. I also estimate the meeting time with clients and stakeholders. There are times that I often have to do multiple iterations. When designing a timeline for a project, I intentionally leave some extra time for iterations. At the beginning of each kick-off meeting, I would also clearly communicate with clients about agreeing on a definite timeline and setting a limitation on the number of iterations that a project can have.
FS: How long does it take to design an object from beginning to end?
MHL: Normally, designing a poster could have a deadline as short as 3 days. On the other hand, designing a website could have a deadline as long as 8-12 weeks. Working in a fast-paced design environment can sometimes pressure designers to expedite their jobs. These types of jobs involve a situation in which a particular task is assigned at short notice and the job is expected to be completed immediately. Managing the project is crucial because this is when the designer and stakeholders define the objectives, deliverables, goals, audience, and the timeline which they have discussed at the beginning of the project.
FS: What is the most frequently asked question to you, as a designer?
MHL: During meetings with multiple stakeholders or business owners, some of the most frequently asked questions and probably the most interesting ones I have ever had were: If a company brand were a person, what kind of person would that company be? What personality would this person have? For example, if the motorcycle brand Harley were a person, you could clearly imagine a rebel who is always on to his next adventure. If the brand Nike were a person, he could feel inspired and feel empowered to succeed and achieve since Nike’s brand slogan states “Just do it!” which indicates Nike embraces challenge and always tries to achieve a goal to become stronger and better. If the brand Chanel were a person, she would be an elegant, attractive, and fashionable lady. Defining a brand identity has always been a challenge for the brand designer.
FS: What was your most important job experience?
MHL: I’m very grateful that I’ve learned so much from doing different kinds of projects and working with many types of clients. Each project has a unique design process. I’m currently the lead brand designer for Gong cha, an international tea chain with over 1,500 stores across 19 countries. My primary duty is to elevate the brand identity so I can promote the Asian brand to western mainstream society. The deliverables consist of a wide variety of things from brand assets, marketing campaigns, brand videos, product photoshoots, store interior designs to online digital presence such as social media apps and websites. My primary job is to coordinate a complex set of materials that must function together as a whole. This idea also includes marrying multiple messages with divergent formats—all with a unified and holistic aesthetic. This aesthetic has to contain the essence of the Gong cha brands and Gong cha's unique storytelling style.
FS: Who are some of your clients?
MHL: CVS, Xfinity, Comcast, Aetna, Hippo Insurance, Braid (fintech), Muinin (Tech), ProSim (A.I.), and Gong cha Franchise.
FS: What type of design work do you enjoy the most and why?
MHL: I love branding and formulating a design strategy the most! I enjoy defining the brand identity, value proposition, and target audience with the business owner, and coming up with a comprehensive design strategy plan with multiple deliverables from print to digital, such as Visual identity systems, marketing campaigns, brand uniforms, physical store interior designs, environmental designs, products, packages, merchandise as well as social media websites and apps.
FS: What are your future plans? What is next for you?
MHL: I plan to establish a design management and design leadership that will work. The differences between management and being an individual designer are largely dependent on the outcomes and how you are measured. As a manager, you are responsible for the outcomes of your team as well as your own goals. A design leader should be able to help train and motivate other designers so they can become better at doing their job and everything else related to their profession. That is, how to think, design, collaborate, negotiate, communicate, present, sell, ship, recruit, manage, run a business, and finally, become a well-balanced executive.
FS: Do you work as a team, or do you develop your designs yourself?
MHL: I have experienced both working as a team and working as an individual contributor. Each individual has their own strengths and specializes in areas in which they can grow. I can maximize the contribution of every individual by cultivating a culture of cooperation rather than competition, where designers feel comfortable about sharing their knowledge with each other. Design teams are most productive when they know that the work is meaningful and adds value to the company’s long-term goals. Individual contributors have a different way of working compared to designers who choose to work as a team. The farther individual contributors go to advance their careers, the more they tend to focus on their craft. They wield a large amount of influence while constantly sharpening their skills as well as their instincts.
FS: Do you have any works-in-progress being designed that you would like to talk about?
MHL: The project I'm currently working on is to deliver a fully functional user-centric brand website within 12 weeks. The design team decided to rebrand the website for potential franchisees who are interested in owning a franchise. During the design process, I found it was extremely interesting to talk with potential users about our ideas and to learn about their stories. Team coordination is key. Therefore, I always make sure that I check with my group members to make sure everything goes smoothly.
FS: How can people contact you?
MHL: You can contact me by pointing your browsers at the following websites: Portfolio: https://luminhueiportfolio.com/ Linkedin: https://www.linkedin.com/in/minhueilu/
FS: Any other things you would like to cover that have not been covered in these questions?
MHL: I believe in the power of design to spark conversation to bring people together and to design more effective products that can make people’s lives better.
FS: Thank you for providing us with this opportunity to interview you.
A’ Design Award and Competitions grants rights to press members and bloggers to use parts of this interview. This interview is provided as it is; DesignPRWire and A' Design Award and Competitions cannot be held responsible for the answers given by participating designers.
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