We’re excited to introduce you to the always interesting and insightful Tina Tsung. We hope you’ll enjoy our conversation with Tina below.

Tina, thanks for taking the time to share your stories with us today What’s been the most meaningful project you’ve worked on?

One of the most meaningful projects in my career was the redesign of Bank of the West’s digital banking platform. It was a rare opportunity to weave sustainability into the traditionally conservative financial services industry. Bank of the West stood out as one of the few banking institutions actively championing eco-conscious initiatives, and my task was to translate their mission into a seamless digital experience.

The journey began with stakeholder workshops, where we uncovered how the bank could empower users to make sustainable financial decisions. Leading the creation of a modular design system, I collaborated with a multidisciplinary team to craft an intuitive platform that aligned with the bank’s commitment to environmental responsibility.

What truly resonated with me was how our thoughtful design choices influenced customer behaviors, such as encouraging paperless banking, carbon-conscious investments, and other eco-friendly practices. Seeing design spark positive change validated my belief that good design is more than aesthetics; it is a catalyst for meaningful action.

The project earned global recognition with an iF Design Award and two Indigo Design Awards in 2023. However, the ultimate reward was knowing our work championed sustainability in an industry not traditionally associated with it.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

Hello! I’m Tina Tsung, a product designer with over eight years of experience, driven by a passion for sustainability, cultural storytelling, and innovative problem-solving. My journey began at ArtCenter College of Design, where I honed my skills in human-centered design. Paired with my background in life sciences, I bring a unique perspective that bridges analytical thinking and creative exploration.

Throughout my career, I have embraced diverse opportunities, from collaborating on cutting-edge technology with Samsung’s Think Tank Team to designing culturally significant projects at a Chinese consultancy. My time at Propelland, an international design consultancy, further enriched my expertise in creating holistic design systems for global brands.

Most recently, I led transformative digital experience redesigns, including my work with Race Communications to build a customer-first digital ecosystem for California’s fastest fiber-based network.

What sets me apart is my dedication to merging functionality with meaning. Whether it is crafting a sustainable banking platform, designing award-winning wearables like the Mission One Dive Computer, or reimagining cultural heritage through my Radiant Embrace Lamp showcased at Dutch Design Week 2024, my work reflects a balance between innovation and responsibility. This commitment has earned me accolades such as the iF Design Award, Indigo Design Awards, and a Golden Pin Award.

Is there a particular goal or mission driving your creative journey?

My mission as a designer is to create meaningful connections, whether between people, cultures, or our planet. I firmly believe that design has the power to bridge divides and inspire change.

For me, sustainability and cultural storytelling are more than principles; they are the foundation of my creative process. I strive to design solutions that promote eco-conscious practices, preserve heritage, and foster empathy. Projects like the Bank of the West platform or my sustainable concepts for VANS exemplify how design can amplify values that matter.

I am also deeply inspired by collaboration. Working with like-minded creatives and seeing the possibilities of collective imagination keeps me motivated. Together, I believe we can redefine the boundaries of design and its impact.

Can you share a story from your journey that illustrates your resilience?

Early in my career, I worked at a Chinese design consultancy where I faced a unique challenge: designing a line of products that celebrated local heritage while appealing to younger, tech-savvy consumers. Balancing tradition with innovation was no easy feat, especially under tight deadlines.

To ensure authenticity, I immersed myself in the community, collaborating with local artisans to honor their craft while integrating modern design elements. Iterating through countless prototypes and setbacks, I found a balance that resonated with both audiences.

This experience taught me the importance of perseverance, adaptability, and staying true to my principles. It became a guiding lesson in later projects, such as designing the complex, award-winning Mission One Dive Computer or managing the redesign of FHLBank San Francisco’s digital platform.

Contact Info:

• Website: https://www.tinatsung.com
• Instagram: https://www.instagram.com/tinatsung.design/
• Linkedin: https://www.linkedin.com/in/tinatsung