We’re excited to introduce you to the always interesting and insightful Yifeng Wang. We hope you’ll enjoy our conversation with Yifeng below.
Yifeng, appreciate you joining us today. Can you talk to us about a project that’s meant a lot to you?
In my career as a product and UI/UX designer, I’ve enjoyed working on fascinating projects that deepened my grasp of new technologies and allowed me to create designs that make these new technologies user-friendly and beneficial directly to users.
One standout project is SpendDAO (now known as DALN, Data as Labor Network). This initiative empowers users by giving them control over their credit card data. Traditionally, credit card companies profit from selling consumer data without offering users a say or a share. To change this, we utilized blockchain technology to securely store user data. While the data remains encrypted and private, its ownership is transparent on the blockchain. Users can choose to sell their data to data buyers and earn the full rewards or keep it entirely private. Even when data is shared, we protect user identities by processing and aggregating information. Designing for this project was challenging due to the novel blockchain technology and the need to educate users about the value of their data. However, what’s most rewarding is the role design plays in making this new technology accessible to a broad audience.
Another remarkable project is my work at Lacework, where I created product designs for cloud security software, a vital yet complex industry. Cloud security professionals commonly face the challenge of handling endless security alerts, which can lead to alert fatigue and overwhelming workloads. The primary design challenge was helping end-users distinguish genuine risks, build trust in the provided information, and guide their actions. At Lacework, I developed design solutions for features like the Resource Explorer, which serves as a centralized hub for users to oversee their cloud resources. Informed by user insights, I fine-tuned this feature to help users prioritize risks and reduce their workload. I also contributed to establishing the foundational design system of the Polygraph® Data Platform, streamlining the user experience when addressing security risks.
These projects hold special meaning for me as they allowed me to harness cutting-edge technology to enhance people’s lives. One empowers users to control their data, while the other simplifies cloud security management. I find value in using my design skills to bridge the gap between technology and users, providing business value and making new tech accessible to all.
Yifeng, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
I’m a product and UX/UI designer with a mission to make new technologies more accessible and usable for people. My work revolves around bridging the gap between new technologies and users’ needs, ultimately enhancing the user experience. For companies building on new technologies, my design can help to foster the adoption of new technologies and drive user satisfaction and growth. I have experience working new technologies such as AI, blockchain, cloud computing, AR/VR, and I’m always learning new technologies in other domains.
My journey began in architecture, where I learned how to blend art and science to create designs that are both structurally sound and artistically expressive. I had the opportunity to work at prestigious firms like Bjarke Ingels Group in Copenhagen, where I gained valuable insights into the design process. However, I was fascinated by the rapid impact of technology on daily life, driven by apps like Instagram and WhatsApp, and decided to shift towards UI/UX and product design.
In this new realm, I was able to establish deeper connections with users by conducting research and collecting direct feedback. This allowed me to witness the tangible impact of design on people’s lives. Simultaneously, my fascination with emerging technologies like AI, blockchain, AR/VR, and cloud computing grew. I became determined to make these innovations user-friendly. To me, design represents systematic problem-solving, a concept that has gained popularity as “design thinking” in the business world.
Today, I’m a UX/UI and product designer as well as an entrepreneur, specializing in SaaS, blockchain, and cloud computing. I collaborate closely with startup founders, assisting them in creating products from the ground up, establishing enterprise-ready design systems, and streamlining user onboarding for mature Web3 DeFi products.
Alright – so here’s a fun one. What do you think about NFTs?
Great question! NFTs, or non-fungible tokens, are currently one of the hottest topics in the realm of new technology of blockchain. These unique digital assets can be verified and traded on a blockchain network, and they’ve been making waves in the digital space. To put it simply, NFTs represent a new way to establish ownership of digital content. In the past, if you see an image from the internet, determining its true owner was often a challenge. However, NFTs change the game. When you see an image that’s an NFT, the ownership of that image is inscribed into that image on the blockchain and as a public information, it can be verify easily.
NFTs have the flexibility to represent a wide array of digital assets, including images, videos, music, and even tweets. In recent years, artists and creators have been quick to embrace NFTs as a means to monetize their work and earn royalties from their digital creations. Furthermore, NFTs have introduced a novel concept of digital ownership, providing a means to solidify digital assets in a digital format. This makes transactions quicker and more convenient. NFTs also open up exciting new possibilities for creativity, expression, and interaction in the digital world. For instance, there are interactive NFTs like CryptoKitties, where digital cats can be bred and evolve.
Nevertheless, NFTs do come with certain challenges. They often demand a level of technical knowledge and access to blockchain platforms and cryptocurrencies, which can potentially limit their accessibility to the wider public. This is where design plays a pivotal role. Platforms like OpenSea, for instance, are streamlining NFT marketplaces, making them user-friendly and approachable. These platforms remove the technical jargon, such as “crypto” and “gas fees,” making NFT transactions feel akin to traditional marketplaces like eBay or Facebook Marketplace. This design innovation is a significant step toward broadening the adoption of NFT technology, and there’s plenty of design work ahead to bring this innovation to a more extensive user base. Ultimately, the collaboration of design and technology is poised to drive the growth and widespread acceptance of NFTs.
Do you think there is something that non-creatives might struggle to understand about your journey as a creative? Maybe you can shed some light?
I believe it’s common for individuals, particularly those who aren’t deeply entrenched in the creative field, to associate design predominantly with the visual and creative aspects. That’s understandable since creativity in design is frequently exemplified through visually striking artwork, exquisite website designs, or intricate art installations. These indeed represent the creative facet of design, but it’s essential to recognize that creativity extends beyond the realm of visuals. In my role as a product and UI/UX designer, a substantial part of our work revolves around the principles of design thinking and problem-solving.
Design thinking is essentially an approach to problem solving and innovation that positions the user at the heart of the process, often referred to as a human-centric design approach. The term “design” remains relevant in this context because it entails a substantial amount of creativities. Design thinking necessitates thinking outside the box, and the outcomes may not necessarily manifest as visual creations; they can encompass entirely new user experiences. For instance, consider the design of a ketchup bottle. Traditionally, these bottles had their caps at the top, which is conventional for most bottles. However, when attempting to dispense the remaining ketchup, it proved to be quite challenging. By flipping the design and positioning the cap at the bottom, the ketchup consistently stays closer to the cap, making it easier to squeeze out. This simple example underscores how design is intricately tied to creativity and problem solving.
For me, design is essentially a combination of three key components. The first involves a deep understanding of the user or audience for whom we are designing and their unique needs. Empathy plays a vital role here as designers must grasp the user’s perspective to effectively address their problems. The second aspect is comprehending the business objectives. Often, business goals may differ from or align with user needs, and the designer’s role is to create something that not only delights users but also aligns with the business strategy. This harmony ensures that the produced product is both profitable and user-friendly. The third aspect pertains to the feasibility of the technology. There may be instances where a solution is desirable from both user and business perspectives, but it presents challenges in terms of current technological limitations. As a product designer working with new technology, one frequently faces these challenges, including issues related to social responsibility, time delays, performance, and cost.
To picture this, you can imagine a Venn diagram with three overlapping circles representing users, business, and technology. The designer’s ultimate goal is to find the sweet spot at the center, aligning with all three aspects. Thus, it becomes apparent that the role of a designer is predominantly centered around creative problem-solving, with a strong focus on addressing the needs of users, business objectives, and the technological landscape. This perspective should help non-creatives better grasp the multifaceted nature of a designer’s work, which extends far beyond the visual realm.
Contact Info:
- Instagram: https://www.instagram.com/wangyifeng/
- Linkedin: https://www.linkedin.com/in/wang-yf/
- Other: [email protected]