Interview with Di Lu

Di Lu ("DL") interviewed on Saturday, 13 July.

Could you please tell us about your experience as a designer, artist, architect or creator?

DL : I have been in the design industry for several years, holding two degrees in design. My undergraduate degree is in Graphic Design, and I also have an MA from the Academy of Art University (AAU) and an MFA in Design from the University of Southern California (USC), where I studied under April Greiman. I have worked with a variety of clients and companies, creating visual systems and book designs. My studio, InProcessDesign, collaborates with various clients to create aesthetically pleasing and functional solutions with a strong emphasis on user experience and storytelling.

How did you become a designer?

DL : I became a designer because of my innate curiosity and passion for beauty and aesthetics. From a young age, I was drawn to creative expression and problem-solving. My educational journey began with a Bachelor's degree in Graphic Design, followed by advanced degrees at AAU and USC. Throughout my career, I have been driven by an internal motivation to create meaningful designs that solve real-world problems and make a positive impact on society.

What are your priorities, technique and style when designing?

DL : When designing, my top three priorities are user experience, storytelling, and functionality. I integrate these aspects into all my projects, ensuring that the designs are not only visually appealing but also effective in communicating their intended message. I rely on both digital tools and hands-on techniques, creating mock-ups and using computer-aided design software to develop and refine my concepts. My approach to new projects involves thorough research, brainstorming, and iterative refinement.

Which emotions do you feel when designing?

DL : Designing brings me a sense of excitement and fulfillment. The initial ideation phase is particularly thrilling, as it allows me to explore new possibilities and creative solutions. As the design process progresses, I find joy in overcoming challenges and refining the details. The completion of a project brings a deep sense of accomplishment and pride, knowing that my work has the potential to make a positive impact.

What particular aspects of your background shaped you as a designer?

DL : In addition to my design education, skills such as critical thinking, empathy, and effective communication have been invaluable in shaping me as a designer. My parents, both professors, encouraged me to observe, travel, and interact with diverse people, which greatly influenced my approach to design. These experiences have taught me to consider multiple perspectives and think deeply about the societal implications of my work.

What is your growth path? What are your future plans? What is your dream design project?

DL : My growth path involves continuous learning and exploring new areas of design. In the future, I hope to delve into motion design and develop inclusive solutions for people with disabilities. My ultimate dream project is to travel the world, drawing inspiration from different cultures and environments to create designs that solve global challenges and promote inclusivity.

What are your advices to designers who are at the beginning of their career?

DL : For young designers, I advise staying curious and passionate. Always ask questions and seek to understand the 'why' behind everything. Don’t be afraid to take risks and explore new ideas. The best advice I received was to continuously learn from different fields and perspectives, as this will enrich your design practice and help you develop a versatile skill set.

You are truly successful as a designer, what do you suggest to fellow designers, artists and architects?

DL : I suggest focusing on the user and the problem you are solving. Effective communication, collaboration, and continuous learning are key to success. Avoid common mistakes such as overcomplicating designs or ignoring user feedback. Stay open to new ideas and technologies, and always strive to create designs that are both beautiful and functional.

What is your day to day look like?

DL : A typical day starts with a morning run to clear my mind and boost my energy. I then spend a few hours working on current design projects, alternating between brainstorming, sketching, and developing designs on my computer. I take breaks to seek inspiration from books, nature, or art. The evening is usually reserved for personal projects or learning new skills. Little moments of progress and creative breakthroughs make my day exciting.

How do you keep up with latest design trends? To what extent do design trends matter?

DL : I keep up with the latest design trends by reading design publications, attending conferences, and participating in design communities. While trends can provide valuable insights and inspiration, I believe it is important to develop a personal design style that reflects your unique perspective. I aim to create timeless designs that go beyond fleeting trends and have a lasting impact.

How do you know if a product or project is well designed? How do you define good design?

DL : A well-designed product or project effectively communicates its message, solves the intended problem, and resonates with its audience. Good design is intuitive, functional, and aesthetically pleasing. I evaluate designs based on their usability, visual appeal, and the emotional response they evoke. A common mistake to avoid is prioritizing aesthetics over functionality.

How do you decide if your design is ready?

DL : I decide a design is ready when it meets the project goals and effectively communicates its intended message. While there is always room for improvement, it is important to recognize when further iterations will not significantly enhance the design. At this point, I move on to other projects, keeping an open mind for future refinements if necessary.

What is your biggest design work?

DL : My work for the Beijing 751 International Design Week stands out as my biggest design work. This project was significant because it helped increase public awareness of the design industry and showcased the power of design to influence and inspire. The challenges of coordinating a large-scale event and creating impactful visual communication made this project particularly rewarding.

Who is your favourite designer?

DL : My favorite designer is April Greiman. Her bold, experimental approach to design and her ability to seamlessly blend technology and art have been a constant source of inspiration. If I could talk with a single dead designer, it would be Leonardo da Vinci, whose interdisciplinary genius and innovative thinking continue to influence the design world.

Would you tell us a bit about your lifestyle and culture?

DL : I live in Los Angeles and draw inspiration from my surroundings and travels. Tokyo is my favorite city, and its blend of tradition and modernity greatly influences my work. Music often plays a part in my creative process, helping me focus and find inspiration. I believe that good design is essential for societal advancement, and I strive to create designs that make small but meaningful improvements in daily life.

Would you tell us more about your work culture and business philosophy?

DL : At InProcessDesign, we prioritize collaboration and user-centered design. I work with a team of talented professionals, each bringing their unique perspectives to the table. When selecting business partners, I look for individuals who share my passion for design and commitment to excellence. Our work culture emphasizes continuous learning, creativity, and respect for diverse ideas.

What are your philanthropic contributions to society as a designer, artist and architect?

DL : I believe in giving back to the community and often participate in pro bono design work. I support humanitarian projects and involve myself in design events and conferences to mentor and inspire young designers. Providing opportunities for emerging designers to grow and develop their skills is an important aspect of my work.

What positive experiences you had when you attend the A’ Design Award?

DL : Participating in the A' Design Award has been a rewarding experience. The three main benefits include increased visibility and recognition, opportunities to network with other designers, and valuable feedback from industry experts. Design awards and competitions contribute to my career by pushing me to innovate and strive for excellence. Being recognized as the Designer of the Day is an honor and a testament to the impact of my work.

Di Lu Profile