Featured Projects
William
Industrial Design | Product Innovation | Consumer Hardware
I create human-centered products by uncovering opportunities others may overlook, then turning them into thoughtful, manufacturable, and market-proven solutions. My work connects user needs, technical possibilities, brand value, and business goals — from early concept exploration to production-ready execution.
Across consumer electronics, lifestyle products, tools, and connected hardware, my designs have reached mass production, sold in million-plus units, with several products remaining in market for over a decade. I have worked with startups, global brands, and manufacturing partners to shape products that are intuitive, refined, and commercially meaningful.
1More Acoustics
From 2014 to 2021, I was Design Director at 1MORE Acoustics, where I built and led the in-house design team across industrial design, UI, packaging, and graphic design. I developed 1MORE’s “Visible Acoustics” product design language and packaging visual system, helping turn ideas from users, engineers, PMs, marketing, and manufacturing partners into real products. This work helped build 1MORE’s brand and product identity from the ground up, expand ODM partnerships with Xiaomi, Huawei, OPPO, and other technology brands, deliver million-plus-unit products, and win 40+ international design awards.
From 2004 to 2009, I worked as a Senior Industrial Designer at simplehuman, helping identify user needs, propose new product opportunities, and turn early concepts into production-ready consumer houseware products. My role involved user research, concept development, executive presentations, and close collaboration with engineering and overseas manufacturing teams to bring designs into mass production. I contributed to several successful product lines, including a plastic trash bin series that exceeded first-year sales expectations by 300% and remained in production for over a decade.
Simplehuman
This corrugated cardboard toilet won the IDEA Gold Award in the United States. The project represents a core part of my design approach: reframing a basic human need into a practical, accessible, and scalable product solution. Designed for disaster relief and refugee camp conditions, it turns sanitation into a problem of material, transportation, assembly, cost, and human dignity, with the potential to benefit millions of people in areas without reliable sanitation infrastructure.
UNbathroom
I am passionate about pets, and observing the continuous improvement in people's living standards, I can't help but think, how should the quality of our pets' lives be improved in sync? This thought inspired my initial intention to establish the Reborn brand, aiming to enhance the daily life quality of pets, and opened a new chapter for me focusing on pet product design.
Reborn
I like to repair, build, and test things myself. For me, good design starts by becoming the user — stepping into their situation, using the product the way they would, and understanding what they think, feel, struggle with, and need in real use. This hands-on process helps me discover small problems and opportunities that are easy to miss, then turn them into products that feel more intuitive, useful, and meaningful.
Tools
Beauty lies not only in the lines and colors of design, but also in the invisible emotional bonds between people. It is a story we have experienced together, a gathering of our emotions, a mark of our life journey, and a reflection of our souls and common humanity. When we appreciate beautiful things, we are actually feeling every touch of the soul and every precious life experience. It is these that make design not just a creation, but a wonderful journey that resonates with the soul. This is the true meaning of the beauty of design and the real reason why I love design.
Journey
