As the flagship event in the global design industry, this year's Red Dot Design Award continues to set the trend, showcasing the highest level of design from around the world. The expert jury meticulously selected the winners from thousands of entries, highlighting designs that embody excellence and innovation. Among the standout projects, the AI Ad Manager particularly shines, distinguishing itself amidst renowned brands like Samsung, Philips, LG, and BMW. This project adeptly integrates cutting-edge artificial intelligence technology with advertising processes, not only enhancing the intelligence and precision of advertising but also demonstrating the limitless potential of technology in future business. Today, we are honored to interview one of the lead designers of the AI Ad Manager project—User Experience Designer Hong Qiu. She will share insights into the project's design philosophy, challenges, breakthroughs, and her unique perspective on future design trends.

Design Is Not Just About Aesthetics

Understanding the authority and global impact of the Red Dot Design Award, we reviewed past winners and organizations. Standing out among top professionals from multinational companies and design consultancies, receiving the Red Dot Design Award is an extraordinary recognition for the AI Ad Manager design. When asked if Hong Qiu had anticipated receiving such a prestigious award, she responded, “As a designer, I have always hoped that my work would be recognized by one of the highest awards in the design field. It is indeed a pleasant surprise to be awarded alongside design teams from globally renowned companies like Samsung, Philips, and Xiaomi. The development of AI Ad Manager is based on my experience in the internet advertising industry, and I particularly hope it provides the best experience for users, helping advertisers manage their campaigns more easily and efficiently. For me, good design should stem from deep exploration of daily life and work, through continuous experimentation and refinement to create solutions with practical value. I believe design is not just about aesthetics but about solving real-world problems and enhancing user experience.”

Design and Business

Hong Qiu explains that her primary design research area involves exploring interactions between products, interfaces, and environments to extract consistent design thinking that optimizes user experience. Drawing from her previous professional background, she focuses on seamlessly integrating cutting-edge technology with user experience design to meet business needs. This philosophy is reflected in several of her projects, including the AviGuide project she is currently designing for Kansas International Airport. This project uses AR technology to help travelers more conveniently find information within the airport, while also enhancing airport operational efficiency. Her other award-winning works, such as Hero and Jag line, further demonstrate this design approach. Hong Qiu adds, “Design is often seen as merely pursuing visual aesthetics, but I believe it’s true value lies in solving practical problems. Through in-depth user research and technological innovation, design should create solutions that meet user needs and drive business success. This approach ensures that design not only serves users but also brings tangible benefits to businesses, achieving a win-win situation for design and commerce.”

The Future and Challenges of UX Design

Regarding the development and challenges of the UX industry in the next 5-10 years, Hong Qiu states, “In the coming 5-10 years, I believe UX design will evolve towards being more user-centered and technologically integrated. At the same time, sustainability and inclusivity will become core to design practices, reflecting a growing awareness of social and environmental responsibilities. This evolution represents an opportunity to explore new design fields, pushing beyond traditional boundaries to create solutions that are both innovative and meaningful.”

Conclusion

Hong Qiu's work showcases her profound expertise and limitless potential as a designer. Her success is evident not only in her award-winning projects but also in her deep understanding of design and keen insight into future trends. This interview has provided us with a greater understanding of Hong Qiu's design philosophy and practical experience, demonstrating how design continually evolves with modern technology. Her dedication to user experience and forward-thinking use of technology offer new perspectives and possibilities for the design industry. We hope this interview inspires readers and look forward to seeing more young designers shine in the future.

Designer Profile

Hong Qiu is a User Experience Designer and Product Strategy Expert. After earning her master’s degree in Human-Computer Interaction from Indiana University, she has contributed to numerous internationally influential projects, gaining extensive design experience. She has led diverse product designs across various industries, including packaging, interaction, branding, and visual communication. Her work has earned multiple prestigious international design awards, such as the iF Design Award, Red Dot Design Award, UX Design Awards, Indigo Design Award, Muse Design Award, and International Design Awards (IDA). She has also been invited by the London Design Awards and Muse Design Awards as a winning designer to share her design process and insights.