Hailei is a digital design director at IDEO Shanghai. He specializes in designing and developing compelling interaction experiences from concept to execution across multiple digital platforms. He focuses on finding the essence of a client’s problem and solving it using the most simple, direct and agile methods.

Hailei began his career as both a software engineer and designer in 2001, and has accumulated deep computing systems design and development experience. In this field, he has worked with companies including Microsoft and Pansky.

Hailei has since been applying his interaction design insight and expertise to gaming. Before joining IDEO, Hailei worked as the User Experience Lead at Zynga, the world leader in gaming. At Zynga, he successfully created game interaction design guidelines and patterns, introduced interaction design as a new discipline into the game production workflow. He also built a team of eight visual designers, interaction designers and user researchers from the ground-up.

As a serial entrepreneur, Hailei co-founded an internet company providing healthcare service review in 2005. In 2008, he founded an application design and development agency, where he worked with a myriad of clients from internet start-ups, global corporations, luxury brands to governmental research institutes, and NGOs. Clients included: Taskcity, Microsoft, CapitaLand, Ferrari, Volkswagen, Canada Research Chair and PlaNet Finance. In the same year, he also co-founded Yuanfen Flow, a start-up incubator.

Hailei is also a digital artist. He specializes in Generative Art, using computer algorithms to create unique digital imageries. He has exhibited at Art Beijing 2010, and has gained much national media attention for his work. He was selected to be interviewed by CCTV for his unusual artistic expression. Since then, Hailei has been developing and extending his Generative methodology from art to graphic design, information visualization, product design, and architectural design. As one of the first Generative artists in China, he was invited to speak at TEDxBeijing 2010.

Hailei majored in English literature at university and studied Chinese ancient history, philosophy, classical culture, and martial arts on his own. He is enthusiastic about exploring the beauty and intelligence within ancient Chinese design and applying them to modern design and culture.

Branding, Asia, Design, Entertainers, Media Professionals, Interaction Design, Celebrity