Xudong Xing, Product Design Lead at TikTok, on Reimagining Emotional Support Through SoulNest

Being recognized by the MUSE Design Awards is a wonderful acknowledgment, as the award celebrates creativity and meaningful design. For me, it represents more than a prize—it’s a reminder that the years I’ve dedicated to design, and the values I hold, are truly seen and appreciated.

It also reaffirms that design is not only about aesthetics, but about making a real impact on people’s lives. This recognition gives me the confidence to keep exploring how design can bridge empathy and technology, while inspiring me to challenge existing frameworks and remain committed to accessibility and human-centered values.

Winning the MUSE Design Awards marks an important milestone in my career. It has given me greater visibility and credibility as a designer, opening doors to conversations with peers, industry leaders, and collaborators I might not have met otherwise. It has also strengthened my confidence to pursue projects that blend creativity with social impact, such as SoulNest.

For me, the true meaning lies in reaffirming my belief that design is not only about aesthetics, but about creating social value. I see this recognition not as a conclusion, but as an encouragement to stay curious, keep exploring, and continue discovering new ways design can connect with people.

Experimentation is at the heart of my creative process—it allows me to test ideas early, challenge assumptions, and uncover unexpected directions. In SoulNest, we explored various forms of emotional interaction before finalizing the avatar-guided experience. For instance, we prototyped both text-only interfaces and highly visual environments, testing them with users to understand which felt more approachable and less clinical.

The process revealed that striking a balance between simplicity and emotional presence was most effective, leading to the final design. For me, experimentation is not just about trying new tools, but about creating space for curiosity and iteration to guide more human-centered outcomes.

One of my most unexpected sources of inspiration comes from video games. While often viewed purely as entertainment, I’ve always been fascinated by how they create immersive worlds that evoke agency, curiosity, and emotional connection.

For SoulNest, I drew from this idea—crafting an experience where users don’t simply receive information, but actively explore their emotions through interactions with avatars. Though unconventional, this perspective helped me reimagine how digital tools can feel less like clinical systems and more like empathetic companions.

I wish more people understood that design is not just about making things look beautiful—it’s a process of problem-solving grounded in research, empathy, and iteration. Many of the most meaningful decisions happen long before the visuals take shape: observing users, questioning assumptions, and testing possibilities.

Good design is less about a single “big idea” and more about a series of thoughtful refinements that gradually form a solution people can trust and enjoy.

For me, balance begins with dialogue and empathy. I start by listening closely to understand the client’s goals and constraints, then translate them into design opportunities rather than limitations.

At the same time, I ground my ideas in evidence—through user research, data, or prototyping—so they’re not just personal preferences but solutions that create real value. In practice, it’s less about choosing sides and more about finding common ground where client needs and design vision strengthen each other.

A major challenge in designing SoulNest was introducing AI in a way that felt supportive rather than overwhelming. While AI can be immensely powerful, when applied to something as sensitive as emotional wellness, it can easily come across as impersonal or intrusive. We needed to clearly define its role—not as a diagnostic tool, but as a gentle companion.

To achieve this, I focused on specialization in interaction design: using avatars to humanize the experience, setting clear boundaries to prevent overreach, and fine-tuning language and tone to feel empathetic rather than mechanical. This approach allowed AI to complement the design while preserving the human-centered values at its core.

When I hit a creative block, I step away from the screen and immerse myself in new experiences. Sometimes it’s as simple as taking a walk, traveling, or observing the quiet details of everyday life. I also enjoy spending time with animals—their presence helps me relax and shift out of a fixed state of mind.

At other times, I turn to unexpected sources like philosophy or video games, which offer fresh ways to think about human behavior and interaction. These pauses help me reset and remind me that inspiration often comes from outside design itself, in the small yet meaningful moments of life.

Empathy is the core value I bring to every design project. Growing up, I was fascinated by how small details could influence the way people feel and behave, which taught me to focus not only on functionality but also on the emotions behind each interaction. I also hold a strong belief in accessibility—ensuring that good design isn’t reserved for a few, but can be experienced by people of all backgrounds, cultures, and abilities.

Beyond that, my curiosity for philosophy and games has deeply shaped how I approach design: seeing it not just as a tool for problem-solving, but as a way to explore human nature.

My advice is to stay curious and keep questioning. Success in design isn’t just about mastering tools or following trends—it’s about developing the ability to observe, empathize, and challenge assumptions.

Don’t be afraid to step beyond your comfort zone or explore industries you’re unfamiliar with; those experiences broaden your perspective and make your design more meaningful. Most importantly, remember that design isn’t only about solving problems—it’s about discovering the right ones to solve.

If I could collaborate with any designer, it would be Dieter Rams. His philosophy of “less, but better” has deeply influenced how I approach design—not as decoration, but as an exercise in clarity and responsibility.

I admire how his work balances simplicity, usability, and timeless aesthetics—qualities I strive to bring into my own projects. Collaborating with him would be an invaluable opportunity to learn how to distill ideas to their essence while staying true to the human experience.

I hope my work encourages people to feel more connected—to themselves, to others, and to the world around them.

For me, design isn’t just about solving functional problems; it’s about shaping experiences that reduce stigma, foster empathy, and bring a sense of care into everyday life. If someone walks away from something I designed feeling even a little more supported or understood, I consider that a success.