Make complexity understandable.
Clarify product structure, information hierarchy, flows and the story users need before they can make a decision.
About / Approach
I design clarity into complex products.
I’m Simon Guo, a Product Designer working across B2B SaaS, enterprise AI, complex web apps and responsive product experiences. I’m most useful when the product is technically complex, hard to explain or full of competing information.
The work changes. The job is usually the same: make the difficult easier to understand and use.
Build coherent interface systems.
Translate the structure into responsive UI, reusable patterns and visual rules that can stay consistent without becoming rigid.
Carry decisions into delivery.
Prototype the important interactions, communicate clearly with engineering and validate the design in working responsive environments where useful.
How I work
A flexible process, focused on useful decisions.
I do not force every project through the same diagram. The method changes with the problem, but three habits stay consistent.
Find the decision hidden inside the ambiguity.
Separate what is genuinely unclear from what is simply unstructured, then define the question the interface needs to answer.
Organise around user intent.
Build information and interaction around what people are trying to understand or do—not around an internal org chart or feature list.
Make the system flexible enough to ship.
Use prototypes, reusable UI and developer conversation to preserve the core design decision as the product becomes real.
Where I’ve worked
Across products, systems and industries.
My background moves between visual craft and product structure, which is why I’m comfortable working across both the interface and the system behind it.
AI & B2B systems
Complex product stories, technical information, responsive enterprise experiences and multi-role workflows.
Commerce & services
Discovery, product evaluation, membership, appointment and online-to-offline service journeys.
Operational products
Desktop, tablet, mobile, smart-device and logistics interfaces where consistency has to survive different contexts.
CurrentTOPPAN NEXT Advertising · UI DesignerBased in Shanghai, China
Availability
Open to selected projects where clarity, systems thinking and interface craft matter.
I’m open to selected freelance collaborations and Product Designer opportunities where clarity, systems thinking and high-quality interface craft matter.