We had the distinct pleasure to interview award winning designer Zilian(Joy) Li about their original and creative App Design design work. Zilian(Joy) Li is an award-winning communication designer, that makes our world a better place with their original app design works.
Zilian(Joy) Li ("ZL") answered Design Interview ("DI") questions about their award-winning work Igo App Design. Interview questions prepared by Frank Scott.
ZL : The core principle behind IGO is to redesign urban mobility for equity. Inspired by the real pain points of low-income communities in Los Angeles—especially the commuting barriers for night-shift workers—we aimed to create a solution that makes mobility safer, smarter, and more inclusive. The inspiration came from a mix of real-life interviews and a deep belief that mobility is not just transportation—it is access to opportunity.
ZL : Our main focus was inclusive user experience and functional innovation. We wanted to reduce the cognitive burden for tech-novice users, while embedding powerful features like voice-triggered emergency alerts and real-time job discovery. Ultimately, we aimed to empower marginalized communities by giving them safer, smarter and more opportunity-linked commutes.
ZL : We plan to further develop IGO into a fully functional app pilot program in partnership with local communities and transportation authorities. The next phase includes AI optimization for job matching and route prediction. We also hope to integrate IGO into city-wide smart infrastructure systems to drive long-term urban equity.
ZL : The concept development and initial design process took approximately four months, from January to April 2023. This included user research, interface prototyping, feature planning, and visual system development.
ZL : This was a self-initiated project based on real community needs. During field research in LA, we observed that car-centric urban planning disproportionately impacted under-resourced groups. IGO was born out of a genuine desire to address this mobility injustice and create a scalable design with social value.
ZL : IGO is currently an independent concept project. We are actively seeking partnerships with city governments, nonprofit organizations, and urban mobility accelerators to bring it into real-world application. Our aim is not just commercialization, but to ensure it remains accessible, ethical, and community-centered.
ZL : As a designer committed to social impact, I am drawn to projects that serve underrepresented communities. Urban transportation is a field where design can directly affect quality of life. IGO allowed me to explore how intelligent systems and inclusive design can reshape everyday access and equity.
ZL : IGO’s design was influenced by both urban mobility systems and inclusive product design cases. Works from studios like IDEO and projects like Google’s Next Billion Users initiative inspired our approach to accessibility and tech-simplicity. I was also influenced by service design thinking that emphasizes user journeys and ecosystem mapping.
ZL : The primary users are residents of low-income, carless households in urban areas—especially night-shift workers, elderly passengers, and job-seekers who rely on public transit. IGO is also designed with community-based organizations, city planners, and transit agencies in mind as extended stakeholders.
ZL : IGO integrates AI-powered features that go beyond route planning—it includes voice-triggered safety alerts, real-time job listings along travel paths, and a future model for local business integration. Its social mission, paired with a minimalist and human-centered interface, makes it not just a transport app, but a tool for equity and empowerment.
ZL : The name “IGO” stands for “I Go,” expressing personal agency and movement. It’s short, direct, and universally understood, aligning with the app’s goal to make commuting simple, empowering, and accessible. The name reflects not just movement—but the freedom to choose where and when to go.
ZL : I used Figma for interface prototyping, Adobe Illustrator for icon and system visual development, and Photoshop for presentation graphics. For user flow mapping and UX documentation, I relied on Miro and Whimsical. The prototype was also tested using clickable demos via Figma and Maze.
ZL : The integration of AI with mobility equity is the most unique aspect of IGO. Features like voice-triggered emergency alerts, real-time job discovery during commutes, and personalized route learning go beyond typical shuttle systems. The design is not only functional—it’s socially intentional.
ZL : Yes. I collaborated with transportation researchers and data analysts to validate route efficiency and target demographics. I also consulted a UX accessibility specialist to ensure the interface meets the needs of elderly and visually impaired users. This was a multidisciplinary design process.
ZL : Technology is the core enabler of IGO. AI supports route optimization, job matching, and safety monitoring. Real-time data feeds enable responsive decision-making. Technology in IGO is not ornamental—it’s what makes the service adaptive, inclusive, and efficient.
ZL : Yes. I conducted 50 surveys and 10 in-depth interviews with residents from low-income communities in Los Angeles. Research revealed common challenges: safety concerns, high costs, and limited access to work. These findings shaped every feature of IGO—from safety alerts to job discovery integration.
ZL : One major challenge was balancing simplicity with functionality—ensuring a seamless user experience while offering complex backend AI support. Another was visualizing “intelligence” in a way that feels intuitive, not overwhelming. It took several iterations to achieve this harmony.
ZL : I believe socially impactful design deserves a global platform. Submitting to A’ Design Award was a way to share IGO’s mission and gather validation from an international community of designers, researchers, and innovators. It also opens doors for future collaboration.
ZL : I deepened my understanding of human-centered design and how to embed inclusivity at every level—from research to interface to visual tone. I also learned how to communicate complex systems in a clear and emotionally resonant way.
ZL : I hope IGO can serve as a reference for designing tech with social purpose. Good design is not only about aesthetics—it’s about empathy, systems thinking, and real-world impact. If this project sparks dialogue on equitable mobility, then the design has done its job.
