“For me, this moment is a double bar line — ending one movement and opening the next.”
Portfolio: Related to Interaction Design
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JOYCUBE by BMW
I led BMW’s project at Universal Beijing Resort’s Citywalk.
Overseeing strategic positioning, naming, and the design of environmental and interactive elements. I coordinated cross-disciplinary teams to align creative and technical execution.
The space attracted over 110,000 visitors in its first year, ranking top 5 in Citywalk traffic, and achieved a 4.6 out of 5 satisfaction score on Dianping review, establishing JOYCUBE as a benchmark for experiential marketing.
Role
Creative/Experience Facilitator
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MasterClass Series
TikTok China K12 Education
An educational program launched in China to inspire a deeper appreciation for aesthetics and culture.
I developed the platform framework to ensure the program’s scalability across various cultural topics and supervised the visual and content elements to maintain quality and coherence.
The first season featured world-renowned pianist Lang Lang as the guest instructor. The program achieved significant impact, with over 1 million participants in its first month, laying the foundation for an extended series exploring diverse artistic disciplines.
Role
Platform Content Architect · Visual Supervisor
BMW IPA
Intelligent Personal Assistant
BMW China’s engineering team invited me and my team to collaborate on developing the voice response scripts for their first Chinese version of the Intelligent Personal Assistant (IPA).
Inspired by projects like “Meet Q: The Gender-Neutral Voice Assistant” and “Tweenbots” by Kacie Kinzer, I approached the task with the belief that human-machine interaction can reshape behaviors, not just serve as tools.
We defined foundational interactions to align with the core principle of “technology for good” and incorporated this principle into BMW's long-term guidelines.
Role
Interaction Strategist
Vehicle Delivery Ceremony
Interaction Design
The BMW dealership handover ceremony project aimed to transform the traditional vehicle delivery process into an immersive and emotionally resonant experience.
As part of this initiative, my team and I conceptualized a “Cool Luxury” environment within BMW dealerships, combining light, sound, and multimedia elements to create memorable, shareable moments for new car owners.
Key highlights included interactive lighting effects and personalized storytelling tailored to each customer’s vehicle model.
Role
Interaction Strategist & Facilitator
Nestlé SuperNan
Pavilion Experience Design
Expanding on the “Do You Feel What I Feel” campaign, I created the “Little Sensitivity Experience Pavilion” an interactive installation simulating an infant’s allergic reactions caused by unsuitable infant formula.
The installation integrated tactile and visual elements that enabled parents to empathize more deeply with their child’s experience.
The pavilion, paired with the TVC, exceeded 5 million impressions and boosted brand inquiries by 28% in target cities during campaign time, creating a cohesive and impactful narrative.
Role
Concept & Experience Facilitator
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Here’s a piece I created purely for myself
(not for work.)
Life Elsewhere (2009)
Photography Project
After leaving my medical career, I temporarily lost my sense of direction for the future.
I embarked on an 8-month journey across Shanghai, Tibet, Guizhou, and other places, eventually returning to Taiwan for my military service.
This transformative experience introduced me to diverse cultures, stories, and individuals, teaching me to draw inspiration through observation.
This journey, captured through photography, culminated in an exhibition that shared these insights and inspired others. It also began my passion for human-centered creativity and paved the way for my transition from medicine into advertising.
Role
Myself
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