BILLIE ZHANGDESIGN & CREATIVE ENGINEERING

BILLIE ZHANG / 张贝

Turning product
intent into a
reason to engage

Designing for motivation makes product capabilities truly effective.

Golden Gate Bridge · Photography / Billie Zhang

BILLIE ZHANG / 张贝

Connect insight, creation and delivery

Full-stack design leader across disciplines

Across model aesthetics, enterprise design systems, software, hardware, financial life and brand IP, I use people’s motivation to shape product direction—and bring it to life through design, engineering and team collaboration.

At Tencent, I’m a core contributor to WorkBuddy and CodeBuddy, specialize in model training, and lead the Experience and Frontend Committee.

Chinese résuméEnglish résumé
Billie Zhang / 张贝
BILLIE ZHANG / 张贝

Four capabilities, across disciplines

Discover creative and service opportunities

Find the reason for a product to exist in the context of life and work.

Build design strategy and judgment frameworks

Create order within constraints and make the basis for quality explicit.

Sustained creativity across disciplines

Connect models, brands, services, software and hardware through collaboration.

From design to code engineering

Turn design intent into prototypes, systems and workflows teams can sustain.

2023–Present

Design inside AI and engineering systems

Across Hunyuan expert collaboration, WorkBuddy’s experience and hardware, and TDesign engineering, I translate design judgment into model examples, product architecture and collaborative workflows—expertise that teams can keep putting to work.

01 / Tencent Hunyuan / HY

Bring human judgment into model development

  • Model aesthetics
  • Expert collaboration across disciplines
  • Creative and technical judgment

Bring aesthetic judgment and implementation quality into model tuning: clear intent, purposeful visuals and working interactions.

My contribution
I organized Tencent frontend and design experts to contribute to Hunyuan training and tuning, bringing their different disciplines into model development through runnable creative examples.
Team and project outputs
Diorama Town and Omega explore two directions for generated experiences; Omega uses simulated data.
Diorama Town · a team creative example, an interactive miniature worldOpen interactive demo ↗
Diorama Town · a team creative example, an interactive miniature world
Omega · business information organized in 3D (interactive demo / simulated data)Open interactive demo ↗
Omega · business information organized in 3D (interactive demo / simulated data)

02 / Tencent WorkBuddy / CodeBuddy

Defining the aesthetics of work and productivity before AI

  • Product positioning
  • Agent experience architecture
  • Cross-team development

Define when an agent intervenes and how tasks connect, using work, temporary-state and task layers shaped around focus and progress.

My contribution
I’m a core contributor to WorkBuddy and CodeBuddy. I contributed to WorkBuddy’s experience positioning and product development, then carried the exploration into smart hardware.
Team and project outputs
The team co-developed WorkBuddy; the cloud desktop’s three-layer framework was an early foundation for its experience architecture.
Trace the cloud desktop architecture ↓
The three-layer cloud desktop · work, temporary states and tasks, a foundation for WorkBuddy (slide 23)
The three-layer cloud desktop · work, temporary states and tasks, a foundation for WorkBuddy (slide 23)

03 / WorkBuddy smart hardware · engineering prototype

From insight to working hardware

  • Software and hardware design
  • Prototype engineering
  • Delivery leadership

Bring background Agent activity into view without interrupting focus: a display organizes progress and decisions, while light conveys state across desk and mobile scenarios.

  • Peripheral awareness: light signals progress, input and errors.
  • Readable tasks: a compact display surfaces progress, questions and next steps.
  • Form follows context: explore desk, screen-edge and wearable use.
My contribution
I conceived and designed the full concept for WorkBuddy’s smart hardware and led the hardware team in building the engineering prototype, bringing software interaction and hardware design together in one product.
Team and project outputs
The hardware team built an engineering prototype. The Retro OS board and 28uddy concept explore small-screen task states and ambient interaction.
Explore the 28uddy concept ↗
Evidence notes

The rendering and 28uddy proposal are concepts; the implemented lighting, interaction, connectivity and official product name remain to be confirmed.

Engineering prototype · my full concept design, realized with the hardware team I led
Engineering prototype · my full concept design, realized with the hardware team I led
Retro OS design board · complex task states on a small screen; implementation scope pending
Retro OS design board · complex task states on a small screen; implementation scope pending
28uddy bar · concept film with black lacquer and task interface

04 / Tencent Infinite Goose / First Anniversary

Bring AI creativity into a brand milestone

  • Generative creativity
  • Brand storytelling
  • AI creative practice

Use generative imagery to reimagine the birthday goose for an anniversary brand moment.

My contribution
I used Miora, a product co-developed with the WorkBuddy core team, to generate a first-anniversary birthday-goose film, exploring AI creation for brand characters and milestone moments.
Team and project outputs
The film explores the character’s form, materials and motion.
Evidence notes

Original character design and rights, specific generation and selection responsibilities, and the scope of actual use remain to be confirmed.

Infinite Goose first anniversary · a film generated with Miora

05 / TDesign Enterprise Design System / Tencent D2C

From design systems to design engineering

  • Enterprise design systems
  • Design engineering
  • Cross-team adoption

From Tencent incubation to more than 8,000 real projects, TDesign extends enterprise design language into AI-era design engineering.

My contribution
I contributed to cross-platform components, guidelines and AI-ready resources, and improved D2C homepage and mobile Insight navigation. My site commits are merged.
Team and project outputs
The team extended the design system into an AI engineering solution covering 50% of Tencent projects, with a site, D2C review, Skill guide, training and community to help teams get started.
Evidence notes

The coverage figure comes from my own account; the period, project definition and scope for public use are pending. Ownership of the review, training and rollout is to be clarified.

D2C site · connecting capability discovery, trial and onboarding
D2C site · connecting capability discovery, trial and onboarding
Insight motion · a first impression and entry point into engineering capabilities

06 / TDesign AIStudio

From standalone tools to workflows

  • Engineering roadmaps
  • End-to-end service design
  • Workflows across roles

Connect business processes, roles and touchpoints in a workflow from design input to engineering delivery.

My contribution
I built an engineering blueprint around semantic HTML and the D2C engine, from design preprocessing to code delivery, and implemented the Design to HTML entry and comparison example.
Team and project outputs
The team delivered the site, example gallery and preprocessing workflow; the blueprint distinguishes planned, in-progress and delivered capabilities.
Evidence notes

Ownership of tool taxonomy, design system updates and the preprocessing engine, along with feedback from users who tried it.

KR2 blueprint · roles and workflows connected through D2C; delivery stages shown in the diagram
KR2 blueprint · roles and workflows connected through D2C; delivery stages shown in the diagram
Sample design input · compared with HTML output to explain the design-to-engineering handoff
Sample design input · compared with HTML output to explain the design-to-engineering handoff

07 / 3T / DesignBench

Turn expert judgment into enterprise-grade quality

  • Design intent extraction
  • Quality evaluation
  • Codifying expert judgment

Connect intent, evidence and delivery so expert judgment becomes a quality standard teams can discuss and calibrate.

My contribution
I contributed to the 3T intent workflow, experience mechanisms and expert collaboration, and to the task and review design for DesignBench.
Team and project outputs
The team prototyped intent extraction and automated learning in 3T, and created DesignBench review examples that show results alongside the process.
Evidence notes

Offline rationale extraction is still a prototype. Expert agreement and formal blind review are being calibrated.

3T workbench · design intent, page results and expert discussion (prototype)
3T workbench · design intent, page results and expert discussion (prototype)
DesignBench · reviewing results alongside process to discuss quality with evidence (review example)
DesignBench · reviewing results alongside process to discuss quality with evidence (review example)

08 / Buddio

From intelligent components to a personal agent

  • Product opportunity discovery
  • Agent interaction architecture
  • Prototype engineering

Build on intelligent components to organize tasks, approvals and outputs around daily life—making delegation reassuring while keeping people in control.

My contribution
I defined the product opportunity around everyday situations, designed the experience architecture for ongoing tasks, approvals and outputs, and connected the interface, task states and return journey in a working prototype.
Team and project outputs
The rule-based prototype shows task progress, approvals and outputs; the cloud demo reconciles progress on return.
See the Buddio proposal ↗
Evidence notes

Continuous background execution, real service integrations and repeat delegation remain to be tested.

Approval interface · keeping delegation under user control
Approval interface · keeping delegation under user control
Home scene motion · a welcoming first impression for everyday use

2015–2023

Taste and judgment come from designing services across industries

Developers need a sense of accomplishment, players want to enter a world, and people using financial services need familiarity and trust. Working across these domains taught me to judge what people should notice, which steps matter and how an experience fits into their lives.

09 / Tencent Cloud CODING / Cloud Studio

Enterprise design shapes how people work and what makes their work feel rewarding

  • Complex tool design
  • Developer workflows
  • Product and service design leadership

Shape the cloud workspace around developers’ tasks, focus and sense of accomplishment, extending the experience into community and pre-sales service.

My contribution
As Product and Service Design Director, I contributed to DevOps service standards and the Cloud Studio experience architecture. After joining a pre-sales customer visit, I documented observations and proposed improvements.
Team and project outputs
Workspace, community and design language form the cloud development experience; the three-layer framework laid the foundation for WorkBuddy.
Evidence notes

Decisions I owned in the workspace redesign and which recommendations were adopted.

Pure, Dynamic, Thinking · a visual language for order and progress at work (slide 22)
Pure, Dynamic, Thinking · a visual language for order and progress at work (slide 22)
Cloud Factory · conveying developer tools’ working value through scenes and narrative

10 / TiMi / Honor of Kings esports

Make even a fleeting moment exceptional

  • Game community positioning
  • First-impression design
  • Iterative validation

The impression an experience leaves can matter far more than the feature itself. A brief sign-in is a player’s first encounter with a community’s character. World-building, a host character and the scene’s pacing create anticipation, making registration a natural step into that world.

My contribution
I was responsible for the experience framework and phased validation of the esports platform redesign, grounding its direction in the community’s positioning.
Team and project outputs
The sign-in demo in my talk shows the opening scene, character guidance and sign-in choices. The image is a project demo frame.
Evidence notes

Production credits for this demo and the scope of any release.

Experience positioning · from esports community to world, character and setting (slide 16)
Experience positioning · from esports community to world, character and setting (slide 16)
Sign-in demo frame · creating anticipation for the community before using its features
Sign-in demo frame · creating anticipation for the community before using its features

11 / Fusion Bank

Understand local lives and inspire new ways to live

  • Brand experience
  • Service blueprinting
  • Financial product experience

Start with life in Hong Kong: use Femoji to shape the brand impression and carry it into account opening, funding and transfers.

My contribution
I contributed to experience design, user research, brand and marketing for the app and wallet integration.
Team and project outputs
The service blueprint, card concepts and prelaunch motion connect brand and financial services; adoption remains to be confirmed.
See Fusion Bank’s account opening guide ↗
Evidence notes

Exact title, decisions I owned, and how much of the pre-launch concept and service blueprint was adopted.

Femoji · brand character and aspiration in everyday Hong Kong life (slide 25)
Femoji · brand character and aspiration in everyday Hong Kong life (slide 25)
Card concepts · bringing the brand impression into materials, texture and graphics (slide 29)
Card concepts · bringing the brand impression into materials, texture and graphics (slide 29)
Service blueprint · aligning brand expectations, journeys and service touchpoints
Service blueprint · aligning brand expectations, journeys and service touchpoints
Prelaunch homepage motion · brand impression through rhythm and visuals (early V15 concept)

12 / Tencent FiT / We Remit

Design must meet real needs within real constraints

  • Local user insight
  • Designing within constraints
  • Design team management

Design for workers in Hong Kong and families in the Philippines, balancing familiar actions with transfer efficiency.

My contribution
I managed experience teams at Tencent FiT, where Hong Kong–Philippines remittance was a representative project; specific flow decisions remain to be documented.
Team and project outputs
The project connects local usage habits with the family context of remittances.
Evidence notes

Flows and decisions I owned, plus the official name, year and recipient of the award mentioned in the notes.

Local design choices · from visual form to habits and efficiency (slide 32)
Local design choices · from visual form to habits and efficiency (slide 32)
We Remit film · the family relationships and everyday needs behind a transfer

13 / Tencent FiT / Transit Code and Gold Red Packet

Connecting experiences for a better everyday life

  • High-frequency service design
  • Financial product innovation
  • Multi-team leadership

Bring financial services into daily life: access a transit code quickly and pass on a gift naturally.

My contribution
I managed three Tencent FiT experience teams across Transit Code, Gold Red Packet and Hong Kong–Philippines remittance.
Team and project outputs
The Transit Code screen shows bus and metro switching and a home-screen shortcut. My talk used Gold Red Packet to discuss how a financial product could build on the impulse to give during a holiday.
Evidence notes

The screens are project examples. My decisions in individual versions and adoption outcomes remain to be confirmed.

Transit Code · frequent access to the code, bus and metro modes (QR code obscured)
Transit Code · frequent access to the code, bus and metro modes (QR code obscured)
Experience strategy matrix · motivations for repeat use in frequent services and gifting (slide 9)
Experience strategy matrix · motivations for repeat use in frequent services and gifting (slide 9)

Across my career

Look beyond product needs and turn creative ideas into commercial opportunities

Creative ideas find value through use and exchange. Brand and IP work extends cultural expression into apparel, everyday objects and commercial opportunities. Translation, publishing and talks turn personal practice into knowledge others can question, reuse and develop.

14 / Fortune Goose / ARICHé 00700

From company culture to lifestyle and commercial opportunity

  • IP commercialization
  • Brand language
  • Physical products

Turn company culture into objects people wear, use and share—and brand language into lifestyle and commercial opportunity.

My contribution
As Tencent Fortune Goose brand lead and in TiMi IP commercialization, I worked across merchandise planning, brand management and product development.
Team and project outputs
The 2026 Fortune Goose catalog covers apparel, accessories and outdoor goods. Pages 31–33 show how the brand appears on a collaboration racket, a four-season shell and an insulated jacket.
Evidence notes

My responsibilities for the mark and each collaboration, partner credits, and any adoption or sales evidence.

Worn in context · the brand in outdoor life (Fortune Goose catalog 2026, p. 33)
Worn in context · the brand in outdoor life (Fortune Goose catalog 2026, p. 33)
Four-season hardshell · a functional medium for cultural expression (catalog, p. 32)
Four-season hardshell · a functional medium for cultural expression (catalog, p. 32)
ARICHé collaboration racket · extending the brand into sports goods (catalog, p. 31)
ARICHé collaboration racket · extending the brand into sports goods (catalog, p. 31)
IP applications · from character language to apparel and products (slide 39)
IP applications · from character language to apparel and products (slide 39)

15 / Publishing and design talks

Documenting practice is a habit. Learning is a mission.

  • Documenting methods
  • Design translation
  • Sharing design knowledge

Through translation, publishing and talks, turn practice into methods others can discuss, reuse and develop.

My contribution
I co-translated the Chinese edition of A Project Guide to UX Design and shared my experience positioning model in From Impression to Phenomenon.
Team and project outputs
The Chinese edition of A Project Guide to UX Design was a translation collaboration. As editor-in-chief, I helped publish the FiT Design team’s financial design casebook.
Evidence notes

The credit page for the Tencent financial design casebook is pending.

A Project Guide to UX Design · co-translating UX methods for Chinese readers
A Project Guide to UX Design · co-translating UX methods for Chinese readers
Tencent’s financial design casebook · publishing and sharing FiT Design practice (announcement excerpt)
Tencent’s financial design casebook · publishing and sharing FiT Design practice (announcement excerpt)

Design philosophy

Engineering taste

Taste is the ability to create a sense of order within constraints.

From first impression to sustained motivation and reliable delivery, design creates lasting value in real life.

My core design strategy

  1. Start with the first impression

    Let people sense value and character. A game’s opening moment or a financial brand’s local expression creates expectations before a feature is used.

  2. Give people a reason to keep going

    Reward the expectation through use. Accomplishment at work, familiar actions and control over delegation give people reasons to continue and return.

  3. Use engineering to deliver and sustain it

    Translate judgment into architecture, components, evaluation and collaboration. From hardware prototypes to enterprise workflows, make the experience deliverable, maintainable and open to improvement.

Experience positioning model: align business, experience, marketing and technology expectations
Experience positioning model · redrawn from slide 35
Experience strategy in practice: culture, journey tools, service expression and validation, and research
Putting experience strategy into practice · redrawn from slide 37