Designing the potential
Superposition Design Lab specializes in crafting memorable AI-integrated products and experiences, from screen to space.
Scroll to discoverWhere every possibility is still open.
We bring art, design and technology together to help teams figure out what their AI product should be, then make it real.
In quantum physics, superposition is the moment before observation — when every outcome is still possible. That's where we like to start.
— The SDL teamHuman first
We design around real people, not around the model. Complex systems should feel simple, clear and trustworthy.
Built to ship
Our team reads code as well as it draws. Ideas are prototyped early and handed off ready for engineering.
Responsible by default
Accessibility and ethics are part of the brief from day one — good for users, and good for business.
The team
New York // BeijingFounder &
Creative Director
Trained in both computer science and art, with a master's in Human-Computer Interaction and Design. Specializes in 0-to-1 product building — taking new ideas from first concept to shipped product. Previously a product designer at HBO Max, Scribd and Amazon, designing AI assistants and accessible AI wearables and setting company-wide AI design guidelines.
Design Director
Creates visual direction for exhibitions, publications, brands and cultural institutions, with a special focus on Chinese type design. Works closely with artists and architects to bring new ideas into public space, with projects honored by Red Dot, Golden Pin and the Type Directors Club.
Business Director
Works where technology meets business. Previously a product manager at DiDi and a brand analyst at Acquco, now focused on bringing AI and immersive technology to market — connecting design decisions to growth and commercial results.
From first idea to a working product.
Bring us in at any stage. We can take the whole journey, or just the piece your team needs.
AAI Strategy
Where should AI fit in your product or business? We map where it creates real value, how it integrates with your product and workflows, and where a person stays in control — choosing the tools that fit your team, not one-size-fits-all solutions.
BUser Research & Data Analysis
We learn from real people and real numbers — interviews, usability and accessibility testing, usage data and market signals — and turn them into clear design decisions tied to the metrics that matter.
CDesign Engineering
We design in code. Rapid prototypes with real AI built in, front-end builds and component libraries close the gap between design and engineering, so ideas ship faster and stay true to the design.
DUI/UX Design
Clear, considered interfaces for websites, apps and AI features — from structure and flows to visual design, conversational and generative UI.
EDesign Operations
Processes your team keeps using after we leave: design systems, research and review standards, AI usage guidelines and workflows that bring AI into everyday design work.
FBrand & Space
The identity, wayfinding, exhibition or event that brings your product into the real world — designed to work together with the digital experience, from screen to space.
Explore every option. Commit to the right one.
We keep possibilities open long enough to find the best answer, then focus everything on making it great.
Observe
We listen to your team and your users, and agree on what success looks like.
Explore
We sketch several distinct directions instead of polishing the first idea.
Prototype
The strongest ideas become working prototypes, tested with real people.
Launch
We refine the chosen direction, support the build, and keep improving after release.
Selected work.
Iris
AI glasses for blind and low-vision usersWearable · Interaction research //02Novella
AI-assisted reading and discoveryAI assistant · Product //03Shenlai GPT
Generative AI writing toolAI product · UI · Rapid prototyping //04Aranya Film Festival
Visual identity and wayfinding systemIdentity · Wayfinding · Event //05PostPond
A note delivery app with an AI-integrated virtual spaceApp · Web · UX design //06Silvertongue
Branding and AI retail analysis integrationBranding · Web design · AI analytics //07Quirk Haus
Exhibition experience and AI retail consultationExhibition · AI analyticsIncludes projects led by SDL team members at previous studios and companies.
Recent partners
- Yidu TechHealthcare AI
- LifeAtProductivity
- SectorsRetail · Culture · Productivity · Healthcare
Recognized around the world.
Awards received by projects led by SDL team members.
Tell us what you're imagining.
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