Simon M. Choi

Digital artistry in user interface and experience design from desktop, mobile, to AI robot.

My design journey began in 2002, when I received a communication design degree from Carnegie Mellon University in Pennsylvania. Since then, I have gained a broad design knowledge in interaction and motion graphics on a variety of mobile platforms, creating interactive prototypes, pixel perfect mock-ups, user testing and wireframing user flows using Adobe design and other prototyping tools. Developing skills in areas from entertainment to gaming, I have gained outstanding references from major companies and clients, such as Adidas, Coca-Cola, Ubisoft, Dolby, Kohler, Yahoo, The Walt Disney Internet Group, Microsoft, Cisco, NVIDIA, HP Inc.(as lead UX designer), and Samsung Electronics(as principal UX designer).


HP Countertop Portal(IoT Home Hub) and Projection Computing Concept, 2016

As a Lead UX Designer at HP Immersive Home computing team, I was given an opportunity to conceptualize user experience for new category of home devices that is always on, communal, multi-room, platform for connected services. The first product is a countertop portal that manages life-time photo memories, people, and home IoT devices. The second product is a projecting computer that transforms walls into family information portals with voice and gesture interaction. Below are the concept development in static user flow and dynamic motion exploration.

Motion demo for countertop portal.

Motion demo for projection computing(background color will be vary based on the projected surface).


SHIELD Hub helps gamers discover the best SHIELD-optimized Android games, and streams PC games over the Internet to NVIDIA SHIELD devices. In addition, gamers can have free access to the NVIDIA GRID Gaming Service in North America and Western Europe, which lets them stream popular games on-demand to their SHIELD portable and tablet devices. In this project, I was responsible for providing constant visual guidelines, detail comps, and assets to meet the latest Android material design style.

NVIDIA Gamepad mapper for SHIELD tablet and portable, 2014

Gamepad mapper allows users to add gamepad support to native touch Android games, so they can play thousands of games using the SHIELD console-grade controller with NVIDIA's default gamepad mapper profiles, or create their own. My contribution to this project was to design the user interface and user experience flow to support seamless integration between touch and controller experience, allowing gamers to create their own custom mapping profiles and share them within the NVIDIA mapper profile community.

SHIELD Technology, 2014

Gamers can broadcast their gameplay to Twitch TV, so that others can watch them play. They can also use the front-facing camera to include their faces in a picture-in-picture window with their gameplay. In these projects, I was given the opportunity to create various user interaction models to help gamers to understand those supporting apps in NVIDIA SHIELD portable and tablet. I focused on improving the user interface and experience in Help/Cling screens, Virtual Control app, on-screen control, and Twitch video/chat layout adjuster.

TegraZone3, 2014

The TegraZone Android app allows gamers to search and download the best Android games optimized for NVIDIA Tegra-powered devices. In this project, my responsibility was to create high-fidelity comps for mobile, SHIELD portable/tablet, and TV user interface. In addition, final design was communicated to engineers by providing spec docs, and it was often necessary to prototype detail interactivities of in-app experience.

Microsoft Ford Sync MyTouch2, 2012

In 2013, Ford announced an update to its MyFord Touch system in its cars, with a UI revamp to make it easier and faster to use. Based on customer feedback, Ford brought more important or common tasks closer to the driver, with bigger icons, fewer sub-menus, and an increase in font size in some areas, to allow information to be more easily absorbed at a glance. The update also encompassed new features, including new maps, improved voice recognition, audible e-book support, and increased device compatibility. My participation in this project was to tackle various key visual needs, support user interface concerns and quality assurance in user experience, and to produce the required graphic assets to build the infotainment system in cooperation with Microsoft engineers.

iPad product catalog app for Under Armour, 2011

I was given the opportunity to design the iPad product catalog app for Under Armour, which was installed at their store kiosk in Denver. This app was designed to help store visitors to browse their favorite gear from the store collection, showcasing featured gear with 360-degree movies. Following Under Amour’s branding guidelines, I enabled visitors to easily search for gear in their favorite product categories. In addition, the app provided local event and weather information, along with soothing ambient store background music sponsored by

Database backup app for Quest Software, 2011

Before it was acquired by Dell, Quest Software gave me the opportunity to create a web-based database backup, maintenance, and monitoring application to support their network products around the world. In this project, the app is able to filter by region, overview server maintenance activities, schedule server jobs, create timestamps, track back previous activities, and alert system administrators to servers' risk levels and status. My responsibility was to produce a clean user interface and experience to make it easy for IT personnel to overview server status and schedule various maintenance tasks.

iPhone canvas app for new Absolute campaign, 2011

In this iPhone app project for an Absolute new product campaign, I demonstrated in-app user experience and interface flow with high-fidelity comps. By using Adobe After Effect, user-created graphics were animated and the final drawings on canvas could be shared via the Facebook community.

Motion demo for canvas app user interaction

Website redesign for Mandarin Oriental hotel, 2011

I was given the opportunity to refresh the Mandarin Oriental hotel website in 2011. With hotel experience photos, new website design was pitched in the context of visitors’ main interests: work, play, relax, celebrate, and dine. My responsibility was to demonstrate easy web user experience for visitors to find hotels in different cities and book their rooms, using Oriental-themed hotel interior photos. The final proposed website design was prototyped with Adobe Flash to demonstrate user interaction, how to find a hotel in the world map, and how to book hotel rooms, finding necessary information throughout the reservation process.

Interactive demo for Mandarin Oriental hotel website refresh

My family portrait profile on, 2010

With my family portrait profile interactive content on, parents and children can create personalized characters with customized expression, body, and hairstyles, as well as Disney-themed outfits, props, and background graphics from Disney movies. After the customization is complete, the final portrait photo can be shared with Disney friends via Facebook. In this project, my contribution was to create a playable user interface and provide Flash assets in corporation with outside Walt Disney interactive content-building vendors.

Other design area