Design Insights from Baidu’s Veteran: Building Effective Design Standards

We are delighted to welcome a heavyweight guest to the UXD Premium Club: Yu Yang, a seasoned designer who has contributed to the Olympic website at Sohu and led design for Baidu’s Zhidao and Baike products.

During the session, Yu Yang shared his relaxed life attitude and focused work style, offering personal insights from years in the design field and answering many questions from participants.

Finding the Right Temperament

Yu Yang explains that certain designers are better suited for encyclopedia projects, which require a sense of spaciousness, lightness, and authority. Discovering this temperament took him five years.

Establishing Design Standards

He emphasizes three reasons for standards: professionalism, efficiency, and faster onboarding of newcomers. Using Baidu Zhidao’s anniversary projects as examples, he shows how themes evolve while maintaining a consistent, tech‑forward, authoritative style.

He notes that even small details, such as adjusting the shade of “Encyclopedia Star” blue, are refined to match modern flat‑design trends.

Ultimately, standards should not just be documented rules but internalized principles that guide designers.

Pre‑emptive Interaction and Deep Product Integration

Yu Yang cites a mother‑designer who contributed to a baby‑care product, highlighting the value of domain expertise in design decisions.

Focusing on Micro‑Experiences

Observing Xiaomi’s meticulous copywriting, he suggests having dedicated writers in design teams to ensure real‑time collaboration.

Embedding Standards in Designers’ Minds

Design guidelines must live in designers’ hearts, continuously influencing their work.

User‑Centric and Scenario‑Based Thinking

Designers should consider factors like loading speed on 2G networks and how stale sites affect user perception, collaborating with product managers when appropriate.

Surprises and Career Growth

He discusses the ups and downs of design work, the importance of showcasing standout projects, and how consistent performance can reduce turnover and improve team reputation.

Key Takeaways

Communicate effectively and understand technology.

Stay updated on industry trends.

Grasp product direction.

Interpret data.

Leverage user feedback.

Think about design conversion rates.

During the Q&A, Yu Yang answered over 30 questions; the following 15 were highlighted:

Q1: Why did you leave Ogilvy after only four months?

A: The intense work rhythm (3 pm finish, 10 am start) made me feel sick of the tools; I sought a bigger challenge and moved to Sohu, then Baidu.

Q2: How to handle disagreements between designers and PMs?

A: Focus on the company’s perspective; it becomes a test of design experience and understanding.

Q3: Thoughts on product managers who think they understand design?

A: Senior‑level PMs may dominate, but less experienced ones should be guided; collaboration is key.

Q4: Why do some good ideas get rejected while weaker ones pass?

A: Lack of confidence can lead designers to seek external validation.

Q5: Advice for those feeling lost?

A: Be self‑driven, set clear goals for each job change, and learn from senior designers.

Q6: How to achieve high reputation and low turnover?

A: Build responsibility, camaraderie, and a supportive team culture.

Q7: What user information do you focus on?

A: Use research to assess product impact on data and share insights across teams.

Q8: How can junior designers accelerate growth?

A: Accumulate experience, study excellent cases, and continuously improve work quality.

Q9: What do you look for in promotions?

A: Highlight standout achievements and demonstrate measurable improvements.

Q10: Favorite design works?

A: Styles vary; follow trends and let the era guide you.

Q11: What constitutes a professional design process?

A: A solid process boosts efficiency and provides a safety net.

Q12: How to overcome design bottlenecks?

A: Browse inspiring websites and resources to spark ideas.

Q13: How to avoid being trapped in requirements?

A: Embrace requirements to better fulfill them.

Q14: What qualities define a good UI design?

A: Standards should be based on specific needs.

Q15: Must‑ask interview questions?

A: Observe appearance and attitude, ask open‑ended questions to gauge motivation.

Finally, a light‑hearted question about buying a house in Beijing was answered with humor.