About us
Good Smile designs visual systems for software.
We partner with product and engineering leaders to design interfaces for digital products operating at scale; from enterprise platforms and AI-driven systems to consumer applications.
Our team combines classical design training with years of hands-on work alongside engineering and product teams. We’ve learned clarity, not simplification, is what makes powerful systems intuitive.
We believe lasting quality comes from empathy, technical rigor, and respect for how software is actually built.
We partner with product and engineering leaders to design interfaces for digital products operating at scale; from enterprise platforms and AI-driven systems to consumer applications.
Our team combines classical design training with years of hands-on work alongside engineering and product teams. We’ve learned clarity, not simplification, is what makes powerful systems intuitive.
We believe lasting quality comes from empathy, technical rigor, and respect for how software is actually built.
我们与产品与工程负责人紧密合作，为在规模化环境中运行的数字产品设计界面，涵盖企业级平台、AI 驱动的系统，以及面向消费者的应用。
我们的团队将扎实的设计训练与多年与工程和产品团队并肩工作的实践经验相结合。我们逐渐认识到：让强大的系统变得直观，关键不在于简化本身，而在于清晰。
我们相信，真正持久的品质来自同理心、技术严谨性，和对软件如何被真实构建与使用的尊重。
Leadership
Shibo Xu
Strategy
Ex-startup, Ex-Creative Agency with experience building profitable SaaS companies from the ground up. Previous gig @ Refersion as Co-founder & COO bootstrapping and scaling to $10M ARR and 80 employees before exiting to a strategic holding company.
Strategy
Ex-startup, Ex-Creative Agency with experience building profitable SaaS companies from the ground up. Previous gig @ Refersion as Co-founder & COO bootstrapping and scaling to $10M ARR and 80 employees before exiting to a strategic holding company.
Liang Zhang
Design
Ex-Apple, Ex-Creative Agency with experience building and leading design teams. Previous gig @ Apple leading design for various projects including iPhone, iPad, Apple Watch, Mac, and augmented reality interfaces.
Design
Ex-Apple, Ex-Creative Agency with experience building and leading design teams. Previous gig @ Apple leading design for various projects including iPhone, iPad, Apple Watch, Mac, and augmented reality interfaces.
Past work
Ford
Toyota
Life in Lilac
Nintendo
Pepsi
Shopify
Target
Underarmour
Prospero
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