A bike represents user experience at its best. For any product/service to have meaning, it needs to fulfill a specific “need” from the user. For a bike, that need is traveling. Before adding any features (complexity) to products and services, it’s important to identify the core reason as to why the user needs it and what problem is being solved. When core reasons are not identified properly, it can lead to unnecessary complications and confusion for the user.

If we dive deeper into the design of the bike, we can see that everything is there to serve an important and unique purpose. If we were to take away any component on the bike, it would not be able to fulfill the user’s need to travel. Removing the handlebars removes the user’s ability to make the bicycle’s ability to steer. Removing a pedal would mean that the user will be unable to pedal the bike. Removing just a single link from its chain will completely ruin the bike’s ability to move.



Hi. My name is Ruby Cheung. I am a graduate of the Global Business and Digital Arts program at the University of Waterloo, and currently work as a Jr. Designer at Flipp.

Through my program, I fell in love with user experience through seeking core reasons of why people use certain products/services. I enjoy exploring all the ways that different users interact with the same product, and it is exhilarating to try to think of ways of optimizing that experience.



Interaction Design is an approach to design that focuses on how people interact with the product. As a user experience designer, I focus on creating products that allows users to interface with it effortlessly, creating a positive and enjoyable experience. I use interaction design to help me understand what can be done, what is happening, and what has just occurred.


As a user experience designer, I believe in being able to design for multiple platforms and mediums, whether print or digital. I prioritize key user experience principles and methods that are transferrable to any medium by focusing on understanding the way users interact with the product.


Prototyping allows me to gather feedback on quick iterations of ideas before major development is done. Low-fidelity prototypes allow me to identify the structure and placement of elements, without focusing on particulars. Then, using higher-fidelity prototypes, I can focus on smaller details such as color and specific images.


People love stories. Stories have always been a part of human culture, from cave-wall paintings to multi-million dollar movies playing in theaters today. In design, I believe in using storytelling to create compelling experiences that build emotional connections with the user.