Paul: Annie Hoang is a Vietnamese UI/UX designer living in Tokyo.
Annie and I spoke about developing her interest in UX while studying in Canada, how an internship at Rakuten turned into a full-time job, her experience coaching and mentoring, and much more.
Hi Annie. It’s great to speak with you today. To kick off, could you please give us a quick self-intro?
Annie: Xin chào, Hello, こんにちは 👋
My name is Hoang Vu Thien Phuoc. Phuoc means happiness, like “幸福” in Japanese. However, here in Japan, I’m more widely known as Annie. I’m from Vietnam and I’m currently working in Tokyo as a UX/UI Designer. When I’m not on my Figma file, you can catch me doing more design work at mymizu (a Japan-based social innovator), coaching students on Personal Branding, and organising Design Thinking+Creativity workshops around Japan.
How did you end up studying business at Ritsumeikan Asia Pacific University (APU) in Oita?
In high school, I volunteered for two years at Ritsumeikan APU’s Vietnam office. There, I engaged with alumni students and school staff, while supporting prospective students during their interview day. The vibrant tales about APU’s multicultural ambiance and the excitement in everyone’s face when talking about APU, left a deep impression on me. I was drawn to this unique international university in Japan called “APU”.
Fast forward to 2017 when I applied to Japanese universities. Initially, I secured a spot at a prestigious Tokyo university to study psychology. However, self-doubt loomed large — the bustling city, the academic competition, and financial constraints made me hesitate. Then I remembered the amazing people I met through APU events, and the special mountain university, I felt a strong pull. I gathered my courage, and chose APU — because of its friendly community and the strong connections I had made. (Also, the opportunity to study in English and a tuition reduction scholarship significantly influenced my choice 😆)
You spent a year on exchange at the University of British Columbia (UBC) in Vancouver and I understand it was quite a culture shock for you. How did that year affect you in terms of self-discovery?
UBC was a turning point, reshaping how I saw myself and how I envisioned my future. Surprisingly, I began this journey without any idea of the changes that were about to happen. At UBC, one of Canada’s top research universities, the classes were intellectually challenging, yet very hands-on (which can be overwhelming sometimes). I soon realised the importance of acquiring hands-on experience, not just theoretical knowledge, to equip myself with a curious mindset and essential real-world skills. On the creative side, UBC was a playground of exploration. The university’s exceptional facilities allowed me to venture into subjects and activities beyond my intended focus, broadening my horizons. Additionally, I had the opportunity to volunteer at The UBC Learning Exchange, where I facilitated art workshops every Friday for indigenous people and local residents.
This experience highlighted how UBC nurtured not only my business specialisation, but also my creative inclinations, emphasising the importance of collaborative creation and engaging with diverse groups of people. I knew this was what I wanted to keep on doing after my study in Canada.
You also got interested in UX during your time in Vancouver. How did that interest develop in Vancouver and also after you returned to university in Japan?
In my time at UBC, a chance encounter with the club president led me to join “UBC UX Hub” even though I wasn’t sure what it was about at the time.
The first workshop got me hooked. I was tasked with designing a stove for a handicapped person (a real brain teaser 🧠‼️) Despite the challenge, the word “user experience design” never escaped my mind. Intrigued, I began participating in UBC UX Hub events and eagerly sought design networking opportunities via the Meetup app. A defining moment was my participation in a Hackathon, where I, a complete newcomer, collaborated with strangers to develop SpeakOn, a customised augmented communication application. Our project, aiding communication between caregivers and children on the autism spectrum, secured a spot in the top 10. This achievement broke my preconceived notions and boosted my belief in my potential to continue in this industry.
Upon my return to Japan, I passionately pursued opportunities to engage in user-centered design. This included active involvement in joining and hosting design thinking workshops, initiating personal projects, and embarking on internships at mymizu, a career-changing experience I’ll delve into later.
The journey at UBC set a vibrant foundation, propelling me forward to explore and grow in the realm of design, always eager for the next challenge and chance to make a meaningful impact.
You also founded a student mental health organisation, MeWe, in 2020. Tell us about that.
My exchange program in Canada was abruptly cut short because of COVID, forcing me to return to Japan. I was going through a rough time – I could not board my plane the first time, all my friends had already left Canada, and I didn’t even have a place to live when I reentered Japan. But in those bitter moments, I found the kindness and support of those around me. A friend took me in and I stayed with them for a few months as I slowly got back on my feet; The city office provided free food and rice; And I also reached out to my friends who were stuck in their own countries, sharing our feelings and finding comfort in each other.
It was a truly heartwarming experience, and it made me realize how important it is for everyone to have a support system and a safe space. And that’s how MeWe was born.
Our mission is to support the mental health and wellness of students. We provide mental health literacy, wellness events, and peer consultations to students. We also have an anonymous mailbox so you can send in your thoughts, ideas, or even struggles that cannot be heard aloud. While we may not be experts, we strive to create a safe space for students, letting them know they are not alone, and help guide them towards appropriate resources.
You’ve been volunteering with mymizu since your time at university. What interested you in mymizu and how do you contribute?
In university, I participated in the Hult Prize competition, dedicated to solving pressing social issues. During this time, I discovered Robin, the co-founder of mymizu and an active social entrepreneur in Japan. Since then, I started supporting mymizu mission and activities, and followed their impact-making journey on social media.
One day, I saw a posting on mymizu Instagram that they were hiring a UI Designer. I was thrilled, but also worried. Although my expertise lay in UX rather than UI, I decided to take a chance and applied. While I didn’t secure the UI position, Mariko (mymizu co-founder) and Tanmay (mymizu pro bono Product Manager) recognized my determination, eagerness to learn, and commitment to making a difference. As a result, they offered me an internship as a UX Designer, a wonderful opportunity to contribute to their mission of positive change.
At mymizu, I am deeply leading the User Experience and User Interface side, designing end-to-end interaction experience for the mymizu app – Japan’s first water refill app.
[I previously interviewed mymizu volunteers Tanmay and Lawrie]
I understand that your work with mymizu helped you find an internship at Rakuten and that turned into a full-time role. Tell us about that internship and how your career has developed at Rakuten so far.
I worked with Tanmay (mymizu Product Manager at the time) on a 3-month project to build a hydration tracking feature. During this time, we had one-on-one meetings every week. Tanmay was a dedicated mentor — not only did he push me to think outside the box, but also gave me the ownership to test and validate my ideas.
Our close collaboration over the 3-month project strengthened our bond, leading to ongoing mentorship beyond mymizu. Tanmay assisted me in crafting a career roadmap, prioritizing tasks, and providing feedback on my resume. Having observed my work style and passion for Product Design, he referred me to his manager at Rakuten, which ultimately led to my internship there in August 2021.
During my internship at Rakuten as a Product Manager, I engaged in various activities such as drafting product requirements and reading PRDs. Additionally, I had one-on-one sessions with different team members. Upon expressing my interest in UXUI and showcasing my portfolio to the Design Assistant Manager, I transitioned to the Design Team within a week. Consequently, I completed my internship both as a Product Manager and as the first UXUI Design New Grad hire in the department.
To this day, I am still in awe. Securing a UX/UI role as a New Grad, particularly in an English-speaking capacity, is a formidable challenge. Therefore, I go to work everyday with appreciation, and try my best to not let myself, and my team down for taking a chance on me. I guess miracles do happen, and above all, I have Tanmay to thank.
As if you weren’t busy enough, you co-founded Japan Product Camp last year, spent time paying it forward by coaching & mentoring students (and holding webinars and workshops) and spoke at TEDxWasedaU last summer. Tell us about these.
Oh, right. Most of these activities stem from my journey. Four years ago, I arrived in Japan with zero connections and no idea of who I was or who I wanted to become. However, through the various activities I engaged in and the amazing people I met along the way, I gradually gained self-awareness and was able to chart a clear future path for myself. It was a challenging and stressful time, especially living in the countryside of Japan where resources and networks were limited.
I didn’t want my kohai to struggle as much as I did. I also wanted to support those who wished to tread a similar path by providing them with more resources and support. Thus, I began coaching students on networking and building a personal brand to stand out in the job market. I even gave a TED Talk sharing how I embraced my unique points and built a personal brand, which ultimately helped me land my dream job.
Finally, I aimed to reach a broader audience, so Tanmay (once again, I am so thankful) and I created a training program for individuals interested in Product roles in Japan, providing them with practical skills and the necessary network.
Honestly, I loved every bit of what I did. It may seem like a lot, but I genuinely enjoy working with people and helping them become better versions of themselves. When you love what you do, it doesn’t feel like work.
Recently, I’ve discovered my passion for education and aspire to dedicate the next stage of my life to it, helping people learn how to learn and have fun in the process. That’s why I’m thrilled about the workshops and programs I’m developing for CREA場, my new creative community.
What does your typical day look like?
My work starts at 9AM, where I dedicate the first 30 minutes reading tech and design articles. I try to push my meetings in the morning as that’s when my brain is most active for discussion. I’ve been spending a lot of time WFH so I cook lunch and take it slow. Then in the afternoon I work on my design tasks and sign off at around 5:30PM.
My evening can either be super chill – staying indoors, cooking and catching up on some Vietnamese reality rap shows; OR I will be going out for a meetup or tech event. I will mix it up if I feel my social energy needs recharging.
Two months ago I launched my creative community called CREA場 where we help young creatives find the creative confidence to start their creative journey. I usually spend 1-2 hours planning events or researching job opportunities and share it with our community.
How do you allocate your time for work/volunteering/coaching? It’s a lot to handle.
For each side quest (volunteering, coaching, networking), I will commit to 1 to 4 hours depending on the activity. That way I can balance out my main job and not be burned out with my side quests. Typically I invest 10-15 hours a week on myself and my projects (volunteering, coaching, networking). For content creation I batch my content and can go for as long or as short as my imagination and inspiration goes. I can either write up a piece of content in 30 minutes, or can spend 3 hours on it.
What are some of your goals for the future?
Continue to be curious, continue to collaborate, and continue to create.
I also want to pursue higher education, deepen my domain knowledge, and build my credibility to teach at schools, universities and educational institutions professionally.
As a business grad, what advice would you give to someone looking to break into UI/UX or Product Management who isn’t coming from a technical background?
Showcase transferable skills. While you may not have a technical background, you likely have skills and experiences from your business education that are relevant to UI/UX design and product management. Highlight these transferable skills on your resume, portfolio and in interviews, such as problem-solving, critical thinking, communication, project management, and teamwork.
What advice would you give to someone from Vietnam who is considering studying or working in Japan?
Let go of preconceived notions about Japan, its culture and lifestyle. Come and experience Japan with an open mind, and create your own version of how you want to live and experience life here.
Quickfire questions
– what’s the most important piece of advice you’d give yourself if you could go back in time to your arrival in Japan?
It’s good to prepare yourself, but don’t prepare too much. Expect the unexpected.
– how do you learn new skills and what are you learning currently?
Personal Finance Planning. A very important, but underestimated skill. Currently I’m learning through online resources (I recommend looking up the 50-30-20 budget rule) and friends who are knowledgeable in this subject.
– tell me a few of your favourite or most recently read books, movies, podcasts, and games.
Book: Hooked: How to Build Habit-Forming Products by Nir Eyal [Amazon JP / Amazon US & others]
Game: 2048 – a single-player sliding tile puzzle game.
– what’s your favourite place to visit in Japan?
Kameoka, Kyoto. I was actually lost on my way back from Arashiyama, and walked all the way to Kameoka. Then I took a boat back to the main city. A Magic in the Mundane, I must say.
– what’s the best thing you’ve spent 10,000 JPY on in Japan?
My air fryer. I learned how to bake banana bread, roast chicken, and make fire 🔥 nachos from it. Not to mention, I started a healthier routine for both my health and my wallet.
I’m going to have to hit you up for some recipes as I bought an air fryer recently too. Finally, do you have any asks for our readers?
My life motto is “Pay it forward”. If you want to discuss personal branding, design career in Japan, or guest speaking opportunities, reach out to me on my social media!
Thanks, Annie. It’s always great to catch up with you and best of luck with everything.
You can connect with Annie via her website, LinkedIn, Instagram, and CREA場.
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