Real design goes beyond visuals.

Hi, I'm Tony Baek.
I’m a product designer focusing on what’s unseen.
Creatively rational
Precise, yet not boring
Long-lasting
Systematically rhythmical
Against the status quo
Execution-driven
Creatively rational
Precise, yet not boring
Long-lasting
Systematically rhythmical
Against the status quo
Execution-driven
Creatively rational
Precise, yet not boring
Long-lasting
Systematically rhythmical
Against the status quo
Execution-driven
Creatively rational
Precise, yet not boring
Long-lasting
Systematically rhythmical
Against the status quo
Execution-driven
Creatively rational
Precise, yet not boring
Long-lasting
Systematically rhythmical
Against the status quo
Execution-driven
Creatively rational
Precise, yet not boring
Long-lasting
Systematically rhythmical
Against the status quo
Execution over everything
Creatively rational
Precise, yet not boring
Long-lasting
Systematically rhythmical
Against the status quo
Execution over everything

Design was always there, quietly shaping my world.

I grew up in a home where creating was simply part of life. My grandfather painted vibrant scenes that felt alive. My dad could shape anything with his hands — from ceramics and installation art to architectural design. My mom was drawn to small, intricate things, always noticing the details others missed. Surrounded by artists and makers, I never thought of creativity as something rare — it was just part of everyday life.

Naturally, I made things. Sketches, little ideas brought to life. But I never thought much about it. It was just a part of who I was.

In 2017, while studying computer science, I started to feel something missing. It wasn’t enough for things to just work — I wanted them to feel right, to make sense, to be enjoyable.

That’s when I realized: design had always been with me.
It was my language, my lens, my way of understanding the world — and it was what I wanted to do, fully and intentionally.

Design with elite execution to create experiences that resonate — clear, authentic, and built to last.

Over time and through doing, these became my way of designing.

True minimalism comes from clarity.

I learned that minimalism isn’t about simply removing things—it’s about highlighting what’s essential. Great design requires countless decisions, experiments, and effort. I strive for clarity, not just simplicity.

Great design solves essential problems.

Navigating complexity and ambiguity—identifying and solving the most essential problems—is critical. I believe great design emerges when we ask clear questions and relentlessly seek meaningful solutions.

Design is a system; systems have rhythm.

Recognizing that every problem can’t be solved at once, I learned to strategically identify and target points of greatest impact. To me, sustainable and scalable experiences come from systematic thinking and finding this design rhythm.

In an era of standardized design, authenticity stands out.

Design systems, libraries, and AI have elevated the baseline quality of design. Yet defining new problems and uncovering creative solutions remain distinctly human tasks. I believe authentic perspectives make design truly valuable.

Trust is a new design strategy.

In the era of AI, feasibility, viability, and desirability must include trust. I’ve learned that we can’t force trust; we design experiences that help users build trust naturally.

Real value lies in execution.

Design that never ships doesn’t exist. Real value lies in execution. I strive to think strategically, move swiftly, and enjoy every step of turning ideas into reality.

Explore my work

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Thank you for visiting.

I’m a Product Designer at ServiceNow.
If you’d like to learn more about my work or discuss my career, feel free to connect with me on LinkedIn.