• Industrial design
  • Brand Design
  • About
Sasha Tseng
  • Industrial design
  • Brand Design
  • About

Recognization

  • 2024 Red Dot: Nooie Baby Monitor

  • 2023 IF: Nooie Robot Vacuum

  • 2022 IDA Gold: Nooie Pro Cam

  • 2022 IDA Bronze: Nooie Robot Vacuum

  • 2022 CMF Design China: Nooie Pet Feeder

  • 2022 Red Dot: Nooie Pro Cam

  • 2021 Red Dot: Nooie Doorbell Cam

  • 2020 CMF Design China: Nooie Doorbell Cam

  • 2019 IDEA: Nooie 360 Cam

  • 2019 European Design: Nooie 360 Cam

  • 2017 IF: Instyler Styling Iron

  • 2016 IF: ZEBOT Tubbot Vacuum

  • 2014 Red Dot: HP Display ENVY 24

  • 2013 IF: HP Spectre One AIO

  • 2012 IDEA Silver: HP Omni 27 AIO

  • 2008 Sound Innovation designboom: Reach in Air (shortlisted)

  • 2006 IF: BenQ Mobile M580

  • 2005 G-mark: BenQ Mobile M580

  • 2004 Tsan Kuen Silver: Toast Messenger

  • 2004 Lite-on Awards: Luckiness with u (excellent work)

Based in Los Angeles, I bring my industrial design expertise to creating holistic brand experiences. My career spans global brands including HP, BenQ, and NIO, consultancy LUNAR, and startups.

At Nooie, I established the design language and led design across industrial design, CMF, UX/UI, packaging, and branding. Working closely with cross-functional teams, I helped build a cohesive brand from the inside out, from concept to market.

I enjoy making complex products intuitive, creating forms resonate with people, and building design systems and workflow bring teams together.

Looking ahead, I’m passionate about creating thoughtful designs for wellness, education, and sustainability.

Experience

2025 OwnKind Design Studio (Los Angeles)

2014 Consultant, Sashapure

2018–2023 Co-founder, Chief Design Officer, Nooie (San Francisco)

2017–2018 Creative Lead, Industrial Design, NIO USA (San Francisco)

2015 Creative Director, ZEBOT Home Tech (Los Angeles)

2012–2014
Senior Lecturer, Industrial Design, California College of the Arts (San Francisco)
Senior Industrial Designer, Hewlett Packard (Sunnyvale)

2007–2012 Senior Industrial Designer, LUNAR (San Francisco)

2004–2007 Industrial Designer, BenQ Siemens (Taipei)

Education

2005 Taiwan University of Science and Technology, Master of Industrial Design

2020 MIT Sloan School of Management - Innovation Leadership Bootcamp