Welcome to the portfolio of

Richard Choi

Award-winning Industrial & UX Designer in London — two decades of product innovation for Nokia, HMD Global and Honeywell, and a community builder recognised by The Times as a British-Hong Kong success story.

23design awards
26patents
20+years in design
9,000+community members
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my focus

Bold & thoughtful design rooted in research & craft

I craft products across the entire lifecycle — from deep user research, strategic conceptualisation and advanced prototyping to meticulous production and quality assurance — building design systems that stand the test of time.

what I help with

  • Industrial Design
  • UX / UI Design
  • Brand & Strategy
  • Prototyping & Production
  • Designing with AI
  • + Community building

Work

Selected work from 2004 to today — consumer electronics shipped worldwide, responsive web platforms and an award-winning startup.

Red Dot Design Award ceremony
01 /07

Taxie

startup · founder — Trafold Ltd

The world's smallest and lightest ECE-R129 child car seat — four international design awards and six-figure funding raised.

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02 /07

Panther Smartphone

hardware · HMD Global / Nokia

A Good Design Award-winning smartphone bringing the Google Pixel experience to everyone — shipped globally as the Nokia 4.2.

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Blink Key UX
03 /07

Blink Key

UX / UI · Beyond Expectations

The notification power button — never miss a notification again. Shipped on five Nokia phones worldwide in 2019–2020.

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AI Beauty Platform
04 /07

AI Beauty Platform

responsive web design · designing with AI

An investor-ready prototype in four weeks: a responsive website letting visitors try AI skin analysis instantly — no download, no sign-up.

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DAS home security system — hub and camera family
05 /07

DAS Home Security

hardware · Honeywell

A DIY security system designed around effortless installation — hub, indoor and outdoor cameras, launched in 2018.

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Other designs — Lenny, Snug, Seal, Orb, Chime
06 /07

Other Designs

hardware · 2004 – 2016

Lenny — Nokia's first Touch & Type, the Snug projector, Seal TV dongle, Orb router and the Red Dot-winning Chime doorbells.

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Designer Platform
07 /07

Designer Platform

web design · designing with AI

Working side-by-side with AI to design a warm, helpful support platform for Hong Kong designers rebuilding their careers in the UK.

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Community and media coverage
+ community

Community & Coverage

Sutton Hongkonger Community · in the media

Building a 9,000-strong community — featured by The Times, Sky News, ZDF, CNA and Green Bean Media.

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about Richard

Designing products & building communities

As an award-winning Industrial and UX Designer with over two decades of experience, Richard has driven product innovation for global brands including Nokia, HMD Global and Honeywell — earning 23 design awards and 26 patents along the way. Beyond the studio, he has built the Sutton Hongkonger Community into a 9,000-strong network, and serves his borough as a Local Councillor — a journey The Times called a "British-Hong Kong success story".

meet Richard — portrait, timeline & awards →

selected awards

  • C-IDEA Golden Award — 2025
  • iF Design Award — 2021 · Suseat portable booster seat
  • IDA Gold Prize — 2021 · children's products, car seats
  • European Product Design Award — 2020 · Taxie
  • Red Dot Award, Design Concept — 2020 · Taxie
  • Red Dot Award — 2016 · Honeywell Chime doorbells
  • …and 17 more — full list on LinkedIn