Profile - Demi Mai

Designing the structures that let complex systems operate, scale, and behave.

Portrait of Demi Mai
01 / NARRATIVE Practice

A practice, ten years in.

I'm a designer with 10+ years of experience across both outsource and product environments - including B2B and B2C products, agency engagements, and in-house roles.

My work sits one layer beneath what users typically see. I'm less interested in the surface of a product than in the architecture underneath - the workflows, governance, rendering logic, and contextual rules that quietly decide how the product behaves.

I describe what I do as design architecture. It draws on systems thinking, product design, and information architecture, and produces structures rather than screens: the underlying conditions that allow a complex organization or AI-native system to operate, scale, and behave consistently.

In practice, this means designing things like identity architectures, permission and visibility systems, contextual rendering logic, and workflow structures - and translating between product, engineering, and organizational needs at enterprise scale.

Outside of client work, I'm currently researching what design systems become when their consumers are partly machine - and writing publicly about the practice.

I also teach as a Design Systems instructor at TELOS Academy, running cohort-based modules on design systems architecture, semantic tokens, and the operating shifts AI-native products demand from the practice. The teaching runs alongside full-time engagements - partly as service to the field, partly because nothing sharpens a practice like having to explain it.

02 / PRINCIPLES How I work

Six positions I keep returning to.

01

Design the system, not the screen.

Most product problems aren't pixel problems. They're conditions, rules, and rendering decisions wearing a UI disguise.

02

Identity precedes interface.

Permissions and visibility are downstream of how the system decides who someone is, in which context, doing what.

03

Components are the floor.

Design systems beyond components: orchestration, governance, semantic contracts, behavioral rules.

04

Architecture is collaboration.

The most useful design artifacts are the ones engineering, product, and ops can argue against, together.

05

AI-native is a structural shift.

When the consumer of a system is partly a model, the rules of legibility, rendering, and governance quietly invert.

06

Mature, not minimal.

Restraint is a side-effect of clarity, not the goal. Strip the noise, keep the rigor.

03 / TIMELINE Curriculum

A path, unfolding.

2025 - 26 Instructor - Design Systems · TELOS Academy Cohort-based teaching on design systems architecture, semantic tokens, and AI-native practice. Concurrent with full-time engagements. TELOS Academy · Remote
2025 - 26 Independent - Design Architect & Consultant AI-native systems R&D, enterprise consulting, mentoring, writing. Saigon · Remote
2023 - 25 Lead Design Architect - Talent Intelligence Platform Identity architecture, permission and visibility systems, contextual rendering, scalable workflow. Enterprise SaaS
2022 - 23 Senior Product Designer - Multi-tenant SaaS (NDA) Org modeling, role-based interfaces, audit and governance surfaces. Fintech · Singapore
2020 - 22 UI/UX Designer - NHN Vietnam B2C comic platform. End-to-end product design and FSD documentation. NHN VN · Saigon
2018 - 20 Senior Product Designer - Multiple in-house roles B2B logistics, healthtech, and analytics products. Vietnam · APAC
2014 - 18 UI/UX Designer - Agency & Outsource Brand, web, product, and design-system work across multiple agencies. Vietnam
04 / LANGUAGES Speaks

Languages, tools, and where I'm fluent.

01
Vietnamese
Native
02
English
Professional
03
Systems
Mother tongue
04
SQL / specs
Conversational

Working on something complex? Let's talk.

Open for consulting, mentoring, speaking, and collaboration on AI-native and enterprise product systems.