As the co-founder of Koi Studios, Anyi Sun partners with product teams of all sizes to bring product visions to life through exceptional UX.
Koi Studios was founded with the mission of helping companies, whether large or small, deliver outstanding digital experiences to their users. Since its inception, the studio has had the pleasure of working with a diverse range of clients, from VC-backed startups to Fortune 500 companies.
Prior to founding Koi, Anyi designed for notable organizations such as Foursquare, MLB, NHL, the United Nations, Deloitte, and EY. Anyi has also spoken at design conferences, judged design awards, and served as an adjunct professor at NYU.
What is your typical day, and how do you make it productive?
I usually start my day around 9:30 a.m., and since I work from home, my mornings are relaxed and flexible. Before starting work, I do a 10-minute stretch or abs workout, followed by a light breakfast, and then I change into my ‘work-from-home’ outfit—something more polished than pajamas but more comfortable than a formal business attire. My mornings are dedicated to focused work, as most of my meetings are scheduled for the afternoon. During this quiet time, I tackle the most challenging tasks of the day. I take a short lunch break around noon and then continue working until about 5:30 or 6 p.m.
Although I’m generally productive at home, I occasionally find myself procrastinating on certain tasks. When that happens, I head to the lounge area in my apartment building to change my environment. This helps me stay focused by time-boxing and location-boxing the activity.
How do you bring ideas to life?
When it comes to smaller ideas, I believe in taking immediate action. If I don’t, the idea tends to linger in my mind, distracting me until I act on it. For larger ideas, I prefer a more structured approach. I’d break the project down into phases and plan out the necessary resources and steps before diving in.
What’s one trend that excites you?
One trend that excites me is the evolution of digital ads, particularly how platforms like TikTok have transformed the way younger generations engage with advertising. Traditional ads are increasingly seen as interruptive and unengaging, while brands are now focusing on building their presence through funny short-form videos, behind-the-scenes content, and influencer partnerships. This shift, coupled with growing privacy concerns, is driving brands to rethink their approach to advertising and marketing, making it a fascinating space to watch as it continues to evolve.
What is one habit that helps you be productive?
Creating a daily to-do list. It helps me stay organized and focused by breaking down tasks into manageable steps. As I check off each item, it gives me a sense of accomplishment and keeps me motivated throughout the day.
What advice would you give your younger self?
Don’t worry! You are doing the best you can!
Tell us something you believe almost nobody agrees with you.
I believe that execution is far more valuable than ideas, and this is something I’ve found not everyone agrees with. In my role at Koi Studios, I regularly interact with startup founders and aspiring entrepreneurs. Some of them tend to be highly protective of their ideas, which I understand. However, the reality is that someone, somewhere, has likely had a similar idea and has already acted on it in some way. What truly matters is the ability to execute effectively—finding product-market fit, adapting when needed, and ultimately turning that idea into a successful reality.
What is the one thing you repeatedly do and recommend everyone else do?
As a designer, one thing I consistently do—and recommend to all creative professionals—is to dive into the ‘business side’ of things. I’m always curious about how specific industries operate. For example, I recently had a fascinating conversation with a neighbor who’s an air traffic controller to learn about how they work, what systems they use, and what the interfaces look like. I also make a habit of asking questions like, ‘How did you set your price?’, ‘Who are your biggest competitors and why?’, and ‘How has your business evolved?’ This deeper understanding allows me to create more meaningful and impactful designs that align with the unique needs and challenges of the business.
When you feel overwhelmed or unfocused, what do you do?
If the tasks can wait, I’ll take a long break and do something completely different to reset my mind—whether it’s going for a walk, cooking a meal, or watching a show. However, if I’m facing something urgent, I break the task into smaller, manageable chunks and focus on completing them one at a time. This helps me regain control and stay productive without feeling overwhelmed.
What is one strategy that has helped you grow your business or advance in your career?
One thing that has significantly helped me grow both my business and career is focusing on building authentic relationships. When networking, I noticed that many people approach it in a transactional way, fixating on what others can offer them. I found that approach draining and calculating, and I decided that I’d do networking differently and focus on genuinely getting to know people and offering value to them first. This has made my work more fulfilling and, unexpectedly, has opened doors to new opportunities and provided valuable learning experiences.
What is one failure in your career, how did you overcome it, and what lessons did you take away from it?
One mistake I made early in my career was selling myself short. Growing up in China, I was taught the importance of humility and not boasting about my achievements, so self-advocacy was a skill I never developed. As a result, I was hesitant to negotiate salaries or ask for promotions and raises, believing that if I truly deserved them, my employer would offer them on their own. I quickly learned this was not the case. Over time, I built the courage and confidence to advocate for myself. Now, as a business owner, the self-advocacy skill has come in extremely handy, especially when negotiating contracts and promoting our brand.
What is one business idea you’re willing to give away to our readers?
A generative AI tool that provides branding ideas and guidelines based on user prompts. At Koi, we design a lot of products from scratch, which means we’d need to develop the initial branding. It’d be great if there’s a tool out there that could brainstorm with us based on the type of the product, the characteristics of the brand, and the targeted audience.
What is one piece of software that helps you be productive? How do you use it?
I use Slack to message myself quick notes sometimes and set reminders. This allows me to easily capture ideas, tasks, or important information on the go.
What is the best $100 you recently spent?
A massage – it helped me relax and recharge mentally and physically.
Do you have a favorite book or podcast from which you’ve received much value?
I really enjoy the podcast How I Built This. It offers valuable insights into the backstories of great brands and their founders and highlights the challenges they had to overcome. It’s easy to assume that success comes easily, but this podcast serves as a reminder of the importance of resilience and diligence.
What’s a movie or series you recently enjoyed and why?
I loved the movie Perfect Days. The film portrays the daily life of a Japanese public restroom cleaner, showing his routine from morning until night. While the movie might seem mundane at times, it’s through these small, everyday moments that you gradually get to know the character, understand his background, and become moved by his quiet devotion and passion for both his work and life. It’s a perfect example of how powerful storytelling can be, even in the simplest of narratives.
Key learnings:
- Execution is Key: Ideas are valuable, but the ability to execute effectively, find product-market fit, and adapt when necessary is what truly drives success in business.
- Authentic Relationships Matter: Building genuine, non-transactional connections in networking can lead to unexpected opportunities and valuable learning experiences, making work more fulfilling.
- Self-Advocacy is Crucial: Learning to advocate for oneself—whether in negotiating salaries or promoting a business—is essential for personal and professional growth, especially when transitioning from employee to business owner.