Will (Penglin) Jiang, IDSA, has been honored with a 2024 IDA Design Award and a 2025 UX Design Award nomination for GoTip, a smart tipping system that simplifies and improves the tipping experience. By integrating seamlessly with point-of-sale platforms, GoTip allows customers to preset tipping preferences and complete transactions with a single tap, reducing social pressure and ensuring fair compensation for service workers.
GoTip was developed after extensive user research, including surveys of 14 New York City coffee shops and interviews with hundreds of consumers to identify key pain points like guilt-tipping, social pressure, and inconsistent income for workers. These insights shaped GoTip’s features, including preset tipping preferences, discreet one-tap transactions, and a built-in tip tracker, all designed to create a more equitable and stress-free tipping system. Initial testing showed a 32% increase in tip income and a 50% rise in tipping rates, demonstrating its real-world impact.
Beyond improving the tipping process, GoTip aligns with Will’s vision for using technology to create innovative, user-centric solutions that balance innovation with social responsibility.
Will’s journey with IDSA has been a defining part of his professional growth, beginning in his undergraduate years at Syracuse University, where he was mentored by Ralf Schneider, vice chair of the IDSA Syracuse Chapter.
“My experience with IDSA has been a transformative journey since my very first day as a product design student,” Will shares. “The opportunities to participate in panel sessions, portfolio reviews, and networking events introduced me to talented designers and broadened my perspective on what I could achieve in the industry.”
As secretary of the Syracuse IDSA student chapter, Will helped new students transition into the program and supported event organization. Since moving to New York City, IDSA has remained an essential resource, providing industry insights, professional development, and a strong design community.
“IDSA has inspired me to pay it forward,” he adds. “I hope to carry on this transformative spirit by supporting and uplifting the designers around me, just as IDSA has done for me.”
About Will (Penglin)
Will earned his bachelor’s degree in Industrial and Interaction Design from Syracuse University and pursued his passion for UX by obtaining a master’s degree in Design for Social Innovation from the School of Visual Arts in New York. As a young professional, Will has already applied his design expertise to lead impact-driven solutions across various industries.
His work spans SaaS, education, healthcare, and venture capital, with experience leading UX, branding, and product strategy for companies like Deschool.app, UVCeed, and HashGlobal. He has also contributed to community-driven projects, including volunteering as a graphic designer for the Chinese American Nurses Association.
He is passionate about creating solutions that are not only functional and aesthetically compelling but also serve humanity and drive innovation.