How Natalie Wu Moves Between Letting Things Happen and Making Things Work
In this interview for the Arts to Hearts Project, we will meet Natalie, a fluid artist and design grad student at the University of Wisconsin–Madison, whose work moves between painting, digital media, and interactive experiences. In this Arts to Hearts Project interview, she talks about what it means to work at the edge of art and tech, sharing how she balances spontaneity and structure, why she values research, and how her global education shaped her thinking.
Natalie also looks into projects like Gamelato in the Metaverse and how designing for emotion, memory, and play drives her creative decisions. Through this conversation, we learn how curiosity, empathy, and adaptability guide her work, whether pouring resin or building a user interface.
Natalie Wu is a featured artist in our book, “101 ArtBook – Abstract Edition” You can explore her journey and the stories of other artists by purchasing the book here:
https://shop.artstoheartsproject.com/products/the-creative-process-book
Natalie (she/her) is a fluid artist and design graduate student at the University of Wisconsin–Madison, working at the intersection of analogue spontaneity and digital structure. Her practice explores the interplay between control and surrender through the unpredictable behaviour of fluid materials. She creates abstract compositions that echo the quiet rhythms of breath, memory, and impermanence using acrylics, resins, and inks.
With a background in digital media and fine art, Natalie’s creative output spans fluid painting, interactive installations, and conceptual projects that blur the line between the tangible and the virtual. Influenced by artists such as Pat Steir and Holton Rower, she investigates how organic processes can shape new visual and design languages. Her work has been exhibited at MYArts Gallery in Madison, Iowa State University, and featured in publications such as APIDA magazine. Though early in her exhibition journey, Natalie’s practice is grounded in raw expression, curiosity, and the desire to make space for uncertainty.
1. You work at the intersection of people and tech—what excites you most about designing for human experiences?
What excites me most is the potential to create empathy, reflection, and play moments. Whether designing an interactive experience or a digital tool, I’m drawn to how technology can become a medium for human connection, making the abstract tangible and the complex intuitive. I love exploring how design can speak not just to users’ needs, but to their emotions, memories, and sense of self.
I see research as a powerful tool for designing with, not just for, communities.
Natalie wu
2. With such a broad skill set, how do you balance creativity and functionality in your design work?
I think creativity and functionality are not opposing forces but collaborators. My art and digital media background helps me move between expressive experimentation and strategic problem-solving. Whether working on a fluid painting or prototyping a user interface, I aim to offer an approach or create work that resonates emotionally while serving a clear purpose.
3. How did projects like Gamelato in the Metaverse shape your approach to interactive design?
Gamelato challenged me to think beyond the screen—reimagine environment, play, and immersion in new ways. Designing a virtual gelato shopping experience meant exploring how users could interact with digital content not just visually, but also physically, socially, and emotionally. One of our early challenges was conducting user research in Bovisa, Milan, where the concept of the Metaverse felt both novel and unfamiliar to many. There was initial hesitation around adopting immersive technologies.
However, by gamifying the gelato consumption experience, turning it into something playful and interactive, we could engage users in unexpected ways. The feedback we received was encouraging and validated the potential of blending digital interaction with sensory storytelling. Gamelato expanded how I approach user experience, narrative design, and experiential systems. It deepened my interest in creating interactions that bridge the physical and digital, through playful interfaces or immersive experiences.
4. You’ve studied at institutions from London to Milan. How have these global experiences influenced your creative process?
Being immersed in different cultural and academic environments taught me to approach design with curiosity and humility. Each city offered a unique lens—London emphasised critical thinking and speculative design, while Milan brought a love for craft, aesthetics, and storytelling. These global experiences made me more adaptable, open-minded, and aware of design’s role in shaping human experience across contexts. That also motivated me to further study in the United States.
Tech and design benefit from diverse voices, and the most meaningful innovation happens when people feel empowered to challenge norms and imagine alternatives.
Natalie wu
5. What role does research play in your design thinking, especially when crafting user-centred solutions?
Research is the foundation of everything. Whether I’m interviewing users, analysing behaviour, or studying cultural trends, I treat research as a way to understand the motivation behind user behaviour. In user-centered design, empathy starts with listening, and I see research as a powerful tool for designing with, not just for, communities.
6. As a woman in tech and design, what advice would you give to others entering this evolving space?
Own your perspective, which is your greatest strength. Tech and design benefit from diverse voices, and the most meaningful innovation happens when people feel empowered to challenge norms and imagine alternatives. Don’t be afraid to take up space, ask questions, and collaborate boldly. And always find community—people who uplift, critique, and grow with you.
Natalie’s work moves between the unpredictable and the intentional. Whether creating fluid paintings or designing immersive digital spaces, her practice is rooted in curiosity and the desire to make space for surprise. Through her journey, we’ve seen how she uses art and design to explore emotion, memory, and the connection between people and technology. Her story reminds us that creativity isn’t just about making—it’s about listening, experimenting, and staying open to what might unfold.
To learn more about Natalie, click the following links to visit her profile.
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