ËÖ is an AI-powered service that converts users’ natural language questions into data queries, and visualizes the results through tables or charts.

I was in charge of the UX design for the ËÖ project, including discovering the idea, defining user problems, and designing solutions.

Idea Research

Desk & Field Research, User Interview and Success Metric

Design Systems

HTML, CSS and JavaScript-based Design Systems and Interaction Design

UX Design

User Persona, Journey Map, User Scenario, Wire Frame, Interface Design and Hi-fi Service Prototype

Video Design

I was responsible for user research, design system and guideline development, and the UX/UI design of the deposit services, including new account creation, deposits, and withdrawals.

In the middle of the Core Bank project, I got the opportunity to take on a new challenge, Speech to SQL.

Research

Competitive Analysis and Benchmark

Design Systems & Guidelines

Typography, Colour, UI Components and more

TmaxFintech Webpage Design and Development

Development

HTML, CSS and JavaScript

UI Design

Component and Design Asset Production

I led the overall design process starting from product R&D, taking ownership of the brand’s design across multiple touchpoints. I established the brand identity—defining its Essence, Goals, and Core Values—to set a clear strategic direction, and developed design principles (Brand for Pets, Sustainable, Focusable, Accessible) to build a cohesive design system across graphics, spatial design, and UX/UI. In addition, I expanded brand touchpoints through channel-specific merchandising strategies and e-commerce operations, enabling a multi-layered brand experience.

Brand Identity & Design Principles

Defined the brand’s Essence, Mission and Core Values to establish a clear strategic direction

Visual Guidelines & Asset System

Develop visual guidelines including colour, typography and rules for logo and brand asset usage

Brand Content Creating

Graphic & Package Design, Photography and Space Identity

Omnichannel Merchandising

Build merchandising guidelines tailored to each distribution channel and managed e-commerce operations

SNS Marketing

Through pop-up store operations and Google Analytics, I collected customer insights and user behavior data from website visitors, and applied these findings to UX/UI improvements and the design of user-centered experiences across the website.

UX Research

Redesigned the information hierarchy and developed purchase-conversion–focused UX flows based on VOC data analysis.

Result

User Journey Map, Wireframes, Interface Design and Hi-fi Service Prototype

While preparing a brand launch pop-up store, I planned key elements including VMD, graphic and packaging design, and sales strategies, with a strong focus on brand curation and display strategy.

To effectively translate the defined brand identity into the offline experience, I designed not only visual elements but also brand messaging, tone of voice, and even curator behaviors as integral parts of the overall brand image.

Store Design and Art Directing

Brand Content Design(Package, Photography and Video)

Sales Manager

Develop a sales playbook to standardize customer Q&A responses and collected VOC (Voice of Customer) data

Improving Product Purchase Experience

Design a three-step improvement framework to address one of the most frequent customer FAQs: product size uncertainty

Result

Design From Finland Mark

Following the pop-up store operation, Berg & Ridge expanded its distribution channels by establishing new touchpoints with a wide range of retailers.

Market Analysis

Repositioned the product from a conventional pet product to "Pet Furniture" that harmonizes with living spaces

Result

SSG Howdy, Lotte Department Store, Collection B, Sono Pet Club&Resort, mof-mof pet(Japan) and Marlon Shop

HIMMEE is a Finnish lifestyle brand founded in 2014 by lighting designer Timo Niskanen. Berg & Ridge managed the distribution of HIMMEE across Korea and the broader Asian market.

HIMMEE was a key brand within Berg & Ridge’s portfolio, playing an important role in realizing the company’s brand mission. In close collaboration with Berg & Ridge, we developed a harmonious brand partnership and carried out a wide range of brand activities aligned with the shared mission.

Visual Merchandising

Lotte Department Store

Online Distribution

SSG Howdy and Collection B

Design proposal for Daewoong Pharmaceutical introduces a new service, 'Aurora,' which combines medical skincare products, proven LED therapy, and an everyday beauty routine to offer an improved design and service for at-home medical skincare.

Research

Market Research and Bench Mark

Graphic Design

Graphic & Package Design