This project demonstrated how strategic leadership and user-centered design create scalable, impactful digital solutions.

As a Senior Product Designer and Consultant, I joined Sotheby’s product design team to integrate insights from user research, including interviews and analysis, into design strategies. I supported the strategic roadmap and product vision, adapting to the fast-paced auction and luxury goods markets. I also led the entire UX/UI design lifecycle—from research and design to testing and delivery—while ensuring the successful execution of deliverables.

Sotheby’s operates in a highly competitive and fast-evolving market, where continuous innovation and platform improvements are essential. The project’s primary goals were to enhance key functionalities such as payments, accounts, and shipping while maintaining consistent UX/UI across all platforms to deliver a seamless, user-friendly experience.

Led the UX/UI design lifecycle at Sotheby’s, integrating user research to drive the strategic roadmap and enhance digital experiences in the luxury market.

Sotheby's

This project remains a highlight of my career, combining user-centered design, technical innovation, and brand storytelling to create a beloved app for Disney fans.

The Tokyo Disney Resort App is an essential tool for visitors to the resort, beloved by Japanese Disney fans. I served as the lead designer for this project, overseeing app planning, UX/UI design, and art direction. Over the course of a year, I collaborated closely with the creative director from Disney HQ to bring this app to life.

The primary challenge of this project was to seamlessly integrate Disney’s iconic brand identity into a localized product tailored to Japanese users. This required a deep analysis of the cultural and behavioral differences between American and Japanese audiences, ensuring the app design aligned with the preferences and passions of Disney fans in Japan.

The goal was to adapt the US version of the app into a localized product suited to Tokyo Disney Resort, providing a “magical” Disney experience while enhancing convenience and engagement for users. The app aimed to deliver a personalized and immersive experience that would resonate with visitors to the resort.

The app’s UI/UX was redesigned to align with the preferences and behaviors of Japanese users, incorporating intuitive navigation and Disney-themed elements to create a design that was both familiar and premium.

To reflect Disney’s identity, playful animations and themed elements were embedded throughout the interface. For example, Mickey’s hand dynamically guided users to their destination, adding a touch of Disney’s whimsy to the experience.

This combination of functionality and storytelling enhanced the customer experience and brought Disney’s magic to life in a digital format.

Set a new standard for localized digital experiences with 5M+ downloads and enhanced engagement.

Tokyo Disney
Resort App

This project showcased how thoughtful UX/UI design combined with innovative technology can elevate customer engagement, enhance convenience, and modernize brand loyalty.

As a Senior Product Designer at teamLab, I led the design for the ANA Mileage Club app, a membership service for our client, All Nippon Airways. Collaborating cross-functionally with Analytics, Product, Engineering, and Product Marketing teams, I ensured a cohesive and user-centered design approach.

My responsibilities included branding and product design for the app. I also oversaw the app’s complete design, extending to web design, movie production, and poster design, ensuring a seamless and engaging user experience across all touchpoints.

ANA (All Nippon Airways) is a leading airline in Japan, and strives to provide a smooth and enjoyable travel experience. In order to increase customer loyalty and enhance the accessibility of ANA Mileage Club, we introduced a member-only application, ANA Mileage Club. The goal of this project was to develop a dedicated mobile app that would allow ANA Mileage Club members to easily manage their accounts, check their mileage, and conveniently use exclusive services. The app is designed to replace existing plastic cards, allowing members to feel closer to ANA’s program in their daily lives.

We conducted in-depth research to gain a clear understanding of our members’ needs and uncover opportunities to increase participation in the ANA Mileage Club program.

A customized app design was developed to reflect the five membership levels, delivering a tailored user experience for each level. This approach incorporated elements that evoke pride and a subtle sense of exclusivity, enhancing the value of the membership tiers.

Key features such as seamless shopping at the ANA STORE and real-time updates of accumulated mileage were integrated, improving both functionality and convenience for users.

The design visually and intuitively showcases the program’s key features, including mileage, premium points, and ANA SKY Coins. Users can instantly recognize their membership level and track trends in their accumulated rewards at a glance.

The app was optimized to replace traditional plastic cards, enabling members to access all loyalty program functions at airports and affiliated stores directly through their mobile devices.

Drove 200% activation growth and 1M+ downloads, enhancing engagement and loyalty.

ANA Mileage
Club App

This exhibition remains a landmark project, merging art, technology, and nature to create an unforgettable, user-driven experience.

Story of the Forest was a permanent exhibition at the National Museum of Singapore from 2016 to October 2024. As a Senior Product Designer at teamLab, I led the design of an accompanying app to enhance visitor engagement, encourage active participation, and elevate the interplay between art, nature, and technology.

This large-scale digital installation transformed the museum’s Glass Rotunda into an immersive environment celebrating Singapore’s native flora and fauna. With a 15-meter-high domed ceiling, a bridge spanning the dome, and a 170-meter passage, visitors embarked on a visually stunning journey that seamlessly blended art, nature, and interactive technology.

The exhibition featured a dynamic environment that evolved from morning to evening and between seasons, allowing visitors to interact with the artwork as animals responded to their presence and the scenery transformed.

We hypothesized that an interactive app would:

We designed an app that allowed visitors to “capture” virtual plants and animals from the exhibition using their mobile phones. This interactive feature turned their experience into a game-like journey, enabling users to create a personalized digital field guide of the flora and fauna they encountered.

The app blended fun with learning, offering detailed information and sound effects for each captured species. This enhanced engagement while fostering awareness of Singapore’s biodiversity.

With accessibility for all ages in mind, particularly children, the app featured simple navigation, visual cues, and interactive animations to ensure ease of use for visitors from diverse backgrounds.

The app reflected the forest’s serene aesthetics and synchronized with the exhibition’s real-time changes, creating a cohesive and immersive connection between the physical and digital experiences.

Designed an interactive app for Story of the Forest, enhancing engagement for 8M+ visitors over 8 years.

teamLab Art
Story of the Forest

This project remains a career highlight, combining technology, art, and user-centric design to transform the in-store cosmetics experience.

When GINZA SIX, a luxury shopping mall in Tokyo’s Ginza district, opened, Shiseido introduced an innovative interactive digital interface in their store. As a designer at teamLab, I served as the lead designer for this project, overseeing UX/UI design and art direction.

The goal of this project was to provide a personalized, interactive experience targeted at young women in their 20s, combining beauty consultation with product exploration. To achieve this, we introduced Japan’s first Digital Counseling Mirror and placed a front-facing interface to display information about new products and enhance customer engagement.

Shiseido sought to redefine cosmetics shopping by combining personal consultation, product exploration, and digital interaction. The Digital Counseling Mirror allowed customers to view themselves while exploring product details, blending functionality with aesthetics.

The front-facing interface provided real-time product information triggered by proximity or product interaction, seamlessly integrating engagement and discovery to enhance the in-store experience.

We designed a front-facing digital interface that played product videos by default but dynamically displayed detailed product information and usage instructions when customers approached or interacted with the products. This ensured an engaging and seamless experience while highlighting new offerings.

The Digital Counseling Mirror allowed customers to see their reflection while exploring product options, combining practicality with innovation. By carefully testing and selecting the ideal display, we ensured the screen functioned as both a high-quality mirror and an interactive touch panel.

To cater to Shiseido’s target audience of young women, we created an intuitive interface with simple navigation, clear graphics, and engaging animations. The system prioritized ease of use while maintaining a premium aesthetic aligned with Shiseido’s brand.

We focused on accurately rendering product textures, colors, and effects on-screen, replicating their real-life appearance to build customer trust and confidence in their purchasing decisions.

Redefined in-store engagement with an interactive beauty experience for SHISEIDO at GINZA SIX.

SHISEIDO GINZA
SIX store

This project showcased how blending technology, education, and entertainment can create immersive experiences and redefine public spaces.

Flight of Dreams was an aviation-themed experience that operated from October 12, 2018, to March 31, 2021. Centered on the Boeing 787 Dreamliner, it combined commerce, exhibitions, and entertainment. This collaboration between teamLab and Chubu Centrair International Airport used a full-scale Boeing 787 and cutting-edge digital technology to offer immersive experiences.

The project earned the 2019 Good Design Award for its innovative integration of commerce, exhibitions, and entertainment.

I led the UX/UI design and project management for the accompanying app, transforming the airport from a “transit hub” into a destination for learning and entertainment.

Flight of Dreams offered a large-scale aviation-themed entertainment space in a public airport, creating a unique experience for families, aviation enthusiasts, and visitors. It aimed to inspire wonder about aviation while blending education and entertainment.

Flight Park, designed by teamLab, combined interactive digital content with a full-scale aircraft display, helping visitors explore airplane manufacturing, aviation careers, and flight principles.

A full-scale aircraft combined with advanced technology turned the airport into an accessible entertainment destination, adding learning and fun to its traditional role.

Redefined the airport experience with 4M+ visitors and 3M+ app downloads.

FLIGHT OF
DREAMS

coe continues to amplify workers’ voices and drive corporate transformation. As lead designer, I remain dedicated to refining features and adding value to support its mission.

In response to the growing focus on “Business and Human Rights,” coe launched a service to eliminate human rights violations by capturing workers’ voices and assessing corporate human rights risks.

Using AI, coe analyzes data from internal and external sources to uncover hidden risks, evaluate severity, and prioritize improvements, streamlining human rights due diligence for companies.

As the Lead Product Designer from the project’s inception, I created the brand design system, service-related designs, and UX/UI for web and app interfaces. Currently, I continue to enhance features and develop new functionalities to ensure coe evolves into an essential platform that empowers workers, transforms corporate behavior, and contributes to a better world.

coe provides a platform for workers to anonymously and safely report workplace concerns. It addresses challenges like hesitance to use company consultation channels by offering a secure and user-friendly solution.

A cohesive design system emphasizing transparency and trust was created to engage workers and companies alike.

The interfaces were designed for simplicity, anonymity, and ease of use, with secure messaging and educational content to enhance engagement.

AI analyzes worker feedback, delivering actionable risk assessments to help companies prioritize improvements.

Designed the brand and UX/UI for coe, enabling AI-driven human rights risk analysis to drive corporate accountability.

This project highlighted the potential of combining art and technology to create immersive digital experiences that celebrate music.

“SOUND ON LIVE” is a design firm where music artists collaborate to create a website that visually represents music in an innovative way. The goal was to capture the beauty of music while delivering a design that amazes and inspires.

As the lead designer, I handled the concept, wireframes, design, and art direction for the project.

The challenge was to craft a dynamic website that visually embodies music. The design aimed to synchronize visuals with music to create a captivating and emotional experience.

The website features particles that morph and change color in harmony with music, creating an interactive and immersive experience.

Through brainstorming and trial and error, we refined ideas to align with the project’s vision.

Careful adjustments to layout, color, and animation speed enhanced simplicity and impact.

Designed an innovative website for SOUND ON LIVE, translating music into dynamic visuals for an immersive, inspiring experience.

SOUND ON LIVE

This project showcased how AI-powered payment optimization and personalized services enhance customer experiences and drive business growth. As the Lead Product Designer, I continue to support AuthPay’s growth and innovation.

AuthPay is an AI-powered smart wallet that transforms the payment experience in restaurants, bars, and cafes. It automatically selects the most optimal payment method for each transaction, maximizing rewards for customers while offering personalized dining experiences based on food preferences and past orders.

As the Lead Product Designer, I led UX/Product Design, Visual Design, Design System, Mobile Design, Web Design, and Branding, contributing to the development of AuthPay’s user experience and cohesive brand identity.

AuthPay integrates NFC tags with POS systems to provide a seamless order and payment process, enhancing revenue and customer loyalty through personalized recommendations and smart upselling.

AI automatically selects the best payment method for each transaction, maximizing customer rewards.

Tailored menu recommendations and smart upselling based on customer preferences and past orders.

NFC tag installation and POS integration are completed within a week to enable fast implementation.

Contactless ordering and payments via NFC tags, with QR codes as a backup option for all devices.

NFC tag designs are tailored to match the venue’s interior, enhancing brand identity and customer experience.

Led design and branding for AuthPay, an AI-powered smart wallet, driving personalized experiences, user engagement, and scalable growth.

AuthPay

btwn is an innovative promotional platform transforming referral marketing with a cashback system that benefits both businesses and consumers. By incentivizing word-of-mouth marketing, btwn enhances customer engagement, strengthens brand loyalty, and increases revenue for partner businesses.

As the Lead Product Designer, I led the end-to-end design strategy, overseeing brand direction, corporate identity, UX/UI design, and the development of both the B2B dashboard and B2C app. My role was to create a cohesive and user-friendly experience across all digital touchpoints, ensuring that businesses and consumers could seamlessly interact with the platform.

btwn empowers businesses by providing a network that drives sales and customer retention through word-of-mouth referrals. Consumers play an active role in marketing by earning cashback rewards when referring friends.

I designed and implemented a holistic digital experience that seamlessly connected businesses and consumers:

Led B2B & B2C product design, branding, and UX/UI for btwn, a referral-based marketing platform, increasing engagement with +65% MAUs and 5K+ downloads.

btwn

This project demonstrated the value of combining data organization with thoughtful design to create a highly efficient marketing tool. Astream’s success reflects its ability to address user needs while achieving measurable impact across the industry.

I led the product design for the service renewal of Astream, Japan’s first SNS marketing tool leveraging psychographic analysis. The goal was to transform the service into a streamlined platform where users could efficiently identify the best influencers for strategic marketing.

Astream manages over 2 million account profiles from platforms like Instagram, YouTube, TikTok, and X. The challenge was to organize this vast amount of data into an intuitive system that helps users discover influencers efficiently.

I reorganized search priorities and key features to ensure a logical flow that connects users’ actions from influencer search to performance measurement.

I developed a clear and user-friendly interface that simplified the presentation of complex data, making influencer selection intuitive.

Through multiple rounds of user testing, I continuously refined the designs to improve the overall experience and ensure the system met user needs effectively.

Redesigned Astream, Japan’s first SNS marketing tool, into a seamless platform adopted by 1,500+ businesses with 99% customer satisfaction and expansion across seven Asian countries.

Astream

This project highlighted the importance of combining strategic branding with thoughtful design to create a lasting and impactful presence in a competitive market.

As the Art Director for Aww, a travel product company, I led product design and art direction to rebuild their design system, enhance the e-commerce site, and establish a cohesive brand identity. The goal was to strengthen their brand image and connect with their target audience while maintaining consistency across all channels and media.

The challenge was to unify the brand’s visual identity and improve the user experience of their e-commerce platform to better align with the company’s vision and target audience.

I redefined the brand’s core design concepts through extensive client discussions, creating a unified system for their logos, fonts, and color schemes. I also crafted a new slogan to reflect the brand’s overarching voice.

I overhauled the UI/UX of their e-commerce platform, ensuring a seamless and engaging shopping experience that aligned with the new brand identity.

I developed a comprehensive social media strategy, updating content and imagery to create a cohesive online presence that aligned with the brand’s voice and vision.

I directed advertisement photography and filming, ensuring all visuals consistently reflected the brand’s identity and vision.

Revamped Aww’s design system and e-commerce site, strengthening brand identity and increasing average order value by 140% while boosting customer engagement.

The project boosted user engagement and trust with intuitive UX/UI and a rigorous verification system, fostering creative collaboration within the music production community.

It highlighted the importance of building trust through expert certification systems and demonstrated how simple processes, combined with creative design and functional UX, can improve accessibility and user satisfaction.

This project successfully enhanced collaboration in the music community by building trust, encouraging creativity, and delivering an exceptional user experience.

I led the design system and product design for ONLINE Studio, a platform supporting music production artists and freelancers. I was responsible for designing the website and blog, delivering intuitive and clear UX and UI to enhance connections between professionals and freelancers while fostering a collaborative and creative environment for music production.

ONLINE Studio connects professional musicians, producers, arrangers, and engineers with freelancers. With a rigorous screening process for experts, the platform offers users a trustworthy and user-friendly space to create projects and collaborate seamlessly with professionals.

ONLINE Studio was designed to connect music production professionals with those who need their expertise, encouraging creative collaboration. The platform was structured to allow users to easily create projects and receive support from professionals.

I established a consistent brand design system that unified the website and blog, ensuring coherence and reliability across all touchpoints.

I designed an intuitive and user-friendly UX that allows users to easily search for professionals and create projects.

To reflect ONLINE Studio’s unique atmosphere, I incorporated freeform layouts and collage techniques, creating a distinctive visual identity.

I implemented a rigorous screening process for professionals, ensuring that only verified experts were registered, building trust between users and the platform.

Designed the ONLINE Studio platform and blog, creating a seamless UX/UI and expert verification system that fostered trust and collaboration between music professionals and freelancers.

ONLIVE
Studio/blog

This project demonstrated how AI-driven tools can streamline workflows, save costs, and enhance user experiences through user-centered design and continuous iteration.

As the Lead UX/UI Designer for FRONT-END.AI, I developed a service that automates the conversion of design compositions (JPEG, PNG, or JSON files) into code, aiming to streamline workflows for coders with 1-5 years of experience by drastically reducing the time and effort needed to prepare design pages.

FRONT-END.AI was designed to offer an efficient tool for junior and mid-level coders, addressing pain points in the design-to-code workflow.

The service leverages patented AI technology in Japan and the U.S. to analyze design compositions and automatically generate coding suggestions (e.g., HTML, CSS), reducing initial coding time by 85%. Companies using this tool reported annual cost savings of up to 10 million yen by eliminating external outsourcing.

Additionally, FRONT-END.AI received industry recognition, including:

Led UX/UI for FRONT-END.AI, an AI-powered tool automating design-to-code conversion, cutting development time and reducing business costs.

FRONT-END.AI

This project successfully elevated Bunshi Mask’s e-commerce presence, driving measurable results and enhancing brand value.

In early 2021, I joined Bunshi Mask as a UX/UI Designer to revamp their e-commerce site during the COVID-19 pandemic. The client aimed to establish a premium brand identity by showcasing their unique materials and technology, standing out in a competitive market.

Bunshi Mask offers the thinnest mask, reimagining every element—materials, stitching, silhouette, and filters. Trusted by over 160 medical facilities, it has sold over 300,000 units, making it a reliable and popular product.

The goal was to highlight the mask’s superior quality and innovation digitally, while ensuring a seamless shopping experience to boost sales and engagement.

Revamped Bunshi Mask’s e-commerce site, enhancing brand trust and usability, driving 300K+ unit sales across 160+ medical facilities.

Bunshi Lab

As a Senior Product Designer for Who’z, I led the creation of a user-friendly platform designed to help employees and teams create and manage personalized web pages. Serving as a talent management tool and cloud service, Who’z simplifies the process of creating, managing, and embedding employee and team profiles into existing websites.

The platform focuses on enhancing team visibility, building trust, and improving recruitment efforts, making it particularly valuable for small businesses seeking to promote their talent and team capabilities.

The core functionalities of Who’z include member management, team management, and profile customization. Its goal is to simplify the creation of employee introduction pages that can be embedded or shared, enabling businesses to effectively promote their teams.

Built a platform for teams to create and embed personalized web pages, enhancing small business visibility and recruitment.

Who'z

This project successfully demonstrated how thoughtful design and feature integration can transform a smart home app into a comprehensive lifestyle solution for residents, supporting both daily convenience and community engagement.

As the Senior Product Designer for Will TAP, a smart home app tailored for residents of Nomura Real Estate’s Proud apartments in Japan, I worked to create a seamless and user-friendly interface that allows residents to control smart home devices and receive essential notifications. The app also offers additional features designed to enhance the convenience and quality of life for apartment residents.

The goal was to balance diverse functionalities with intuitive design, ensuring accessibility for all users while integrating smoothly with smart home systems.

Will TAP was developed as a comprehensive smart home solution for Proud apartment residents, offering a wide range of features to improve daily living. The main challenge was managing the complexity of these features while ensuring ease of use and smooth device integration.

Developed a smart home app for luxury apartments in Japan, achieving 80% adoption with an intuitive and seamless user experience.

Will TAP

This project positioned point 0 marunouchi as an innovative, luxurious workspace that sets a new standard for future office spaces by combining advanced technology, thoughtful design, and seamless user experiences.

point 0 marunouchi is a co-working space launched in July 2019, redefining the “future of office spaces” by integrating advanced technologies and supporting diverse working styles.

As the Product Designer for point 0 marunouchi, I designed the website and app to reflect the space’s high-end, futuristic concept while providing a seamless user experience. The app included features such as reservations, payments, announcements, and location services, catering to the needs of busy professionals.

point 0 marunouchi offers a unique co-working experience with open spaces, meeting rooms, and nap booths equipped with cutting-edge solutions. Leveraging advanced data collection and biometrics, the space continuously improves its offerings through analysis and experimentation.

In January 2021, it became the first co-working office in Japan to earn WELL Certification (WELL v2 pilot) at the Gold level. This achievement was made possible through partnerships with Okamura Corporation, Daikin Industries, and Panasonic, incorporating expertise in air quality, furniture, and lighting.

As a testbed for WORKTECH innovations, point 0 marunouchi hosts unique experiments and initiatives led by 17 participating companies, including Daikin, Okamura, Panasonic, TOTO, Asahi, Epson, Microsoft, and Sony. Starting with 10 committee members at launch, this network quickly expanded within a year.

Designed a premium website and intuitive app for a next-gen co-working space, driving 2x member growth, 3.8x individual sign-ups, and Japan’s first WELL Certification.

point 0
marunouchi

This project successfully positioned “Pocket Change” as a trusted, innovative solution for currency exchange, leveraging thoughtful design and strategic partnerships to serve both international travelers and domestic users, while addressing financial challenges for sustainable growth.

“Pocket Change” is an innovative technology company revolutionizing foreign currency exchange with kiosks installed across Japan. These kiosks allow users to exchange foreign currency, recharge transportation IC cards, and convert leftover balances into points or e-money for other services.

As the Lead Product Designer, I developed the company’s branding, corporate identity, design system, and website. I also designed intuitive, multilingual interfaces for the kiosks to ensure accessibility for a diverse, international user base.

Pocket Change aimed to simplify foreign currency exchange by providing a seamless solution for travelers, while expanding its range of services with e-money and voucher partnerships worldwide. By focusing on user accessibility and convenience, the company sought to position itself as the go-to currency exchange service in Japan.

Delivered seamless currency exchange experiences through branding, web, and kiosk UX/UI, driving a 140% sales increase.

Pocket Change
Poke Pay

This project positioned MYCITY as a leader in behavior analysis and IoT technology, delivering tools that enhance workplace productivity and user experience.

I joined MYCITY, a company specializing in behavior analysis technology through IoT devices, as a Product Designer to redesign their website and app. My goal was to enhance clarity and usability, ensuring their complex services were effectively communicated and user-friendly.

Additionally, I contributed to the design of “MyPlace for Office”, an IoT-powered smart office service that helps employees find optimal workspaces, track colleagues, and manage office resources efficiently.

The MYCITY website previously lacked depth and clarity, making it difficult to explain its advanced IoT solutions, including:

LAHEE HONG

Always Open to Collaboration!