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Chee Ho Yoon

MA work


The financial services market, particularly asset management, is being transformed by disruptive technological, regulatory, and a new generation of tech-savvy and picky investors. This project aims to help a leading asset management company to create new ways to serve their wholesale clients, and in turn the next generation of investors. 

The brief was to work with the marketing team, portfolio managers, client advisors, market strategists and other front-line staff, as well as the clients and the high-net-worth individuals (HNWI) they serve. Our role was to understand their evolving needs and develop an innovate suite of services that deliver more personalised, responsive and relevant content at a strategic, as well as transactional, level.

We aim to exploit disruptive technologies, such as AI, data analytics and machine learning, to deliver the next generation of asset management services. This brings us to our solution, which is a comprehensive marketing toolkit that facilitates the process for marketing and sales to categorise their wholesale clients, and identify the key contacts within those clients, so they can provide more tailored marketing messaging, reports and campaigns to their most valued clients and contacts.


  • MA Degree


    School of Design


    MA Service Design, 2019

  • I believe in setting a positive impact by building/managing customer journeys that meet the needs of customers, businesses and regulatory and technical constraints. Consequently, transforming how customers experience services.

    I can offer three years of experience in design for global leading companies, excellent strategic/design thinking, and the ability to extract meaningful insights from research and translate them into service propositions and prototypes.

  • Degrees

  • BFA Graphic Design, University of the Arts London, 2012
  • Experience

  • Service designer, Investment Bank, 2018–2019; UX design lead, Coupang, 2018; Sergeant, Republic of Korea Army, 2016–2018; Service designer, Sainsbury's, 2015; Junior consultant, Graj+Gustavsen, 2013; Visual design intern, Samsung Electronics, 2011
  • Awards

  • Spark Design Awards, Grand Prize, 2014; Pfizer Digital Innovation Awards, Excellence Award, 2017; Adobe Design Achievement Awards, Semifinalist, 2017; 52nd Korean Design Council Awards, Finalist, 2017; The 36th Daegu Design Exhibition Award, Silver Prize, 2017; AIGA (Re)Design Award, 2013; K-Design Award, 2014; Hiiibrand Design Award, Bronze Award, 2014; IDEA: Industrial Designers Society of America, Finalist, 2013; Adobe Design Achievement Awards, Semifinalist, 2014