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Inji Shin

MA work

Eat.coin: Let's be healthy together!

Breast cancer is the most common cancer in the UK. According to Breast Cancer Now, one in seven women will face it in their lifetime. Nearly 700,000 people in the UK are living with, or have had breast cancer. And that number keeps going up, as more women are being diagnosed with the disease than ever before. 

However, scientists insist that a healthy lifestyle, eating healthy food and exercising can prevent cancer, in addition, for people with a family history of cancer, diet is a significant factor in prevention. However, many young women have no idea how to eat healthily, and information on social media can be unreliable.

Eat.coin helps young women to follow a healthy diet by posting what they eat with peers, and providing information about ingredients, along with the nutrients and benefits of each food item. 

The user collects rewards, which they can use as money to buy health products and food based on a recipe the service provides; and get discounts on health checkups during the activity. At the same time, Eat.coin analyses the user's lifestyle data – what, when and where they eat, and then provides the user with personally tailored advice from health professionals.


  • MA Degree


    School of Design


    MA Service Design, 2019

  • When I studied graphic design, I learned a valuable lesson – 'There’s no perfect answer to the puzzle, and that creativity is a renewable source'. This quote by Twitter Co-Founder, Biz Stone, perfectly sums up my experiences in life, and the realisation of my true ambition – from computer engineering through to the design field.

    I graduated with a degree in computer engineering from Keimyung University in South Korea, and worked at the university’s multimedia image processing lab as a research assistant. A year later, I changed my field of study to user experience and information design in the communication design department at Hongik University, then I joined service design at the Royal College of Art.

    During my journey at RCA, I actively participated in projects and tried to create solutions, while also considering how to deliver and make users and companies satisfied at the same time. In the journey, I found a great interest of mine – combining technique with design, and finding methods, in which users are able to accept information in an easy and enjoyable experience. I realised that the method can be determined and changed according to the design strategy, and my work shows my journey.

  • Degrees

  • MA Communication Design, Hongik University, Seoul, South Korea, 2012; BA Computer Engineering, Keimyung University, Seoul, South Korea, 2006
  • Experience

  • Service designer, TATA Consultancy Service, London, 2018; Cultural producer, Korean Cultural Centre UK, 2014; Junior project manager, Kookmin Sarang, Daegu, South Korea, 2016; Service designer, REVIVAL LABS, Seoul, 2015
  • Exhibitions

  • The Coronation Day of Queen Elizabeth (Film), The Royal Artillery Museum, London, 2014; Joy, Anger, Sorrow, and Pleasure; Human Emotions(Drawing), GS Tower, Seoul, 2010; A matter of everyday occurrence (Printing), Hongik University, Seoul, 2010; Be in disorde r(Craft), Insadong, Seoul, 2011