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Joungmin Yoo

MA work

Hidden Nature

Hidden Nature is a nature lovers’ community where people can share their local green spaces and interact with each other. You can discover hidden places in your neighbourhood and also join communities in other areas to explore new environments through a shared philosophy.


  • MA Degree


    School of Design


    MA Service Design, 2016

  • I am a very culture-sensitive designer. What I mean by ‘culture’ is not only an ethnic or a regional aspect, but more about personal, tribal and generational features; for instance, a hidden family tradition or an ethos shared by a particular profession. All those issues are mostly embedded and veiled by everyday life we take for granted, so it takes more effort to reveal the underlying meaning of them.

    Based on my experience in UX design in both Seoul and the service design projects I have developed in London, I have come to believe that designers build an essential underlying foundation on which to build successful services. They help to create meaningful experiences for individuals and society as a whole by embedding well-understood cultural elements in service. I am keen to build on my understanding of people’s aspirations, the ethos that people share, and also create the most suitable ways of designing meaningful interactions from multi-dimensional perspectives.