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Student Showcase Archive

Sungjin Hong

MA work

MA work


The way people shop has changed enormously over the decades. 

As both retailers and customers no longer see a distinction between online and offline shopping, the key challenge facing the current FMCG market is to find a better way to integrate and synchronise the customer shopping experience with all sales channels. 

To a large degree, however, online-first shoppers experience different inefficiencies throughout their whole purchase journey, and they also go through broken shopping experience across channels.

SHORT CUT aims to support today’s online-first customers by providing an integrated service platform and new efficient tools that are designed for a better, more purposeful shopping journey.



  • MA Degree


    School of Design


    MA Service Design, 2016

  • Degrees

  • BFA Visual Communication Design, Hongik University, Seoul, Korea, 2012
  • Experience

  • Art director, BBDO Korea, Seoul, 2011–12
  • Awards

  • Shortlisted, RSA Student Design Awards, 2015/16