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Kath Vasinee Saeng-Uraiporn

MA work



The retail sector needs to be re-invent, as customers expect a seamless shopping experience and omnichannel is not an option but become the norm. 49% of consumers said retailers need to integrate in-store, online and mobile shopping channels (Accenture: 2013). The e-commerce is rapidly evolving, while brick-and-mortar stores are still stuck in the 20th century. In this highly competitive market, physical stores that are not collecting data and cannot keep up with customer shopping habit will fall behind. 'MIND' aims to reimagine the future of retail for the department store and prepared retailers for the new kind of shoppers - the Gen Z. 


How might we help department store connect and engage more with their customers by providing a radical personalised shopping experience, hence increasing the conversion rate? 


'MIND' is a B2B, white label platform for department stores that collects and analyses customer data in-store across touchpoints, as well as offers customers the convenience and hyper-personalised experience in exchange of their information. 'MIND' helps to create a holistic view of the customer profiles, allowing retailers to re-target, optimise merchandising, and extend services to more closely mesh with consumer lifestyles. 


  • MA Degree


    School of Design


    MA Service Design, 2017

  • Kath is a multi-disciplinary designer, specialising in the fields of Service Design, UX UI and Experience Design, with an Interior Architecture background. Her works focus on solving problems and crafting solutions that embody balance aesthetics with usability.

    As a Service Designer at Royal College of Art, she has learnt a great deal of ethnographic research, user-centred design, co-creation and a wide range of design skills including visualisation skills and UI UX. Apart from her design skills, being in a service design course allows her to work with diverse types of people from multi-disciplines and collaboration with real stakeholders from both public and private sector, including projects for Sainsbury’s, Hotel Icon in Hong Kong and, Transport for London (TfL). Her recent projects have focused on the Future of Retail, Authenticity in the Future of Hospitality, the Experience Economy, Sharing Economy, and sustainability. 

  • Degrees

  • BIA Interior Architecture, Thammasat University, Thailand, 2011
  • Experience

  • Service design internship, Spotless, London, 2017; Service design ambassador at Service Design Fridge Festival, London Design week, London, 2016; Interior designer, N7A Architect co,.Ltd, Bangkok, Thailand, 2011-2014; Interior design internship, Index Design PTE LTD, Singapore, 2010
  • Exhibitions

  • TOA Color Design Award 2013/14 with Wallpaper, Central World, Bangkok, Thailand, 2014; The power of veneer season 4, Baan Lae Suan Fair 2013, Bangkok, Thailand, 2013
  • Awards

  • Shortlisted and best presentation award, Bloomberg Design Competition, 2016; First Prize, Transport for London(TfL) - Metro Safety, 2015; Shortlisted, TOA Color Design Award 2013/14 with Wallpaper, 2013; Shortlisted, The power of veneer season 4 by Pacific wood, 2013
  • Publications

  • The Unique Experience for Millennials, 2016