Defining Is Also a Designer’s Job

• Definition of design: Design is not a momentary finished product, but the entire process of measuring and refining performance, and a problem-solving process.
• Core capability: The ability to prove the impact (numbers) that one’s design has had on the business, rather than formal perfection.
• Key case: Redefined Naver Map from a 'route-finding tool' to the 'starting point of every journey' and won the 2025 KDA Brand category Winner award.

Hyundai Department Store (Kim Do-yoon, Head of Design LAB)

• Definition of design: A shift from management to a strategic organization. A role of 'medicine' that solves fundamental problems, not a 'painkiller' that simply handles requests.
• Core capability: A business perspective that looks at effectiveness rather than perfection, logical persuasiveness, and assiduity that pushes forward while enduring rejection.
• Key case: Successfully differentiated the spatial experience by introducing a non-sales art exhibition instead of a store in the highest-priced space on the first floor of The Hyundai Seoul.

LG Household & Health Care (Lee Byeong-ju, Head of Design Center)

• Definition of design: CVC (Customer Value Creator), overseeing the work of creating customer value.
• Core capability: Going beyond the 'current' approach of receiving marketing analysis and executing it, and leading 'ahead-of-time' projects in which designers ask questions and analyze the market first.
• Key case: Reinterpreted the palace-art aesthetics of 'The Whoo,' a brand with 20 years of heritage, and won IDEA and iF Design Awards.

Hanssem (Choi Ji-yeon, Head of R&D Division)

• Definition of design: A role that goes beyond formal perfection and encompasses product planning, pricing, and portfolio operations.
• Core capability: Business sensing that pinpoints business outcomes throughout the entire design process.
• Key case: Planned customized products and a Bath business tailored to each stage of brand growth (quantitative growth, identity building, category expansion).

Toss (Jung Hye-yeon, CDO)

• Definition of design: In an era where technological progress is erasing boundaries, the essence of a designer is the sensitivity and judgment to know what is good.
• Core capability: An attitude of defining one’s work through Job Crafting and making vocation the purpose.
• Organizational restructuring: Consolidated six separate design roles into two: 'product designers' who solve problems and 'visual designers' who create a more beautiful world.