Yoojin Song: Fostering Meaningful Exchanges Between People and Digital Products

Yoojin, an award-winning, New York-based product designer, brings an extraordinary approach to fostering meaningful exchanges between people and digital products. She uses design as a powerful problem-solving tool to enhance connections between digital and physical experiences.

Driven by research and human-centered design, Yoojin aims to bring joy to people's lives and continually seeks opportunities to expand her knowledge and tackle real-world challenges. Her curiosity has driven her since childhood, constantly asking "Why?" until she fully understood, which now fuels her design process. Viewing the world through a lens of possibilities and progress, she finds innovative solutions to problems. Yoojin's listening and observational skills help her create functional and empathetic designs, combining strategic rigor with bold creativity to drive meaningful growth and dynamic experiences. She immerses herself in learning, continually upgrading her knowledge and pushing boundaries, thriving in roles that encourage experimentation and play with ideas. Despite the challenges, she remains humble, learning from everyone and everything, with each step in her career proving invaluable in making her a better designer.

Yoojin's work has not only been impactful but also widely recognized. Winning prestigious awards such as the Muse Creative Awards, ADC Awards by The One Club and more, for her project "AccessibleNYC" is a testament to her exceptional talent and dedication. These accolades are among the highest honors in the design industry, highlighting Yoojin's extraordinary contributions and setting her apart as a leader in her field. Recognized for her innovative solutions and commitment to social impact, Yoojin's work on AccessibleNYC makes New York City more inclusive for people with disabilities. The app creates a personalized, seamless travel experience based on users' disability types, interests, and needs, allowing disabled New Yorkers to explore the city at their best capacity and feel included in the community.

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Another remarkable project led by Yoojin is "BankMate by Barclays," recognized by the D&AD New Blood Awards and more. BankMate is designed to help neurodivergent individuals save money with less stress and gain financial confidence. The platform allows users to partner with a trusted loved one to manage daily budgets and achieve financial goals. Users can share goals with their mates, track progress, and receive supportive feedback, creating a holistic financial management experience. Industry experts praised the project for its innovative approach and user-centric design:

"The idea was very different from any of the other entries, but it did trigger something for me. It provided more than just a solution for one group of people but could be expanded upon for a larger target audience. It creates a loop with real people and real consequences. It is super straightforward but has never been done before. A deserved Yellow Pencil." - Evert Martin, Senior HMI/UX Designer, Inert & Toyota

"BankMate clearly communicated their idea and executed their solution really well." - Mala Vadhia, Design Operations Manager, Barclays

"This entry was a great example of the entrant who was able to draw on a core insight, placing it firmly at the center of the idea before focusing on the digital execution (which in itself was crafted well with obvious consideration to the overall user experience)." - Akhil Morjaria, Experience Strategy Director, TPXimpact

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Yoojin is also passionate about children's education. Her project "Bank of America Kids" and the "10 UNDER 10" campaign promote financial literacy among young children through fun activities, helping them form good financial habits early on. This project won the Indigo Awards, Graphis Design Awards, and Creative Conscience. Yoojin's dedication to creating impactful educational tools for children is further exemplified by "BBC Pal," an app designed to connect younger children with learning experiences. This project, recognized by the D&AD New Blood Awards and Creative Conscience, allows children to ask questions to a virtual pal, fostering curiosity and learning anytime, anywhere. Industry experts applauded its simplicity and effective targeting of young audiences:

"We chose BBC Discover and BBC Pal as our Yellow Pencil winners. Both answered the brief with creative ideas and catered perfectly to their target audiences. BBC Pal's simplicity would fit perfectly into the real world." - Jayde-Olivia Sandy, Product Designer, Seera Group

"BBC Pal stood out due to its simplicity and the quality of the design and graphics. Whilst it was a much simpler execution than many other entries, it felt very well considered and was well targeted to the younger audience." - Andrew Johnstone, Creative Lead, Canva

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Yoojin believes that a creative idea or design combines innovation, functionality, and user-centric thinking to solve problems and enhance user experiences. Her work consistently brings something new to the table, addressing user needs in an aesthetically pleasing and practical manner. Yoojin's journey in creating meaningful, human-centered designs, solving problems, and bringing joy to people's lives continues to inspire and impact the design community.
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