Insights from Soyun Kim, Senior Product Designer at StudioRed: UX, UI, and Branding Strategies

In a recent conversation, we sat down with Soyun Kim, Senior Product Designer at StudioRed, to explore her design methodology and glean seasoned advice on UX, UI, product design, and branding.

What’s your product design process?

Every project has a unique character, so the process must adapt accordingly. In practice, we begin with in‑depth research to understand user pain points, then move to ideation, rapid prototyping, iterative testing, and refinement. While this framework is common among designers, StudioRed takes a holistic stance: our digital, physical, and engineering teams collaborate from day one to ensure a cohesive end product.

I give special attention to the research phase, believing it is the foundation of impactful design—a step many overlook. I immerse myself in user and usability studies, identify patterns, and then translate findings into concepts. I then create quick prototypes and seek early feedback.

Gathering feedback is crucial. I remind myself not to become overly attached to my own ideas. When reviewers provide input, I treat them as users and ask: why did they react this way? I look beyond the surface to uncover the underlying needs.

Which project are you most proud of?

I’ve enjoyed many of the projects in my career, but one stands out: a startup client that approached us with a single product. We expanded their vision to three distinct offerings, crafted a brand identity, and developed a cohesive brand strategy. When a larger company acquired the startup, the result was a win for all parties—our clients were thrilled with the design, and the brand’s value was recognized industry‑wide.

When a startup comes in and says they have a great idea for a new product, what are some of the most common questions or misconceptions they have about design?

Many founders mistakenly equate design solely with aesthetics. In reality, design encompasses strategic thinking, user research, and functional architecture. Without a solid understanding of the target audience, even the most beautiful interface can fail to engage.

Branding is another area often misunderstood. While some claim millennials no longer care about brands, the truth is they value the experience and value a brand delivers. This makes the market ripe for new brands that offer genuine value.

How do millennials affect design?

Millennials wield growing purchasing power and prefer online shopping over traditional retail. This shift demands that designers create authentic, transparent experiences that resonate with digital natives. By showcasing real value and core brand values, designers can capture the millennial market, which remains highly receptive to new brands.

Their expectation for authenticity and quick, evidence‑based decisions—often within 30 seconds of reading reviews—pushes designers to streamline communication and highlight product strengths on the web.

How can you tell good design vs. bad design?

Good design is subtle; users navigate intuitively without conscious effort. Bad design, on the other hand, overwhelms users with clutter and complexity, leading to frustration. A responsive, user‑centric approach ensures that every interaction feels natural and guided.

As a woman working in both technology and design, what are your thoughts on opportunities for women or gender bias?

I don’t focus on gender, but reflecting on my early career—when only 10% of industrial designers were women—made me realize how female voices can be overlooked. Today, I advocate for bringing a female perspective, especially in home‑product design where women often drive purchasing decisions. In the IoT era, female designers have a unique opportunity to shape user experience.

What do you like most about working at StudioRed?

StudioRed excels in cross‑functional collaboration. Transparent communication between research, design, and engineering teams eliminates information loss and delivers maximum value to clients. By integrating strategy and research seamlessly into production, we produce efficient, essential products that meet user needs.