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Service Design (MA)

Hyojin Bae

I am a Service and Experience Designer that uncovers and understands the needs of all stakeholders and translates them into effective and experience-led solutions. Undertaking the Master’s in Service Design at the RCA with a background in Industrial Design has enabled me to work with a variety of clients and develop a rigorous design process. This approach synthesises complex problems and highlights opportunities which can be turned into usable outcomes through my highly creative and comprehensive mindset, all of which provides great value to the organisation, customer and society. 

Exhibitions

BA2119: Flight of the Future, British Airways and Saatchi Gallery, 2019



 

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RCA Service Design Show

Meet Jinnie

Degree Details

School of Design

Service Design (MA)

I believe that this year is a unique time, and I see it as an opportunity to pull the future forwards and redefine things, through innovative businesses and technologies. My interests lie in working to accelerate a digital shift, by combining creative thinking and diverse skills which I have developed through my journey at the RCA. 

My work aims to solve problems by adopting synthesis research and positive design thinking based on evidence. My final project at the RCA shows how I holistically approached and used my creative skills to enable people to progress further. It has been 7 months working on this project closely with our project partner and it has taken the best part of the academic year to complete. I have demonstrated my skills and professionalism as a service designer in terms of robust and rigorous research, analytical skills to identify and communicate with clarity the fresh insights that I had gathered and the delivery and prototyping of a highly innovative service solution throughout the project. 

Special thanks to Dr Nick De Leon

Mobius_Private Banking Service — How might we make the Private Banking services more attractive and relevant to a new generation of Ultra High Net Worth Individuals by demonstrating a deeper understanding of their needs and the importance of their trusted networks?

Opportunity

MOBIUS_PRIVATE BANKING SERVICES

Launch Project

MOBIUS_01

Our project sponsor, Private Bank, recognises that the world of wealth is changing. There is a huge intergenerational transfer of wealth and the Private Bank wants to know how to attract not only the next generation of Ultra High Net Worth Individuals but to serve them and generations to come. The new next generations are emerging with very different personality traits to the previous generations in terms of thoughts, lifestyles and educations. There is a very clear generational difference from a client base that is extraordinarily discreet to one that is more open and accessible. Therefore, the Private Bank has fewer opportunities to build trust and engagement and it’s getting harder to prospect new clients and to get referrals from existing clients. The next generations of clients need the services of a Private Bank for specific opportunities, such as a tool for their personalised financial issues.


Mobius is a service developed for a Multinational Private Bank who wanted to improve their interactions with new generations of investors. It Mobius helps intergenerational wealth management with expert and empathic wealth services spanning the generations, supporting families to fulfill their individual and collective aspirations. A user can compare different investment personalities and preferences so that the user together with their family members can develop mutually agreeable strategies to meet their shared goals, and can manage all of the family’s finances. It also enables private bankers to see how the investment personalities differ across the family and find better guidance as well as strategies to benefit the whole family, so everyone is in control of what they want to share.

Medium:

Video

Size:

4 minutes

In Collaboration with:

In collaborations with Tianjie Meng
BankFinancial ServicesFinancial SustainabilityFintechMarketingpeoplePrivate BankServiceService designStrategyWealth management

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