HR
RicoLab
Tool
herbs and techology
Design learning Content App
«Elever»
Creative Confidence
Instructional Design, Gamification 4K
Hands-On
Already existing Excel-File with content
Design
Keep it simple and motivational
POD
It's a collaborative start-up within a corporate environment from Ricola.
Tools
Challenge the Change.
Herbs and Plant Candy
Ricola is a traditional family business with strong roots in agriculture, herbal knowledge and long-term partnerships. At the same time, the company is facing a generational shift: new expectations, new markets, new digital opportunities.
This tension – tradition vs. transformation – is the starting point for RicoLab.
Impact
RicoLab operates at the intersection of production, agriculture, innovation and culture. It is a place where critical questions are allowed – and where new perspectives emerge.
Challenge
The biggest challenge lies not in technology, but in mindset:
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The industry is historically production-oriented, not digital.
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The organisation is traditional and conservative.
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People prefer stable routines and have little room for radical change.
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At the same time, pressure is growing from new generations, new markets and new sustainability requirements.
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In short, digitalisation is less a technical issue than a cultural one.
Opportunity
Beneath the surface, Ricola has enormous potential:
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deep knowledge of herbs and agriculture
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a well-established network of farmers and producers
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a culture of quality and care
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a long-term understanding of sustainability
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expertise that cannot simply be copied
These elements are strategic assets that can be strengthened through digitalisation – if done right.
Role
RicoLab is the sparring partner for this transformation.
It asks the questions that don't get asked in day-to-day business:
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How can herb production remain sustainable when the climate and markets are changing?
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How can we use digital tools without overwhelming farmers?
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How do we protect sensitive knowledge about herbs, drying and quality?
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How do we combine tradition with new business models?
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How do we create innovation without losing our identity?
EduTech
Co-Founder
Innovation
Creative Kids
Learning technology
Creative Confidence
Explore conversation technology, 4K
Hands-On
Explore rapid prototyping
Design
Workshop design thinking process
Creative Kids – Co-Founder
Explaining complex technical tasks and future challenges. Technology as a learning aid, raising awareness among children and parents that technology is not just for entertainment. It supports team readiness for the joint design thinking process and promotes positive learning experiences through gamification.
Electricity
ewz
Online
Elektrizitätswerk der Stadt Zürich, ewz
Redesign the future of ewz and network partnership
Creative Confidence
Future Navigation and Self-Navigation
Hands-On
Design UI/UX and System
Design & Research
Adobe Creative, Mindmapping
INNOVATION
IBM DESIGN STUDIO
HRM
Kenexa, Smarter Workforce
HRM coaching, on-boarding processes and personal development
Creative Confidence
IBM Design Field Guideline, OCEAN, US-Visa Programs, On-boarding experiences
Hands-On
Co-Ownership, Incubator- /Patents- Process, HCM, HCI, ROI, HR Goals, NPO System Innovation
Design | Research
Researchgate, Statista, internal Data, Mural, Contextual Research, Adobe, InVision, ML
POD
Before onboarding is before overboarding
Tools
Manage the Change.
Stepping in Elephant Shoes
IBM Design Studios were established in 2012/13 to shift IBM from traditional business consulting toward a global, design‑driven innovation culture. Within this transformation, the collaboration with Kenexa and the Smarter Workforce initiative played a central role. These platforms integrate talent management, people analytics, onboarding, skills development, and organizational culture into one HR ecosystem.
Hired as a visual designer, I worked as part of a distributed, interdisciplinary team across three continents, collaborating with business consulting partners, HR specialists, and technical stakeholders.
Impact
Through my contribution, I provided numbers of EBD-insights and findings:
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make complex HR data and processes understandable and actionable
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enable teams to make clearer, more informed decisions
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reveal innovation opportunities previously hidden in the system
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bridge design, HR, business, and technology
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support the evolution of a global HR ecosystem
Challenge
The project operated at the intersection of enterprise‑scale design, HR transformation, and global collaboration.
1. Enterprise Design Thinking at Scale
Working across cultures, time zones, and organizational layers required:
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navigating complex stakeholder landscapes
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aligning diverse expectations
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balancing ethics, data responsibility, and scalability
2. Human‑Centric HR Transformation
Kenexa/Smarter Workforce touches sensitive areas:
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motivation, performance, and career development
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trust, transparency, and data governance
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cultural and legal differences across regions
3. Making the System Understandable
My challenge as a designer was to:
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uncover the “hidden logic” behind HR systems
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translate mission, vision, and strategy into visual clarity
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identify meaningful indicators from research, interviews, and contextual analysis
Opportunity
The project opened a unique learning environment:
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insights into American work culture and global HR structures
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collaboration with leaders, researchers, and consultants
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exposure to incubator processes, patent thinking, and innovation pipelines
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application of gamification and learning architectures
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use of research tools (statistics, market data, internal insights)
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development of a systemic perspective on HR pain points and opportunities
Role
I contributed as an Enterprise Design Thinking Practitioner with a hybrid lens of design, HRM, and innovation.
1. Contextual Visual Research
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analyzing mission, vision, and strategic goals
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translating complex HR processes into clear visual frameworks
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identifying patterns, risks, and opportunities
2. Co‑Ownership in a Global Team
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collaborating with business consulting partners
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aligning design, HR, engineering, and leadership
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working remotely across three continents
3. Product & Innovation Development
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shaping concepts for HR management tools
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defining MLPs (Minimum Lovable Products)
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uncovering «hidden gems» — indicators that create real value
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supporting measurement of processes (time, flow, experience)
4. Ethical & Holistic Thinking
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questioning automation, data use, and AI implications
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focusing on fairness, transparency, and human impact
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balancing efficiency with responsibility
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Innovation
Emric Bank
Change
Business Transformation
On self-leadership and product development
Creative Confidence
Unlock Creativity, Prototyping, Create Lean-in, Team
Hands-On
Co-Ownership, Co-Production, Workshop, Strategy, Vision
Design
Fin-Tech, lending-platform (P2P), product workshops
POD
The unknown change and create a mission
Tools
Design thinking and digitalization, methods
When Swiss Banking Logic Meets Swedish Financial Culture
Emric was one of my most challenging and formative team projects. A testosterone‑driven financial company — surprisingly conservative for Sweden — approached us without a clear brief: “We need something innovative. You’re the creatives, go ahead.” At the same time, there was a transparent but unspoken resistance. Bank secrecy, protected expert knowledge, and rigid structures made collaboration and creativity extremely difficult.
Impact
This level of trust in the process was unexpected in such a rigid environment — and it signaled real transformation. The project showed that even conservative financial cultures can open up when the right conditions are intentionally designed.
It pushed me into a stretch zone, acting as the de‑facto Creative Director and guiding clarity and collaboration.
It also revealed a structural need for an internal creative and production team.
By translating complex content into concise infographics and organigrams, I made urgency and interdependencies visible at a glance — laying the groundwork for further collaboration with Hyper Island.
I doubted myself at times, knowing the stakes and my team’s expectations were high — and matching their potential was a personal challenge. One of them was a semi‑pro sprinter, fiercely competitive and eager, which set a very real pace for all of us. Still, I stayed with the process and grew through it.
Challenge
The CEO initially preferred not to involve the wider team, anticipating too many questions and a level of uncertainty the organization was not yet ready to handle. This created a delicate starting point: high expectations, low clarity, and a culture not accustomed to openness or experimentation.
The core challenge was to:
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build trust at leadership level
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unlock expert knowledge hidden behind bank secrecy
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soften rigid, hierarchical structures
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create psychological safety for creativity
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guide a team unused to innovation into a collaborative mode
Approach
Working closely with the CEO, I designed the informal and structural freedom needed for the project to move forward. My role was to coordinate the tactical and strategic execution within our team, set goals, and communicate the workshop planning with clarity and efficiency — while preparing the conditions for the organization to eventually join the process with confidence.
Through a combination of facilitation, structured creativity, and cultural sensitivity, we gradually opened dialogue, reduced resistance, and enabled meaningful participation.
Achievement
Despite the constraints, our team delivered within six weeks:
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a P2P platform concept
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a name and brand direction
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a FinTech innovation prototype
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a new collaborative dynamic that softened internal silos
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a shift in mindset, from secrecy to shared exploration
Marketing
Marginalen Bank
Strategy
New Product Service Design
Shift of client service and organizational strategy design
Creative Confidence
Digital Marketing Education, new Tools, Guidance Process
Hands-On
New Services and Possibilities in digital Marketing
Design
Design Mediation, design an costumer experience map
Brand
Snow Board
Design
SinixZenSnow
Snow Board Design
Co-Creation
Inspiration on Needs
Hands-On
Technics Illustration
Design
Adobe Illustrator
Board Final
He wanted a samurai, as this is a symbol of a warrior. He also wanted the Alps of Meiringen and a personalised illustration style.
01
The challenges were timing and co-production. It was also important to maintain transparency in different colour tones and wood colour styles, similar to branding.
02
Finding the right illustration style for production while taking into account the limitations imposed by the material, raw wood and binding.
03
BRAND
CCZ
Brand Identity
Cycle Club Züri
Logo Design
Creative Confidence
3 Sprints, Logo Development
Hands-On
4 Sketches, 3 Layouts, Visualizations
Design
Figma, Keynote, Client tried AI-Design
EduTech
Co-Founder
Start-Up
Creative Kids
Learning technology
Creative Confidence
Explore conversation technology, 4K
Hands-On
Explore rapid prototyping
Design
Workshop design thinking process
HUMAN RIGHTS
Hyper Island
Application
Based on Human Rights and Activism
Creative Task Hyper Island and Digital Product
Creative Confidence
Unlock Creativity Rapid Prototyping within 2 Weeks
Hands-On
Co-Ownership and Concept, Research Design and Knowledge
Design
Adobe Illustrator, Photoshop, InDesign and Keynote
Voote is a smart device.
Domestic violence is a complex systemic issue that requires ethical, human-centered and interdisciplinary approaches.
Through design thinking and responsible use of technology, new concepts for awareness, early intervention, protection and access to support systems can be explored. These approaches aim to strengthen safety, visibility and connection to help structures.
The Project Voote
The statics of violence is raising.
Voote is your emergency social media.
NGO
UNRCO
Students
C'est La Vie, Butterfly Works
A digital platform and drama series
Creative Confidence
Prevention of child abuse in schools and hospitals: Self-education and cultural knowledge.
Hands-On
This is a e-learning platform that promotes development in different countries and empowers students.
Design
Instructional, Story-Telling and Boards, Adobe Programs, Keynote, Word, Excel, Content Mgmt.
Tech
Exhibition
Students
Explore Technology
Module Creativity and Future Technologies
Creative Confidence
Lean-in and Learning with Technologies, Tools and Instructional Designs
Hands-On
Learning VR, 3D-Print, Sensors, Coding, Robotics, Projection Mapping, Materials
Design
Digital Art Exhibitions, Finding new Ways to Connect Technologies with Human Creativity
Social
Wirz
Art Direction
Pfarrer Sieber
Clip charity, foundraising
Creative Lead
Concepts of audio-visual Communication, Board Meetings, Story telling
Hands-On
Setting Team, Execution, Ideation, Story telling
Design
Adobe, end-to-end design, final proof print, approval on air
Beauty
Wirz
Art Direction
Migros – Bellena
Product Launch – Social Media
Leading Role
Creativity, Design Management, final proof print and on air
Hands-On
Execution, Ideation, Story telling, Print, Digital, Casting
Design Media
Adobe, end-to-end design, final proof print, approval on air
F&B
TBWA
Art Direction
McDonald's
«Schwiizer Wuche»
Leading Role
Concepts of all audio-visual Communication, Board Meetings, Final proof print and on air
Hands-On
Management Projects Strategies 360° Communications
Design Media
Adobe, end-to-end design, final proof print, approval on air
Design Medias
Above the Line and Below the Line – Marketing and Communications
American Camber of Commerce
2011
End-to-End
Magazine
Basel Blues Festival
2011
End-to-End
Poster, Magazine
American Camber of Commerce
2012
End-to-End
Magazine
Eastern PR
2011
Vouchers
Cardboard
Late Hours
2011
Campagne
Poster
Wi-Fi
2011
Campagne
Poster, Trayliner
Food
TBWA
Art Direction
Whiskas
Sticker book
Leading Role
Creativity, Design Management, final proof print and on air
Hands-On
Execution, Ideation, Legal rights naming of book and images
Design Media
Adobe, Website UI/UX, Design, Final proof print, approval on air
SuSu
Design
Fiat Group – Abarth
Rebranding – Launch
Leading Role
Creativity, Design Concept, final proof print and on air
Hands-On
Execution, Ideation and Layouts
Design Media
Adobe, Design, Final proof print, approval on air
Financial
SuSu
Design
Visa – Black Card
Direct mailing – New clients
Leading Role
Creativity, Design Concept, final proof print and on air
Hands-On
Execution, Ideation, Layouts, Feedback loops, Presentations
Design Media
Adobe, Design, Final proof print, approval on air
Affortable Design
Design becomes democratic when it’s attainable — not a privilege.
Pragmatic Design
Proactive work culture shapes tomorrow’s brand identity.
© 2035 by Sini Oh
SEUNG-YUN OH
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