• + Follow
  • JooYoung oh

    Senior consumer insights analyst at Ziba

    Portland, OR

As a consumer insights specialist, JooYoung Oh provides consumer insights that lead organizations to innovative design strategies. She does this through using tools that help people express their dreams and desires, identifying patterns and insights, and translating those insights into actionable frameworks for concept generation. Through a multi-sensory approach she co-developed while at Lextant, she not only provides companies the understanding of current and ideal experience, but also how the ideal experiences can translate into metaphors and attributes with visual and tangible examples. She teaches these techniques through short and long term training courses and workshops in order to help companies incorporate design research and consumer-centered thinking into their company culture and innovation process. She is a frequent presenter at design conferences and design schools, sharing her knowledge in participatory design methods. Prior to starting her own consulting business in 2009, she was with Lextant where she gained years of experience of leading both domestic and international programs to gain consumer understanding for fortune 500 companies including Samsung mobile communication, Dell, P&G baby care & hair care, Cardinal Health, Kohler, Moen, Whirlpool, Kaz, Wilson’s Leather, Ethicon Endo Surgery, Respironics, Cordis, CheckFree, Nationwide Insurance, Wireless Generation.

Work Samples

  • Portfolio

Work History

  • Senior Consumer Insights Analyst

    • Ziba
    • Aug 2011 - Present (6 years 4 months)
  • Design Research and Consumer Insights Specialist

    • Design research collective
    • Jan 2009 - Aug 2011 (2 years 7 months)

    Providing design research consultation on products, branding and interaction experience for not for profit and for profit organizations. Train teams and facilitate design research driven innovation process.

  • Design Research Senior Associate

    • Lextant
    • Oct 2003 - Jan 2009 (5 years 3 months)

    Brought a design perspective into a design research company that was primarily focused around human factors and cognitive psychology based research. Developd and implemented brand standard to be used throughout the company. Integral in the development and refinement of Lextant standard methodologies such as multi sensory stimulus participatory design research and ideal experience workshops. A leading member of Insight Translation offering that informs and inspires designers by providing understanding of current and ideal experience, and how the ideal experiences can translate into attributes. Artful at demonstrating how the translation can be applied with tangible, visual examples and translation workshops.

    Primary clients include: Samsung mobile communication, Dell, P&G, Cardinal Health, Kohler, Moen, Whirlpool, Kaz, Ethicon Endo Surgery, Respironics, Nationwide Insurance

    Conducted Experience Research in various markets, including Mexico, Brazil, Austria, and USA.

  • Information Designer and Design Researcher

    • Rocket Surgery
    • Oct 2003 - Feb 2006 (2 years 4 months)

    Developed experimental research methodologies and visually communicated research data and insights incorporating the client’s brand language.

  • Graphic Designer

    • Savannah College of Art and Design
    • Mar 2001 - Jul 2003 (2 years 4 months)

    Designed and produced promotional posters and banners for the department building and conferences that present a variety of product development processes. Organized a comprehensive slide library for student projects for use by faculty, students, and staff.

  • Interaction Designer

    • Tomatomedia
    • Jan 2000 - Aug 2000 (7 months)

    Developed content for LG Electronics website.
    Conducted interface design, event planning, and communication with clients for Q-pid On-line Match Making site

  • Art Therapy Assistant

    • Kangdong Sungsim Mental Hospital
    • Jan 1999 - Mar 1999 (2 months)

    Introduced art therapy to the hospital. Helped mentally ill people to express their emotions and experiences through a creative art process as part of their treatment.


  • Savannah College of Art and Design

    • MFA Industrial design
    • 2000 - 2003

    Thesis project “Design Prescription” - a service of creating an innovative craft-acquiring experience with the ability to read the client through self-conducted research

  • Yonsei University

    • Design Management, Branding, Marketing, Advertisement
    • 1999 - 1999
  • Ewha Womans University

    • BFA Ceramic Art
    • 1995 - 1999

    Ceramic sculpture, ceramic plaster molding, and tile making.