Hyejin Lee

Hyejin is an Associate Professor of practice at the College of Design and Innovation at Tongji University, where she teaches “Design Driven Entrepreneurship”. Before joining Tongji, she founded THE MEME in 2006 in Boston, USA which helps companies generate and design new product and service strategies.


As founder and thought leader, Hyejin has over 20 years of professional and academic experience in various design disciplines. She provides an expert’s design perspective to industries across a wide range of industries including consumer electronics, healthcare, robotics,  and many start-ups developing design strategy at the intersection of emerging technology and customer experience.


Hyejin earned a BFA (Bachelors of Fine Arts) degree in Industrial Design from Faculty of Design at Seoul National University and a MDes (Master in Design Studies) at the Graduate School of Design from Harvard University.


Teaching Courses at Tongji

- Open Design : Graduate

- Business Model : Graduate and Undergraduate

- Interaction Design / Innovation and Entrepreneurship Master Degree Supervisor 



- Master in Design Studies Harvard University May, 2003

  Majored Digital media and production environment

- Bachelor of Fine Arts Seoul National University February, 1989

  Majored Industrial design


Professional Experience

- THE MEME Inc. Cambridge, USA CEO 2006 – 2019

- Organic Parking Inc. Cambridge, USA Co-founder 2013 – 2018

- Invivia Cambridge, USA Director 2004 – 2006

- Cheil Worldwide Seoul, Korea Senior manager 1995 – 2000


Teaching Experience

- Tongji University(同济大学) Shanghai, China  2017-present 

  Associate Professor of practice/ College of Design and Innovation

- Kookmin University Seoul, Korea 2001-2002

  Adjunct Professor/ Graduate School of Technology and Design

  Department of Interior Architecture Design

- Seoul National University Seoul, Korea 1996-2000

  Adjunct Professor/ Department of Design

- Yonsei University Seoul, Korea 2001-2002

  Visiting Professor/ College of Liberal Arts

- Seoul National University of Science and Technology, Seoul, Korea 1991-1994

  Visiting Professor/ Department of Design


Participation in conferences, talks

“Organic parking - transforming the city”

 Architecture as media-transforming/ Bi-city biennale of urbanism, architecture / Shenzhen, China. 2018

“New technology affordance vs. new policy allowance” 

 Emerging Practice Design research and education conference/ Tongji University Shanghai, China. 2017 

“Product localization, why it is so hard?” 

Born Global startup accelerator / Pangyo, Korea. 2017

“Idea engine - How to develop seed idea to business model”

Harvard University School of Engineering and Applied Science / Cambridge, MA USA. 2016

“User Insight and User Experience”

MIT Department of Mechanical Engineering / Cambridge, MA USA. 2016

“Global Startups and Experience Design”

Seoul Creative Economy Innovation Center / Seoul Korea. 2015

“Design thinking, Systems thinking driven Innovation”

Lenovo User Experience Design (UXD) and Product Strategy R&T Group / Beijing, China. 2015

"Challenge - Change - Confidence" 

Cheung Kong Graduate School of Business (CKGSB) / Beijing, China. 2015

"Design thinking tools for the new opportunities”

Tsinghua University / Beijing, China. 2015

“Design for Startups”

Naver Corp / Seoul, Korea. 2015

“Design & Entrepreneurship”

Babson College / Babson Park, MA USA. 2015

“Redefining Future Mobile Experience”

Harvard School of Engineering and Applied Science / Cambridge, MA USA. 2015

“Design in Healthcare – Designing Initial Ideas”

Innovation: Yesterday Today & Tomorrow, Harvard University Boston Children’s Hospital Boston, MA USA. 2015

“Share the selected projects”

Philips Color Kinetics / Boston MA, USA. 2014

“Interaction as an Experience of Technology”

Collision Collective Shanghai, Tongji University / Shanghai, China. 2014

“Design of Usable Interaction System”

Harvard School of Engineering and Applied Science (SEAS) / Cambridge, MA USA. 2014

“New business by design research”  

Massachusetts: The State of Design, Boston Design Week / Boston MA USA. 2014

“Let’s Design Experience, not a Product!”

Seoul National University Department of Design / Seoul, Korea. 2013

Selected research projects

-    Industry wastewater treatment system : Georg Fischer_2020

-    Envisioning new business model for the Future Aviation Food Service System : 


-    Augmented and Alternative Communication platform : Gyeonggi-do Rehabilitation   

     Service center_2017

-    Product strategy for the new generation television : LG Electronics _2016

-    Connected Car User Experience : Samsung  Electronics_2016

-    Sleep tracking platform UX strategy : Brigham and Women's Hospital Harvard   

     Medical school_2015

-    UX strategy for Spacial awareness robotic vacuum cleaner : iRobot _2014

-    Medicine Adherence user experience strategy : ETRI_2014

-    Wearable Robot : Samsung Electronics_2014

-    Inclusive User Experience for Mobile device : Samsung Electronics_2014

-    Multi-modal UX Design for In-vehicle Infotainment : Samsung Electronics_2013

-    Future cooking experience archetype : Samsung  Electronics_ 2012


Contact information

- Email : hyejin@tongji.edu.cn

- Mobile in China : 18521418677

- WeChat : Hara_Terzidou


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