Shera Hyunyim Park

2 Connections


Shera Hyunyim Park

Dr Shera Hyunyim Park is programme founder and head of MDes Smart Service Design and BA Service Design at PolyU Hong Kong. Dr Park received her PhD in Service Design from the Royal College of Art in the UK, where her research investigated the impact of digital platforms, service ecosystem and service design from a human-centred approach and systemic orientation. She also has a bachelor's degree in Product Design from Hong-Ik University in South Korea and Master's degrees in Art and Media Practice and Design for Communication from the University of Westminster in the UK.

She began her 14 years of industry experience as a designer at Hyundai and LG Groups. She moved from design to marketing, ultimately to developing multidisciplinary projects across communication design, digital marketing, and service strategy. In this role, she was Head of Digital Communication for LG Electronics Europe. Her focus and interests are in the impact of Digital Platform, Service System, Servitisation and Customer Experience, particularly in technology-enabled Product, Services and Service Ecosystems in the emerging service economy. Dr Park's recent projects involve data-driven service design, strategy for future intelligent home appliances service ecosystem, digital platform for well-being, service design methodologies in the era of AIoT and Smart Service Design Pedagogy development.

Her research output and projects were widely shared with public and academics bodies; for instance, she designed a novel service strategy and business model to improve London air quality working with Transport for London (TfL) on predictable urban flow, and was awarded 'Winner for Business Innovation in the Private Sector' at the Service Design Network (2018), The European Academy of Design (EAD 2017), The Design Journal (2017), The Service Design and Innovation (ServDes 2018) and The Design Management Institute (DMI 2018), as well as institutions such as Ravensbourn University in London, Polytechnic University in Milan (2018), Sapienza University in Rome and the Global Service Design Network community (2017).

Later, Dr Park worked as an Associate Lecturer at the Institution for Design Innovation at Loughborough University London. She contributed to teaching and dissertation supervision in the areas of service design, service innovation, service ecosystems and digital platforms for the master's programme in design innovation. She also gave special lectures in MA Service Design and Designing Intelligence Cities in the Intelligent Mobility Design Centre at the Royal College of Art, London, UK.