Hiiiiii, I’m Lim Choi!
I’m a UI/UX & Product Designer and Creative Director based in Shanghai, designing clear, device-agnostic experiences across mobility, web, and spatial screens.
For 13 years I’ve shipped work in Korea, Japan, and now Shanghai, China. At Segway-Ninebot, I serve as the lead designer for global e-commerce, where I not only shape the overall design direction but also handle detailed data documentation, notation reviews, and the creation of a scalable design system. I also lead HMI design, developing unified concepts for multiple screen sizes and aligning them with brand identity.
Previously at LINE Japan, I built modular design systems and At Let Japan, launched products that ranked #1 in Japan’s app stores.
I also built Artue’s collector app from scratch, an unprecedented product designed for VIP art collectors, and involved the brand design for its exhibition at Rockefeller Center in New York.
At AIM, a robo-advisor app, I honed my ability to capture domain experts’ financial knowledge through thorough documentation and analysis.
I’ve also been involved in projects for Samsung’s annual tech event twice (a docent app used by all visitors), Paradise Hotel’s media tower, and SLS Las Vegas installations.
My specialty lies in building clear and scalable design systems and cool design proposals as well. On the web side, I have created complete libraries that support consistency and efficiency across global e-commerce platforms. In HMI design, my focus is on proposing core concepts and storytelling directions that adapt seamlessly to different screen sizes, ensuring each interface feels unified while reflecting the brand’s identity.
Outside of company projects, I refresh myself by taking on side projects with startups and agencies in Japan and Korea, or by creating MidJourney artworks in my favorite visual styles and sharing them on Instagram.
When I want to step away from the laptop, I love traveling to nearby places with my dog, exploring local restaurants, and discovering speakeasy bars.
LANGUAGE
Korean (Native) English (Advanced) Japanese (Conversational)
SKILL
figma Adobe Photoshop Adobe Illustrator Adobe Premier pro
Adobe After Effect Adobe XD Cinema4d Rhino Keyshot
EXPERIENCE
Shanghai
Segway-Ninebot (2025.02 - present)
Senior UI/UX Designer (Shanghai)
Lead designer for global e-commerce store renewal /
Lead designer for HMI Face lift 2026
Designing and systemizing design identity and documentation
Korea
AIM (2024.05 - 08)
Freelance Lead Product Designer (3 months)
Conducted global research for finance UX
Onboarding renewal
ARTUE (2023.05 - 2024.01)
Freelance Lead Product Designer
Launch the VIP art collector’s app / web
Exhibition Brand design (poster, brocure,map etc)
d’strict (2013.01 - 2015.12)
Creative Designer
Concept visuals for hotels, casinos, and digital installations
Collaborated on UI for digital signage, apps, and exhibitions
Webe (2011.06 - 2012.12)
Junior Gui Designer
Japan
LET Corporation (2019.01 - 2024)
Lead Product Designer
App/Web/Branding design for e-commerce and sustainable services in Japan
Managing the design team
LINE Corporation (2016.02 - 2018.12)
UI/UX Designer
Worked on LINE MUSIC, LINE Fortune, LINE Blog, Manga, and Rakuten Store projects
ZIAI
Lead Product designer (Freelancer)
AI Counsellor service / launch the dashboard and the app, web site etc
RELATED EXPERIENCE
2019.01 - Let App / Web / Branding Design
2018.01 - 2018.12 LINE Fortune Renewal Design
2018.04 - 2018.05 LINE Music 3.7.0 Support
2018.03 - 2018.03 LINE Talk Fortune_ LP
2017.10 - 2017.11 LINE Music 3.4.0 Support
2017.09 - 2017.10 LINE Music 3.3.0 Support
2017.07 - 2017.08 LINE Music 3.2.1 Hotpix UI Design Support
2017.07 - 2017.07 LINE Music 3.2 update UI Design Support
2017.06 - 2017-06 LINE Music Landing Page SP
2017.06 - 2017.06 LINE Records Landing Page SP
2017.04 - 2017.04 LINE Music 3.1 update UI Design
2016.11 - 2016.12 LINE Recruit for new employee SP UI Design
2016.10 - 2016.11 LINE Friends Rakuten store PC, SP UI Design
2016.07 - 2016.07 LINE Manga Maintenance(Banner) UI Design
2016.07 - 2016.07 LINE Friends Store Maintenance(Banner) UI Design
2016.02 - 2016.10 Build the LINE Blog Mobile Service UI Design
2018.02 - 2018.02 Timebank Landing page
2017.08 - 2017.09 Lendia Web Site
2018.04 - 2018.04 Stay Japan Landing page
2015.01 - 2015.11 Art Installation Exhibition Consulting Support
2014.12 - 2014.12 Renhe Mall(China)Guest Experience Concept Visual
2014.06 - 2014.10 Paradise hotel Guest Experience Concept Visual
2014.09 - 2013.11 SLS hotel guest experience Concept Visual
2014.05 - 2014.06 Casino Game App UI
2013.09 - 2014.09 Social SNS LIGHT-UP App UI
2013.09.- 2013.10 Back Office Concept Visual
2013.06 - 2013.07 Yili milk x Disney GX Game UI
2013.03 - 2013.05 D’strict E-book Signage UI
2013.02 - 2013.03 Clinique Digital Signage UI
2013.01 - 2013.02 KT Olleh Stikus GUI
2012.11 - 2012.12 LG Pooq 8000Thumbnail
2012.07 - 2012.10 SK Planet Shopping App UI
2012.05 - 2012.06 Oberon TV GUI
2012 05 - 2012.06 LG HMS GUI Proposal
2012.04- 2012.08 LG UX Guideline
2012.01 - 2012.05 LG Poct Guideline
2011.06- 2011.07 LG Sns App for Smart tv Guideline
2011.06 - 2011.06 Sbm GUI
2009.01 - 2009.02 Furan Medical Woman’s GUI