Review | RISD Professor HAM Soojung: Knowing My Audience

On September 12, Professor HAM Soojung from the Department of Industrial Design at Rhode Island School of Design (RISD) delivered a lecture titled “Knowing My Audience” as part of the DS Lecture Series at the School of Innovation and Creative Design, Southern University of Science and Technology (SUSTech).

Professor HAM drew on RISD’s educational philosophy, curriculum, and student works to illustrate how technological advances continue to reshape the role of industrial designers. She highlighted that in today’s rapidly evolving landscape, designers must not only master design in the physical world but also understand intangible systems, envisioning and shaping better futures through design.

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Sharing insights from her career at leading companies such as LG and Samsung, Professor HAM emphasized that design goes beyond aesthetics—it must be closely aligned with market demand and user experience. She noted the importance of balancing creativity with feasibility, stressing that designers need both innovative thinking and business acumen to transform ideas into market-ready products.

Professor HAM also underscored that asking the right questions and listening attentively are among the most exciting aspects of design. Drawing from collaborations with diverse stakeholders, she shared that empathy and storytelling are powerful tools for sparking creativity and driving innovation. For her, storytelling is not only a means of expressing ideas but also a vital way to foster emotional resonance with users.

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Through her professional journey and teaching practice, Professor HAM demonstrated how to preserve human-centeredness and innovation in design amid rapid technological change. She encouraged aspiring designers to continuously question, listen, and lead with empathy—creating works that hold both market value and social impact.