Hoyong Lee

Hoyong Lee

Creative Director · Iris ID Systems  |  linkedin.com/in/hoyonglee

Summary

  • 25+ years of experience in UI/UX, design and development of digital products
  • Track record of delivering 0-to-1 products from concept to commercial launch
  • Experience leading large-scale, complex, ambiguous projects across multi-disciplinary teams
  • Commercial launches across mobile commerce, e-commerce, fintech, money market trading, cryptocurrency, mobile payment wallet, biometric, and network management
  • Combined creative, artistic sense and technical knowledge of digital product design and development
  • Strong communicator — leading teams and aligning stakeholders toward successful outputs

Specialties: User Interface, User Experience, Human-Computer Interaction, Design System, Atomic Design, Wireframe, Wireflow, Information Architecture, Digital Product Design, Computational Design, Digital Fabrication, Interaction Design, Heuristic Analysis, User-Centered Design, Usability Testing, Graphic Design, Mobile (iOS & Android), Web-based & Responsive Web, Material Design, Mobile Commerce, Branding, CI / BI, Multimedia, GUI, Interactive Design.

Experience

Aug 2025 — Present
Creative Director
Iris ID Systems
  • UI/UX & digital product design across web, mobile, and physical product touchpoints
  • Brand & visual design direction aligning product vision with brand storytelling
  • Marketing campaign & creative strategy
  • Cross-functional team leadership
  • Design systems & experience consistency
Jan 2020 — Jul 2025
Chief of Digital Product (SVP)
PT Smartfren Telecom Tbk
  • Led digital product team — mobile apps, web platforms, self-care kiosks
  • Built a well-organized design system based on Atomic Design methodology
  • mySF super-app, 1Engage B2B engagement platform, KUPU AI recruitment app
Jan 2019 — 2021
Adjunct Professor
Monmouth University
Computer Science and Software Engineering Department — Human-Computer Interaction for User Experience Design.
Jul 2017 — Jan 2020
UX and Design Lead (VP)
GLMX
  • Led UX for an intuitive, easy-to-use money market trading system
  • UI/UX for a state-of-the-art Angular 4/5 SPA
  • Repo trading screen layout design and style guide
  • Award-winning four years running (2020–23): Top Security Finance Trading Platform — Best UI, US & EMEA
Jun 2016 — Jun 2017
Head of UX/UI
Chloe + Isabel, Inc.
Led UI/UX for a mobile-first eCommerce platform. Style guide, wireframe, mockup, screen design, icon design, typography. Built a design system based on Atomic Design methodology.
Apr 2012 — Jun 2016
Chief of Creative Lab
SK C&C USA (dba Corfire)
  • Led Creative Lab — UI/UX and screen design for mobile wallets and enterprise mobile commerce platforms
  • Wireframes, screen design, interaction/transition effects, optimized assets, pixel-perfect spec docs and snippets
  • Commercialized: Dunkin' Donuts, Dairy Queen, Shell UK, McMobil Germany, E-Plus BASE, AT&T & Deutsche Telekom mobile commerce platforms
  • Key projects: E-Plus (Germany), Deutsche Telekom (Germany), AT&T, Dunkin', Dairy Queen, Disney, Baskin Robbins, Coca-Cola, DC Bank Canada
Dec 2009 — Apr 2012
Chief of Creative Group
Iris ID Systems, Inc.
  • Iris recognition software design & development, camera product design, corporate identity, marketing, advertising
  • CI & logo design — Iris ID corporate identity
  • Product design — iCAM TD100, iCAM H100
  • UX/UI — iData EAC, iData SDK, iData CMA, INSiDE, IrisAccelerator
Apr 2004 — Dec 2009
Director of Design & Marketing Group
LG Electronics USA, Inc., Iris Technology Division (LG IRIS)
UX/UI for iris recognition software, camera product design, corporate identity, website design, marketing and advertising.
Sep 1999 — Aug 2000
Visiting Professor
Pratt Institute
Computer Graphics & Interactive Media Department — Interactive Media Workshop (Director, Lingo, Web Art).
Jun 1998 — May 2003
Member of Technical Staff
Lucent Technologies, Inc.
GUI design & development for web and Java-based applications including the Network Management System (NMS/EMS). Multimedia design, programming, prototype apps, and lucent.com website design.
May 1989 — Sep 1993
Research Engineer
LG Electronics Multimedia Lab, Seoul, Korea
Signal processing (audio/video), microprocessor control, circuit design. Key projects: Hi-8 camcorder, Laser Disc Player.
Mar 1988 — Apr 1989
Research Engineer
National Astronomy & Space Engineering Lab, Daeduk, Korea
Research topic: spacecraft engine control.

Education

Aug 1994 — May 1998
MFA, Computer Graphics & Interactive Media
Pratt Institute
Mar 1984 — Feb 1988
BS, Control & Instrumentation Engineering
Seoul National University

Patents · Honors & Awards

  • Top Security Finance Trading Platform — Best User Interface, US & EMEA (2020 · 2021 · 2022 · 2023)
  • Silver — Best Merchant Innovation, The Innovation Project 2013 (Dunkin' Donuts mobile wallet)
  • US Patent [26,901.P01] — Web-Based User Interface for Performing Provisioning (June 6, 2003)
  • CYNETart, Dresden, Germany (2000) — Official Recognition in Interactive Media (Virtual Art Gallery)
  • Kwangju Biennale, "Scar," New Media, Kwangju, Korea (2000) — "Dyslexia" with Cheolwoong Sim, Lingo programming
  • Gametopia, Gallery Hello Art, Seoul, Korea (2001) — "Dyslexia II" with Cheolwoong Sim, Lingo programming