Berm Lee 이범, Designer

I encourage my teams to…

  • Intentionally create safety to make a terrific mess before we have to tidy up
  • Get comfortable with what we don’t know yet, or may never know
  • Recognize the fear behind the desire to be absolutely sure
  • Speak truth with respect and humility
  • Encourage a habit of identifying assumptions behind every assertion
  • Train to wait for clues to come along when we least expect it
  • Retell often the journey thus far, the hope ahead, and the mission for today

Work, as Design Consultant

  • Beijing and Seoul 2011-03 to present
  • Served over 16 clients and 100 user personas with product direction, interaction design, UX/UI design, visual UI design, and branding
  • Designed for startup and legacy applications, web, mobile, desktop, enterprise, B2B, consumer e-commerce, open-source, academic and scientific applications.
  • As a startup effort, designed and developed a simple electronic consumer product intended for the Seoul floricultural industry 2014-06 to 2015-12
  • Together with SAP Korea and PXD, trained, demonstrated and applied Design Thinking in generating two products for SK Telecom’s New Business Development division, through open inquiry, iterative prototyping, non-judgmental generation and validation of problems and possible solutions, inciting the creation of SK Telecom’s first Design Thinking team 2014-10 to 2014-12
  • Helped Striiv, a personal health monitoring startup in Redwood City, CA, launch a gamified wearable that generated donations. Designed device syncing, “walkathon” donations, updates, error conditions, edge cases, and COPPA compliance, UI, icons and illustrations. Remote from Beijing China. 2011-06 to 2012-02
  • Coralled, pruned, tested and shepherded ideas while managing Chinese and Korean developers working on computer vision and early mobile apps for iPhone and Android 2009-11 to 2011-03
  • Introduced and demonstrated scenario-based design for an all-volunteer effort to provide linguistic analysis and computer-aided translation for minority languages, tools that are still in active development and use today 2004-03 to 2007-06

SAP AG, Office of the CEO

  • Eventus Concept, Contract Design Co-Lead 2006-11 to 2007-01
    • Co-directed the Eventus concept that incited SAP to rethink basic assumptions about “business processes” and the tools that support people who respond to disruptions and surprise, featured in CEO Henning Kagermann’s keynote at SAP’s main industry conference, SAPPHIRE ’07
  • Design Services Team, Office of the CEO, Designer 2005-09 to 2006-10
    • Provided design triage and “Design-Led Innovation,” coaching high-profile projects to evolve SAP’s offerings to meet the expanding needs of big enterprises and small industries

Yahoo! Inc.

  • Contract Interaction Designer 2003-10 to 2004-03
  • Promoted alignment between design direction and product mandates via focused design sessions and clear communication and promoted reality-based project planning for Yahoo! Messenger and Lead Interaction Designer for Yahoo! Avatar 1.0.
  • Yahoo! Messenger 6 received CNET’s Editor’s Choice for that year
  • Yahoo! Messenger that year was the first to set current UI patterns in managing contacts and tracking conversations, and remained the preferred instant messaging platform for the oil-drilling industry until the service was shutdown in 2018.

Cooper Interaction Design

  • Senior Interaction Designer and Visual Designer 1999-04 to 2002-07
  • Led multi-disciplinary teams designing knowledge management systems, a handheld for the college-age market, and a terminal for implantable medical devices, and helped set the foundation for the effective use of personas
  • Set the standard for Cooper’s visual design and implementation support, created tools and practices that were still in use all the way through 2020
  • Clients included SAP, HP, Informatica, Discover Financial, St. Jude Medical, Fujitsu Softek, Adobe, the J. Paul Getty Museum, and Intel


  • Communication: writing detailed specifications, style guides, flow architectures, persona profiles, drawing storyboards, illustration, conducting user interviews and brainstorming collaborations
  • Visual Design & Development: branding & identity, design systems, low-resolution pixel-level and vector-based design, iconography
  • Tools: UI design, all vector, bitmap, prototyping tools, 2D cel and 3D character animation
  • Languages: native in English, business fluency in Korean, beginner in Chinese


Pomona College, Claremont, CA

  • BA in Science, Technology and Society (STS) 1994-08 to 1998-05
  • Inter-disciplinary studies in the history and process of science and technology. Advanced psychology coursework in cognitive science

Side pursuits

Film Production & Media

  • Audio field recording and second assistant camera 2020-01 to 2022-04
  • Assisted with production of several films commissioned by the President of the Republic of Korea, and for the National Museum of Modern and Contemporary Art, Korea

Voice Acting

  • Provided voiceovers for All Things Considered, NPR 2022 to 2023