CEO Kyungmi Lee, a graduate of Hongik University's design department, has worked for Hyundai Motor Company and LG Electronics for 15 years. She is currently the CEO of Cyfix, a consulting firm that specializes in creating design-driven innovation, where she acts as a Value Creator. Her aim is to discover what customers want – and what they didn't even know they wanted – and provide creative solutions by utilizing her insight to visualize hidden value streams. As a result, she partakes in design consulting, whereby she redefines the rules of competition to create winning strategies that are unique to her client companies. Every year, her company carries out the “2025 Future Scenario Project” of Hyundai Motor Company that materializes in “Smart City and Smart Mobility”, and the company is also building a Smart City BM model and conducting a future scenarios project together with SK. She has experience working on many projects that have created value and solved problems across various companies and levels of society, such as service design for Incheon Airport; service design consulting for Samsung Seoul Hospital's medical health center and emergency rooms; using strategy and design to analyze the minds of teenage consumers to help sell 800,000 units of iRiver's Mickey Mouse M-Player; service design for CPR; and service design for the national health insurance medical certificate. She has been awarded a number of rewards, such as the “BEST OF CES Award”, the “IF Award”, the “Red Dot Award”, the “IDEA Award”, the “IT Award”, and the “Ministery of Trade, Industry and Energy Award”, and in 2019, he was awarded the design grand prize at the Design Awards. She has taught service design at Korea National University of Arts, Seoul National University, and Samsung Membership, is currently the vice president of the Service Design Association, and has acted as a consultant for Seoul City for more than 10 years.