ABOUT //
DAVID KIM
David is a senior design executive who builds and scales enterprise design organizations that drive measurable revenue, client retention, and operational transformation. With 20+ years of leadership across Bank of America, Accenture Song / Fjord, Memorial Sloan Kettering, and Philips, his work serves 70M+ clients across 30B+ annual interactions, and he has scaled organizations from 4 to 200+.
Guest Lecturer: School of Visual Arts (SVA) and Pratt Institute
Civic Advisory: City of Paterson (NJ) and State of New York
Awards: Red Dot, iF Design, Index, Fast Company, Core77, IDSA
Systems Design
David operates at the intersection of business strategy and human-centered design, translating C-suite objectives into enterprise-scale design systems that drive measurable growth — embedding design as a strategic capability across product, technology, and operations.
View ApproachCross-Industry
His teams have launched and scaled industry-defining digital products, services, and platforms for Bank of America, CVS Health, Voya Financial, the State of New York, Memorial Sloan Kettering,
Target, and Samsung — spanning financial services, healthcare, government, and consumer retail.
SVP, XD Executive
2024
Senior Director
2021
Founder + Director
2019
Innovation Leader
2016
Senior Leader
2014
Studio Lead
2012
Creative Director
2010
Creative Director
2008
LEADERSHIP & APPROACH //
DESIGNING AT THE SEAMS
Most design solves for the surface — a screen, an interaction, a moment. The work that matters solves for something deeper: the seam between systems, where one part of an organization meets another and people fall through.
Banking loyalty rewarded transactions, not relationships. The seam was between 70 million clients and a program that recognized only 11 million. We redesigned the architecture. 43 million people.
Cancer patients couldn’t reach expertise that existed 30 miles away. The seam was between world-class medicine and the barriers around it. We built the service. One in three treatment plans changed.
Expectant mothers navigated fragmented care alone. The seam was between clinical systems and the social realities that drive outcomes. It became state-designated infrastructure.
The pattern is the same in every case. Legacy systems optimize for institutional convenience. Human-centered systems optimize for the people they serve. The distance between those two things is where design leadership operates.
I look for the places where existing systems fail the people they’re supposed to serve, and I build the organizations, processes, and experiences that close those gaps.
The best measure of design is not what it looks like.
It’s what it changes.
"We shouldn’t have to learn as we go. Your work helped relieve the stress of coming home to my partner and infant daughter. We are beyond grateful!"
Expectant Mom, Perinatal Health Services
"Your work really exceeded my expectations. I knew we would get something good out of our partnership but this is exceptional."
SVP Digital Products, CVS Health
"BofA’s New Awards Program is a Radical Play for Primacy."
The Financial Brand, Senior Executive Editor
IMPACT AT SCALE
P&L oversight spanning staffing, tooling, and vendor operations across 6 portfolios
BofA Rewards™ — banking’s largest loyalty program transformation in a decade
Digital experiences and services architected across mobile and web
Teams built, scaled, and mentored across four organizations
Record delivery gains across 100 initiatives and 35 major product launches
Revenue created and sustained through design-led enterprise solutions
DESIGN
DELIVERED
Financial Services · Healthcare · Government · Tech · Retail · Consumer Goods
RECOMMENDATIONS //
PRESS, AWARDS
& KIND WORDS
Teams //
BUILDING TEAMS
Teams, Departments & Organizations
New York, NY
Co-leading a 200-person experience design organization across New Products, Merrill, Private Bank, Rewards, Deals, and Wellness. Record delivery output across 35 major product launches and 30B+ digital interactions. No. 1 in national mobile banking app satisfaction, J.D. Power 2025.
New York, NY
Scaled a 150-person studio into a $50M+ revenue-generating enterprise partner — pioneering AI/GenAI adoption and delivering transformations for CVS Health, Voya, the State of New York, and Blue Cross Blue Shield.
Paterson, NJ
Founded the Center for Innovation within the 3rd busiest ED in the U.S. Led enterprise digital transformation, community-based health equity research, and 5-year strategic plan across 24 departments adopted at the board level. Launched a frontline clinician services in 48 hours during COVID-19, decreasing anxiety by 78%.
New York, NY
Implemented enterprise-wide design practice across all clinical and support verticals, partnering with the SVP of Strategy and Innovation and the COO.
Boston, MA
Built North American design capabilities for Health Transformation Services — Emergency Department redesigns, unified Care Management, and new products and services across global markets.
New York, NY + London, UK
Established the New York office, scaled the design team, and delivered award-winning work for Target, Samsung, Heineken, and Unilever.
Work //
SELECT WORK
Case-Studies
BofA Rewards™
Banking’s only relationship-based loyalty program — extending personalized rewards to 43M+ clients (a 4× increase) in the industry’s largest transformation in a decade.
Bank of America’s Preferred Rewards was the gold standard for banking loyalty — but structurally limited. Only clients maintaining $20,000+ could participate. Eleven million were in. Millions more were not.
The program rewarded deposits, not relationships. Credit card rewards, banking benefits, and lifestyle perks sat in separate silos. For most clients, there was no unified reason to deepen their relationship.
I led the experience design effort partnering with Product, Technology, Marketing, and Brand to redesign the loyalty architecture. We replaced a single threshold with a four-tier system anchored to each client’s full relationship. Entry: zero. Any client with a checking account could enroll. The digital experience was redesigned end-to-end — modern, personalized, unified.
Announced February 2026, launching May. 30M+ newly eligible.
“BofA’s New Awards Program is a Radical Play for Primacy.”
– Steve Cocheo, The Financial Brand
“BofA Rewards moves the bank “into the next era of loyalty.”
– Mary Hines Droesch, Head of Consumer & Small Business Products
“The next era of loyalty.”
– Caitlin Mullen
MSK Direct
Memorial Sloan Kettering’s cancer benefits platform. 1 in 3 patients received a meaningful change to their treatment plan. 75,000+ appointments annually.
1,400+ physicians. 400+ cancer types. Five-year survival rates 25% above the national average. The expertise was unmatched — but access to it was not. Patients navigated fragmented intake systems, waited weeks for second opinions, and often had no clear path to the right specialist. The seam between world-class oncology and the people who needed it most was enormous.
I developed and launched MSK Direct — a service designed to close that gap. Remote second opinions. 48-hour scheduling. Clinical navigation. Proprietary screening tools. Multidisciplinary support coordinated across specialties. The model reorganized how patients entered and moved through the institution, replacing a system built around departments with one built around people.
A peer-reviewed study confirmed the impact: 1 in 3 patients received a meaningful treatment change. 1 in 5 avoided surgery. 1 in 10 could be observed rather than treated. 75,000+ appointments annually. Enterprise partners include Citi, NYC trade unions, and major health plans.
“1 in 3 patients had a change in treatment. 1 in 5 were recommended less or no surgery. 1 in 10 could be observed rather than treated.”
– Cancer Medicine / MSK (peer-reviewed study, Roman et al., 2023)
“…making all aspects of our experience, care, and services more accessible, seamless, and beneficial to as many people as possible.”
– Wendy Perchick, SVP Strategy & Innovation
COVERAGE & RELEASES
External Links
