Sooshin Choi has an extensive professional design experience as a corporate industrial designer as well as a design consultant for over several decades. He has developed designs in various fields including automotive, mobility, furniture, electronics, and tools. Here are a few examples.

DESIGNLINE industrial computer for Phoenix ContactDesignline collage

DESIGNLINE industrial computer was conceived as an innovative upgrade to then-current industrial computers designed in the US and Europe. The goal of the design was to achieve both simplicity and inclusivity while providing industry-standard IP65 protection. The design process started with clarifying six opportunity “zones” for improvement – user-friendliness (including inclusivity), safety, ease of maintenance, identifiable uniqueness, aesthetic visual quality, and ease of installation and modification. Total of 87 sketches were developed to test the feasibility of such advantages. The selected design features include these.

  • Very simple appearance for easy to focus on the task especially in very busy and distracting industrial environment.
  • Handle on the rear cover provide ease of adjusting the angle and height of the computer as an inclusive design feature
  • A large connector cover in the rear brings both ease of cable management and a perfect insulation at the same time
  • Simple yet effective rear cover design allows effective heat sink while making it easy to clean

Surecco table collage
This table was designed for Surecco, a high quality furniture manufacturer in Hangzhou. The design showcases simple complexity concept that features a unique leg-top construction and leg assembly. The leg is almost invisible from a certain angle to make the table look floating. The actual table top is made of Canadian Maple. Each table carries my signature and the brand of the table.

MAKO ROBOTIC ARMMako arm collage
I was commissioned to develop the design language for the new robotic arm for robot-assisted surgery for MAKO Surgical Corporation (now a Stryker company). Followed by a thorough design language development process for new product brand – Quadro, four concepts for the main unit was presented. I spent more time designing the robotic arm that houses 7-degree movement and few versions of prototypes were built. The project was discontinued when MAKO was acquired by Stryker Corporation.