Kim's early career began at E-Lab, a Chicago-based design and innovation firm largely credited with popularizing the use of ethnographic research to uncover consumer insights and spark innovation. Her experience there instilled the foundations of Design Thinking methodology and user centered innovation. Her approach to her work begins with understanding people and then translating this understanding to inform new product development and design, branding and identity, digital experiences, package design, advertising, and business strategy. Kim brings a global perspective to her work. She has worked and lived overseas and spent over 15 years collecting people's stories from around the world to immerse business and design teams in the culture and rhythm of their consumers' everyday lives.