Emma Lum

Junior Digital Designer, Digital Marketing Agency
Bachelor of Design Te Tohu Paetahi mō te Hoahoa in Interaction Design with minors in Creative Entrepreneurship & In Print: Publishing Practices

The people she met during her studies shaped who she is as a designer today, says Emma Lum who came to AUT to study interaction design.

“Being surrounded by people who were equally motivated and creative pushed me to think more critically and refine my work. At the same time, our lecturers created a supportive environment where I felt encouraged to explore ideas, take risks and develop my own design voice. That support gave me confidence in my ideas and helped me grow as a designer, and the combination of collaboration and guidance made my time at AUT especially meaningful.

“My advice for other students is to make the most of the unknown and don’t be afraid to explore different disciplines before finding what you enjoy. Take feedback on board, stay curious and use every project as a chance to build something you’re proud of.”

There were a few staff whose support she particularly appreciated.

“Dr George Hajian from my in print course really pushed the conceptual aspect of my design. He encouraged me to think beyond just the visual outcome and focus more on the ideas and reasoning behind my work. James Smith and Dr Layla Tweedie-Cullen from my interaction design classes taught me to develop more thoughtful, idea-driven outcomes and strengthened my ability to communicate complex ideas through design. They all played a key role in shaping my approach to design, helping me become more confident, intentional and critical in the way I think and create.”

Collaborations and achievements
Emma says she appreciated the practical elements of her degree.

“In my penultimate semester, my interaction design class had the opportunity to collaborate with design consultancy ThoughtFull Design. Every second week, we visited their studio for hands-on sessions with their designers, working in groups and being assigned a mentor. This experience was invaluable for my development as a designer. It gave me direct insight into how a design agency operates, their creative processes, and how projects are developed in a professional environment. It was also my first real insight into the industry, which helped bridge the gap between study and professional practice. I was able to ask so many questions to the designers and soothe my ‘soon-to-graduate’ anxieties.”

She says finishing her final-year capstone project was quite an achievement.

“My capstone ‘A Censored State’ explored how information and narratives can shift depending on perspective, bringing together research, strategy and design into an interactive experience. It was a chance to really define my voice as a designer and create something that reflected my interests, heritage and what I’d learnt throughout my degree across my major and minors. I gained a much clearer sense of my design voice and the kind of work I want to continue creating. My capstone project won the AD25 Award For Purpose Changemaker Mentorship Award For Innovation in Interactive Storytelling at the end of my final semester which was an honour.”

A mix of creativity and problem-solving
Since graduating from AUT at the end of 2025, Emma now loves her role as a junior digital designer for the Digital Marketing Agency.

“Seeing my work go live and being part of real client projects has been really rewarding. I enjoy the fast-paced and varied nature of my role. No two days are the same. I get to work across different clients and projects, which means I’m constantly learning and adapting. I like the balance between creativity and problem-solving; designing work that not only looks good but also functions.

“I’m proud of how I’ve transitioned from university into full-time working life, where I’ve learnt to speak up, push my ideas and confidently stand by my work. Working with real-life projects has helped me grow more confident in my voice as a designer and in how I contribute within a team in the industry. As I’m still early in my career, having graduated not long ago, I’m excited to continue learning, developing my skills and seeing where this path takes me.”

She says her studies have prepared her well for the career she has now.

“One thing that surprised me was how important communication is in this industry. Being able to explain your ideas, present your thinking and collaborate with others is just as important as the design itself. I didn’t realise at the time that the writing and documentation of my process would be so important – I used to think it was so boring and unimportant, but I was wrong.”