Design Thinking

Innovate and solve problems with a creative approach.

Design Thinking for Value Creation

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Innovate your products, services, businesses and ecosystems using Design Thinking principles and practices to create value and drive growth.

In today's increasing complexity of digital technology and post-pandemic new normal, customers are increasingly choosing products and services based on the quality of the experiences they have with them. 
To help meet these challenges, an approach known as
"Design Thinking" is playing a greater role in finding meaningful pathways - its process and tools are increasingly being adopted in organizational innovation initiatives

In essence, Design Thinking is a customer-centric, iterative problem-solving process of discovery, ideation, and experimentation that employs various design-based techniques to gain insight and yield innovative solutions for virtually any type of organizational or business challenge. This method combines both analytical and creative approaches to generate solutions.

Industry practitioners of Design Thinking include Apple, IDEO, Samsung, Starbucks, Toyota, Uber, AirBnB, Adidas, Procter & Gamble, Singapore Airlines, DBS Bank and Ministry of Manpower.

Characteristics of Design Thinking


Discover people's real needs and wants. Be able to gain deep insights of their motivations and share the feelings of others.


Look at situations differently. Push past obvious solutions and existing alternatives to get to breakthrough ideas.


Work as a team to look at the problem holistically and implement solutions to improve people's experience.


Ideas are made tangible through prototyping. Build rough or lo-fi prototypes to learn how to make ideas better.


Repeat each phase backwards and forwards and arrive at each decision or desired result, after rounds of learning and discovery.

Show, don't tell

Enable the user to experience the story through action, words, thoughts, senses and feelings rather than pure description.


To understand your customers / users.


To define clear project / business objectives.


To explore ideas and solutions.


To build and visualize ideas and solutions.


To review and decide.

The Five Phases of Design Thinking

Learn how to apply Design Thinking mindsets, process and tools to gain deep customer insights and develop innovative products and services.

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Learn how to map, analyze and re-imagine the end-to-end customer journey and create new experiences to attract and retain your customers.

Learn how to invent and improve your products and services to alleviate extreme pains and create essential gains that customers care about.

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Learn how to transform your existing business models or innovate new ones of value creation to create competitive advantage.

Some Highlights of our Design-based Workshop Activities

Engaging the customer face-to-face to gain deep insights into her needs and problems.

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Developing the Persona and Empathy Map for the target customer.

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Identifying the pain points experienced along the customer journey.

Building a low resolution prototype based on an understanding of the user requirements.

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Mapping and analyzing the current business model to identify opportunities for value enhancement.

Refining the solution through customer feedback, testing and iterations.

Differentiate your products and services and improve customer experience with Design Thinking.


To redesign your services or create a unique customer experience that enables your organization to differentiate from your competitors, our design consultants will train and guide your management and/or project teams to implement the Design Thinking methodology and set up the appropriate infrastructure. 


The Design Thinking training and consultancy scope includes:​

  • Development of Design Thinking capability in your organization 

  • Facilitating the formation of a Design Thinking governance team that is in sync with your strategic objectives

  • Understanding the challenge, preparing research and gathering inspiration, e.g. mapping the customer experience journey

  • Telling stories, searching for meaning and framing opportunities

  • Generating and refining ideas

  • Making prototypes and getting feedback

  • Tracking learnings and developing a go-forward plan

  • Developing communication strategy to gain support and buy-in

  • Integrating Design Thinking to your organization's business excellence framework

  • Embedding Design Thinking mindsets, behaviors and culture into your organization


To discuss how we can help your organization, please contact us.

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"Out staff has benefited from the insights shared and gained new perspectives."


Head of Tuas Development,

Innovate@SEA Team LEAD

PSA CorporationLtd

Get started with Design Thinking