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Design Thinking

Innovate and solve problems with a creative approach.

Design Thinking for Value Creation

Paying with a Phone

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

In today's digital and post-pandemic environment, customer experience has become a key differentiator in the market. Design Thinking is a customer-centric, iterative problem-solving process that can help organizations meet these challenges and find meaningful pathways to innovate.


This approach combines analytical and creative thinking to yield innovative solutions for any type of business challenge.

Design Thinking is becoming increasingly popular among organizations looking to improve their customer experience. Industry leaders such as Apple, IDEO, Samsung, Starbucks, Toyota, Uber, AirBnB, Adidas, Procter & Gamble, Singapore Airlines, DBS Bank, and Ministry of Manpower have all adopted this methodology.

In this approach, the problem-solving process starts by gaining empathy for the user or customer. Then, through a series of iterations, ideas are generated, prototypes are developed, and solutions are tested. This approach encourages creativity, collaboration, and risk-taking in the pursuit of customer-centric solutions.

Whether you are looking to improve your product, service, or process, Design Thinking can help you find innovative solutions that meet the needs of your customers. By learning the tools and techniques of Design Thinking, you can create meaningful experiences that drive customer loyalty and business success.

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.

Virtual Reality Gear


"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

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