Design Thinking for Service Innovation & Ideation

Marketing Institute of Singapore - Executive Development

Course introduction

All organisations need to deliver service in one form or another. Services are delivered by internal customers to be received and experienced by external customers of the organisation. As such, customers define the success of the organisation. The only thing that keeps organisations successful and relevant is how they take care of their customers. Do that well and they will be with you for good! So how do you take care of your customers? Service Innovation is one of the most powerful ways to achieve organisational excellence in today's globally competitive economy. This course will introduce methods and tools of Design Thinking that encourage customer-centric service innovations.

Target Audience

This course is designed for executives, managers, and business leaders who are looking for ways to improve themselves or their business through innovation.

Course Outline

Day 1

Introduction to Design Thinking

Understand the What & Why of Service Innovation and how Design Thinking is relevant. Discuss the three stages of Design Thinking.

Sharing of Success Stories

Sharing of success stories of client projects and model corporations to provide positive examples of Design Thinking.

Photo Journal Interview

Understand the power of photos and stories, and learn how to conduct a photo journal interview.

Uncovering the Unmet Needs

Master the process to uncover unmet needs:

  • Dissect a participant's story into data points story
  • Cluster data points to form needs
  • Identify the unmet need

Day 2

Ideating on one Unmet Need

Participants will learn a unique way of ideation using the following steps:
  • Be Divergent to come up with Wild ideas
  • Be Convergent to convert wild ideas into Wow ideas
Creating the Experience Journey

Participants will learn how to synergise Wow ideas into the Experience Journey.

Prototyping the Experience Journey

Learn how to use everyday items to test physical ideas in the experience. Test your ideas by re-enacting the experience through role-plays.

Presenting & Critiquing the Experience Journey

This is a sharing and feedback session where the participant teams will make experiential presentations through prototyping, story telling and role-play; bringing the idea to life for the audience. Participants will also learn to accept and give constructive critique for continuous refinement.

Available Course Sessions

Please click here to stay updated on upcoming sessions.

Trainer Profile

Alfred Tan and Ken Kwan

Alfred Tan and Ken Kwan are the Founding Partners of The Curious People Pte Ltd, a homegrown change agency and capability development company that works with organisations in both the private and public sector.

Alfred and Ken provides Consultancy, Training and Coaching to organisations to achieve their goals in Business Growth, Talent Motivation, Customer-centric Initiatives, and Organisational Excellence. They consult with key stakeholders within organisations to diagnose their training, development and customer needs, identify the barriers to improvement, and develop holistic training and development solutions to achieve organisational goals. Some of their key experience and expertise are in Business Statistics and Research, Customer Service Excellence, and Design Thinking in Business.

They have worked with Global, Multinational, Government, and leading SME organisations in Singapore with a wide base of industry knowledge and experience in Education, Finance, Food & Beverage, Healthcare, Hospitality and Retail, just to name a few.

In December 2010, Alfred and Ken were among a select few in Asia to receive an intensive one-year specialised programme from Rotman, the University of Toronto's prestigious graduate business school on the Business Design Thinking methodology. Rotman has developed a curriculum built around Roger Martin's famous concepts on Integrative Thinking and Business Design. They are considered as one of the most influential management thinkers in the world.

Today, Alfred and Ken are among a handful in Singapore who are professionally certified to practice, facilitate and teach Business Design Thinking to SMEs and government agencies on an educational and commercial level. Among the many organisations in Singapore whom have benefitted from this methodology are Coach Singapore, Jason Marine, Mr Bean, Nanyang Technological University, NTUC Foodfare, Ministry of National Development, Singapore National Employers Federation, Wing Tai Holdings.