Design Thinking: Strategy for Innovation

12 October 2017 @ 3:40 pm - 5:15 pm

SICC Members' Room, Singapore

Member DBS Bank has gained a reputation as being one of the market leaders in adopting Design Thinking to transform its customer experience journey. The Chamber organised an introductory session on the topic of Design Thinking with 2 guest speakers from DBS Bank – Mr Subir Chandra, Head of Experience Design & Digital Transformation for Risk Management Group, CRO Office and Mr Mayank Budhiraja, Senior Manager, Journey & Digital Transformation.

Subir and Mayank explained how Design Thinking works and also introduced the concept of the Jobs-To-Be-Done innovation framework by featuring examples of real-life products. This included Godrej’s refrigerator for rural India, the OXO measuring cup and the Tangle Teezer. They discussed how these companies exceeded customer expectations because they understood their customers’ hidden, latent needs.

By the end of the session, participants could see the potential of Design Thinking as a methodology to meet customer needs effectively and achieve business success.

Many thanks to our guest speakers for an interesting and insightful seminar. For those who have missed this session, you may click here to download the presentation slides.

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