Customer Centric Solutions with Design Thinking & Innovation

Develop a critical problem-solving approach to introduce, re-invent & innovate products

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Course Dates



Course Duration


2 months, online
4-6 hours per week

Course Fee


Course Information Special group enrolment pricing

Apply today and avail tuition assistance of USD 100. Use code NUS100TA while applying.

Have a chat with us - +65 3138 5595 (Monday-Friday) (11:30 AM - 06:30 PM Singapore time)

What will this Programme do for you?

  • Adapt design thinking and innovation as a strategy in your organisation
  • Apply the design thinking framework to develop innovative solutions for complex business problems
  • Identify customer needs and opportunities for innovation
  • Evaluate innovative product and/or service ideas
  • Use various tools and strategies to create new value propositions and business models

Programme Modules

    • Identify the customer journey, problem statement or underlying issue and possible solution options
    • Pinpoint target users and design interview questionnaires to understand customer pain points
    • Develop an empathy map to define customer profile and needs by using ethnographic research methods (interviews and observations)
    • Map the customer journey to understand customers' experiences with your product/service
    • Develop persona(s) of your target customers
    • Analyse customers' professional profiles to gather a customer's functional, social, emotional and basic needs
    • Cluster your insights and develop a point of view to envision and evaluate possible solutions
    • Brainstorm ideas to explore solutions that will help customers meet their needs
    • Identify desirable features of solutions and cluster ideas
    • Select high-quality solution ideas that can be prototyped
    • Design a prototype for the selected idea to enable a conversation with the stakeholders
    • Derive insights from user-prototype interactions and stakeholder feedback to rectify flaws, address constraints and enhance strengths
    • Discuss the importance of failing quickly and cheaply
    • Refine prototype and solutions based on feedback from target users to better fit with user needs
    • Test and refine point of view (POV)
    • Discuss the practical applications of design thinking
    • Describe the applications of complementary tools of innovation: Value Proposition Designer, Business Model Canvas

Programme Faculty

Sarah Cheah

Faculty at NUS Business School

Sarah Cheah is an Associate Professor for the Department of Management and Organisation at NUS Business School. She also serves as a Scientific Panel Member for The International Society for Professional Innovation Management, the oldest, largest and most active international innovation network in the world... More info

Case Studies



Take a closer look at how Indra Nooyi, PepsiCo's former CEO, adopted design thinking to transform PepsiCo, improve the customer experience, and define competitive advantage.



Explore how StarHub applied design thinking and innovation in the launch of Smart Retail Solutions, a cloud-based enterprise business intelligence software for small and medium retailers in the food and beverage industry.

Suning Commerce Group

Suning Commerce Group

Discuss how Suning Commerce Group, a leading non-government retailer in China, tailored their solutions to address users' needs and pain points and create value.



Study how Microsoft used inclusive design to draw insights from a multitude of perspectives and create innovative, successful products.



Examine how P&G incorporated customer-centric innovation and design thinking in its organisation's DNA to transform their business models and turn the tide of product commoditization.

Programme Highlights

Video Lectures

Video Lectures

Discussion Boards

Discussion Boards

Pre-recorded Roleplay

Pre-recorded Roleplay

Why Enrol for the Programme?

Design thinking is a process that relies on understanding users’ needs and experiences as they continue to evolve. It is a solution-focused mindset that is critical to developing new ideas that can uncover potential opportunities, challenge assumptions and lead to product and service innovations. Through analysis and imagination, design thinking empowers organisations to identify and implement human-centred and action-oriented solutions to complex business problems.

Gaining deeper insight into the target users’ needs and expectations in turn leads to more value creation. This is the core of design thinking, and it leads to improved products, services and internal processes. From learning the practical applications of design thinking to building products and services that meet the functional, social and emotional needs of your customers, this programme will give you the knowledge to develop user-centric designs that will help you address your customers’ pain points and meet your business goals.


Design-driven companies have outperformed the S&P Index by 219% over 10 years.



Companies that foster creativity enjoy 1.5 times greater market share.


Guest Speakers

Enrico Pelillo

Vice President, Global Skin Care at Procter & Gamble

Allan Lim

Front End Innovation and Partnerships Team, Nestlé

Low Cheaw Hwei

Vice President, Head of Design, Philips Asia, Head of Government & Public Affairs, Philips Singapore



Upon successful completion of the programme, participants will be awarded a verified digital certificate by NUS Business School.

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Apply Now

Early registrations are encouraged. Seats fill up quickly!