Design-driven innovation is an approach to innovation based on the observation that the usefulness and desirability of a product or service is determined by whether people experience it as a valuable addition to their lives. Design-driven innovation recognises that human needs are not satisfied by simple form and function, but through experience.

Successful design-driven innovators have the potential to create and transform markets, enabling themselves to drive the market rather than simply adapting to it. This is because they are better at listening to, understanding, and interacting with their customers.

In this 3-day introductory workshop, participants will familiarise themselves with a human-centred design-driven creative process for products and services. They will learn empathy-driven research methods, ideation techniques, process improvements, and prototyping hacks as they research, speculate, ideate and prototype new product or service offerings

Teaching Team

What You’ll Learn

  • Understand how leading practitioners are using human-centered design to address complex challenges.
  • Develop the mindsets and skill-sets of product and service designers.
  • Gain a common language and framework for design as a strategy for innovation.
  • Uncover your customer’s unmet needs and desires through conversation and observation.
  • Establish rules of engagement with users to enable co-creation and collaboration.
  • Understand how to frame a ‘problem’ and define a game-changing opportunity.
  • Apply different ideation methods to generate ideas quickly.
  • Learn each step of the design process through experiential hands-on learning activities.
  • Turn ideas into action rapidly through prototyping, testing and refining.

Who Should Attend

Anyone with an interest in connecting better with their audiences, users or customers and/or has an interest in problem-solving and innovation, including:  
  • Executives and senior leaders in charge of business units
  • Decision-makers for product or service industries
  • Non-profit, government and education leaders
  • Product managers, and members of strategic product teams
  • Communication designers keen to explore design for products and services.  

Certificate and Assessment

A Certificate of Participation will be issued to participants who:

  • Attend at least 75% of the course, and
  • Undertake non-credit bearing assessment during the course


Workshop Day 1

Time Topic
8:30am Welcome and Registration
9:00am Growing a culture of design: Why building great products and services is really about understanding people.
9:45am Business Model Innovation
10:30am Tea Break
11:00am Part 1: Designing the Right Product
1.0: Discover / Research
11:30am 1.1: Doing Respectful Research
12:00pm 1.2: Research Methods
12:30pm Lunch
1:30pm 1.3: Research Methods
3:00pm Tea Break
3:30pm 2.0: Define / Synthesize
4:00pm 2.1: Journey Mapping
4:30pm 2.2: Framing a Design Challenge
5:30pm End of Day

Workshop Day 2

Time Topic
9:00am 3.0: Propose / Ideate:
10:00am 3.1: Rapid Ideation
10:30am Tea Break
11:00am 3.2: How Might We?
11:30am Pitch 1: Product and Service Concepts
12:30am Lunch
1:30pm Part 2: Designing the Product Right
2:00pm 4.0: Develop / Compose
2:30pm 4.1: Storyboarding Scenarios
3:00pm Tea Break
3:30pm 4.2: Rapid Prototyping
4:00pm 4.3: Integrating Feedback
4:30pm 4.4: Iterate, Iterate, Iterate
5:30pm End of Day

Workshop Day 3

Time Topic
9:00am 5.0: Deliver / Implement
9:30am 5.1: Create a Scenario
10:00am 5.2: What Does Success Look Like?
10:30am Tea Break
11:00am 5.3: Prototype and Pitch Development
12:30am Lunch
1:30pm 5.4: Validating Your Proposal
2:30pm 5.5: Prototype and Pitch Development
3:00pm Tea Break
4:00pm Pitch 2: Product and Service Proposals
5:30pm End of Day



Full Fee After SF Funding After SF Mid-Career
Enhanced Subsidy
Singapore Citizen (Below 40) /
Singapore PR
$2,568 $770.40 Not Eligible
Singapore Citizen (40 & above) $2,568 $770.40 $290.40
Non-Singaporeans $2,568 Not Eligible Not Eligible


  • All figures include GST. GST applies to individuals and Singapore-registered companies.

Terms & Conditions for SkillsFuture Course Funding

In order to be eligible for the 70% training grant awarded by SkillsFuture, applicants (and/or their sponsoring organisations where applicable) must:

  1. Be a Singaporean Citizen or Singapore Permanent Resident
  2. Not receive any other funding from government sources in respect of the actual grant disbursed for the programme

SkillsFuture Mid-Career Enhanced Subsidy

To be eligible for the 90% enhanced subsidy awarded, applicants (and/or their sponsoring organisations where applicable) must:

  1. Be a Singaporean Citizen
  2. Be at least 40 years old
  3. Not receive any other funding from government sources in respect of the actual grant disbursed for the programme

SIT reserves the right to collect the balance of the programme fees (i.e. the potential grant amount) directly from the applicants (and/or their sponsoring organisations where applicable) should the above requirements not be fulfilled.

SIT reserves the right to make changes to published course information, including dates, times, venues, fees and instructors without prior notice.

What Industry Experts Say?

“User-centred design means understanding what your users need, how they think, and how they behave – and incorporating that understanding into every aspect of your process.”Jesse James Garrett, User experience designer

“We must design for the way people behave, not for how we would wish them to behave.” – Donald A. Norman

“Markets? What markets? We do not look at market needs. We make proposals to people.” Ernesto Gismondi, chairman of Artemide

Key Info

Venue SIT@Dover, 10 Dover Drive, Singapore 138683
Time 08:30 AM to 05:30 PM
Date 23 Oct 2019 (Wed) to
25 Oct 2019 (Fri)
Registration is Closed.

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