Design Thinking: Designing a Competitive Customer Experience

Develop your organisation’s ability to deeply understand how your customers think, behave, share, desire and consume. 


Beginning with the customer is a design thinking process that allows for strategy, planning, product development and service models to generate innovative new approaches. Beginning with the customer is how the fields of anthropology collides with design – allowing for an empathy-based framework that creates deep insights.

This programme is an immersive two-day workshop where participants will get a practical hands-on experience around how to understand their consumers deeply and be able to turn observations into insights and into solutions that can work.

Participants will learn how to observe and ask good questions, create customer composites and montages, walk in the shoes of their customers, identify insights, generate ideas from such insights and turn ideas into workable solutions. It will be supplemented with specific case studies and grounded frameworks for understanding.

By learning these skill sets, the participants will have a tangible approach around how they can understand their consumers better when they have to get it done with their organisations.


  • Understand the principles and approaches of Ethnographic Research which is a specific field of Design Thinking
  • Learn the mechanics of how Ethnographic work is executed for business and organisations
  • Apply the methodologies of customer montages, walking in the shoes and insight development
  • Understand how customers are chosen through Dimensions of Differences
  • Use the pattern recognition problem solving skill around how insights become specific solutions
  • Learn best practices around how other companies have executed


  • Ethnographic Research
  • User-Centred Design
  • Customer Composites and Montages
  • Walking in the Shoes
  • Pattern Recognition
  • Insight Development
  • Divergence and Convergence


2 days, 9am to 5.30pm


Carlton Hotel


Managers of service quality and customer-centric initiatives.

Professionals with work exposure to customer experience, marketing, quality assurance, operations, collaborative partnership or customer analytics.


Ms Karen Chew
Phone: +65 6828 0111


25 - 26 Apr 2019


18 - 19 Jun 2019



Michael Netzley

Prof. Michael Netzley
PhD University of Minnesota
Founder & CEO, Extend My Runway

Michael is an international executive development professional and start-up founder. He designs and delivers bespoke leadership programmes, and executive coaching, that enhances entrepreneurship, design thinking, communication, leadership, change, and the use of digital networks.  His work is heavily influenced by the latest research in applied neurosciences that is revealing new paths to more impactful learning and and development.

Michael currently lives in Singapore where he is Affiliated Faculty with IMD Business School and a Programme Director in the Singapore Management University – Academy.  He is also the Founder and CEO of Extend My Runway (EMR), a talent-development firm that supports employers and the aging workforce through applied neuroscience and artificial intelligence. Fuelledby science, EMR’s brain-based approach unlocks a senior professional’s full potential, improves multigenerational collaboration, and builds any executive’s next-level capabilities with managing complexity, decision-making and innovation.

Previously Michael spent 16 years at Singapore Management University where he most recently served as Academic Director of Executive Development. As a key member of the leadership team, he helped triple the business in three years, improve delivery quality, and increase programmeimpact. Specifically, Michael:

►Designs bespoke leadership journeys: each custom-built for a client through design-thinking processes

► Improves a leader’s self-awareness: through executive coaching and personality assessment (e.g., Hogan)

►Champions behavioral change: by applying research from cognitive neuroscience, communication, and management 

►Bringsa broad management repertoirethat includes: certification in design thinking and numerous personality
     assessment instruments; communication, leadership, applied neuroscience, behavioural science, change management,
    and digital networks to name a few.  

Michael has delivered successful executive programmes to more than 10,000 executives from:Merck KGaA, CreditSuisse, BNPParibas, Unilever, IBM,Samsung, Singapore Airlines, UOB,SingHealth, SP Group, andSingapore’s MFA, CPF, MoE, and Civil Service College.  During this time he received the 2011 Champions Award for innovative design and delivery from theCentralandEasternEuropeanManagementAssociationand the 2015 Best Case Award in entrepreneurship from EFMD.

Currently Michael serves as the Programme Director of SMU’’s Graduate Certificate in Applied Innovation (GCAI) where he teaches applied entrepreneurship, Design Thinking—Opportunity Recognition, and Design Thinking—Ideation Management. 


Full Fee (Course Code in SkillsConnect: CRS-N-0043533)
SGD 2,675 (incl. GST) per person
For Singapore Citizens / Permanent Residents
Fee payable after 70% WSG Grant*:
SGD 802.50 (incl. GST) per person
For Singapore Citizens over 40 years old
Fee payable after 70% WSG Grant & SkillsFuture Mid-Career Enhanced Subsidy:
SGD 302.50 (incl. GST) per person
For SMEs* sponsoring their employees who are Singapore Citizens / Permanent Residents
Fee payable  after 70% WSG Grant & Enhanced Training Support for SMEs
SGD 302.50 (incl. GST) per person

*WSG funding is available to Singapore Citizen (SCs) and Singapore Permanent Resident (PRs), terms and conditions apply.

This programme has been approved for the Absentee Payroll Funding. The Human Resource department of individual participant will be required to process the Absentee Payroll and any additional funding that the participant is eligible for, no later than 30 days after programme commencement.

All workshops are subject to confirmation. ISE ​will ​send ​you ​a ​Confirmation ​email ​2 ​weeks ​before ​the ​course ​commencement ​date ​or ​when ​the ​minimum ​number ​is ​met, ​whichever ​is ​earlier. Upon confirmation of the workshop, a Tax Invoice will be sent via email to you.

ISE members will incur four (4) training credits per SC/PR staff for this workshop. For more information, please contact Karen at 6828 0111.

ISE reserves the rights to amend information including price, date, location, faculty, daily schedule and other details.