Infusing your organisation with an innovative culture that puts the customer first may provide not only real, measurable results but also a distinct competitive advantage. 

To uncover innovation opportunities within an organisation it is important to look at problems and situations with a user- centric mindset; to think differently to search for novel alternatives to existing solutions and to embrace an experimental attitude to iteratively discover what is truly useful, feasible and viable. Such skills are at the heart of good design, and they actually can be learned and honed. 


About the Course

Working with experienced practitioners in the field, SMU Academy has developed a unique programme to help executives, managers and business leaders integrate Human Centered Design (HCD) with their business thinking for successful innovating.


Highly interactive and done through a blend of facilitated and e-learning, this 5- day course comprises 3 parts which are conducted over a period of 2 weeks with breaks in between the different parts for participants to apply and practice what they have learned in class. 

Key Takeaways

At the end of the 5-day course, participants will be able to:

  • Acquire mindset and methods to put HCD into practice

  • Reframe business problems to set foundation for innovation

  • Practise HCD methods such as consumer research, prototyping, journey mapping, co-creation.

  • Be familiarised with technical concepts of user experience, cross-channel customer experience, mobile-first design, visual design principles

  • Learn practical tools to drive innovation process and gain new perspectives in leading change initiatives

  • Gain confidence in dealing with uncertainty and developing innovation capabilities in the organization. 

At a Glance

Part 1

Day 1 - Foundation to HCD

Day 2 - Meet Consumers and Map the Journey


A course break of 2 days in between Part 1 & 2 during which learning is conducted through a micro-learning app.


Part 2

Day 3 - Prototype Ideas and Drive Succesful Change

Day 4 - Heighten Design Sensitivity and sharpen Storytelling to Successfully Drive Change


A course break of 5 days in between Part 2 & 3 during which learning is conducted through a micro-learning app.


Part 3

Day 5 - Put it All Together 

Who Should Attend

  • Senior executives and managers who want to enhance innovation in their organisation and strengthen their ability to lead in a digital world

  • Team leaders and managers seeking to learn new problem-solving approaches to innovation and integrate creative practices into their business processes

Level of Proficiency



Course assessment will be based on classroom exercises, case studies and project presentation. 


Upon successful completion of the course, participants will receive a certificate of participation issued by the Singapore Management University. 

Type of Course



Business Improvement, Innovation and Excellence

Instructional Methods and Learning Activities

Lectures, Discussions, Case Studies


This course is subsidised by SkillsFuture Singapore (SSG).

SkillsFuture Credit is also applicable for the course. 


SkillsFuture Series
Course fee grant at 70% of course fees (excluding GST) for participants who are successfully enrolled by SMU into approved courses under the Programme. Participants must be Singapore Citizens or Singapore Permanent Residents.

SkillsFuture Mid-Career Enhanced Subsidy ("MCES")
Up to 90% of course fees for Singapore Citizens aged 40 years and above

Enhanced Training Support for SMEs ("ETSS")
Up to 90% of course fees; and 80% of basic hourly salary capped at $7.50/hr for local employees of SMEs

SkillsFuture Credit
Singapore Citizens aged 25 and above, and self-funding may use their SkillsFuture Credit (up to S$500) to defray part of the course fee. Please click User Guide on how to submit your claim. SkillsFuture Credit claims may be submitted by logging in via



Full Fee: S$4,280 per participant (including GST)


Nett fee payable after SkillsFuture Singapore (SSG) Funding for Individuals:

  • S$1,284 (including GST) for Singapore Citizens and Singapore Permanent Residents
  • S$484 (including GST) for Singapore Citizens aged 40 years and above


Note: SkillsFuture Credit may be used to defray part of the fee payable listed above. (What is SkillsFuture Credit?)

Course Dates

Part 1

26 & 27 Feb 2018


Part 2

1 & 2 Mar 2018


Part 3 

9 Mar 2018


About the Trainer


Jin Kang Moller

Vice President, Group Customer Experience



Jin Moller is a design strategist and practitioner championing simplicity and beauty in financial services. She has spent over 15 years in the financial services and pharmaceutical industries, and her design methodologies have helped organisations create value for their businesses.


She is currently a VP in Group Customer Experience at OCBC Bank. She drives business success for the private banking, retail banking, wealth management and insurance businesses through fostering customer-centric design process and organisational culture. She is the driver behind the award-winning Millennials bank concept FRANK by OCBC since its inception. One of her recent work One Wealth app, a wealth managemnet services designed to build confidence in making investment decisions, won her Gold Good Design Mark 2017.


Before joining OCBC Bank in 2010, Jin was with Credit Suisse Private Bank in Switzerland setting customer experience strategy in key markets and designed experiences across critical channels and key processes of private banking customers.


During the global financial crisis in 2008, she led a cross-divisional simplicity initiative and set a new standard of customer-centric product communications.


Jin is a top-rated keynote speaker in banking and customer experience conferences globally including TEDx. She is a publisher of Designful.Co, a design publication written for leaders in the financial services, and co- author of Beyond Startup, a best seller in entrepreneurship in South Korea.