Two teams of SP students, one from the Business School and the other from the School of Design, were given the opportunity to work on a Design Thinking project sponsored by OCBC Bank, the leading local bank. According to Mr. David McQuillen, Head of Group Customer Experience, OCBC Bank, “Design plays an important role in the OCBC Customer Experience. As an industry leader in Design Thinking, we’re enthusiastic about supporting programmes like SP’s. Working with students gives us the opportunity to share our expertise and see things from new perspectives.”
The project required the students to use Design Thinking to uncover the unmet needs of today’s digital natives and to develop innovative solutions to fulfil these needs. Before the start of the project, the students visited the OCBC Bank Head Office to learn first-hand how Design Thinking was used to understand and solve real-world problems. Using Design Thinking methodology, the students conducted ethnographic studies and user research on the digital natives. After uncovering the unmet needs of digital natives, the students proceeded to brainstorm and ideate for unique, customer-centric solutions. Customer journeys were conceptualised with the students role‐playing to explain how the unmet needs of digital natives could be fulfilled. After “thinking-out-of-the-box”, the students put on their designers’ caps to develop prototypes to concretise their ideas. Throughout the project, there was authentic learning when students shared their research findings and made presentations to the bank’s management.
While the students spent many hours working tirelessly on the project, they found the authentic learning experience extremely beneficial. They also enjoyed themselves tremendously throughout this learning journey, with many of them delighted to discover that they did have the creativity DNA in them.
“Our creativity has expanded along the way as we explore innovative ways to bring our ideas across. One important aspect that we learn is to make sure that our idea makes business sense.”
Brigitte Ong, DBF/FT/3A/08
“Utilising design thinking mindset, we learn to honour failures as part of the thinking and learning process and that helps us to rethink problems as possibilities.”
Matthew Ong, DIB/FT/3A/01