Designing your Business Experience (New)


What is this Course about?

This course is targeted specifically for business owners and budding entrepreneurs looking to enhance and differentiate their businesses through effective design for branding and communication. It will allow participants to develop their own business branding and experience identity in class. Covering business and experience design techniques, you will be guided step by step, in translating your business’s value proposition into consistent branding and communication that relates to your end consumer.


By the end of the course, you will have singled out your core business offering, mapped out customer experience touch points, and have with you, tools and techniques coupled with hands-on experience in creating that unique identity and experience for your business.


Course Outline 




  1. Understanding Your Business - Market Analysis and Value Proposition
  2. Creating your Brand Story
  3. How Experience Design can Propel Your Business
  4. Emotional Addressing of Your Business
  5. Translating your Business/Brand into an Experience
  6. Prototyping Your Brand Experience


Suitable For

  1. Business owners of small businesses
  2. Budding entrepreneurs
  3. Craft makers and hobbyists

 Who are interested in differentiating their products and services, and creating a consistent resonating experience of their brand.


Assumed Skills and Knowledge

Working adults proficient in English.
Basic PC skills (word processing).
Basic Adobe Photoshop/Illustrator skills will be a plus.


Mode of Assessment






Award of the Singapore Polytechnic Certificate of Attendance for participants whose attendance is not less than 75%. No assessment is needed.


Other Information

As this course is to immerse participants to consider and enhance their business value proposition, this intensive course has a trainer to participant ratio of 1:5-6.

This course will provide in-class Design Communication support and a Business Design Handbook.
(i.e. assistant designers will be on the ground to support participants visualisation of their ideas.)


Instructor's Profile


Winston Chai



After graduating from National University of Singapore in Industrial Design, Winston has gained experience working with an in-house design team as well as design consultancies both locally and abroad. He is currently leading and managing the Diploma in Experience and Product Design (DXPD) course in Singapore Polytechnic.

As a Course Chair of the DXPD programme, Winston leads a team of educators to develop strategic directions as well as the course contents to train students to develop relevant technical and thinking skill sets in the field of experience and product design. He has initiated and directed various student projects working with MNCs (DBS Bank, OCBC Banks, P&G, etc…) and Government agencies (NEA, URA, etc…) to develop interesting experience creations.

Winston is the originator of SINGAPORE Souvenirs. SINGAPORE Souvenirs is a design project that aims to enhance and reinforce the Singaporean identity through objects. He organised the first ‘SINGAPORE Souvenirs’ Exhibition with a group of local designers in 2009. From there, he continued to partner other local designers to develop a series of SINGAPORE Souvenirs exhibition such as ‘LOCAL EXERCISE BOOKS’ in 2011 and ‘GREAT SINGAPORE SOUVENIRS’ with NHB in 2012. He has also been active in the design scene, participating in invited design projects, such as the ’30 lifestories-iRememberParks 2014’ by SingaPlural.

Other than the Singapore Design Festival, his works have been featured in the Singapore Art Museum, Singapore National Museum, Center for Creative Communication (Shizuoka), Salone Satellite (Milan), Maison&Objet (Paris) as well as ‘CREATIVE©ITIES’ (Kaohsiung City). His designs have been selected as part of the permanent collection under the ‘Fifty Years of Singapore Design’ Exhibition by the National Design Centre of Singapore.

Yong Jieyu



Yong Jieyu is a design director at STUCK – a multi faceted design and innovation consultancy he co-founded in 2010. He has been responsible in leading projects for mutli-national companies as well as local small-medium enterprises, and government agencies in areas of product design, innovation, interaction design, brand communication and identity design. Clientele include Samsung, Toshiba, World Kitchen, A*Star, 707, and K Box.

In 2005, Yong Jieyu was the first recipient of the Red Dot Concept Luminary Award in Singapore and was awarded a Design Singapore Scholarship in 2006. His works have been exhibited both internationally and locally, most notably at Salone Satellite (Milan), Maison&Objet (Paris), Singapore Art Museum, and Surface Tension Exhibition (Dublin).

Deeply engaged in creative education and the development of design pedagogy, he has co-written the Design Thinking Framework in Singapore Polytechnic, and is currently an invited tutor at the Division of Industrial Design, National University of Singapore and Nayang Academy of Fine Arts.



Application Procedure

1. All applications must be made via Online Registration at

Course fees can be paid by the following payment modes:

Credit Cards, Internet Banking, NETS (Not Applicable for company sponsored)
a) For e-payment using Visa/Master cards and Internet Banking, please click on the ‘Make e-Payment’ button on the acknowledgement page to proceed.

b) For NETS payment, you can pay at:
Singapore Polytechnic
PACE Academy
Blk T1A, Level 1
Mon-Fri: 8:30am to 7:30pm

c) Please make cheques payable to “Singapore Polytechnic”. Please cross the cheque and write the Registration Reference ID, Applicant Name and NRIC/FIN number on the back of the cheque. Mail the cheque to:

Singapore Polytechnic
PACE Academy
500 Dover Road
Blk T1A, Level 1
Singapore 139651

Please note that an administrative charge of $15 will be imposed for any returned cheques from the bank or financial institution.

2. All successful applicants will be notified with a letter of confirmation via email.

3. Withdrawal and Deferment

Withdrawal and deferment notice must be made in writing to the Professional & Adult Continuing Education (PACE) Academy, Singapore Polytechnic via email accordingly:

Online Courses - [email protected]
All other Courses [email protected]

For withdrawal cases, the portion of course fee to be refunded is based on the date of notice as follows:


  • 2 weeks before the commencement of the course - Full refund
  • Less than 2 weeks before commencement of the course - 70% refund
  • On or after date of commencement - No refund


  • There will be no refund or transfer of course once the account has been created.

The Singapore Polytechnic reserves the right to cancel or postpone any of the courses. Applicants will be duly notified and where applicable, the full fees will be refunded.

The Singapore Polytechnic also reserves the right to amend the fees charged or the period and duration of the courses.

The data provided to Singapore Polytechnic will be kept strictly confidential and will be used for the purpose of course administration. The data may be passed on to the relevant organisations that require the information related to the course.






Course Dates:

Registration closing date:



Please note that once the maximum class size is reached, the online registration will be closed.



Duration: 6 Weeks (1 Session per week)


Time: 7PM – 10PM (Every Tuesday)
Venue: Singapore Polytechnic Design School




$750 (without GST)





Terms and Conditions