top of page

T014 2-Day Master Class on Designing for Your Customers

See Ching Feng, Main Facilitator

Ho Chow Pheng, Co-Facilitator


Workshop - 2 Days

28 & 29 September 2017 YANGON

Thu & Fri

Trainers: See Ching Feng & Ho Chow Pheng

Tools & Techniques to help you meet your Customers' needs.

Designing for Your Customers is a questioning-based framework that enables you to focus on your customers’ needs and desires throughout the entire process, from initial concept to final production. This framework, and the associated tools and techniques, help you to tune in and listen to the “Voice of the Customer” at every stage of the design and development process so as to come up with a product/service that not only meets their requirements but even delights them!

Designing for Your Customers is a systematic, yet flexible, methodology which ensures that the demands of the customer or marketplace drive the development of products, services, processes, systems, controls and other requirements. It uses easy-to-understand, structured and customisable analytical tools and techniques to help you and your organisation to respond quickly to changing market demands, while leaving room for creative and innovative thinking.

At the same time, Designing for Your Customers will foster a collaborative environment for cross-functional teams to work towards the common goal of designing and delivering products and services that satisfy the customer.

Learning Outcomes

In this step-by-step, hands-on workshop, you will learn:

  • The background and underlying principles of Designing for Your Customers – How and Why it works.

  • How to tune in and listen to your customer’s spoken and unspoken needs and desires.

  • How to prioritise and translate key customer needs into design requirements.

  • How to generate new concepts and select the best concept that meets customer needs and desires.

  • How to position your new concept (i.e. product or service) according to your customers, competition and corporate strategy.

You will also learn how to apply the following tools and techniques:

  • Voice of the Customer

  • Affinity Diagram

  • Hierarchy Tree Diagram

  • Saaty’s Prioritisation Technique

  • Pugh’s Concept Selection Technique

  • Kano Model of Customer Satisfaction

  • House of Quality – A1-Chart

  • Competitive Assessment

Workshop Approach

Participants shall be introduced to the “Designing for Your Customers Questioning Framework” and see how the various tools and techniques are applied, using a Case Study. This is followed by a breakout session where participants, in groups of 3 to 4, will apply the various techniques and tools in a Practice Example.

Who Should Attend

  • Senior Leadership Team, Directors, Department Heads and Managers

  • Product Development Team Members

  • Quality and Productivity Team Members

  • Project Managers

You may bring your project team and work together on your real-life projects, or you may practise using the generic practice examples given in the workshop.

Workshop Schedule


  • Introduction to the 2-Day Master Class Programme

  • Voice of the Customer

  • Identify ways to tune in and listen to your customers

  • Who are your customers?

  • Learn how to use the Tree Diagramming Technique to identify who your customers are

  • What are your customers' underlying needs and desires?

  • What do they expect or require of your products and services?

  • Learn how to differentiate the needs and wants of your customers.

  • Learn how to use the Affinity Diagramming Technique to identify your customers' needs and wants.

  • Are all your customers' needs and desires equally important or exciting?

  • Introduce Kano Model of Customer Satisfaction – Expected, Performance and Exciting attributes.

  • Learn how to use SAATY’s Prioritisation Technique to rank your customers’ needs and wants according to what is expected, important and exciting to them.


  • What new ideas/concepts will satisfy your customers’ needs and desires?

  • Define what is meant by new concept and the process of concept generation.

  • How to apply brainstorming techniques to generate new ideas / concepts and Tree Diagramming Technique to refine the new concepts generated.

  • Which new concept will best satisfy your customers’ needs and desires?

  • Learn how to use Pugh’s Concept Selection Technique to evaluate and select the best concept.

  • How can the new concept be designed to best satisfy your customers’ needs and desires?

  • Define what is meant by “Design Requirements”.

  • Learn how design requirements can be generated from customers’ needs and demands.

  • Which design requirements are most crucial in satisfying your customers’ “important” and “exciting” demands? What are their design objectives and target values?

  • Learn how to build an A-1 Chart and how to use it to evaluate and prioritise the critical design elements that best satisfy your customers’ demands.

  • Will delivering the perceived needs and desires give you a competitive advantage?

  • Identify who your competitors are and how they are being perceived in the eyes of your customers.

  • Identify how your competitors will meet the increased competition from your new concept.

Meet Your Trainers

Main Facilitator

Ching Feng has over 35 years of international experience, gained working in MNCs and various corporations in Australia, South Korea and Singapore. She has held senior management positions including as:

  • GM, Strategic Planning and Development, Citibank Australia

  • VP, Cyber Distribution Head, Citibank Korea

  • MD, Spike Singapore (Digital Interactive Company)

  • MD, IconMedialab ASEAN (Digital Interactive Company)

Building on her solid business foundation, Ching Feng founded Resonance Pte Ltd in 2002, providing digital consultancy and training to a broad spectrum of organisations including government agencies, hospitals, financial and educational institutions, and event management and non-profit organisations.

She has undertaken projects in business process improvement; user experience research and needs analysis; information design and web content development; digital marketing as well as developing and conducting workshops and training programmes for companies.

Examples include:

  • “Designing for Your Customers: Tools and Techniques to Help You Meet Their Needs”, a specially-designed enterprise-wide training programme based on a Better Design | Better Product Framework. The tools and techniques have been used by a global company to champion several projects successfully.

  • “Structured Content Writing”, a customisable workshop designed to train and coach employees on writing, organising and presenting information clearly and effectively to reach out to their target audiences. This has proven especially useful in re-organising and simplifying content such as policies and procedures.

  • “Solving Problems and Making Decisions at Managerial Level”, a WSQ Programme designed for management development.

  • “User Experience and Usability”, specially tailored research and facilitation workshops to help clients create and implement usable, useful and desirable digital solutions, including eCommerce, Corporate, Intranet and Community Portals for MNCs and government agencies.

Academic and professional qualifications:

  • Master of Commerce (M. Comm.), University of New South Wales, NSW, Australia.

  • Bachelor of Science (B.Sc.), Nanyang University, Singapore.

  • ACTA (Advanced Certificate of Training Accreditation) - Full Accreditation awarded by WDA, Singapore (2010-2011)

  • Certificate of Participation in Competency Standards Development awarded by IAL (Institute of Adult Learning) (2011)

  • Certificate of Attendance in Business Model Workshop and Masterclass awarded by Business Model GmbH, Switzerland (2011).

Co- Facilitator

Chow Pheng has extensive experience as a communications specialist, having worked in journalism, advertising and corporate communications. She is also proficient in business content strategy and writing, and corporate training development and facilitation.

Equipped with a solid background in the media, Chow Pheng went on to build a successful career in the public sector where she was involved in national-level programmes for industry upgrading and enterprise development. She developed packages for worker training and launched nation-wide campaigns targeted at businesses and professionals. She also worked closely with industry partners, government agencies, media and creative agencies in various aspects of communication, corporate identity and branding, industry outreach, and public education and promotion.

Chow Pheng’s communications expertise and in-depth knowledge of the enterprise landscape are invaluable in the research and design consultancy services that Resonance provides to help our clients develop impactful digital business solutions to meet the needs of their target audiences.

Academic and professional qualifications:

  • Bachelor of Arts (Honours), Nanyang University (Singapore)

  • Diploma in Translation, Nanjing University (China)

About Resonance

Resonance ( is a boutique digital consultancy firm. Our business is about helping our clients create innovative solutions that resonate with their target customers and employees. More importantly, we create relevance for their business. We do this through years of honing our skills and building on our core competencies and experience in creating usable, useful and desirable user experiences and solutions that meet our clients’ business needs and goals.

Essentially, we bring the best mix of business, marketing, creative, operational and technological experience and expertise to our clients.

Featured Posts
Recent Posts
Search By Tags
No tags yet.
Follow Us
  • Facebook Basic Square
  • Twitter Basic Square
  • Google+ Basic Square
bottom of page