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9am 5pm (Morning, afternoon refreshments & lunch will be served at appropriate intervals)



Day 1


  Mapping Customer Journeys: How to Identify the Needs, Emotions and Opportunities to Engage


  • Forget demographics: How to segment your target audience using psychographics?

  • Research techniques and methodologies for every budget and timeline

  • Personas, journeys and user stories: How to capture your users' needs, motivations and behaviour

  • Improving digital engagement from the ground up

  • Design thinking in action: Prototyping and testing throughout

  • Take the next step to digital product ownership and agile continuous improvement

Tom Voirol, Head of Customer Experience, Ogilvy & Mather



  Creating a Seamless Omni-Channel Experience: How Pizza Hut Unlocks the Potential of Digital In-store


[Case Study]
  • Examine the why, what, and how of a seamless omni-channel experience for customers

  • Gain insights into the common challenges and bottlenecks faced by brand

  • Artificial Intelligence, digital kiosks, I-beacon: Discover how Pizza Hut leverages on technologies to enhance physical in-store experience

  • How to ensure that online and offline channels complement one another?

  • Accessibility vs. uniformity: How Pizza Hut establishes respective value propositions of ordering online vs. going in-store

Karen Chan, Chief Digital Officer, Pizza Hut Asia



  Sharing from Philips: How to Transform Relevant Insights into Strategies to Improve Customer Experience


[Case Study]
  • Importance of data and insights in today's digital environment

  • How Philips utilises data to drive its strategic direction and plans

  • Philips' approach to insights and storytelling

  • Challenges faced by Philips and learnings

Elaine Chum, Head of Digital, BCD ASEAN Pacific, Philips



  Leveraging on Good UX and UI Design to Optimise Brand Experience


  • What is UX/UI design and what are the differences?

  • How to design while putting customer needs first?

  • Mobile vs. Web: What are the best UX/UI design for different digital platforms?

  • Making design accessible, responsive, intuitive for the consumer

  • Case studies of how strong UX/UI design can lead to conversions and tangible results



  Optimising Metrics to Assess the Quality of Digital Experience


  • What are the metrics to evaluate the quality of your digital experience?

  • How to tie digital experience to business outcomes?

  • What are some of the free and paid tools to capture the outcomes?

  • How do you act upon the most relevant data to improve on your digital experience?



Day 2


WORKSHOP AGENDA: Customer Experience (CX) Design


Session 1: Insights into the Experience Economy & Customer Experience (CX) Design

• Dive into the experience economy and examine why CX is a key to create or capture new values for consumers
• Analyse the key components of user experience (UX) in touchpoints vs. channels and how it can help to determine top priorities for
• Examine latest CX trends aligned to consumers’ changing needs and wants

Case studies: Examples of brands leveraging on experience economy and strong CX design


Session 2: Experience Mapping

Study consumers’ behaviour and interactions across touchpoints and channels

• What is experience mapping and how can it drive quality experience?
• Examine experience map as a key tool to help contextualise priorities to drive business benefits
• How to develop user personas for your end users?
• Building user stories to understand their customer needs, preferences and behaviours

Example: Delve into the details of an experience map
Exercise: Conducting Qualitative Research – Social Data & Customer Satisfaction Data
Exercise: Conducting Quantitative Research – Sketchnoting


Session 3: Charting the Course

Synthesise key insights into a customer journey model

• Examine how to translate insights from data into actions
• Forming the team to chart the experience map (Introduction + Roleplaying)
• Analyse the components, the lens, the customer journey model, and the key takeaways before plotting an experience map

Exercise: Hierarchy of needs grouping exercise
Exercise: Plotting the experience map
Exercise: Stress test experience map


Session 4: Make the Experience Tangible

• UX vs. UI: What are the differences?
• Examine the role of interaction design in CX
• How to enhance visual design of digital channels?
• Identify metrics to assess your CX design

Exercise: Convert experience map into sitemap/content map
Exercise: Paper prototyping
Exercise: Preparation for class sharing


Session 5: Class Sharing & Wrap Up Session

Participants will present their exercises to the class and receive tailored feedback on their work


Workshop Leader

Jonathan Ng,
Creative Partner,

With 14 years of experience, Jon is an integrated creative who has successfully integrated himself into different worlds. Jon is a true artist, equipped with an entrepreneur mind, a thirst for innovation and creativity, plus a host of big brands in his book. Jon’s work has been recognised in major creative awards show including Cannes, D&AD, Spikes Asia, OneShow, FWA, The Webbys and The Effies. His creative leadership and vision also led to revolutionary establishment such as K1ND, Ogilvy’s first brand Innovation studio in APAC.

Unlike conventional ECDs, who are all about winning the next big award, Jon’s focus as Creative Partner is to drive creative excellence beyond communications. He does this through work that matters, with a fine balance between art and science. At Nurun, he took on the uphill battle of changing the typical ad agency mindset of “creativity belongs to creative department”, to a unique one where everyone in the agency can be creative in their own right through design and experiential innovations.


The programme may be subject to change. Pacific Conferences reserves the right to make any amendments that it deems to be in the interest of the event without any notice.

To register, click here

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