Super Early Bird Fee
Register and Pay
by 17 Apr ’19
Early Bird Fee
Register and Pay
by 17 May ’19
Regular Fee
Register and Pay
after 17 May ’19
Singapore-registered companies $1,813.65 (SGD) $1,920.65 (SGD) $2,027.65 (SGD)
Non Singapore-registered companies $1,695 (SGD) $1,795 (SGD) $1,895 (SGD)


Group Discount!
Enjoy 10% off when you register for 3 or more OR
For groups of 3, 4th comes for free

  1. Fees for Singapore-registered companies are inclusive of GST.
  2. Super Early Bird and Early Bird promotion: Discount will only be valid if payment is received by the stipulated date.
  3. Group Discount only applies to registrations from the same company registering at the same time, issued in a single invoice and of the same billing source.
  4. Only corporate registrations will be accepted.
  5. Bank charges & taxes are to be borne by registrants, if applicable.
  6. Full payment is mandatory upon registration for admission to the event.
  7. Walk-in delegates will only be admitted on the basis of space availability at the event and with immediate full payment.
  8. Fee includes lunch, refreshments and event documentation.
  9. The organiser reserves the right to make any amendments that it deems to be in the interest of the event without any notice.
  10. Information provided will be used for event administration and updates on upcoming events. For more details, please visit:


A replacement is allowed if registered participants are unable to attend. For cancellations received in writing before 17 May 2019, a full refund will be given with a 10% administrative charge. For cancellations received in writing before 30 May 2019, a 50% refund will be given together with the event documentation. There will be no refunds for cancellations received after 30 May 2019 or “no show” participants. However participants will receive a copy of the event documentation.

80% of organisations think they provide excellent customer experiences online,
but only 8% of customers agree*.

Are Customers Frustrated with your Digital Experiences?

Consumers are really people with just a need.
Are you putting users at the heart of your brand experience?
Do you understand your customer’s needs, wants and problems?
Are you designing experiences that meet your customer’s expectations?

Deliver Digital Experiences that Solve Customer Pain Points

Join this 2-day practical workshop to acquire the latest customer experience (CX) strategies, tools and techniques to deliver user-centered digital experiences. Find out how to define real world problems and apply ideation techniques to reframe the CX problem. Learn how to conduct user research and obtain insights to reduce user pain points across touchpoints. Chart detailed empathy maps and customer personas to identify user needs and wants. Discover how to turn ideas into real-life digital experiences with user journey mapping, storyboarding, user testing, prototyping and more.

Benefits of Attending

    • Discover how to define, frame and identify key elements to resolve CX challenges
    • Pick up practical ideation tools and templates to enhance customer-centered thinking
    • Dive deep into user research activities and interviews for improved CX solutions
    • Analyse ideation insights from user research activities to reshape customer understanding
    • Examine the role of emerging technologies (AI, VR, Chatbots and more) in CX strategies
    • Develop detailed customer personas based on insights gathered from research
    • Design empathy maps and personas to understand customer needs and behaviours
    • Create a CX storyboard to improve on your organisation’s customer journey
    • Learn new ideas, designs, products and services to elevate your CX strategy
    • Explore how to bring your CX concepts to life through proper prototyping
    • Practise pitching your ideas in teams for review and immediate feedback

Hands-On Activities

  • Conduct desktop and user research activities for detailed CX insights
  • Interview real-time customers to derive customer-centric solutions
  • Define customer personas and develop empathy maps
  • Utilise real-time user testing to test and reiterate CX ideas
  • Team pitch for immediate review and feedback from workshop leader

Workshop Leader

Susan Brown

Director, Strategy & Innovation,

Deloitte Digital

Susan has more than 20 years’ experience in digital transformation, working within government and Tier 1 enterprises. As the Director of Strategy & Innovation at Deloitte, Susan enables organisations to develop a digital strategy that takes advantage of design, technology and business assets. She drives digital initiatives across areas including innovation, process optimisation, new market exploration, customer intelligence, use of insights, customer experience, new products and services, collaboration and new products.


Digital experience projects she has led include:

• Head of Customer Experience and Studio at Telstra, running the day to day operations of a 200 person design and production team for all customer facing digital assets

• Led several projects at a university over an 18 month period that included strategy, design and delivery of the enrolment and student experience platform for the university’s on and offshore students. Leading a multi-disciplinary team delivering over multiple phases.

• Part of a diverse team at a logistics firm, using extensive user research to define a digital strategy to engage employees from interview, on-boarding, training through to end of service


Susan is passionate about designing and developing innovative digital solutions. She is the Managing Director of Girls in Tech Australia, providing support and development for women in IT, working closely with the digital and start-up community.

Who Should Attend

Senior level executives responsible for Marketing, Digital, User Experience, Customer Experience



  • Session 1: Identifying the CX Problem

    Are customers frustrated with your digital experience? We kick-start the workshop by discussing real world problems that participants face in their business. We will refine the problem and develop potential design solutions over the course of the 2 days.

    • Sharing of real-world problem statements
    • How to define, frame and identify key elements in a CX problem to drive real change
    • How to create a compelling story that can be understood by stakeholders

    Exercise: Review a case study

  • Session 2: Ideation Techniques – Viewing the CX Problem through a Different Lens

    The solution to customer pain points is not always as straightforward. In this session, we examine how using ideation techniques and “changing the lens” can avoid unconscious bias and unlock new ideas and opportunities that could change the way consumers interact with your brand.

    • Ideation techniques and methods to expand current thinking
    • Ideation tools to generate out-of-the-box solutions
    • How to run ideation workshops in your own teams
  • Session 3: User Research to Identify Customer Pain Points

    In this hand-on practice session, we examine how to improve the effectiveness of consumer-centric solutions by eliminating potential barriers to adoption. Find out how to conduct user research and leverage consumer insights to reduce pain points across all user touchpoints.

    • User research types, tools and techniques
    • Desktop research activity
    • User research interview activity
    • Real-time customer research activity

    Exercise: Review a case study

  • Session 4: Reframing the CX Problem

    In this session, participants will learn how to draw on the insights from ideation thinking and user research to reframe their problem statement and gain a new perspective on the CX problem.

    • Creating a problem statement to include data analysis
    • Identifying themes and ideas
    • Taking ideas from how to wow

    Exercise: Review a case study

  • Session 5: Emerging Technologies to Enhance the Customer Experience

    Emerging technologies such as AR and chatbots can boost the customer experience. But which technologies are the right ones for your brand? In this session, we review different emerging technologies and the potential impact on your brand experience.

    • Artificial Intelligence (AI) / Machine Learning (ML)
    • Virtual Reality (VR) / Augmented Reality (AR)
    • Voice and chatbots
    • IoT (Internet of Things)
    • Personalisation
    • Social media
  • Session 6: Customer Personas and Empathy Mapping

    To design digital solutions that are needed by your customers, it is critical to understand your customer’s problems and wants. In this session, we analyse how to define personas and create empathy maps for actual users instead of designing for general user groups.

    • Defining a customer persona – Review templates and key criteria
    • Creating an empathy map for each persona

    Exercise: Review a case study

  • Session 7: Customer Journey and Storyboarding

    With the confidence in a good idea, supported by learnings about your customers, it is time to start digging into more detail. In this session, we ask questions such as ‘how could it work’ and ‘how might this look like’ to create testable assets to experiment if your customers would truly be interested in your offering.

    • Applying different techniques to create a user journey
    • Using different techniques to create a storyboard
    • Understanding when each technique should be used

    Exercise: Review a case study

  • Session 8: User Testing

    Are your digital solutions meeting customer needs? In this session, we examine how to use techniques including rapid prototyping, accessibility and A/B testing to assess if customer needs are met.

    • Creating a user test including evaluation criteria
    • Real time user testing
  • Session 9: Bringing the Experience to Life

    In this final session, we look at how to move from on-paper design to real-life experiences for your customers.

    • Refining the outcomes
    • Storytelling and communicating new designs, ideas, product or services
    • Bringing your concepts to life with prototyping

    Exercise: Presenting the problem and proposed designs to the group