Publication Type

Magazine Article

Version

Publisher’s Version

Publication Date

5-2019

Abstract

The air was still, and I was going nowhere with the session until I asked the participants about their kids instead of talking more about the bank. The conversations soon turned chirpy as the mothers in the group spoke over one another, sharing their hearts out about their children and their hopes for them. I felt I had unlocked something new, even though this should have been obvious as this is a very family-oriented country. This experience was part of our transformation project for a Southeast Asian bank that would reshape its digital, brand and customer engagement strategy through a systemic design-thinking method, also known as ‘business design’. We then changed the core driving strategy for the bank to, ‘doing it with your heart to inspire the next generation’. The shift in approach helped to unite the different factions during the change process. Now the bank is an award-winning institution with an extensive social impact programme. This experience affirmed my belief in the value of empathy in the design-thinking process to shape common action.

Discipline

Growth and Development | Technology and Innovation

Publication

Asian Management Insights (Singapore Management University)

Volume

6

Issue

1

First Page

82

Last Page

87

ISSN

2315-4284

Publisher

Singapore Management University, Centre for Management Practice

City or Country

Singapore

Embargo Period

6-26-2019

Copyright Owner and License

Singapore Management University

Additional URL

https://cmp.smu.edu.sg/ami/article/20190522/better-economy-design

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