Design Thinking Crash Course

Wednesday, 16 April, 2014 - 12:30 to 14:00

Speaker:  Mr. Stephen Wong
                Chief Executive Officer, Asia Miles Limited

Format: Seminar

Design Thinking transforms the way organizations develop products, services, processes, and strategy, by bringing together what is desirable from a human point of view with what is technologically feasible and economically viable. It enables people who aren’t trained as designers to use creative tools to address a vast range of challenges. This methodology is taught at Stanford ( and major business schools in the United States. It is widely adopted by startup entrepreneurs and corporations. IDEO, one of the world’s top most innovative companies in design, used this process to create the first mouse for Apple and designed the Palm V. Samsung used design thinking to transform from an OEM company to an innovative leader.

This 90-minute crash course is intended to give a taste of what Design Thinking is about. You will be taken through a full design cycle by completing a hands-on project. This is a fast-paced project where participants pair up to interview each other, identify real needs, and develop a solution to “redesign” an everyday life experience for their partner. NO PREVIOUS DESIGN EXPERIENCE REQUIRED. Through this experience we hope you will take away some of the basic principles of Design Thinking and start to adapt them into your personal and professional routines.

About the Speaker:

Stephen S.Y. Wong has been Chief Executive Officer of Asia Miles Limited since July 2011. He is responsible for managing Asia’s leading travel and lifestyle reward programme which has a portfolio of almost 6 million members and over 500 business partners worldwide.

Driving the loyalty marketing strategy of worldwide members, charting the eCommerce and digital technology development, formulating partnership strategy to create business synergy as well as determining database marketing strategy to enhance membership and revenue development - all come under Stephen’s remit.

Inspired by Design Thinking, a collaborative and solution focussed methodology, Stephen takes special interest in a customer-centric approach using the convergence of innovation, customer insights and technology in driving the company business.

Stephen joined Cathay Pacific Airways in 1998 and has been with the airline group in various management positions in Hong Kong, USA, Singapore, Japan and Vietnam. Prior to taking up his current role, Stephen was Vice President – Sales, Americas.

A Sloan Fellow of the Stanford Graduate School of Business with a Master of Science in Management (MS) and a Certificate in Public Management and Social Innovation, Stephen also holds a Bachelor of Arts degree in Marketing from Michigan State University.

Workshop Materials: