20 November 2019

6:30 pm


The Executive Centre, Level 17, Fraser's Tower, 182 Cecil Street, Singapore

Event Details

Thoughtfully-created experiences and relationships are paramount to making a business’ service user-friendly, competitive, and relevant.

Service Design is the practice of planning and organising people, communications, and material infrastructure of a service – with a focus that stays at the heart of the offering: your customers.

Service Designers are champions of a brand’s customer experience and are responsible for identifying and delivering improvements and organisational change across people, processes, and systems.

If you’d like to understand what it takes to deliver exceptional experiences for your brand or businesses, come to our event, “Designing Services” where we will explore: 

  • What is Service Design, and how does it differ from UX? 
  • What the key tools are for Service Design 
  • The Service Design Methodology
  • How to get started in Service Design



Victoria Koo | Innovation Catalyst @ DBS

Victoria graduated with a Masters in Service Design at the Royal College of Art. Prior to that, she was in consulting, helping clients transform their business through service design. Currently, Victoria is a designer at DBS bank within the technology team working closely with developers. Passionate about seeing real change, she embedded herself in an organisation so as to be part of the transformation process and impact through practice, while experimenting with applications of service design in banking and finance.

In her free time, she grows herbs and edible plants and recreates food from her travels.

Adela Ordoñez-Taut | Lead Designer @ PALO IT

Adela is a lead designer at PALO IT, an international software development and consulting firm with a strong focus on digital and technology innovation. She has a Masters in Strategic Design from Politecnico di Milano and a background in service design and innovation. Just relocated to Singapore, she was previously based in Berlin where she worked in various consultancies and innovation labs across industries to create products, services and experiences that users love. She believes that curiosity, creativity and (most importantly) empathy are the key ingredients for innovation.

Cherie Leck | Service Design Lead @ Hmlet

Having spent the bulk of her career in luxury retail, specialising in supply chain and business development Cherie’s journey to being a service designer has been accidental. A side project at work thrusted her into the world of Service Design and fast-forward 2.5 years, she is the Service Design Lead at Hmlet, a co-living company, where she advises on team strategy, work on redesigning processes and spaces.

On the personal front, Cherie advocates for social inclusion for the special needs community and strongly believe that regardless of abilities, everyone has a superpower in them. She hopes to uncover that superpower, through art and design, one person at a time.

Shaina Tan | Service Designer @ Tan Tock Seng Hospital

Dates and fees


20 November 2019

6:30 pm



The Executive Centre,
Level 17,
Fraser's Tower,
182 Cecil Street,

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