Designing an ecosystem 

for continuous growth 

Program Designer

Team of 3 collaborators

Dec -  2018

Bringing people, information, and experiences together

to build a design thinking community in the heart of Seoul

The challenge

Build the capacity of an existing community of design thinkers

The outcome


A series of interactive educational programs and opportunities for the Design Thinking community-based in Seoul 



A lot of people, organizations, and ventures are now excited and curious about Design Thinking in Korea. There is a high demand for workshops, talks, and field experiences related to the mindset of Design Thinking. Due to its high demand, many facilitators and companies are teaching it but at a high cost. Students and startups were not able to get the education and insights they need even though they were the ones who needed it the most. Only through books and individual research were they able to answer some of the questions they had about the concept of design thinking.



The Problem

My team and I attended these expensive workshops to observe the content and flow of how these events were running. We met up with students, startups, and educators who were at most on their own in getting information about DT. We talked and interviewed DT facilitators on the field. After the extensive empathy research, I was able to see the big picture. DT was relatively new in Korea, at least to the public. One-day workshops were run all the time but to the extent of designing wallets for three hours. A lot of the case studies were outdated, nor translated. No one was teaching it right, getting the right information they need or making a measurable impact.


I first wanted to understand deeper about who the main users were when it came to wanting information about design thinking. I was able to classify the users by how much they know and how much they used the human-centered design approach in Korea.



  1. People just getting into DT 

  2. People who were using DT in their teams, schools, and projects 

  3. People who were making a living out of DT 


What each user needed was different

  1. Newcomers need to experience DT by doing it instead of just reading about it

  2. People using the DT mindset in their teams, projects, schools, and etc wanted to know if they were using it right, how they can use it better, and if got the chance, wanted real fieldwork experience to validate the knowledge of DT they had in their minds. 

  3. People who were making a living out of it wanted information about the latest case studies, tools, and the how-to’s of how different people used DT

The Prototypes

1. DT Party

  • Target: newcomers who want the experience

  • Goal: Market SAP’s design thinking / engage with newcomers first to

  • Message: Come and enjoy the DT party!

  • Time: 3-hour mini-workshop

2. Design Thinkers

  • Target: students and job seekers who want to use DT in their work, projects, and future jobs

  • Goal: Share how DT is used in design research / find potential talent for SAP / Market SAP design thinking

  • Message: Come and experience how SAP does it.

  • Time: 2 months intensive

3. Deep Dive sessions / Feedback night

  • Target : professionals / people on the field/ facilitators / startups/ corporate employees who use DT professionally

  • Goal: Retrieve information on how DT is being used by these individuals throughout Korea, find new case studies, search for potential partnerships

  • Message: You are invited. Let’s dive deep.

  • Time: 3 hours