Design Thinking & Customer Experience for Public Sector Leaders


Public sector departments invest a significant amount of time and resources on identifying the client journey with the goal of delivering policies, products and services that are citizen-centric and efficient. However, despite the resources invested in creating what is perceived as the perfect path from the awareness stage to the action stage, end-users don’t always follow a linear path from awareness to delivery– thus disrupting the customer experience. How can you develop a funnel that best suits the different paths end-users might follow? How can you ensure a seamless linear progression from initial contact to the desired end action?

By providing the framework for solving complex problems, Design Thinking can be used to disrupt traditional approaches to end-user service delivery in a collaborative and creative way. Focusing on empathy, Design Thinking teaches methods to better understand end-clients, their challenges and opportunities. Through leveraging an inclusive problem-solving approach to identifying alternatives and reducing limiting ideas and constraints, it shifts the way people view challenges and provides a deep understanding of client needs – allowing departments to deliver the best possible services, policies and products.

Design Thinking builds leadership capacity by helping leaders develop a solution-centric mindset. It teaches users to quickly iterate and ensures that leaders better understand client-generated data, allowing them to transform problems into solutions and failure into success. Additionally, Design Thinking enables leaders to help their teams be successful design thinkers through constant feedback for improvement of products, services and individuals. When everyone has a say during the development of a product or service, they feel empowered, contribute effectively, and work more collaboratively.

Throughout this two-day course, participants will be guided through the five (5) phases of Design Thinking (Empathize, Define, Ideate, Prototype and Test) and the various methods that can be applied. Using case studies that showcase real examples of Design Thinking approaches, participants will leave the course with a deep understanding of how to leverage Design Thinking tools and methods to provide the best possible customer and user experience.

Course Topics

  • Basics of Design Thinking
  • Understanding Good Design
  • Tools & Methods Used in Design Thinking
  • Breaking Down Problems
  • Designing for the End-User


  • Identify the tools and methods used in Design Thinking and how to apply them to real-world challenges;
  • Establish methods to recognize and understand the needs of the end-user; and
  • Learn how to apply Design Thinking to identify ways to enhance and improve end-user experience.