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Talk on User Centricity for the Land Transport Authority (LTA)

Bassam had the opportunity to present his signature talk titled ‘Delighting Customers Through Design’ to team members from across different divisions of the Land Transport Authority (LTA).

“Using case studies is a great way to bring across the key principles of user centricity,” said Bassam, who went on to share valuable insights on how to apply the methodology at work.

It was wonderful to see the enthusiasm from the audience working to embed this process into their projects, and for Chemistry to be part of the transformation taking place in our public sector to help address complex challenges facing Singapore’s future.