DesignSingapore Council invited Bassam Jabry, Partner & Managing Director of Chemistry Team, to speak at the Innovation by Design Conference. He touched on how design companies could apply human-centred design to transform businesses in the digital age. “Often, the technology is ready. However, the way it’s delivered doesn’t resonate with the end user. Hence, its rejected” he said. Businesses that fail to harness a deeper understanding of their customer’s behaviour and needs will suffer poor uptake of their new services and efforts to onboard them to digital platforms.

Innovation by Design Conference is the feature conference of Singapore Design Week, organised by DesignSingapore Council. The annual conference brings together design, business, and public sector leaders to share their expertise on how design drives innovation, and how design can transform individuals and corporations to create a better world.

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