Reimaging Travel and Living
Project Sponsor: The Ascott Limited
Company Type: MNC/SME/Startup
Theme(s): Growth in Asia
School: Lee Kong Chian School of Business
Instructor: Sean KOH Zhixiu
Course: Design Thinking and Innovation
Project Description
Students are tasked to ‘design a customer engagement community networking programme for residents at lyf service residences’ using lyf@SMU as a test-bed for ideas.
Project Outcomes
Ascott was able to validate the brand propositions of their lyf concept with SMU’s undergraduates (their target audience) and study how millennials (SMU current student demographics) interact with the furniture to enhance furniture design and the types of fitments.
Feedback, Quotes And Testimonials
“Understanding millennial needs and wants is increasingly important and challenging to companies targeting this customer segment, especially with the org evolving business environment. Through working with the faculty and students in the Design Thinking course, we were presented with insights and innovative ideas from the students, allowing us to better understand the mindsets of millennials. SMU-X is indeed an excellent platform for companies to learn and garner fresh perspectives for their businesses.”