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DESIGNRAKYAT-CENTRIC
SOLUTIONS
The application of Design Thinking certainly cuts across all spheres and disciplines and I am glad that for Malaysia, Genovasi d.school takes the lead to ensure its wider adoption and application. The idea is that we want as many people as possible to be part of this Design Thinking movement, to be ready to face the challenges that an ever changing future will bring. It stands to reason that Design Thinking should be a core competency for in-service personnel.
Dato’ Sri Mohammad Najib Tun RazakPrime Minister of Malaysia
“
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Immersive and hands-on Our programmes get
you on your feet, so
you won’t find yourself
disconnected in a lecture
hall of people. We get
participants to ‘turun
padang’ and engage
directly with users. You
will also be actively
contributing ideas
because Design Thinking
really is about the doing.
Real-world applicationInstead of analysing
case studies, you
will directly use
Design Thinking
in actual projects.
Coaches also provide
post-programme
consultations for
Design Thinking
implementation within
your organisation.
1:6 coach to participant ratioThis ensures
focused guidance in
encouraging creative
and collaborative
behaviours as well
as in challenging you
to break out of your
comfort zones.
THE GENOVASI d.school EXPERIENCEGENOVASI d.school
Genovasi d.school belongs to a greater network of Design Thinking schools (better known as “d.schools”) in the USA, Germany, and South Africa. With more than 5 years of experience in conducting Design Thinking programmes for both the public and private sectors, Genovasi d.school has permeated government ministries and agencies as well as various industries and niche areas such as telecommunications, media, and consumer goods. Genovasi Malaysia Sdn Bhd is the holding company for Genovasi d.school and Genovasi University College.
WHAT IS DESIGNTHINKING
Design Thinking (DT) is a problem solving methodology that can be applied across businesses and disciplines to address challenges in ways which are meaningful for your users. It is practised using the 5-step process and 12 commandments.
EmpathiseUnderstanding who your users are, what is
important to them, and what their motivations are.
DefineNarrowing down on an actionable problem
statement based on the findings gathered from
empathy fieldwork.
IdeateGenerating a breadth and diversity of possible
solutions to your user’s problem.
PrototypeBuilding a tangible and experiential representation
of your idea.
TestGathering feedback through your user’s experience
of the prototype, learning how the user interacts
with it and values it.
5-STEP PROCESS
THE 12 COMMANDMENTS OF DESIGN THINKING
These are mindsets and behaviours that foster creative collaboration and an openness towards experimentation, which are needed for innovation to thrive.
DEFER JUDGEMENT
BUILD ON THE IDEAS OF
OTHERS
ENCOURAGE WILD IDEAS
ONE CONVERSATION AT A TIME
FAIL EARLY AND OFTEN
TEACH TEAMSWITH TEAMS
WORK MULTIDISCIPLINARY
THINK USER-CENTRIC
LOOK FOR DESIRABILITY, FEASIBILITY, AND VIABILITY
GO FORQUANTITY
STAY FOCUSED
BE VISUAL
Launch of Genovasi
The Prime Minister
of Malaysia, Dato’ Sri
Mohammad Najib
Tun Razak launched
Genovasi to equip
Malaysians with an
innovator’s mindset
using the Design
Thinking methodology.
Partnership with HPI D-School & Stanford d.schoolWe are the leading
regional partner of
the Hasso Plattner
Institute (HPI) School
of Design Thinking at
Potsdam University,
Germany, which is the
sister institute of the
d.school at Stanford
University, USA.
2012
2013
2014
First batch of Innovation Ambassadors
We trained our first
batch of Innovation
Ambassadors under
the Innovation
Ambassador
Development
Programme (IADP),
now known as the
Design Thinking
Innovation
Ambassador
(DTIA) programme.
Top 10 most inspiring offices in Malaysia by Star Property
THE GENOVASI JOURNEY
Partnership with Singularity University for the Global Impact Competition
Public-private partnershipGenovasi is now governed
under a public-private
partnership between
Agensi Inovasi Malaysia
(AIM) through Genovasi
Foundation with Ancom
Berhad. Under this
partnership, we are
known as Genovasi
Malaysia. It is the holding
company for Genovasi
d.school and Genovasi
University College.
Genovasi 5 Years On...We celebrated our 5th anniversary attended by 300 thought
leaders and alumni, where the Prime Minister announced our
Design Thinking programmes in Bahasa Malaysia and Mandarin,
the first of its kind in the world. He also announced that
Sarawak will be the first state in Malaysia to embrace Design
Thinking in their state civil service, and pledged to send more
government officers to attend our programmes as part of the
Design Thinking Embedment Programme (DTEP).
Founding member of the Global Design Thinking Association (GDTA) Genovasi Malaysia is a founding member of the Global Design
Thinking Association (GDTA) together with the USA, UK,
Sweden, Germany, and China; established to maintain global
standards of Design Thinking training and practice. The first
initiative under the GDTA is the Coach Exchange Programme
(CEP), where selected coaches from the d.schools go on a
cross-cultural exchange to develop and further enhance
coaching practices.
Genovasi University College (GUC) GUC is a Design Thinking-dedicated university, the first of its
kind in the world. It was established to inculcate critical and
creative thought processes among students. It aims to develop
a future generation that will play a prominent role in realising
the ambitions set forth in the Malaysian Education Blueprint.
Launch of Design Thinking Association of Malaysia (DTAM) DTAM was launched to
protect, promote, and
professionalise the
DT practice.
2015
2016 2017
GENOVASI d.school PROGRAMMES FOR THE PUBLIC SERVICE
10-day programme
5-day programme
For public service personnel with more than 5 years of work experience.
For public service personnel with fewer than 5 years of work experience. This programme is
sponsored by Agensi Inovasi Malaysia (AIM)
For public service personnel with grade JUSA C and above as well as C-level executives and Senior Managers/Directors/Heads from the private sector.
*Entrance into the programme requires you to be a degree holder below 50 years old.
Diploma holders are accepted with proof of 10 years of working experience.
Programme fee is RM 8,500Group packages available
5-day programme
DTIA Basic Track*
DTIA Fast Track*
DTRB
A holistic model
The Hasso Plattner Institut
(HPI) D-School and Stanford
d.school Design Thinking
(DT) practiced at Genovasi
d.school is the best and most
holistic DT model in the
world, allowing application
in real projects and helps to
restructure the way a person
approaches challenges.
Tools and frameworksTo help you confidently
analyse, dig deeper into the
root of the problem, and
develop creative solutions.
Disrupted silo-thinkingAn experience of working
in a multidisciplinary team
and flexible environments
as well as going through
activities that help break
silo-thinking culture and
hierarchies.
Recognition A certificate of completion
upon meeting the requirements,
bearing the national emblem
and recognises you as an
Innovation Ambassador.
Programme application is done via your ministry and involves the following coordination:
HOW TO APPLY
Send us an email or give
us a call to let us know
that you are interested. 1
Fill in a participation form,
which includes a motivation
essay. (Do your best here!)4Genovasi d.school and Agensi Inovasi
Malaysia (AIM) review your application
and notify you and your coordinator if
your application is successful.
5
Get clearance to participate
in the programme from
your superior/HR. 3
Keep a lookout for a
programme guide and
logistical information sent to
you from Genovasi d.school.
6
Genovasi d.school sends your
ministry an offer letter through
an assigned coordinator from
your ministry.
2
KEY TAKEAWAYS
KEY TAKEAWAYS
HOW TO APPLY
A holistic model
The Hasso Plattner Institut (HPI) D-School and Stanford d.school
Design Thinking (DT) practiced at Genovasi d.school is the best and
most holistic DT model in the world, allowing application in real projects
and helps to restructure the way a person approaches challenges.
Tools and frameworksTo help you confidently analyse, dig deeper into the root of the problem,
and to apply Design Thinking on a strategic management level.
Send us an email or give
us a call to let us know
that you are interested.
Genovasi d.school sends
you a proposal and
confirmation letter.
Send us your details
through an online
registration form that we
will provide you.
Once the fees have been settled,
you can look forward to a warm
welcome from your coach!
Disrupted silo-thinkingAn experience of working in a multidisciplinary team of fellow
leaders to leverage on the power of peer targeted feedback, flexible
environments, and uninhibited brainstorming activities.
Networking An excellent opportunity to network with business executives from
the private sector who are of equal standing, bringing in a diversity in
leadership thought exchange.
Recognition A certificate of completion upon meeting the requirements, bearing
the national emblem and recognises your capacity as a Design
Thinking practitioner.
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CASE STUDY:
HUMANISING THE POLICE FORCE
What Design Thinking helped uncoverEven prior to conducting empathy fieldwork, the RMP understood
that part of the problem stemmed from officers being stationed in
communities that were not where they originate. This somewhat
led to a mutually weakened sense of responsibility between
community and police officer in charge.
By engaging people through conversation, they uncovered
underlying reasons that helped them understand their user
sentiments better. One user they spoke to, revealed that her
interactions with corrupt officers had ruined her trust in the
police force and saw no real honour in the profession, any longer.
Talking to this user helped them realise that what was missing
from all their previous solutions was the element of personal
touch and connection with the person behind the uniform. They
also realised a key insight that once a relationship is built, the
sense of responsibility and trust thereon is increased.
Taking actionThe RMP team set to introduce a “Talk to Us” programme that
encourages dialogue between the very officers meant to protect
a given community and the community members themselves. The
RMP initially tested the prototyped version of the “Talk to Us”
programme in the Taman Tun Dr. Ismail (TTDI) area where RMP
officers interacted with the community members over a casual
coffee session in a local coffee shop. It was intended to make
police officers more approachable. The prototype received great
reception and provided an avenue for the community to know
their local police offers on a personal level.
OutcomeFollowing the success of the prototype, “Talk to Us” was officially
initiated in Wangsa Maju and Kampung Datuk Keramat. This is
done in a rotational style where different officers will take on
different “Talk to Us” shifts, which are made known publicly via
the RMP Facebook Group (Polis KL) and banners around the
neighbourhood. The team ultimately learnt that it was really
about getting to know the people they were protecting and for the
community to know the people protecting them.
Assessment of the situationThe Royal Malaysia Police (RMP) has rolled out a number
of initiatives to build and strengthen its relationship with
the community. Programmes such as High Profile Policing,
OmniPresence, Stop & Talk, Meet & Greet, and Community
Policing, are testaments to these efforts. Despite that, the RMP
were still predominantly viewed as “walking suits” that the
community was largely skeptical and distrustful of.
“It was really about getting to know the people they were protecting and for the community to know the people protecting them.”
CASE STUDY:
ENGAGING AUDIENCES THROUGH HUMAN-TOUCH AND SPACE REDESIGN
Assessment of the situationAs an officer in the Training
Department of the Ministry
of Plantation Industries and
Commodities (MPIC), Chong
Ka Foo and his team regularly
organise events for staff and
stakeholders of the ministry.
This may include executive
talks, seminars, monthly
assemblies, and even birthday
celebrations. Despite efforts,
these events were faced with
a low turnout rate. Even when
participants showed up, it was
observed that they were not
fully engaged in the events.
Taking actionKa Foo and team took to ideating ways to improve the experience
of the attendees. They first started with using visuals to appeal
to staff, and crafted a poster to create awareness of the event.
This move was immediately backed by personally speaking to
identified stakeholders in the ministry to invite them to the event.
In order to create better engagement between attendee and
speaker, they changed from lecture-style seating arrangements
to a U-shaped one. As Ka Foo said, “the choice of venue is fixed, so
we modified the interior layout to create impact.” The U-shaped
configuration of chairs ensured that the audience surrounds the
speaker rather than being situated behind rows of people. To
create greater engagement of attendees, Ka Foo and team placed
Post-It notes and Sharpies (markers) on the seats for attendees to
interact with.
OutcomeThe effect of some of these simple changes were instantly
apparent. The personal touch introduced to invitations
increased awareness and brought a deeper sense of belonging.
Even though invitation designs took a longer time, attendees
found themselves actually wanting to be there instead of being
coerced by their bosses.
Speakers were able to walk towards attendees and reach out
to them, delivering a much more personal experience. The new
arrangement also served to keep attendees on their toes, as it was
almost like the speaker was addressing them personally. With the
Post-it notes and Sharpies in hand, attendees actually got down to
taking notes rather than being distracted by their phones.
“The choice of venue is fixed, so we modified the interior layout to create impact.”
What Design Thinking helped uncoverEmpathy conducted on typical
recipients of these emails
revealed that not only do emails
easily get overlooked due to
other competing interests in
terms of time and resources, but
also that the mode of invitation
felt impersonal. It did not feel
like their presence made any
difference. On the attendees of
these events, it was found that
the traditional classroom style
seating arrangement almost
guarantees that the audience will
be separated from the focal point,
inhibiting interaction between the
attendees and speaker.
Assessment of the situationA cohort from the Ministry of International
Trade and Industry (MITI) attended our Design
Thinking Innovation Ambassador (DTIA)
programme to bring back new tools and discover
new ways for propelling creative thinking and
problem solving within the organisation.
The cohort noted that while creativity and out
of the box thinking was required out of them,
they did not have a good way of meeting this
demand. Ever so often the ideas that were
presented weren’t as game changing or “out of
the box” as they were hoped to be.
Taking actionTo build and increase organisational engagement, the team
started out with a prototype of an open feedback sharing
mechanism. It is essentially a moving board with staff pictures
where colleagues can send motivational messages or feedback to
each other. The mechanism also serves to acknowledge the work
done by these officers.
Another prototype in the testing phase looks at redesigning the
space in MITI such that it inspires creativity. Games to spark new
ways of thinking, refreshing scents to boost energy and mood,
upbeat music to keep everyone spritely, coupled with a dedicated
wall to share new ideas and thoughts. The idea is to create
sensory experiences that stimulate imaginative ideas.
OutcomeEver since the first cohort, more MITI officers have been sent for
our DTIA programme. Some members of the strategic planning
team have even returned to Genovasi d.school in order to deepen
their Design Thinking skills to then develop their peers and the
officers under them.
The work of the team is an active work in progress, but is already
impressing the Secretary General and Assistant Secretary
General of MITI so much so that designated time allocation for
Design Thinking work has been authorised: Every Friday for 2.5
hours and for Genovasi d.school’s MITI alumni to be part of a
Design Thinking-dedicated team. They are known as the Geek
Squad currently made up of Azlina, Asniza, Shamala, Azza, Farah
Nadia, Haida, Atiqah, Marlina, Arividya, Ellyza, and Shuhairah.
The Secretary General has also approved the proposal to launch
Design Thinking activities within MITI.
MITI continues to be a stellar example of how a top down
approach backed by the right support system is key to creating
a sustainable innovation ecosystem. A critical mass of Design
Thinkers within the organisation is what is needed to bring about
significant transformation.
“... a top down approach backed by the right support system is key to creating a sustainable innovation ecosystem.”
What Design Thinking helped uncoverThe strategic planning team who were part of
the participating cohort took to empathetically
engaging with MITIans from various parts of the
organisation. Empathising with fellow MITIans
led them to a critical finding:
Coming from a large organisation, MITI officers
do not necessarily recognise each other, leading
to a sense of disconnect with the organisation
at large. This disconnect had also led to some
officers feeling unimportant and unrecognised
because their work was only acknowledged by a
handful of people.
Extending from this finding was the fact
that MITI officers have a lot to offer to their
organisation but do not know where to start,
what more having the courage to champion it.
CASE STUDY:
BOOSTING THE ORGANISATIONAL INNOVATION CULTURE
WHAT PAST PARTICIPANTS SAY ABOUT THEIR DESIGN THINKING EXPERIENCE
The Design Thinking programme has given me useful problem solving tools and is made easy to remember by practical activities conducted in class and through fieldwork
LIM YEE KAIPolytechnic Banting Selangor
Design Thinking enables me to look deeper into an issue and solve it in a human-centred manner. I’ve learnt that it should always be about what the user needs, rather than what we think they need.
LIM SU EEMinistry of Health
FARHANI BINTI MOHAMADPublic Works Department
NORINA BINTI SAHRAN Malaysian Agricultural Research and Development Institute
PHILLIP SHUNMUGA NATHAN Fire and Rescue Department of Malaysia
Through Design Thinking, we don’t merely produce products for the sake of it. We are in fact, producing solutions that represent and address our clients’ actual needs.
Design Thinking membolehkan saya mencari maklumat dengan mendalam, mencari penyelesaian yang bermakna, dan menyampaikanya dengan cara yang menarik.
Design Thinking provides me a new approach to solving problems. It facilitates lateral and out of the box thinking.
AHMAD KAMIL BIN ZAILANIMalaysian Communications and Multimedia Commission
KRISTIN SHAMINI A/P NEDUNCHELIANDepartment of Statistics Malaysia
Sebelum ini saya banyak bekerja secara silo di pejabat, menjadikan sesuatu idea itu lambat untuk diperolehi. Lima langkah Design Thinking ini dapat mengoptimumkan masa bekerja saya di pejabat dengan lebih berkualiti.
The programme has helped me understand that it’s not wrong to be radical or different; that we need to use a human-centred approach to issues and not just apply a common solution to a problem as it may not even be the right solution in the first place.
YOU’LL BE IN GOOD HANDS
Our coaches, a dynamic mix of talented individuals from diverse backgrounds, have undergone train-the-trainer (TTT) programmes, and have been among the coaching teams in Stanford d.school and HPI D-School. They have also trained all career levels across Malaysia; from fresh graduates to C-level executives.
Get in touchWhether you are a
coordinator or interested
participant, contact us at
or call +603 7954 0628 for
more information.
Genovasi Malaysia Sdn Bhd
Lot 2A (Gate C), Jalan 13/2, Seksyen 13,
46200 Petaling Jaya, Selangor D.E.
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