Introduction to Experience Design (iXD)

Introduction to Experience Design (iXD)

Programme Overview

Introduction to Experience Design

The path to building a great product or service begins by understanding your customer. Only by observing, listening, empathising, prototyping and refining, can you create something that is tailored to their needs.

SITLEARN Professional Development's Introduction to Experience Design (iXD) is a practice-oriented programme that surveys human-centered research and design methods. Unlike most theoretical introductory courses, iXD is designed to be hands-on, practical and reiterative.

Through interactive workshops and small group coaching led by a user experience (UX) facilitator, you'll learn how to get inside your audience’s heads by interviewing them, mapping their experience journeys, and more. The concepts you learn will be put to the test when you construct a design brief that can be applied to a prototype of a future project.*

Participant Photo 1

*This design brief will serve as a prerequisite for the Digital Experience Prototyping programme. The brief can be proposed by the participant but may be adjusted – in consultation with the Programme Director – to fit the programme’s learning outcomes.

Contact Us 

Please email us if you have any questions regarding this programme.

Upcoming Runs

Dates Venue Deadline to Apply  
17 Mar – 7 Apr 2017 (Run 1) SIT@SP, 510 Dover Drive, Singapore 139660 8 Mar 2017 Applications are closed

Please refer to Programme Schedule below for session dates and timings.

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What You’ll Learn

Project framing

  • Learn to scope a project based on viable, feasible and desirable constraints that will enable you to construct a project statement within measurable parameters.

Qualitative data gathering

  • Instead of depending on broad and big data, through contextual inquiry and interviews, learn to dig through user experiences to uncover deep and thick data – data that helps you understand user emotions and motivations.

Translating data into actionable insights

  • Data alone is insufficient. Through the understanding of culture and human behaviour, distil usable insights for the purpose of defining the eventual design brief.

Mapping the customer experience journey

  • In today’s experience economy, innovation must take place throughout a customer or user’s experience journey. Learn to identify touchpoints, frontend interactions and backend infrastructure.

Contextual storyboarding

  • The best way to see the future is to design it. Learn to storyboard a solution that encapsulates all research findings up to this point.

Fundamentals of designing an information architecture

  • How a user categorises information may look very different from what we think. Shed the assumption that everyone thinks in the same way, by conducting information organisation sessions with stakeholders.

Who Should Attend

  • Individuals who are considering a career move into digital experience design
  • Entrepreneurs, corporate innovators, product development managers, marketers, and designers who seek to launch new products and services, or develop in-house innovation capabilities
  • Creative professionals who would like to be in a creative studio and meet likeminded creative professionals

Members of product development, marketing, design, or innovation teams are highly encouraged to attend and learn together.



Assessment and Certificate

An SITLEARN Certificate of Participation will be issued to participants who:

  • Attend at least 75% of the programme, and
  • Construct and submit a design brief that can be applied to a prototype of a future project

What Past Participants Say

“The course has challenged me to bring forth my creative self and to look at design from a human centric perspective.”
– Alfred Lee, Senior Vice President, Technology, NETS

“This course introduces us to the in-depth process that every UX designer has to undergo for every project.”
Nas Hakim, Creative Director, Magnum Studios

“To design for user experience starts with being able to gain insights to the user problem.”
Ang Huey Min, Lead Consultant, Application / Career Manager, NCS

“We do not need to create new ideas from scratch. Cross-practice/industry innovation works great and even better. Thanks Jawn for teaching us this.”
Fong San Nee, Associate Director, NCS

“A must-have course for budding entrepreneurs or anyone interested in the start-up industry. Provides insight into the complexities of executing an idea - a great idea without execution is not enough.”
– Shanice Choo, Founder, QRUSH

“It was an enjoyable course, where we were able to learn a great deal. Given the duration, we were able to try and apply some of the tools so that we would be able to utilise them after completing this course.”
– Shawn Lee, Business Lead, Monocoque Service Design LLP

“Jawn is really knowledgeable. He has imparted skillsets that could value-add to my ongoing projects.”
– Grace Lim, Consultant, NCS

“I thoroughly enjoyed the course. It is fast-paced and there's a lot of good takeaways useful for whether you are conceptualising a business idea or evaluating the project scope for a client.”
Anna Shen, Graphic Designer, Web Cube LLP

“Get ready to be wowed. Learn from the brightest mind and best industry practitioners. Jawn readily syncs business knowledge with UX, which allows me to easy tie back to what I can do back at work.”
Irene Ong, Business Development Manager, NeoGroup

Programme Schedule

Run 1 Schedule

Tuesdays, 6.30pm to 9.30pm
Fridays 2pm to 6pm
Week 1   17 Mar 2017
Week 2 21 Mar 2017 24 Mar 2017
Week 3 28 Mar 2017 31 Mar 2017
Week 4 4 Apr 2017 7 Apr 2017

Total programme contact hours: 25 hours
Estimated project time outside of class: 8 to 12 hours

Programme Fees


  Before GST With GST
Singapore Citizens/PR $2,200 $2,354
International Participants $3,000 $3,210

Alumni / Early Bird / Group Discounts

  Save Conditions
Early Bird 10% • Register at least 45 days before programme
• Payment to reach SIT 30 days before programme
Returning SITLEARN participants 10%  
SIT Alumni 15%  
Group Enrolments 15% • 3 or more participants
• Participants must be invoiced together

• GST applies to individuals and Singapore-registered companies.
• If more than one discount is applicable, only the largest discount will be applied.
• This is a Union Training Assistance Programme (UTAP) supported course. If you are an NTUC member, you can enjoy 50% unfunded course fee support for up to $250 each year for courses supported under UTAP. Terms and conditions apply.


Dr Jawn Lim

Jawn Lim
Assistant Professor, Singapore Institute of Technology
Programme Director

Jawn specialises in creative strategy and design innovation. He teaches in the SITLEARN Professional Development programme, Digital Experience Design Studio, and has previously taught Interaction Design at Nanyang Technological University (NTU). He has served as a judge for design, brand, and assistive technology awards. He was previously a director at a Design Thinking academy, a designer at Pritzker Laureate Frank Gehry's office, and a DesignSingapore-Creative Industries scholar.

He has held teaching appointments at the Rhode Island School of Design, Nanyang Technological University and Harvard University. He has received grants from the National Science Foundation of America, Reischauer Institute of Japanese Studies, and the Society of the History of Technology.

He holds a Bachelor of Arts (Architecture) from the National University of Singapore, a Master of Architecture from the Southern California Institute of Architecture, an Advanced Certificate for Executives in Management, Innovation & Technology from the Massachusetts Institute of Technology (MIT), and a Doctor of Design from Harvard.

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