Design Sojourn is a recognised authority in Design Thinking, Ethnographic (Human) Research, Design Led Business Innovation, and Experience Design.


Design Sojourn (established September 2010) is a Strategic Design and Innovation Consultancy.

We help organisations make people’s lives better by leveraging on Design Led Innovation to create next generation business solutions driven by innovative products, services, systems, and processes.

To date, we have clocked over 95+ projects and have established our brand as the go-to consultancy for design and innovation. We are well known for award winning commercially savvy ideas and engaging workshops.

Design Sojourn is based in Singapore and is supported by strategic partners from Singapore and around the world.  Design Sojourn is an official partner of the Design Thinkers Group.

What we do?

Business Innovation

  • Design Led Innovation Programs
  • Business Innovation Solutions
  • Ethnographic (Human) Research
  • Design Thinking Methodology Training and Workshops
  • Brand and Customer Audits

Experience Design

  • Design Research
  • User Experience (UI/UX) Design
  • Service Design
  • Industrial Design

Grant Programs

We are a Spring Singapore recognised Service Provider for the following grants:

  • CDG: Business Strategy and Innovation (BSI)
  • CDG: Business Excellence
  • CDG: Service Innovation
  • Innovation and Capability Voucher (ICV)

Our Team

Brian Ling
Founder & Design Director

Brian Ling

Brian is an award winning design leader, specialising in strategic design and realisation programs that drive successful organisations and Fortune 500 businesses.

He is an expert in Design Strategy, Design Thinking, Design Management and Industrial Design. His 20-year career spans over multiple domains such as consumer electronics, healthcare, non-profit agencies, hospitality, F&B, retail, and online best in class service experiences.

He was formally a Senior Design Manager at Philips Design leading the design and innovation of their global portfolio of home entertainment products, and the Head of the Aesthetic Research and Design Department at Nakamichi.

He has been recognized with prestigious awards such as: 3 Red Dots in Product Design (2011, 2010, 2005), 3 IF Awards (2011 and 2010), The Singapore Design Award: Silver (2010), Chicago Athenaeum Good Design Award (2007), 2 CES Innovations Award Honorees (2007), Red Dot Concept Award (2006), and a Merit in the Young Professional Designers Award (2002).

Together with Jackson Tan, they founded Methodology (in 2013) a Design Education Company.  He was invited (Sept 2012) to facilitate a workshop at the D.Confestival organised by the D.School in Potsdam, Germany.

Jackson Tan
Partner & Creative Director

Jackson Tan

Jackson Tan is a Singaporean artist, designer, curator and Design Sojourn’s Creative Director of innovation implementation projects.

He is the creative director of BLACK, a multi-disciplinary creative agency (2002 – present) and founding partner of PHUNK, a contemporary art & design collective (1994 – present) based in Singapore.  Together with Brian Ling, they founded Methodology (2013 – present), a Design Education company.

He has collaborated and worked with brands and clients such as Nike, MTV, The Rolling Stones, Asian Civilisations Museum, Design Singapore, Herman Miller, UNIQLO, Levi’s and Tiger Beer. Notable projects include the brand concept and identity of SG50, to celebrate Singapore’s golden jubilee and the experience design of the Peranakan Museum.

He was awarded ‘Designer of the Year’ in 2007 by the President’s Design Award, the highest accolade for designers in Singapore.

Lisa Choo
Director of Human Research

Lisa Choo

Lisa is fully qualified Clinical Psychologist and Director of Human Research at Design Sojourn. She is a member of the Australian Psychological Society and is also a registered Psychologist in Sydney, NSW Australia where she was also trained as a clinical psychologist.

She has almost 20 years of extensive experience in a variety of settings, both at Ministry-level, general and psychiatric hospitals, and community mental health services in Singapore and Australia where she provides individual/ group psychological consultation and assessment in areas such as motivation and resilience.  Lisa also has a personal interest in the field of happiness and positive psychology in which she actively conducts talks, seminars and workshops on.

It is from these experiences where she draws on her expertise in the understanding of human behavior, and the motivations and needs of people. She brings this knowhow to Design Sojourn in our focus of designing better customer centric solutions and experiences.

Xin Yi, NG
Experience Designer and Researcher

Xin Yi, NG

Armed with a Bachelor Degree in Industrial Design from NUS, Xin Yi started her career as a colour and trend forecaster, conducting research and analysis to predict macro trends that would affect consumer behaviour. She worked with clients such as Proctor & Gamble, Unilever, Philips and Hewlett Packard, providing them with trend insights to guide product development as well as the final CMF (colour, material, finishing) of products.

Prior to joining Design Sojourn as a Design Researcher, she had a short stint in a design firm where she helped improve work processes. From there, she realised her calling was in research and developing solutions based on user insights.

Passionate about sustainability, she believes that research and asking the “big questions” provide starting points to creating better products and services that serves real needs, improve human lives and are sustainable to boot.

In her free time, she grows vegetables and does yoga. Recently, she has also embarked on the journey of producing zero waste.

Seth Chiam
Experience Designer and Researcher

Seth Chiam

Seth graduated from the National University of Singapore with a Bachelor of Arts in Industrial Design in 2014. His thesis project, the Transit Lock was featured on various design sites, including a notable project feature on Behance.

Prior to his time with Design Sojourn, Seth was a product designer at ACRE Creative, then design researcher at Orcadesign Consultants, peppered with various freelance skirmishes along the way.

Having started out in more product design related disciplines, Seth found himself gravitating towards a growing desire to understand users’ needs, which he strongly believes precede strategic design decisions. Empathy is his strong suit, and with an eagerness to listen and observe, Seth hopes to bring insights and fresh perspectives to the table.

In the after hours, Seth trades his life in design for an electric guitar with which he fronts the alternative-rock band, Cadence.

Here with us?

Your Name Here?

Do you want to make the world a better place, by Design?  If so we would love to hear from you and how you can be part of the team. Chat us up here.

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