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


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

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

To date we have clocked over 176 projects and have established our brand as the go-to consultancy for design and innovation solutions. 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.

The Team

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.

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.

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.

Design Researcher

Khoo Yin Qi

Yin Qi is trained in the fields of user research and experience design, having led and executed numerous projects with industry collaborators such as the National University Hospital, Ministry of Manpower (MOM) and National Museum of Singapore throughout her time in NUS Industrial Design’s degree programme. Her group’s project to design for foreign domestic workers has won the second place in the MOM Service Design Competition (2016).

By taking on projects that range from medical product design to interaction design and exploratory design, Yin Qi has learned to design with both functional and emotional sensibilities, and especially enjoys employing design to empower the marginalised. In her previous project, she combined her interests in crafts, sustainability and social design to help individuals with intellectual disabilities by designing a unique up-cycling craft to create quality handmade products.

Yin Qi hopes to create a more inclusive and creative society through design, and also hopes for a greater love for the street dogs of Singapore.

Design Researcher

Cordelia Lee

Cordelia has a proclivity for deconstructing and re-contextualising problems with design, delving beneath the layers to discover underlying causes and to capture the nuances within each case.

Her background in local and transnational ethnographic arts research, critical writing and applied theatre has led her to embrace the value of inductive and dialogic processes that welcome evolution, iteration and co-creation. She has previously worked on interdisciplinary research projects in Indonesia and Taiwan, studying indigenous arts culture and designing ergonomic approaches to performance.

Believing in the importance of humanising the problems and data sets she parses, she is driven to meaningfully connect with others to understand what makes them tick. And in doing so, strives to dynamically translate their needs into well-designed, impactful experiences.

Design Researcher

Lok Bin Kai

Bin Kai perceives design as a window to gaining insights of his users’ needs, thoughts and emotions. His empathy-driven approach to designing allows him to forge a strong connection with his users.

He is trained in the fields of user research, experience design and industrial design where he has collaborated and completed multiple projects ranging from consumer products and medical devices to interaction design and ethnographic research.

His thesis project in Lasalle involved corroborating his ideas with extensive amounts of research, where he designed a medical equipment through an iterative process and understanding his users’ needs. His design won several accolades which include the Red Dot Design Award (2018) and IF Design Award (2018).

He believes that the ability to understand and attempt to ‘walk around in another’s shoe’ would create manifold opportunities in the world we live in.

Design Researcher

Kok Fangling

Fangling is an experience designer and researcher with a background in design communication. With an innately curious soul, she enjoys people-watching and is never too afraid to talk to strangers. She views design as a problem-solving tool and is motivated to use design and research to build meaningful experiences for people.

In her design career, she has had opportunities to work in multidisciplinary teams to develop solutions that were tested with LTA Singapore, SingTel, and Project Dignity. She is a firm believer that all good design starts with empathy and she hopes to be able to use more of her experiences to make an impact on people’s lives.


Your Name Here

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