On 27 March 2025, InnoEdge Education was honored to deliver an insightful session as part of the Executive Talk Series at the City University of Hong Kong’s Department of Marketing. This marks the fourth invitation since 2020, 2023, and 2024, reflecting the continued collaboration between InnoEdge Education and the university.

The event, titled “Creating Innovative Experiences through AI-Driven Design Thinking Method,” was designed to empower the students of the Master of Science in Marketing program with actionable insights into leveraging artificial intelligence (AI) and design thinking to develop innovative, customer-centric strategies. A distinguished team of experts from InnoEdge Education conducted the session:

The event was hosted by Professor Fanny Cheung, who warmly welcomed the speakers and emphasized the importance of the AI-driven Design Thinking method in addressing marketing challenges and creating meaningful customer experiences.

Part 1: What, Why & How of AI-Driven Design Thinking Method

The session began with Mr. David Chung delivering a comprehensive introduction to the AI-driven design thinking methodology. His presentation provided students with a strong foundation for understanding the transformative potential of AI in enhancing design thinking processes. Through his presentation, David explained:

  • What AI-Driven Design Thinking and Design Sprint are and how they combine the strengths of artificial intelligence and human creativity.
  • Why this methodology is critical for solving complex business challenges in today’s rapidly evolving landscape.
  • How businesses can adopt and implement AI-driven design thinking to create human-centered, innovative solutions that drive impact.

Below is his presentation, accompanied by recorded audio for recap purposes.

Language: English with English Materials

Duration: 15 mins

Part 2: Case Study – Xbox Adaptive Controller (Inclusive Design Driving Innovation and Impact)

In the second part of the session, Ms. Tiffany Liu presented a compelling case study on the Xbox Adaptive Controller. She showcased how Microsoft used a design sprint approach to tackle accessibility challenges in gaming, resulting in an innovative, human-centered device that empowers gamers with limited mobility.

This case study emphasized the importance of inclusive design in creating meaningful innovation and demonstrated how empathy and creativity can transform industries. Tiffany’s presentation inspired students to think deeply about the role of design thinking in breaking barriers and building impactful solutions.

Below is her presentation, accompanied by recorded audio for recap purposes.

Language: Putonghua with English Materials

Duration: 16 mins

Part 3: Case Study – DBS Bank (How Design Thinking is Changing the Banking Industry)

Next, Ms. Florence Lam took the stage to share how DBS Bank has successfully implemented design thinking to revolutionize the banking experience. Florence’s presentation demonstrated how design thinking can be a powerful tool for innovation in the highly competitive banking sector. She highlighted:

  • The importance of customer-centric strategies in redefining traditional banking services.
  • DBS’s efforts to create seamless, personalized digital experiences.
  • Real-world success stories showcasing how design thinking has driven operational excellence and customer satisfaction in the financial industry.

Below is her presentation, accompanied by recorded audio for recap purposes.

Language: English with English Materials

Duration: 12 mins

Part 4: Case Study – European Investment Bank (为中小企业绿色贷款开发以人为本的合同)

Mr. Paul Lee concluded the case study presentations with an engaging discussion on the European Investment Bank (EIB) and its efforts to develop human-centered contracts for green loans aimed at small and medium-sized enterprises (SMEs). Paul highlighted:

  • How design thinking was applied to simplify complex contractual processes.
  • The importance of tailoring solutions to address the unique needs of SMEs.
  • The impact of these people-first approaches in promoting sustainability and accessibility within the finance sector.

Below is his presentation, accompanied by recorded audio for recap purposes.

Language: Putonghua with English Materials

Duration: 13 mins

Part 5: Q&A Session

Ms. Tiffany Liu, Mr. Paul Lee, and Ms. Florence Lam concluded the session with a lively Q&A segment, during which students engaged directly with the speakers to gain deeper insights into the practical applications of AI-driven design thinking. The panelists answered thoughtful questions about challenges in implementation, strategies for success, and the future potential of AI in various industries. This interactive segment allowed students to clarify their understanding and left them inspired to apply these concepts in their careers.

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