Khai Seng Hong – Designing for Complexity & Humanity-Centered Impact
<h4><strong>The Don Norman Design Award highlights design that is responsible, human-centered, and focused on solving real problems. In connection with this year’s award and Summit, we spoke with Khai Seng Hong about culture, systems thinking, and the future of design in Asia. In the interview, he shares his perspective on Asia’s design strengths, the need for long-term thinking, and why global gatherings like the Don Norman Summit are essential for strengthening design ecosystems and supporting work that genuinely improves lives.</strong></h4>
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<h4><strong>Khai Seng Hong</strong><br>Founder & Director at Studio Dojo & President at Design Business Chamber Singapore</h4><h4>In the world of <strong>digital innovation</strong>, <strong>user experience</strong>, and modern <strong>UX/UI design</strong>, few leaders bridge practice, pedagogy, and organizational transformation as holistically as <strong>Khai Seng Hong</strong> Founder & Director at <strong>Studio Dojo</strong> and President of the <strong>Design Business Chamber Singapore</strong>. A long-standing practitioner in <strong>UX design</strong> since 2004 and a community builder at heart, he has helped shape Singapore’s design ecosystem through education, coaching, and strategic foresight.</h4><h4>In this conversation, Khai Seng offers deep reflections on the future of design, the evolving role of designers inside organizations, and why humanity-centered thinking is becoming indispensable in digital innovation management and product strategy. His insights reveal not only how the industry is changing, but how designers must change with it.</h4><h3><strong>The Expanding Role of Design in a Complex Digital World</strong></h3><h4>Across Singapore and globally, <strong>UX/UI design</strong> and <strong>digital innovation</strong> have moved far beyond screens and interfaces. Today, designers sit inside hospitals, government agencies, food systems, and high-complexity organizations. This shift demands new capabilities — and a new mindset. According to data from the United States’ National Science Foundation (NSF) 2022 Annual Business Survey, only <strong>16.1%</strong> of companies reported pursuing design as a structured, creative process in 2021, highlighting how relatively few firms treat design formally even as design-driven innovation grows. As roles evolve, a study from Rutgers University found that from January 2021 to January 2022, <strong>55,118 job postings were</strong> requesting “design thinking”, a 350% increase over 2018 levels.</h4><h4>As Khai Seng explains: <strong>“Design has got quite a big boost within the past decade or so, especially in the proliferation of design thinking, and a lot of businesses now have internal teams. Designers will now have to learn a very different skill set to be able to work in-house and on larger and more complex issues. For every one job in the design sector, there are three equivalent design-related jobs in other sectors; designers have to take care of that and grow with it.”</strong></h4><h4>One of his most powerful lessons comes from working on projects involving massive stakeholder networks. <strong>Digital innovation management</strong> at this scale is no longer about wireframes; it’s about human alignment. <strong>“Being able to facilitate 10 different groups coming together and aligning, and produce something integrated, is definitely a challenge. Not only that, our client had a steering committee of 16 organizations. It’s a very big task in terms of understanding each other, giving each other time to hear each other out, and finding a common way forward. It requires different skill sets and sensibilities beyond traditional UI or form-filling work.”</strong></h4><h4>For global design practitioners, nuance is becoming a critical skill. Asia, in particular, is often misunderstood despite being one of the most culturally diverse regions on Earth. <strong>“It doesn’t serve everyone to think of Asia as one big block. There’s so much nuance, background, and rich history. When you situate yourself in Asia, you start to feel it. It’s not just the keynotes and workshops, it’s being in the space and meeting people around the region that helps you understand the dynamics, the texture, and the geography of Asia more deeply.”</strong></h4><h4>One of Asia’s greatest contributions to global design practice is its <strong>high-context communication culture</strong>, deeply relevant to <strong>user experience</strong> and <strong>design research</strong>. <strong>“There is definitely a sense of context that is important. We are generally a high-context environment. You have to infer a lot of things from what’s not said. And that sensibility is important, especially in design research. The proximity of different cultures and languages teaches us to work with diverse groups, and long-term thinking becomes essential so we don’t create new problems with short-term solutions.”</strong></h4><h4>As design teams come under pressure to ship faster, humanity-centered design offers a counterbalance, urging teams to go deeper, think longer-term, and consider second-order impacts in <strong>digital innovation</strong> and <strong>product strategy</strong>. <strong>“Humanity-centered design is about solving the core issues and not just the presented problem. There’s a growing tendency for businesses to launch fast and solve symptoms. But if you don’t take the time to understand the customer’s real pain points, another business that does will take over the market. It’s a reminder for businesses to resolve root issues rather than rush to fix surface-level symptoms.” </strong>Supporting this, the global innovation management market was estimated at <strong>USD 1.5 billion</strong> in 2023 and is projected to reach <strong>USD 2.92 billion</strong> by 2030, highlighting the increasing need for structured innovation practices.</h4><h3><strong>Community, Culture & Global Design Ecosystems</strong></h3><h4>At a time when societies feel increasingly fragmented, design plays a crucial role in rebuilding connection. This is one reason Khai Seng believes global gatherings, such as the Don Norman Summit, are essential for the future of <strong>UX/UI design</strong>, <strong>digital innovation</strong>, and purposeful creative communities. <strong>“If you imagine we are all different pieces of threads, and the more we connect, the tighter, the stronger the rope becomes. If we really want to change and better the world, we have to form strong ropes that connect the world together and share. Everyone has best practices useful for one another, and these experiences help us connect socially so we don’t feel like isolated individuals, but recognize we are global citizens with a part to play.”</strong></h4><h4>Driving organizational change is also part of design’s evolving mandate. Designers often struggle to convince business leaders to prioritize <strong>user experience</strong> and long-term <strong>product strategy</strong>, but empathy, not friction, is the answer. <strong>“It’s important not to dismiss business owners or see them as the enemy; we have to empathize and work with them. Designers often feel they need to convince the late majority immediately, but that’s not the job. Find partners and ambassadors within the organization who share the same values and support the shift. Change follows an adoption curve, starting with the innovators and early majority to create lasting mindset shifts.” </strong></h4><h4>One of the strongest examples from Khai Seng’s practice shows how <strong>UX design</strong> reduces business risk across cultures: <strong>“One of the biggest things design can do is reduce risk. Larger business decisions may not have a clear answer, and using iterations, prototypes, and smaller MVPs reduces uncertainty. When launching a digital platform globally, research teams discovered vastly different cultural processes, from QR-based payments to WhatsApp-driven orders. Standardizing everything didn’t work. Customizing even 20% to local behaviors dramatically improved uptake.”</strong></h4><h3><strong>Systems Thinking & Strategic Design for the Future</strong></h3><h4>Khai Seng’s reflections point toward a future where design must operate with a wider lens, understanding not only users but the broader systems, cultures, and long-term consequences surrounding them. His emphasis on solving <strong>root causes</strong>, considering <strong>ripple effects</strong>, and understanding <strong>high-context cultural environments</strong> illustrates how design decisions cannot be isolated from their ecosystem.</h4><h4>This aligns with recent findings: a 2022 study published in <em>Design Studies</em> showed that teams applying systems thinking and deeper problem framing generated <strong>significantly more sustainable long-term solutions</strong> compared to teams solving only the visible symptoms. The research reinforces Khai Seng’s point that rushing to fix surface issues creates new problems later, while addressing underlying causes leads to more resilient outcomes.</h4><h4>His observations on organizational change also reflect systemic thinking: transformation happens by aligning with early supporters, not battling the most resistant voices first. By connecting community, culture, and long-term responsibility, Khai Seng highlights a strategic future where design shapes meaningful, lasting change across entire environments, not just individual interfaces.</h4><h3><strong>Conclusion</strong></h3><h4><strong><br></strong>Khai Seng Hong’s reflections offer a compass for anyone working in design, digital innovation, UX/UI design, or product strategy. His message underscores the evolving responsibilities of designers and innovation leaders: to think in systems rather than screens, to focus on real underlying problems instead of surface symptoms, and to approach work with an awareness that cultural nuance and context fundamentally shape behavior. <br><br>He highlights the importance of leading change with empathy, cultivating strategic foresight, and building global connections that strengthen the practice of user experience. In a rapidly shifting world, Khai Seng’s insights offer a pathway for designing with wisdom, humility, and long-term responsibility.<br></h4>
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<h4><strong>Khai Seng Hong, Founder & Director at Studio Dojo and President of the Design Business Chamber Singapore, is a practitioner and educator shaping holistic experience design across digital, spatial, product, and service domains. With roots in UX since 2004, he blends design research, interaction design, coaching, and organizational development to help teams create meaningful, sustained impact. His work brings together mindful practice, futures thinking, and strategic foresight to guide designers and innovation leaders toward more thoughtful ways of shaping what comes next.</strong> </h4>