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Design Thinking x AI: Business Model Innovation & Value Proposition Design – 2-Day Masterclass

In a highly competitive and automated corporate landscape, true business growth relies on an organization's capacity to design distinct value and iterate scalable business models. Finding commercial success requires shifting away from guesswork and moving toward deep customer empathy, combined with the strategic speed and analytical processing power of Generative AI.

This intensive 2-day masterclass transitions Design Thinking from an abstract creative exercise into a rigorous, market-ready business strategy. By merging the Double Diamond framework with industry-standard commercial tools—the Value Proposition Canvas (VPC) and the Business Model Canvas (BMC)—participants will learn to identify market opportunities, design airtight product-market fit, and construct sustainable operational models. Using ChatGPT and/or Google Gemini as proactive business consulting partners, cross-functional teams will learn to compress weeks of market research, validation planning, and financial scenario-mapping into an accelerated, 2-day business design sprint.

Key Capabilities Developed

• Strategic Business Design Mindset: Use structured human-centered frameworks to uncover hidden customer motivations, frustrations, and unserved market niches.
• Airtight Value Proposition Design: Master the VPC architecture to align your product, service, or feature offerings with the explicit "Jobs-to-be-Done," pains, and gains of your target customer segments.
• AI-Accelerated Market Analytics: Leverage ChatGPT/Gemini to process customer feedback, build complex ideal-buyer personas, and instantly draft targeted qualitative interview tracks.
• Commercial Model Architecture: Apply the 9 building blocks of the Business Model Canvas to map, evaluate, and stress-test revenue pipelines, cost structures, and cross-functional channels.
• Rapid Strategic Prototyping: Transition raw concepts into visual storyboards, landing page landing architectures, and automated go-to-market rollout tracks using tactical conversational AI scripts.

Objective

By the end of this 2-day masterclass, participants will be able to:

• Navigate the Double Diamond Loop: Use a structured process to separate the commercial problem space from the solution space.
• Execute AI-Driven Customer Discovery: Deploy targeted prompt matrices to simulate buyer personas and build deep customer interview pipelines within minutes.
• Map Product-Market Fit: Construct the Customer Profile quadrant of the Value Proposition Canvas to isolate authentic client priorities and friction areas.
• Co-Design Value Maps with AI: Partner with ChatGPT/Gemini to brainstorm creative pain relievers and gain creators that challenge standard industry assumptions.
• Architect Scalable Business Models: Build out a comprehensive Business Model Canvas to balance strategic feasibility and long-term financial viability.
• Deploy Rapid Business Simulations: Test market models against competitive variables and automate financial scenario variations using conversational AI analysis.
• Launch Immediate Micro-Interventions: Implement the "15% Solution" protocol to optimize an internal business line or validate a new product feature within 15 days using existing organizational resources.

Outline

Day 1: Market & Customer Discovery (The Problem Space)

Time	Session	Description
9:00 AM – 10:30 AM	Module 1: Discover – The Double Diamond & AI Partnerships	Core Focus: Demystifying human-centered innovation within business operations. Positioning conversational AI as an active market research analyst capable of uncovering hidden behavioral insights. Analog-Digital Challenge Loop: Setting the team business challenge for the workshop. Teams select a target commercial space (e.g., launching a new digital service line, optimizing a B2B retention process, or capturing an underserved consumer demographic). AI Tool Lab (ChatGPT/Gemini): Prompting the AI to simulate highly granular target customer personas. Teams stress-test initial customer assumptions and instantly generate qualitative interview protocols.
10:30 AM – 10:45 AM	Morning Break
10:45 AM – 12:30 PM	Module 1 (Cont'd): Immersive User Research Mechanics	Core Focus: Mastering the art of zooming out to look at the macro market. Learning qualitative interviewing techniques, avoiding leading questions, and uncovering underlying user anxieties. Hands-On Business Lab: Real-time peer-to-peer interview sprints using the AI-generated protocols to collect authentic customer qualitative notes.
12:30 PM – 1:30 PM	Lunch Break
1:30 PM – 3:00 PM	Module 2: Define – Unpacking the VPC Customer Profile	Core Focus: Moving past surface symptoms to locate true customer root causes. Shifting attention from general empathy maps to the structured Value Proposition Canvas. Hands-On Business Lab: Mapping the Customer Profile. Teams cluster their raw qualitative interview data to physically map out their target customer’s explicit Customer Jobs (functional, social, emotional), Pains, and Gains.
3:00 PM – 3:15 PM	Afternoon Break
3:15 PM – 4:45 PM	Module 2 (Cont'd): AI Data Synthesis & Reframing the Opportunity	Core Focus: Learning how to refine vast qualitative notes into clean, high-impact problem statements that drive creative solutions. AI Tool Lab (ChatGPT/Gemini): Zooming in on the data. Teams input their raw VPC customer profile notes into the AI engine to run automated thematic analysis, highlight hidden structural correlations, and generate sharp "How Might We" business opportunity statements
4:45 PM – 5:00 PM	Day 1 Reflection & Synthesis	Core Focus: Group consolidation of problem-space realizations. Reviewing data privacy considerations when utilizing public AI models, and framing the transition to Day 2’s solution engine.

Day 2: Value Design & Business Model Execution (The Solution Space)

Time	Session	Description
9:00 AM – 9:30 AM	Day 2 Warm-Up: The 3-Minute Prompt Re-Activation	Core Focus: A fast morning refresher sprint to bring conversational prompting, lateral thinking, and agile design mindsets back online. AI Tool Lab (ChatGPT/Gemini): Short constraint challenge where participants prompt the AI to pitch a legacy business model using a completely disruptive industry lens.
9:30 AM – 11:00 AM	Module 3: Develop – Aligning the VPC Value Map	Core Focus: Overcoming standard corporate groupthink and copycat product design to engineer distinct competitive value. Hands-On Business Lab: Brainstorming the Value Map. Teams sketch out human-centered features, designing specific Pain Relievers and Gain Creators to achieve clear product-market fit against the Day 1 Customer Profile.
11:00 AM – 11:15 AM	Morning Break
11:15 AM – 12:30 PM	Module 3 (Cont'd): Smashing Ideation Blocks via AI Expansion Loops	Core Focus: Merging human business intuition with artificial intelligence scale to exponentially widen the solution field. AI Tool Lab (ChatGPT/Gemini): Injecting AI into the team brainstorming loop as a lateral strategy consultant. Teams feed their initial human value maps into the AI engine to request provocative counter-perspectives, extreme concept expansions, and alternative monetization hooks.
12:30 PM – 1:30 PM	Lunch Break
1:30 PM – 2:45 PM	Module 4: Deliver – Architecture of the Business Model Canvas (BMC)	Core Focus: Zooming out to map the entire operational ecosystem. Expanding a single feature idea into a comprehensive, working business model block. Hands-On B usiness Lab: The 9-Building-Block Sprint. Teams map out the structural viability of their concept, sketching out Key Partners, Key Activities, Channels, Customer Relationships, Cost Dynamics, and Revenue Streams.
2:45 PM – 3:45 PM	Module 4 (Cont'd): Strategic Stress-Testing & AI Financial Simulations	Core Focus: Using low-risk digital simulations to stress-test business models against market variables before spending actual capital. AI Tool Lab (ChatGPT/Gemini): Teams feed their full Business Model Canvas parameters into ChatGPT/Gemini. They prompt the AI to simulate economic shocks, competitive threats, and regulatory shifts, using the output to iterate on their pricing models and value streams.
3:45 PM – 4:00 PM	Afternoon Break
4:00 PM – 4:30 PM	Strategic Climax: The Shared Business Pitch & Automated Peer Critique	Core Focus: Merging distinct components into a cohesive venture proposal and creating real-time feedback channels. Speed-Innovation Exchange: Half of each table remains to pitch their final AI-accelerated Business Model Canvas "Shark Tank-style," while the other half rotates to critique competitors, capturing real-time stakeholder feedback loops.
4:30 PM – 5:00 PM	Debrief & 15% Solution	Core Focus: Translating the 2-day sprint into immediate workplace value. Teams pitch their final AI-accelerated prototypes to the room for evaluation. The 15% Solution: Participants design and pitch one micro-action step or new feature validation test they will execute within the next 15 days using existing resources and what they can control today, followed by a final takeaway reflection wall and certificate distribution.

Who should attend

This masterclass is designed for corporate professionals and executives responsible for driving commercial growth, product alignment, and strategic execution:

• Product Managers, Owners, and Marketers looking to validate product-market fit and design compelling user value statements.
• Business Strategists, Corporate Innovators, and Consultants seeking to accelerate traditional business modeling timelines using generative tech workflows.
• Mid-to-Senior Business Leaders & Department Heads managing cross-functional units or spearheading digital transformation updates.
• Entrepreneurs & Startup Teams needing a rapid, lower-risk mechanism to build, test, and pitch strategic business plans.

Note: No prior technical coding, programming experience, or design backgrounds are required. The AI toolset is strictly focused on beginner-friendly conversational interfaces (ChatGPT and/or Google Gemini) accessible to all business professionals.

Methodology

● Core Philosophy (80% Experiential, 20% Theory): This is an active corporate laboratory. Participants spend the workshop working in collaborative business design sprints, directly manipulating tools rather than viewing static slide decks.
● Analog-Digital Toggle: To maintain high interpersonal table energy and combat screen fatigue, every digital AI prompt sequence is paired with an analog, physical canvas sketching block.
● Ideal Cohort Size: 12 to 20 participants split into cross-functional units to maximize collaborative outcomes.
● Technical Setup: Participants must bring a personal laptop with standard internet connectivity. The technology stack is kept intentionally minimal, using only standard web-based conversational AI interfaces (ChatGPT and/or Google Gemini) requiring zero software installation or programming expertise.

Profile of Andy Chong

Psychological Safety & Team Effectiveness Practitioner (CPSTEP) | IBM Enterprise Design Thinking Instructor | LEGO® Serious Play® Facilitator | ACTA Certified Trainer | Certified ScrumMaster (CSM) | Certified Scrum Product Owner (CSPO) | Developer of the Core Drive Framework | Human-Centered Leadership | Systems Thinking | Design Thinking | Team Effectiveness | Innovation Facilitation

Andy Chong is a facilitator, learning designer, and human-centered design practitioner who specialises in helping organisations build stronger leaders, healthier teams, and more engaging workplaces. He is passionate about understanding what drives people at work and translating complex organisational challenges into practical, people-centered solutions.

With more than a decade of experience across technology, public service, education, and the social impact sector, Andy has designed and facilitated programmes for leaders, managers, and teams navigating transformation, innovation, collaboration, and organisational change. His experience spans leadership development, team effectiveness, design thinking, agile ways of working, service design, and employee experience.

Andy is the developer of the Core Drive, a workplace motivation framework that helps individuals and organisations understand the underlying drivers that influence engagement, collaboration, decision making, and performance. Drawing on behavioural science, systems thinking, and organisational research, the framework enables leaders to move beyond assumptions and create environments where people can do their best work.

Known for his thoughtful facilitation style, Andy creates highly interactive learning experiences that encourage reflection, meaningful conversations, and practical application. Rather than relying on theory alone, he blends storytelling, design methods, structured dialogue, and experiential activities to help participants uncover insights they can immediately apply in their work.

His areas of expertise include Human-Centered Leadership, Psychological Safety, Team Effectiveness, Team Resilience, Design Thinking, Systems Thinking, Innovation Facilitation, Employee Motivation, Leadership Communication, Collaboration, Problem Solving, Workshop Facilitation, Service Design, Agile Mindsets, and Organisational Sensemaking.

Sampling of Clients - Singapore
IBM, Citibank, Borouge, Sony, P&G, Shiseido Asia Pacific, Akamai, Harley Davidson, Schneider Electric, SingHealth, Sentosa Development Corporation, MOH, MOE, MHA

Sampling of Clients - Malaysia
Petra Energy, Telekom Malaysia, Ørsted,Prudential, NCR

Certifications & Professional Development

• Psychological Safety & Team Effectiveness Practitioner (CPSTEP)
• Advanced Certificate in Training & Assessment (ACTA)
• Certified Enterprise Design Thinking Instructor (IBM)
• Certified Human-Centred Design Facilitator (IDEO)
• Certified Critical Thinking & Research Analyst (CCTRA)
• Certified Agile Team Facilitation & Coaching (ICAgile)
• Certified Scrum Master (CSM)
• Certified Scrum Product Owner (CSPO)
• Certified LEGO® Serious Play® Facilitator
• Certified Facilitator, Pro.Play Method
• Certified Game Thinking Coach