Rapidly launch and grow your products and services by designing the experience around your customers and users


Research is often overlooked as one of the key strategic practices to innovate and gain a competitive edge in the market. This workshop aims to introduce the best practices in managing the customer research process to extract applicable insights to grow your business. Whether you are a fresh startup or an established company that is scaling up, the practice of User Experience (UX) research will help you to manage risk in innovative projects and adapt to changing times. Graduate with a research synthesis to help you prototype the right product.


More companies today are investing in User Experience (UX) as a strategic advantage to design products and services customers love. This workshop aims to introduce the best practices from the field of usability and participants will learn its core principles through interactive practice sessions. Whether you are a UX team of one or many, you will get to learn how to build successful products and services thinking like an experienced UX designer. Graduate with an interactive design prototype to test with users and customers.

Learning goals & outcomes

In this workshop you will learn how to:

  • Ask probing questions to get useful insights from qualitative research

  • Maximise your research study ROI

  • How to do research overseas before expanding/localizing

  • Learn to do user interviews and testing, recruiting participants, sense making and analysis of data

  • Practice design thinking as a problem solving tool

  • Learn how startups make their product/service addictive

  • Create a digital prototype of your product/service using Invision

  • Learn to create user personas, design user flows and test/learn from your digital prototype

Led by Daylon Soh,
ex-Global eCommerce Architect at Razer

Daylon is Razer's Global Customer Experience (CX) Architect for the eCommerce shopping experience part of a team responsible for driving global direct online sales (US$90+ million/year). He led and design initiatives focused on optimising Average Order Value (AOV) + Lifetime Value (LTV), increasing site visits to sales conversions and lowering churn for millions of site visitors and shoppers every month on Razer.com. He leads a team of of Marketing & Merchandising Specialists and a UX Designer. 

Daylon was previously part of the Digital Product Design team of Aviva Digital Garage working as a SCRUM Product Owner. The team develops and test new insurance ideas and services which make financial services more tailored and accessible for customers globally. Daylon doubled up as the team's design sprint facilitator and user research lead to synthesise data into actionable insights for product designers.

With more than 10 years of experience working at the intersection of technology, design and marketing, Daylon has worked with organisations across different industries and scale including a 2.5 year stint launching his own eCommerce venture as a design and marketing lead. Daylon has also taught part-time at General Assembly since 2015 (Average Student Net Promoter Score: >80).

Daylon is an Agile Certified Practitioner (PMI-ACP)® & PRINCE2® Certified Practitioner in Project Management.

Student Testimonials

“Daylon’s experience in the field was very valuable as he was able to provide real scenarios and explanations to our questions. What I enjoyed the most were the group exercises as they helped walk through high level thinking and designing.”
Luana Suciu
Design Director at AKA

“Daylon would go the extra mile and share material he found useful that was outside of the standard class materials and even brought in his own wealth of experience to give us a better perspectives of the subjects he was teaching. Daylon helped our class grow and refine our UX skills with his teachings and I have no doubt that he will be a good mentor to future classes.”
Elson Soh
UX Designer at YOOZOO Games

“As an Instructor Daylon's in-depth knowledge andcomprehensive introduction to the world of UX Design has broaden my mind to all the unlimited possibilities that UX has to offer.”
Razie Rasid
Graphic Designer at Grab


May 2 & 3, 2019

9am till 6pm
(Starts at 2pm on May 2)
SOHO, New York City

Language: English

Early Bird Fee (till April 20):

Regular Fee (from April 21):

Limited to 20 participants.

*Credit card payment processed via Eventbrite.


Beginner-friendly course suitable for entrepreneurs, visual designers, product/design/tech/marketing team leaders.

Location details and course pre-work will be sent one week before the course.