[Special Interview] Jeffrey T.K. Valino Koh
Jeffrey T.K. Valino Koh / Centre Head & Associate professor at Design Factory @ Singapore Institute of Technology
1. In countries like Singapore, various tax incentives and policies are provided to support and nurture design-related startups. What type of government support do you think is most effective in fostering the growth of the design industry?
I think it’s important to understand that the design industry in Singapore is not necessarily the same as in Korea. In South Korea, design often focuses on creating objects or crafting compelling experiences. In Singapore, however, design is more about process redesign.
The government places a strong emphasis on service design as the primary application of design. As a result, significant resources are allocated to improving public services rather than investing heavily in product design, such as furniture or fashion. The focus is on enhancing the citizen experience—how people pay taxes, navigate the healthcare system, and engage with government services. This is where Singapore directs much of its design investment.
2. Do you have any experiences or tips for dealing with a difficult or stubborn client?
I believe solving a problem is the second step. The first step is defining the problem. There’s no point in trying to solve a problem if the problem itself is incorrectly defined.
When working with a client, it’s crucial to align on what the real issue is. Only after the client and I agree on the core problem can we begin working on a solution.
When dealing with a difficult client, it’s essential to bring them along on the journey. As designers, we aren’t just service providers—we’re partners. Clients have valuable expertise. For instance, when working with a hospital, I’m not an expert in medicine, so I have to collaborate closely with doctors and nurses.
So, whenever you encounter a difficult client, make them part of your team.
3. What are universities doing to prepare students for the future in terms of design and curriculum development?
In Singapore, we have something called “Design Dispositions.” These are essential skills and mindsets needed for future success, such as empathy, creativity, and a willingness to experiment.
Design schools still teach how to create beautiful objects and graphics, but more importantly, they focus on shaping responsible and thoughtful individuals. How can someone become a good citizen? How can they become a better person through design?
At the Singapore Institute of Technology, where I teach, we don’t have a dedicated design program. Instead, we offer programs in nursing, engineering, computer science, business, and accounting—but all students are required to learn design principles.
Even non-designers must learn skills like empathy and creative experimentation. In Singapore, design is becoming a foundational part of education, much like mathematics or language studies.
