Service Design Drinks Singapore #2 Design x User Research

North Bridge Road

North Bridge Rd · Singapore

How to find us

Ideactio Studio located at 804A NorthBridge Road [above the Costume Shop]

Location image of event venue


Join us at the second Service Design Drinks Singapore!

Through the exchange of ideas, knowledge, and the sharing of experiences with our speakers, let us further the conversation on user research by looking at different techniques used for design research.

Drinks start at 6:30 PM, and the speaker sharing session shortly after 7.
Light snacks will be provided, but do feel free to bring in your own food.


Xintian Zhang | Insights Manager (Qualitative, Ethnography, and Semiotics) @ Nielsen
Xintian works as an ethnographer and a qualitative researcher in Nielsen. Her daily job includes stalking people, and getting into their minds and hearts. She then translates these human stories into actionable insights to make powerful brands and create new products and services.
In her previous life, she majored in History and worked as a bilingual journalist. When she is not busy following people around, she enjoys a peace of mind doing yoga and meditation.

*Xintian will share her experience incorporating ethnography as a research methodology for a snacking innovation.

Shaun Sandu | Corporate Investigator @ Monetary Authority of Singapore
Shaun is incessantly curious about the variety of mental models, beliefs and cultural assumptions that people have. Trained as a corporate investigator at Kroll (, he has worked in a multidisciplinary team of former spies, journalists and prosecutors to investigate fraud, corruption, and broadly the intersection of business and politics in Southeast Asia. The aim: obtaining intelligence to guide business decisions using mixed-methods research; combining covert fieldwork and creative use of public and proprietary data sources. He was first exposed to ethnography at Quantum Consumer Solutions ( during a sabbatical, which got him hooked on the field of design research.
Presently, Shaun investigates insider trading at the Monetary Authority of Singapore (, while contemplating a career move. He plan is to apply his skills of deduction, problem-solving and observation to a different challenge— understanding how mindsets influence how people interact and relate to products and services. Outside work, Shaun will happily talk your ear off about the wonderful world of Weird Facebook, the local indie music scene or medieval fencing.

*Shaun will be presenting on research methods in the corporate investigations field, particularly on how investigators develop research questions and approach 'mixed methods research'. Alongside this will be case studies of how these methods work in practice.

Yvonne Ng | Service Designer and User Researcher @ Ideactio