Program Design



  • Transformed the internal service culture with an end goal to improve sales and service delivery

CLIENT: Drymix

Drymix is a building solutions company using locally sourced materials.

Photo: Drymix

Photo: Drymix

Challenge: Transform internal service culture

The premise of the design is to create a training workshop for Drymix's top-level executives, in order to help the company improve their sales and service delivery.

The goal of the training workshop is to:

  • Gain clarity in what product and service development means to Drymix executives
  • Identify the key issues of customers and the staff of the organization
  • Foster a more inclusive, collaborative, and accountable internal company culture


  • Holding the retreats offsite allowed the managers to relax and be in a state of play. Physical activities and team dinners were also included to boost the bonding process. 

  • Uncovering Pain Points: As homework prior to the retreat, the managers had interview 2 colleagues (one upstream, one downstream) and 3 customers to uncover current service pain points. The objective was to understand the perceived value and cost from both the employee and consumer's perspective. This activity serves to create a more holistic understanding of the thought processes and perceptions of other stakeholders. It also helped break down assumptions of shared languages between the players.

  • Understanding the Other: One of the activities involved a team member walking behind another team member for 15 minutes. The person behind had to follow the first person's movements and gestures. Do what they do, try to see what they see. The objective is to experience the world through the second person's point-of-view and understanding their openness and constraints. 

  • Idea Development: During the retreat, we did the Double Diamond process of Discovery, Define, Develop and Deliver. We involved the heads of various departments related to the customer service chain, including R&D, projects and sales, marketing, and logistics. The goal was to develop more customer-centric and efficient service delivery models through creative ideation methods, such as How Might We scenarios and brainwriting.

  • Participatory Design: We conducted a design sprint to help the managers understand how to uncover and define issues within and outside of their teams. The goal was for the team to develop the solutions collaboratively as a team instead of separate departments. We developed different service solutions using paper prototypes and did iterations based on feedback and self-reflection sessions.


The 3-day retreat resulted in:

  • More transparent communication between departments
  • Clearer identification of service opportunities and issues
  • A viable action plan that involved interdisciplinary teamwork