About Us

Overspective is an design and innovation consultancy. We utilize user-centred design to help companies create innovative product and service solutions.


For all enquiry, please contact us at info@overspective.com


We are located at

Blk 2 Kitchener Road
#02-79 Singapore 200002

© overspective 2017

Overspective | A user-centered design and innovation consultancy
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Overspective is a design and innovation consultancy led by award-winning designer Ryan Chen

Utilising user-centred design innovation approach, we help  government agencies, MNCs and SMEs to discover consumer insight, form unique perspectives and create innovative design solutions.

In his 13 years of global innovation experience, Ryan has worked with DesignSingapore Council, Samsung, Unilever, Philips, Sony, Opple, Rocket Internet and many others

Ryan has professional work experience in Singapore, Belgium, USA and China. Through Overspective, he consults for companies to understand their consumers and create meaningful user-centred innovations.


An expert in design thinking and user experience, he has conducted design ethnography in China, India, Indonesia, France, Kenya, Thailand and Mexico, across multiple disciplines including consumer electronics, F&B, and social issues.  His design works have won international awards such as iF design award, Red Dot and Good Design.


Ryan holds a MBA from University of Oxford, and a BA in Industrial Design from National University of Singapore. Connect with him on LinkedIn », email him » for a chat over coffee, or see some of his works below.

Empathetic Technology for Ageing

for DesignSingapore Council

Design research | Ethnography | Co-creation workshop

Commissioned by DesignSingapore Council, the national agency for design in Singapore, the project rethinks how technology can help Singaporean elderly better manage their health and well-being. Utilizing user-centred design innovation approach, we discovered deep user insights, synthesized into 12 Elderly Persona. Elderly Design Principles are formulated to aid in ideation and development of innovative, approachable solution that caters to the needs of the elderly. The process, the insights, and the concepts are published by DesignSingapore Council to promote adaptation of the user-centred design innovation.

Read the result of the research in the on-line report published by DesignSingapore Council here »

Inspiring Social Innovation Through Design

for Singapore Centre for Social Enterprise

Design research | Ethnography | Training & Mentorship

LeapForGood is a signature year-long accelerator program organized by Singapore Centre for Social Enterprise to inspire innovations addressing emerging social needs. Through design ethnography, we discovered diverse problems faced by the target groups, Elderly with Support Needs and Persons with Mental Health Issues. The insights, presented as design challenges, guided the participating teams in addressing the unmet needs. Through workshops and consultation, we helped the teams to develop human-centred solutions. From the program, five teams have since received impact fundings.

Designing Food Experience for the Chinese Market

for DesignSingapore Council

Ethnography | Product and service concepts

The project serves to inspire and inform enterprises how to use design ethnography and design thinking in their business innovation. Based on the insights gathered, we created 15 concepts comprising of product, service and experience designs. The process, the insights, and the concepts are published as a book and distributed to enterprises in Singapore.

User-Centred Innovation for Southeast Asia Market

for Samsung

Ethnography | User insights | Product concepts

A total of four use-centered innovation projects were commissioned by Samsung Product Innovation Team to discover Southeast Asia consumer insights and to drive product innovation. Project Mighty Mouse aims to develop new television product benefits that address the unique consumer behavior of Southeast Asian socioeconomic class C, and D; Project Node aims to define the future role of visual display unit, tapping into the advancement of the internet-of-things technology and data analytic. Both projects result in tangible product and service solutions, adding new perspectives to the Samsung’s global innovation initiatives.

Our ability to discover contextual insights and translate into tangible product solution leads to the commissioning of two more projects by Samsung. Project EM Smart developed a new Smart Devices product strategy and concepts for emerging markets. Two years after project Mighty Mouse, Project Batik again utilized the user-centered process to develop new television benefits .

Redesigning Wet Market Seafood Business

for Pan’s Fish

Ethnography | Branding | Product and Service Design

Pan’s Fish is a Singaporean local seafood-monger with stalls in traditional markets (wet market as we called it in Singapore). Facing threats of market erosion from supermarkets and changing consumer preference, Pan’s Fish turned to design innovation to enhance their business competitiveness. Through insights gathered from design ethnography, we helped Pan’s Fish to refresh their brand identity, upgrade their wet-market service design and enter retail channels with a series of ready-to-cook, conveniently packaged seafood products.


The project was made possible by Design Innovation Assistance grant administered by DesignSingapore Council. For more information, please visit the grant information page » or email us » to discuss how we can help you.

Lazada.com Singapore Market Launch Strategy

for Rocket Internet

Strategic Business Consulting

With a strong market position Thailand, Malaysia, Vietnam and Indonesia, Rocket Internet was looking at expanding Lazada.com, an e-commerce platform, to Singapore. While Singapore has a high internet penetration and per-capital purchasing power, the relatively small market size posts a key challenge the success of the venture. With a team of 4 business consultants, the project built an understanding of consumer behaviour toward e-commerce, developed an $18 million business expansion plan consisting of the category, channel and regional expansion strategy, contributing to the eventual successful launch of Lazada.sg.


Visit Lazada.sg here »

MicroGourment Microwave Steamer

for Tupperware

Industrial/Product Design

By combining the convenience of microwaving and the healthy benefits of steaming, MicroGourmet Microwave Steamer has become Tupperware’s top seller in Europe. The triple-layered, metal clad body blocks the microwave from reaching the food, enabling “true” steaming in the microwave oven. The success has led to various new recipes and cookbooks.

AmbiSound Sound Bar

for Philips

Industrial/Product Design

AmbiSound Sound Bar is an all-in-one HTS solution, integrating virtual surround sound and DVD playback in a single bar format. The flared transparent bezel ties it with the AmbiLight TV, offering a visually coherent home entertainment system for the consumer. The touch panel on the glass door is easy to use and adds a touch of sophistication to the unit. The benefits of integrated sound solution and the quality of design execution won the product the prestigious iF Gold Award.