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Employee Experience: Effective Strategy, Design and Implementation

Learn the essential knowledge, skills, methods and tools to design an end-to-end EX strategy and programmes for your organisation.
Course Fee SGD 1795

Course Trainer

Belinda Gannaway is strategy director of UK-based experience design agency FathomXP.

She is a co-author of EX by Design – How to Create an Effective EX for Competitive Advantage. Originally published by Kogan Page in 2021, the second edition of the book will be published in 2024. Commendations for the book come from EX pioneers and thinkers across a range of organisations including Airbnb, IBM, Expedia, The Open University, and the International Association of Business Communicators.

Belinda was recognised by HR Magazine as one of the UK’s Most Influential Thinkers in 2022. She was a judge at the UK’s Employee Experience Awards in 2021.

Belinda is an ORSC-trained team coach, a Resilient Leaders Consultant and design thinking practitioner. She has trained and coached people professionals from a wide range of public and private sector organisations, including UK government departments, the World Wide Fund for Nature, and the NHS. She has also consulted on EX and culture programmes for many global organisations, including Jaguar Land Rover and the International Olympic Committee.

Who Should Attend

HR practitioners seeking to deliver an improved employee experience to meet organizational goals around performance, customer satisfaction and innovation.

Sample titles include: CHRO, Heads of EX, Heads of HR, Heads of engagement, Heads of L&D, Heads of OD, Heads of Internal Communications.

Course Introduction

As the war for talent intensifies in our competitive global economy, highly talented individuals are increasingly looking for jobs that fit their lifestyle, give them opportunities to grow and connect them to greater meaning and purpose. At the same time, workplaces are becoming more transparent than ever.

What happens at work between leaders and employees can quickly go viral, and former employees can leave reviews about past and even current employers on social media. The consequences for employer brands can be severe. For these reasons, many employers have begun focusing on improving their employee experience (EX).

This Employee Experience: Effective Strategy, Design and Implementation Masterclass provides HR, EX, internal communications and OD professionals with the essential knowledge, skills, methods and tools to design an end-to-end EX strategy and programmes for their organisations. Conducted in a highly interactive manner, the content will include exercises to enable group learning and sharing of best practices, as well as case study discussions and videos.

What You’ll Learn

  • Articulate what is meant by employee experience and its constituent parts
  • Make the case for a strategic focus on EX in your organization
  • Explain the core elements of a mature approach to employee experience (and how to reach it)
  • Understand how to design an employee experience strategy
  • Understand and be able to apply EX design tools including: journey maps, personas and empathy maps
  • Understand and be able to apply ideation principles (fundamental to a human centred approach to employee experience)
  • Describe the role of data and insight in defining and evaluating your EX approach

Suggested Book and Added Value

Belinda is co-author of “Employee Experience by Design – How to Create an Effective EX for Competitive Advantage,”. It is a highly recommended read. It offers valuable insights and practical guidance to enhance your understanding and application of employee experience principles. Reading this book will provide immense value and help you design impactful employee experience strategies for a competitive edge.

To place an online order, simply use the link provided here.

Course Outline

● What is EX?
● The three lenses model of understanding EX
● The role of emotions in experience
● The peak end rule and other cognitive biases that impact EX
● What makes a great experience at work (understanding the psychology)

● Make the business case for EX
● Define your EX vision (and why it matters)
● The EX landscape (and who owns it)
● Different levels of employee experience
● Identify the experience gap and defining EX priorities
● EX strategy, goals and outcomes
● Measuring EX

● EX design – a human centred design approach to working on EX
● The EX design framework
● EX design principles: Curiosity, empathy and experimentation
● EX maturity model and where you sit on it
● Thinking beyond the employee life-cycle
● Journey maps and how to use them to map the employee experience
● Identify critical moments that matter
● Create and use personas
● Empathy maps
● Turn people data into actionable insight

● The relationship between culture and EX
● A design approach to culture
● Cultural levers to improve EX
● Digital tools, culture and EX
● Cultural assessment
● Develop a design culture to support your EX journey
● The role of leaders in delivering a great EX

● Create new opportunities to improve EX through ideation
● Ideation and a growth mindset
● How to facilitate effective ideation
● Ideation principles, ground rules and pitfalls

● What is a prototype?
● What is prototyping?
● How to develop and learn from prototypes
● Use the prototyping canvas
● Develop an experimentation mindset

● Using the three lenses model to work with uncertainty:
1.The work: Future of work and EX
2.People: Changing attitudes and expectations of work
3.The organisation: the role of employers in the age of the polycrisis

Frequently Asked Questions

Have questions or need help? Please feel free to get In touch with us 🙂

(65) 6980 7730

There are no pre-requirements, and this course is suitable for participants who classify themselves at either “elementary” or “intermediate” or “advanced” levels.

You will get certificate of attendance from HRD Future. In order to get the certificate of attendance signed by the course trainer, you are requested to attend at least 90% of the course.

You can register online by filling the registration form on our website. Alternatively, you can also register by email or phone.

To register by e-mail, please send the delegates name, job title, email address, company name and telephone number to or alternatively you can email the scanned copy of the completed registration form.

For more information, please call +65 69807730

All our public events are conducted in English, unless otherwise stated. English subtitle are available for some of the online courses.

The registration fee includes admission to the events, exam and cert for certification courses.

For in-person course, a comprehensive set of documentation material in digital format or only printed format for some of the course distributed at the venue, lunches and 2 refreshment breaks for in-person classes. Hotel accommodation and travel costs are not included in the registration fee; however, we do have corporate rates with the hotel venue. Email to for more information.

There is no deadline for registration. However, for some courses, sometimes we do limit the number of delegates to ensure optimum course interaction. We advise you to register as early as possible in order to avoid disappointment and to allow adequate time for our administration process. for in-person class, if you need to register on the day itself (walk-in registration), then kindly contact our customer service department at +65 69807730

Full payment must be received within seven (7) working days upon receipt of invoice or before the event date, whichever is earlier.  A LOU with company stamp is requested for those organizations that cannot make payment on time.

Payment Mode


  • Account Name: HRD Future Pte Ltd
  • Account Number: 695-207639-001
  • Beneficiary Bank: Oversea-Chinese Banking Corporation Limited
  • Beneficiary Bank Address: 65 Chulia Street OCBC Centre Singapore 049513
  • Swift Code: OCBCSGSG

For other currencies, we may provide you a different bank account depends on currencies. Email to for more information.


Please make all cheques payable to: HRD Future Pte. Ltd. (Appliable in Singapore Company only)     


We are using Stripe as the credit card payment gateway. Additional credit card charges per transaction are applied. Please contact our team for more details.

Can I change the name/details of the delegate(s) after registration?

Yes, a name can be changed at no additional cost. Please email providing the details of the delegate(s) you wish to replace and the details of the replacement(s). This email should include:

  • Full names, titles and positions in company
  • Company name
  • Direct telephone (for any urgent purpose)
  • Delegate’s email address (for us to send the Pre-Course Reading Material and Questionnaire)

I have registered for an event but I can no longer attend, what is your cancellation policy?

Cancellation policy can always be found in the Terms & Conditions section of your registration form. Basically, cancellations can be made if it is submitted more than 30 days prior to the event.

For cancellations received less than 30 days prior to the event, you have several options:

  • You can send a replacement as we do substitution free of charge
  • If no one from your organisation can attend, formal written request for withdrawal is required and an acknowledgement sent out. If the request is done before a month of the commencement date, a credit voucher is issued to the organization to be used within 12 months of the date of issuance.

Can I get a copy of the delegate list prior to the event?

We do not disclose delegate list prior to the event taking place. A list of participants will be available at the event only.

Can I get a copy of the course materials prior to the event for self-study?

Yes for some of the courses. However since we always update course materials closer to the event date to ensure all data is most updated, we are only able to provide course materials approximately one week before the event dates. A full payment is requested in order to receive the course material in advance.

What is the dress code for the event?

Most of our delegates who attend our courses prefer to wear business/ smart casual clothing. No shorts please. You can also bring optional formal clothing for your personal dinner or networking functions.

Who should I inform about my dietary requirements?

We will email you the event details letter approximately two weeks before the day of the events. You can highlight any special dietary requirements by reply the email.

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