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A hands-on workshop to gather data and seek inspirations -

sharpening Observation and Interview skills for design research

Master Skill Series

15-16 March 2019

2-days workshop + 9 hours pre-workshop assignments

at Tetratix Coworking Space, Darmawangsa Square

IDR 5,400,000 inclusive of PPN


Please note that we expect about 9 hours commitment of independent learning starting from 3 weeks prior to the workshop date.
This workshop will be conducted in Bahasa Indonesia and written materials will be presented in English.

The focus of this Master Skills Series in about reflective practice from critique, rather than producing a perfect output right away

Critique session has been widely used in design and architecture schools as an active learning method. We, as a class, will practise, analyse, and reflect upon all the methods applied throughout the workshop. We will give constructive inputs for each other, what to be improved upon, and most of all, to open up our minds learning from our peers.

Epilogue - 16 Mar 2019

Immerse yourself into the project objective

You will be given a design topic challenge and conduct mini assignments prior to the workshop. You will conduct Photo Journaling exercise and listen to sample interviews as raw data in the Exploratory phase a few weeks prior to the workshop. Bring these notes to the workshop.

Workshop Day 2 - 16 Mar 2019

Interview Skills: how to facilitate conversations to give depth to a research topic

What makes a good interview? How to determine potential discussion areas as a way of probe deeper into meaningful conversation? Facilitating conversations may seem like a simple skill, yet what differentiate between a good interview session and a mediocre one lies in the ability of the researcher to choose which areas to explore further. In this session, you will learn how to setup and prepare for an interview session. You will then practice, critique, and reflect on what makes a conversation useful and relevant to the research topic.

Workshop Day 1 - 15 Mar 2019

Pre-workshop - starting 22 February 2019 


Observation Skills: how to take notice and gain inspiration from everyday scenes

What are ways to observe everyday phenomenon and capture tangible evidence for storytelling in an exploratory design research phase? What tools can we use to capture meaningful scenes as inspiration to inform new ideas? In this session, you will explore, collect, share, and discuss what message behind different photo elements as a way to interpret data. You will be guided on how to think critically while capturing moments of life from the seemingly ‘normal’ everyday activities. We will conduct group critiquing session as a way to learn more about sharpening your observation skills.

Since this is an advanced course, we will not revisit basic research process. Therefore, we require participants to already gained fundamental understanding of Human-Centered / Design Thinking / User Experience processes and methods. At the very least, you should have participated in Service Jam / Design Thinking workshops, or familiar with user research methods through education or on-the-job exposure.

For those who are new to UX / Human-Centered Design, join
HCD 101: Digital User Experience (UX) Design workshop instead. 


Who this course is for

User researchers, design researchers, research lead, strategists, public service planners, and anyone who has conducted field research in the past and wants to gain a deeper knowledge and sharpen skills in observation and interview using human-centred approach.

To gain the most out of this workshop, we will screen and interview applicants to make sure you have relevant experience / prior knowledge.

We encourage you to register your interest first to be screened and interviewed as qualified participants. 

Workshop will be led by:

Amelia Hendra

Since her graphic design training in 2000, Amelia has accumulated a great depth and breadth of experience within the field of design, user research, and education. Her passion in the world of learning led her to completing a Master of Philosophy in Education from Cambridge University, UK. Previously Amelia lived in China for nine years, wearing the hats of a student, a visual communication lecturer, co-founder of a design studio, and a design & innovation consultant at IDEO Shanghai. Her past clients include: 3M, Converse, DBS Bank, HBO, Kerry Properties, Ritz Carlton, Samsung, the Singapore Government, and Wrangler.

Ketut Sulistyawati

Sulis has over 13 years of experience in User Research, Strategy and Design. Prior to moving back to Indonesia, Sulis spent 12 years in Singapore. She did her Bachelor Degree in Product Design and PhD in Human Factors at Nanyang Technological University, Singapore. She started her professional career as design researcher / UX designer at Dell Singapore Design Centre, Hewlett-Packard Global Design Studio, and Reading Room Singapore. She founded Somia Customer Experience in 2012. Her past clients include: the Singapore Government, Philips Design, English First, Google, Bank Mandiri, BCA, XL Axiata, and Kaskus.


Somia Academy subscribes to the Constructivist’s experiential, hands-on learning methodology and we aim to help cultivate the designer’s critical thinking skill by becoming an independent learnerWe believe that to master any skills, especially when it comes to Human Centred Design (HCD) process, the learner should own a sense of confidence to explore the ambiguous realm of design and innovation.

Our course is designed to help you with your learning journey. As we know, becoming a great designer is a long and engrossing process, not the result of a few days course. Our ‘hidden curriculum’ is to help you learn how to learn. 

Here are our learning principles which we hope you will also embrace in this learning journey:

Enjoy the process

Adopt reflective learning

Learn through doing

Learn from each process’ successes and failures. Reflect on what you did well and to continue doing, what went wrong and could be done better to inform your next decision moments.

I hear and I forget.

I see and I remember.

I do and I understand.

– Confucius –

Less lecturing, more learning by doing. Less theory, more application and practice of the theory. Practice makes perfect.

Foster active collaboration

Think critically

No one-size-fits-all approach

Rather than fully accepting an argument or being cynical, critical thinking means looking at both sides of the given information objectively to construct your own point of view

Build on each other’s ideas and defer judgement because we bring various background knowledge and expertise to the table.

Acknowledge that each project has its unique needs. The key to a successful project is to gain techniques, experience and confidence over time to know which best approach to use for what and when.


'Very well prepared. I feel like all the process have been thought of, from the material preparation for pre-workshop to post-workshop'

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Somia Academy reserves the right to alter the program if necessary and without notice, as a result of circumstances beyond their control.

Somia Academy is organized with love, by the people behind Somia Customer Experience

Have questions? Get in touch

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