“We can’t solve problems by using the same kind of thinking we used when we created them.” – Albert Einstein

We adopt a citizen-centric approach in re-engineering processes and designing interventions, ensuring that solutions will not only be embraced by all citizens/users, but that they will also effectively address their needs while being user-friendly. The team works through Citra’s flexible 7 step innovation process on the identification of an issue, the development of a solution, and the prototyping and testing phases which are all informed by systemic design thinking and human-centred design principles. The Lab takes on challenges on a case by case basis brought to us or sourced directly from our partners in government, private sector and non-governmental organisations.



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