CASE STUDIES
Across schools and communities around the world, we help people see their work through new eyes.
Singapore American School (SAS)
Singapore American School (SAS) is known for its commitment to continuous improvement and innovation. When the school sought to deepen its understanding of community experience - particularly how students, parents, and employees engage with school life - it turned to [YELLOW CAR] for support.
Kyle Aldous, the Executive Director of Communication, had followed David and Suzette’s work for several years. After hearing David speak at multiple conferences and engaging with his writing on LinkedIn, the decision to partner with [YELLOW CAR] felt like a natural next step.
I already knew I liked the content. I already knew I liked the vibe of both of them. And that they’d be fun to work with.
Based on a conversation with
Kyle Aldous, Executive Director of Communication
Embedding Experience Strategy
SCOPE OF WORK
[YELLOW CAR] delivered two days of workshops on the SAS campus, reaching a wide cross-section of the school’s community. The workshops, repeated across both days with different participants, allowed for maximum engagement without overwhelming any one group. Attendees included teachers, counselors, nurses, and members of the leadership team.
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The sessions were highly participatory, introducing practical tools and exercises—such as the now-memorable “IKEA protocol” that challenged participants to rethink how the school’s experiences were being delivered and received by different stakeholder groups.
KEY IMPACT AREAS
The most significant outcome of the engagement with [YELLOW CAR] was a fundamental shift in how SAS approaches the design of its experiences. Staff members across departments began actively considering how day-to-day processes and interactions are perceived through the eyes of students, parents, and colleagues.
This mindset shift has become embedded in various parts of the school, including:
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Teaching teams: Early childhood educators began applying experience design principles to classroom routines and parent communication - particularly considering non-English-speaking families.
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Student leadership: High school student leaders redesigned major school events using tools introduced by [YELLOW CAR], focusing on visitor and peer experience.
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Admissions and onboarding: The admissions team, in collaboration with school leadership, has examined how families experience first impressions and welcome events. One tangible outcome was the introduction of Chinese interpreters at welcome events to better serve specific community needs.​​
It helped people see through different eyes… We took things we are doing in our work, deconstructed them, then rebuilt them with new intent.
Importantly, this work did not remain siloed. It sparked ongoing conversations among school leaders about the experiences they are intentionally, or unintentionally, creating. From admissions to the start-of-year welcome day, decisions are increasingly guided by a stakeholder-centric lens.
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ORGANISATIONAL LEARNING AND CULTURAL SHIFT
One of the most enduring effects of the workshops was the shared reference point it created within the communications and parent engagement team, who all participated in the sessions together. This collective experience provided a common language and a foundation for integrating experience design into their work.​​
The approach also resonated with staff who had not previously seen their role as integral to shaping the school’s narrative. Teachers who once distanced themselves from prospective family engagement began volunteering to speak with visitors, understanding that they could be powerful storytellers for the school.​​
Anytime we reference experience design, everybody knows, and they’re already bought in.
Five or six years ago, teachers would say, ‘Don’t talk to me, I have a real job.’ Now they’re saying, ‘Let me talk to prospective families. I can help them see this differently.
SUSTAINED APPLICATION
Although the workshop series took place over two years ago, [YELLOW CAR]’s influence remains highly visible across the school. Kyle and his colleagues have adapted and reused the frameworks in internal sessions, and continue to reach out to David and Suzette for guidance.
This is a testament not only to the quality of the initial sessions, but also to the capacity-building approach that [YELLOW CAR] brings to its partnerships.​​
REFLECTIONS ON COLLABORATION
The partnership with [YELLOW CAR] was characterized by thoughtful facilitation, strong storytelling, and authentic engagement. What differentiated the experience was its interactive nature and practical relevance, far removed from traditional professional development models.
Even after the sessions concluded, David and Suzette remained accessible and generous - offering insights and encouragement as the school continued applying the work.​​
We’ve used the frameworks a lot since that time. And honestly, I’ve found them just as valuable in my personal life - as a parent and partner - as I have professionally.
CONCLUSION
Through their collaboration with [YELLOW CAR], Singapore American School developed a deeper, more intentional approach to experience design. The impact has extended well beyond the workshop days, reshaping how the school engages with students, parents, and staff alike.
This case underscores the value of embedding experience strategy not just as a professional tool, but as a cultural lens - one that informs decisions, deepens empathy, and ultimately strengthens the sense of connection within a school community.​​