Tifa believes in the power of human-centric methodologies to solve problems and improve people’s well-being. As a leader within the McKinsey Design Practice in Greater China and South Korea, she empowers organizations to harness the value of design, to define value propositions, build new businesses, and accelerate innovation. Her work spans multiple sectors and industries including banking, insurance, healthcare, and sustainability. Tifa combines her deep understanding of the local culture with a hybrid of “top-down” hypothesis and “bottom-up” methodologies to help organizations develop expansion strategies and reach tangible results.
Examples of Tifa’s recent client work include the following:
- helping multiple wealth management and insurance businesses across Asia innovate future advisory models by defining the customer and financial planning end-to-end experience, and designing and building new digital products and services
- leading cross-functional teams to identify value propositions and build a new business model and go-to-market strategy for major sustainability businesses in Southeast Asia
- designing a new business use case for a global pharmaceutical company, including case validation through iterations with patients, physicians, sales representatives, and business teams
- supporting a multinational consumer health-product company as it designed and established an innovative business model across seven markets by conducting ethnographic research, a quantitative survey, and designing ideation workshops to define and validate new services and digital enablers
Prior to joining McKinsey, Tifa was a design thinking and innovation leader in Asia serving at consultancies, design agencies, and research institutions for more than a decade.