Nuren Group



Kelvin Leow and his wife Petrina Goh, then new parents and founders of a new, exciting content and commerce platform for brides and mothers, found themselves in a state of surprise when their Pinterest-like platform had troubles taking off.

Having spent some years in the US and seeing the success of some of its online purchasing platforms, the couple projected that a content sharing, Pinterest-like app would drastically improve the information sourcing experience for brides and mothers. When the platform failed to gather more traction, Kelvin decided that it was time to reassess the strategy. He then took up a Design Thinking programme at Genovasi


Enrolling in the programme led Kelvin to discover several interesting insights about the potential users of their platform:

  • For one, they discovered that only a small community in Southeast Asia has a liking for Pinterest and its assorted feed of images.
  • By engaging with their users, the team learnt of the frustration when users see an item that they like but are not given the information on where to buy it.
  • As wedding and motherhood products are generally heavy financial investments, the team found that their customers had difficulty in making certain purchase decisions online, without the touch and feel factor.

Source: Nuren Group


One of the things that Design Thinking helped Kelvin and team do better is customer profiling and nailing down a concise problem statement. In Design Thinking, this is called a ‘Point-of-View’ (POV). The POV allowed them to better direct their ideas and guided them toward a much deeper understanding of their users’ journeys.

The team also found the ‘How Might We’ tool as a prelude to brainstorming, particularly useful. Framing their sessions with How Might We-statements such as “How Might We improve the e-commerce experience for our customers?” drove greater clarity and focus in their ideation.

Taking stock of what they learnt from and about their users, Kelvin and team made the following additions and modifications to their website:

  • Added a shopping element to the website to allow easy purchase when users saw something they liked.
  • A vendor directory was created after learning that users liked having the option to compare prices and quality across different vendors.
  • On users needing a touch-and-feel experience with their possible future purchases, Kelvin and team started a wedding concierge team - a one-stop, free service for wedding consultation and advice.


Kelvin notes that brainstorming using Design Thinking has allowed them to explore more ‘dark horse’ ideas that are in their products today while others are archived for future implementation.

With the initial vision of providing mothers a reliable and centralised online shopping experience, Kelvin and team pivoted their business several times before forming the company, Nuren Group that has user-centred design infused into its DNA.

With their users at the forefront of every decision, Nuren Group has grown to become the leading female portal in Southeast Asia, supporting women in their journeys from their wedding to motherhood, and soon-to-come, in their home & living as well.

Source: Nuren Group