Despite the benefits of outsourced chief investment officers(OCIOs), there are many concerns that the OCIO market in Korea has already become a red ocean. However, existing studies have been reviewed from the perspective of service providers, such as asset managers, or policymakers, such as governments, while the perspective of the ultimate beneficiary—the consumer—has not been considered at all. To address this, this paper proposes an improvement plan for the domestic OCIO system by applying, for the first time, design thinking theory, which is gaining attention as a methodology for solving problems by prioritizing the user(consumer) experience. In doing so, it differentiates itself from existing studies by using a research method that combines theory and practice, arguing that the key to improving the system should lie in diversifying OCIO services and strengthening the expertise of the practitioners who operate them. It is also of practical importance as it provides guidance that can be directly applied in the investment field by analyzing overseas cases where the OCIO market is active. Furthermore, this paper has policy significance as it fills a gap in the existing literature by contributing to both academic understanding and practical application, offering a new direction for the OCIO market that seeks to maximize the use of external experts in a rapidly changing financial environment.