Service Designer
Department: Design Thinking Unit
Role Overview
The Service Designer will translate research insights into customer journeys, service touchpoints, and service blueprints that improve end-to-end customer experiences. The role involves understanding customer needs, identifying service gaps, developing and testing design solutions, and collaborating with cross-functional teams to support the implementation of service improvements.
The ideal candidate should have a strong understanding of human-centred design, design thinking, journey mapping, service blueprinting, and prototyping, with the ability to connect customer needs with business and operational requirements.
Key Responsibilities
1. Customer Journey & Touchpoint Design
- Translate research insights into customer journey maps and actionable service improvements.
- Identify customer pain points, service gaps, and opportunities to improve experiences.
- Design customer-facing touchpoints across digital and offline channels.
- Apply usability principles to ensure consistent, intuitive, and user-friendly experiences.
2. Service Blueprinting
- Develop service blueprints covering customer actions, frontstage interactions, backstage activities, and support processes.
- Map service interactions, handoffs, dependencies, and operational workflows.
- Align customer journey maps with service blueprints to create a seamless end-to-end experience.
- Ensure design decisions are supported by research insights and customer needs.
3. Design Thinking & Prototyping
- Apply human-centred design and design thinking methodologies to solve customer and business problems.
- Reframe research findings into clear design challenges using the “How Might We” approach.
- Create prototypes, service concepts, and process flows to validate ideas before implementation.
- Conduct usability testing and incorporate feedback to improve proposed solutions.
4. Cross-functional Collaboration
- Work with research, Product, Engineering, and Operations teams to develop practical service solutions.
- Participate in workshops and co-creation sessions with relevant stakeholders.
- Understand technical constraints, operational dependencies, and business requirements.
- Support the translation of approved service blueprints into actionable implementation plans.
5. Implementation & Continuous Improvement
- Support the implementation of service blueprints and ensure alignment between design intent and the delivered service.
- Identify gaps between planned and actual customer experiences and recommend improvements.
- Define relevant service performance indicators in collaboration with stakeholders.
- Use customer feedback, usability findings, and service performance data to improve service experiences.
Required Skills & Experience
- Experience in Service Design, UX Design, Customer Experience Design, or a related field.
- Understanding of human-centred design, design thinking, and service design methodologies.
- Knowledge of customer journey mapping, service blueprinting, touchpoint design, and process mapping.
- Familiarity with prototyping, usability testing, and experience validation.
- Ability to translate research insights into practical design solutions.
- Understanding of customer-facing and backstage service processes.
- Familiarity with usability principles and Nielsen’s usability heuristics.
- Strong analytical, communication, problem-solving, and collaboration skills.
- Ability to work with cross-functional teams and manage multiple design activities.
Key Deliverables
- Customer journey maps and insight-driven touchpoint designs.
- Service blueprints with clearly defined customer, frontstage, backstage, and support activities.
- Prototypes and validated service concepts.
- Service flows and documentation supporting implementation.
- Recommendations for improving customer experience and service performance.
Success Measures
- Quality and completeness of service blueprints.
- Number of customer touchpoints designed based on research insights.
- Effectiveness of proposed service improvements.
- Contribution to the implementation and validation of service solutions.
- Quality of collaboration with cross-functional stakeholders.
