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Service Designer/ Lead

A Service Design Lead plays a pivotal role in shaping and orchestrating the entire service design process. This process encompasses the holistic design and implementation of an organization's offerings, not just from the perspective of customers or users but also from an organizational standpoint, including the experiences of employees, operational model design, and infrastructure.


  1. Service Design Strategy: Develop and lead the service design strategy, aligning it with the organization's goals and objectives. This involves identifying opportunities for service improvement and innovation.

  2. Cross-Functional Collaboration: Collaborate with cross-functional teams, including UX/UI designers, researchers, product managers, and business analysts, to ensure a unified approach to service design.

  3. Customer-Centric Focus: Maintain a customer-centric approach by understanding user needs and behaviors, conducting user research, and leveraging design thinking methodologies.

  4. Operational Model Design: Evaluate and optimize the operational model, ensuring that it aligns with the intended service experience and can support efficient service delivery.

  5. Infrastructure Enhancement: Identify and recommend changes to the infrastructure, systems, and technologies required to deliver seamless service experiences.

  6. Employee Experience: Consider the experiences of employees who play a role in delivering the service, ensuring that their needs are met and that they are equipped to provide exceptional service.

  7. Quality Assurance: Oversee the quality of service delivery, implementing processes and standards that maintain consistency and excellence across all touchpoints.

  8. Planning and Organizing: Develop and execute plans for service design projects, including resource allocation, timelines, and project milestones.

  9. Performance Measurement: Establish key performance indicators (KPIs) and metrics to measure the effectiveness and impact of service design initiatives.


  • Experience: Typically, Service Design Leads have 5-10 years of experience in service design, user experience design, or related fields, with a track record of successful service design projects.

  • Education: A bachelor's degree in a relevant field, such as service design, user experience, or business design, is often preferred. Some may hold master's degrees or certifications in service design.

  • Design Thinking Expertise: Proficiency in design thinking methodologies and a deep understanding of user-centered design principles.

  • Leadership Skills: Strong leadership and team management skills, with experience in leading cross-functional teams and guiding them towards a common vision.

  • Communication: Excellent communication and presentation skills to convey the value and impact of service design to stakeholders at all levels.

  • Analytical Skills: The ability to analyze data and user research findings to inform service design decisions.

Software Tools:

  • Design and Prototyping Tools: Utilize design and prototyping tools such as Adobe XD, Sketch, Figma, or InVision to create and visualize service design concepts and prototypes.

  • Project Management: Employ project management software like Asana, Trello, or Microsoft Project for project planning and tracking.

  • Collaboration: Tools like Slack, Microsoft Teams, or project-specific communication tools for team collaboration and stakeholder communication.

  • Analytics and Research: Leverage analytics tools, user research platforms, and survey tools to gather data and insights for service design improvements.

A Service Design Lead is the orchestrator of an organization's service design efforts, ensuring that the complete service experience is meticulously crafted to delight customers, streamline operations, and drive business success. Their unique role encompasses the intersection of customer experience, operational efficiency, and infrastructure optimisation, making them instrumental in shaping the organisation's service landscape.