• Analyze existing services and identify opportunities to improve customer experience and service delivery.
• Design customer journeys (As-Is & To-Be) to enhance user experience and operational efficiency.
• Collaborate with Business Analysts, UX/UI Designers, and Technical teams to align business, user, and technical requirements.
• Develop service design artifacts such as Customer Journey Maps, Service Blueprints, User Personas, Process Flows, and Service Catalogs.
• Identify pain points and recommend improvements to simplify processes and enhance customer satisfaction.
• Ensure consistency across digital service channels and support the implementation of customer-centric solutions.
• Participate in workshops, stakeholder meetings, and design review sessions to support project delivery.

Requirements

Key Responsibilities

1 Service Discovery & Analysis

• Conduct workshops and working sessions with key stakeholders to gather insights and understand current service delivery models.
• Analyze existing services and identify gaps, inefficiencies, and improvement opportunities.
• Map current state (As-Is) customer journeys across all relevant services.

2 Service Design & Experience Definition

• Design future state (To-Be) customer journeys with a focus on improving user experience and operational efficiency.
• Identify and address pain points, delays, redundancies, and service gaps.
• Ensure consistency and standardization of services across all channels (web, mobile, backend).

3 Alignment Across Business, UX, and Technology

• Collaborate closely with Business Analysts and UX/UI teams to:
• Align business requirements with user experience design.
• Ensure feasibility and alignment with technical architecture and implementation constraints.
• Act as a bridge between business, design, and technical teams to ensure cohesive service delivery.

4 Customer Experience (CX) Optimization

• Simplify service processes by reducing unnecessary steps and removing friction points.
• Enhance usability and accessibility of services.
• Ensure a consistent and seamless customer experience across all touchpoints.

5 Service Design Artifacts Development

Develop and maintain comprehensive service design deliverables, including but not limited to:

• Customer Journey Maps (As-Is and To-Be)
• Service Blueprints (including frontstage and backstage processes)
• User Personas
• Stakeholder Maps
• Service Ecosystem Maps
• Service Catalogs
• End-to-end Process Flows
• Experience Guidelines and Design Principles

6 Recommendations & Continuous Improvement

• Provide actionable recommendations for service optimization and transformation.
• Support prioritization of services based on impact, complexity, and business value.
• Contribute to defining a scalable and sustainable service design framework.

3. Deliverables

The Service Designer is expected to deliver the following:

• As-Is and To-Be Customer Journey Maps
• Detailed Service Blueprints (frontstage & backstage)
• User Personas
• Service Catalog
• Process Flow Diagrams
• Stakeholder & Ecosystem Maps
• Experience Guidelines
• Service Optimization Recommendations Report

4. Collaboration & Governance

• Work under the overall project governance structure.
• Coordinate with:
• Project Management Team
• Business Analysis Team
• UX/UI Design Team
• Technical/Development Team
• Participate in regular project meetings, workshops, and design reviews.

5. Expected Outcome

• Improved and standardized services
• Enhanced customer experience and satisfaction
• Optimized service delivery processes
• Clear alignment between business, design, and technology