Customer App UX/UI Designer

📍 Job Overview

Job Title: Customer App UX/UI Designer

Company: First Rail

Location: London - The Point, United Kingdom

Job Type: FULL_TIME

Category: Digital Product Design / Operations Support

Date Posted: June 09, 2026

Experience Level: Mid-Level (2-5 years)

Remote Status: Hybrid

🚀 Role Summary

• Spearhead the user experience (UX) and user interface (UI) design for First Rail's customer-facing mobile applications, focusing on delivering intuitive and seamless digital journeys.

• Leverage customer insights, analytics, and market trends to inform design decisions and drive continuous improvement of digital retail platforms, directly impacting customer engagement and operational efficiency.

• Collaborate closely with product management, development teams, and stakeholders to translate complex user needs and business objectives into visually appealing and highly functional app designs that support revenue growth.

• Champion best practices in design, accessibility, and brand consistency across the digital product portfolio, ensuring a unified and high-quality customer experience.

📝 Enhancement Note: While the title is "Customer App UX/UI Designer," the core responsibilities of informing design decisions with analytics and driving digital retail platform growth indicate a strong connection to operational efficiency and revenue generation. This role is crucial for optimizing customer interactions, which directly impacts operational metrics like app usage, conversion rates, and customer satisfaction. The emphasis on ASO/SEO also links it to marketing operations.

📈 Primary Responsibilities

• Utilize customer insight, analytics (e.g., Google Analytics), and industry best practices to understand user behaviors and propose data-driven design enhancements for the First Rail mobile app portfolio.

• Develop comprehensive design documentation, including storyboards, wireframes, and interactive prototypes in Figma, to effectively communicate design concepts and user flows.

• Create visually compelling and functional UI designs that clearly articulate app functionality and aesthetic appeal, ensuring alignment with brand guidelines and user expectations.

• Manage the end-to-end design process for product features, from initial concept and user research validation through to build, release, and post-release analysis and iteration, working closely with digital product managers.

• Maintain and evolve design systems to ensure brand consistency, scalability, and efficiency across multiple digital products and platforms.

• Proactively recommend and implement improvements to the UX/UI design process, incorporating new tools, methodologies, and best practices to enhance team productivity and design quality.

• Collaborate with Group Product Managers to optimize app store presence (ASO) and website content (SEO) through user-centric design, balancing user experience with discoverability and performance.

• Design exceptional UX that not only meets but exceeds customer needs, translating into tangible commercial gains and improved operational metrics.

• Liaise with third-party development teams and data providers to understand technical constraints and capabilities, transforming raw data into aesthetic and efficient app and web experiences.

• Ensure all design outputs strictly adhere to accessibility standards (e.g., WCAG) and comply with brand guidelines and relevant industry regulations.

• Conduct ongoing competitor analysis to identify market trends and ensure First Rail's digital channels remain competitive and proactively address evolving user expectations.

📝 Enhancement Note: The responsibilities clearly indicate a focus on optimizing customer-facing digital assets that directly influence customer behavior and operational metrics. The mention of ASO/SEO, A/B testing (implied through iteration), and collaboration with product managers for commercial gains highlights the role's strategic importance in driving operational performance through enhanced user experience.

🎓 Skills & Qualifications

Education:

• While no specific degree is mandated, a strong portfolio demonstrating equivalent knowledge and practical application of UX/UI design principles is essential. Relevant certifications in UX/UI design or related fields are beneficial. Experience:

• Proven track record in mobile UX/UI design, with a focus on consumer-facing applications and digital retail platforms.

• Demonstrated experience in managing design projects from concept to launch, including user research, prototyping, and post-launch analysis. Required Skills:

• Mobile UX/UI Design Expertise: Extensive experience in designing intuitive and engaging user interfaces for iOS and Android mobile applications.

• Design Software Proficiency: Excellent command of industry-standard design tools such as Figma (primary), Sketch, InVision, and Adobe Creative Suite.

• Prototyping & Wireframing: Proven ability to create detailed wireframes, storyboards, and interactive prototypes to articulate design concepts and user flows.

• User Research & Analytics: Strong understanding of user research methodologies and the ability to interpret data from analytical tools like Google Analytics (GA) to inform design decisions.

• Design Systems Management: Experience in creating, maintaining, and contributing to design systems to ensure consistency and scalability across products.

• Agile Methodology: Familiarity with agile development processes and the ability to adapt designs to evolving project requirements and priorities.

• Accessibility Standards: In-depth knowledge of and experience applying accessibility standards (e.g., WCAG) to ensure inclusive design.

• Stakeholder Communication: Excellent interpersonal and presentation skills with the confidence to effectively communicate design rationale and influence stakeholders.

Preferred Skills:

• E-commerce/Travel Industry Experience: Previous experience in the e-commerce or travel and transport sectors is highly desirable.

• ASO/SEO Optimization: Understanding of App Store Optimization (ASO) and Search Engine Optimization (SEO) principles as they relate to digital product design.

• HTML/CSS Knowledge: Basic understanding of HTML and CSS to facilitate better collaboration with development teams.

• Technical Translation: Ability to translate technical capabilities and raw data into aesthetic and efficient app and web experiences.

📝 Enhancement Note: The requirements emphasize practical, hands-on skills in design tools and methodologies, typical for a mid-level specialist. The preference for e-commerce/travel experience and ASO/SEO knowledge highlights the role's direct impact on commercial performance and digital strategy, aligning it with operations that drive revenue.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Demonstrated UX/UI Process: A portfolio showcasing a clear and repeatable design process, from initial research and ideation through to final design and validation.

• Mobile App Case Studies: A minimum of 2-3 comprehensive case studies focusing on mobile app design projects, detailing problem statements, design solutions, user flows, and final UI.

• Figma Proficiency Showcase: Examples of complex UI designs and interactive prototypes created in Figma, demonstrating advanced feature utilization.

• Impact-Oriented Projects: Projects that highlight the candidate's ability to balance strong user experience with commercial objectives, showing measurable impact where possible (e.g., conversion rate improvements, engagement metrics).

• Design System Contributions: Examples or descriptions of contributions to design systems, illustrating an understanding of consistency, scalability, and component-based design.

Process Documentation:

• Workflow Design & Optimization: Ability to document and present user journey maps, wireflows, and interaction designs that optimize user paths and task completion.

• Prototyping & Validation: Clear documentation of the prototyping process, including user research methodologies used for validation and how feedback was incorporated into design iterations.

• Performance Analysis Integration: Evidence of how design decisions were informed by analytics data and how the impact of design changes was measured post-launch.

📝 Enhancement Note: A strong portfolio is critical for UX/UI roles. The emphasis on process and impact aligns with operations' focus on efficiency and results. Candidates should be prepared to walk through their design decisions and demonstrate how their work contributed to business objectives, much like an operations professional would present a process improvement project.

💵 Compensation & Benefits

Salary Range:

• Based on industry benchmarks for a mid-level UX/UI Designer in London, with 2-5 years of experience, the estimated salary range is approximately £45,000 - £60,000 per annum. This estimate considers the specific skill set, the hybrid work model, and the benefits package offered. Benefits:

• Pension Scheme: Minimum 10% contribution (5% employer, 5% employee) to a company pension scheme.

• Holiday Allowance: 25 days of annual leave, in addition to National Bank Holidays.

• Travel Perks: Special travel offers for Bus and Rail services (applicable after 6 months of employment).

• Shopping Discounts: Access to a wide range of discounts and cashback offers on various goods and services, including electronics, groceries, holidays, and insurance.

• Share Schemes: Opportunities to purchase company shares through "Buy as You Earn" and "Save as You Earn" programs, with potential for matching shares after a 3-year participation period.

• Employee Assistance Program: Confidential 24/7 support service for employees facing personal or work-related challenges.

• Payroll Giving: Option to donate directly from salary to a charity of choice.

Working Hours:

• The standard working hours are 40 hours per week. The hybrid working arrangement allows for flexibility, typically involving a mix of in-office and remote work days.

📝 Enhancement Note: Salary is estimated based on London market rates for a mid-level designer. The benefits package is comprehensive, with specific perks related to the company's core business (travel offers) and long-term financial incentives (share schemes). The hybrid model offers flexibility.

🎯 Team & Company Context

🏢 Company Culture

Industry: Transportation (Rail Operations)

• First Rail operates within the highly regulated and essential UK rail industry. This sector demands a strong focus on safety, reliability, customer service, and operational efficiency. The company's commitment to reducing environmental impact is also a key aspect of its modern operational ethos.

Company Size: Large (FirstGroup is one of the largest transport operators in the UK, with tens of thousands of employees across its divisions).

• For operations professionals, a large company structure often means established processes, potential for specialization, and opportunities for cross-functional collaboration, but also requires navigating complex organizational hierarchies.

Founded: FirstGroup was founded in 1995.

• With over 25 years of operation, FirstGroup has a solid history and a well-established presence, suggesting a company that values stability and long-term strategic planning in its operations. Team Structure:

• Digital Retail Team: This role sits within the Rail Digital Retail team, suggesting a dedicated unit focused on enhancing the digital customer journey.

• Cross-Functional Collaboration: The role requires close collaboration with Group Product Managers, TOC (Train Operating Company) product managers, third-party development teams, and potentially marketing and IT functions. This indicates a highly collaborative environment where design thinking is integrated into broader operational and product development strategies.

• Reporting: The designer will likely report to a lead designer or product manager within the Digital Retail team, with dotted-line reporting or strong functional collaboration with product owners across different TOCs.

Methodology:

• Data-Driven Design: The emphasis on customer insight, analytics, and user research points to a data-driven approach to design, mirroring the analytical rigor expected in operations.

• Agile Development: The mention of an "agile mindset" and working through build processes indicates an agile or iterative approach to product development and design.

• Customer-Centricity: The core objective is to create "industry-leading customer experience" that solves problems and delivers commercial gains, underscoring a customer-centric operational philosophy.

Company Website: https://www.firstgroupplc.com/ (FirstGroup plc)

📝 Enhancement Note: The company's industry and size shape its operational culture. In transportation, efficiency, safety, and customer experience are paramount. The digital team operates within this framework, using design as a tool to improve these operational pillars.

📈 Career & Growth Analysis

Operations Career Level: Mid-Level Specialist

• This role is positioned as a specialist, requiring proven experience (2-5 years) in mobile UX/UI design. It signifies a transition from junior to a more autonomous contributor role, where the designer is expected to own specific design areas and contribute significantly to product strategy. Reporting Structure:

• The designer will report into a management position within the Rail Digital Retail team, likely a Head of Digital Product, Lead UX/UI Designer, or a Group Product Manager. They will work closely with multiple Product Managers across different train operating companies (TOCs), fostering a matrixed reporting or strong collaborative relationship. Operations Impact:

• The UX/UI Designer plays a critical role in optimizing the customer journey across digital platforms, which directly impacts revenue generation through increased app usage, conversion rates, and customer loyalty. By creating seamless and engaging experiences, the role contributes to operational efficiency by reducing customer support inquiries and improving the overall perception of First Rail's services. Their work also supports brand consistency and market competitiveness. Growth Opportunities:

• Specialization: Deepen expertise in UX/UI for the transportation sector, becoming a subject matter expert for mobile app design in rail.

• Leadership: Progress into a Senior UX/UI Designer role, potentially leading design projects or mentoring junior designers. Opportunities may also arise to move into Product Management roles, leveraging design expertise to drive product strategy.

• Cross-Functional Mobility: Develop a broader understanding of digital retail operations, product management, and marketing, opening doors to roles in these adjacent fields within FirstGroup.

• Skill Development: Continuous learning in emerging design trends, tools (e.g., advanced Figma features, AI-driven design tools), and accessibility standards, potentially through industry conferences and certifications.

📝 Enhancement Note: This role offers a clear path for growth within specialized digital design, with potential to influence broader product and operational strategies. The impact on revenue and customer experience is significant, providing a strong foundation for career advancement.

🌐 Work Environment

Office Type: Hybrid Working Model

• The role is based at "The Point" in London, with a hybrid working arrangement. This indicates a modern work environment that balances the benefits of in-office collaboration and team cohesion with the flexibility and autonomy of remote work. Office Location(s):

• The primary office location is London - The Point. This central London location provides good accessibility via public transport, which is relevant given the company's industry. Workspace Context:

• Collaborative Environment: The hybrid model and emphasis on cross-functional collaboration suggest a dynamic and interactive workspace. Designers will likely engage in brainstorming sessions, design critiques, and team meetings, both in person and virtually.

• Technology & Tools: Access to industry-standard design software (Figma, Adobe Suite), project management tools, and collaboration platforms will be essential. The company's commitment to digital retail implies investment in modern technology infrastructure.

• Team Interaction: Opportunities for regular interaction with product managers, fellow designers, developers, and other stakeholders, fostering a culture of shared learning and problem-solving.

Work Schedule:

• The standard 40-hour work week is complemented by the hybrid model, offering flexibility in structuring workdays. This allows for focused individual work (remote) and collaborative sessions (in-office), aligning with the demands of design projects and operational needs.

📝 Enhancement Note: The hybrid setup in a London office is standard for many tech and design roles. For a UX/UI designer, this environment supports both focused creative work and collaborative problem-solving, crucial for translating operational requirements into user-friendly designs.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: A review of the candidate's CV and portfolio to assess relevant experience and design skills.

• Design Challenge/Portfolio Review: A practical exercise or a detailed walkthrough of the candidate's portfolio. This will likely involve presenting case studies, explaining design decisions, and demonstrating problem-solving approaches. Expect questions on how you used analytics, user research, and design systems.

• Hiring Manager Interview: Discussion about the candidate's experience, motivations, and fit with the team and company culture. Questions will focus on collaboration, handling feedback, and understanding of the design process.

• Team/Stakeholder Interviews: Meetings with key stakeholders (e.g., Product Managers, potentially developers) to assess collaboration skills, communication style, and ability to integrate into the team's workflow.

• Final Interview: Potentially with a senior leader, focusing on strategic thinking and long-term career aspirations.

Portfolio Review Tips:

• Curate Selectively: Showcase 3-4 of your strongest, most relevant projects that demonstrate your end-to-end UX/UI process, especially those involving mobile apps and ideally within e-commerce or travel.

• Tell a Story: For each project, clearly articulate the problem, your role, the process you followed (research, ideation, wireframing, prototyping, testing), your design decisions, and the outcomes or impact. Quantify results where possible.

• Highlight Figma: Emphasize your proficiency with Figma, showcasing complex interactions, component usage, and design system integration.

• Focus on Impact: Demonstrate how your designs solved user problems and contributed to business goals (e.g., increased engagement, conversion, efficiency).

• Accessibility & Brand: Show examples where you've considered and implemented accessibility standards and adhered to brand guidelines.

Challenge Preparation:

• Understand the Context: Research First Rail, its brands (Avanti West Coast, GWR, Hull Trains, Lumo), and its role in the UK transport sector. Understand the challenges of designing for a diverse customer base with varying digital literacy.

• Practice Design Thinking: Be ready to articulate your approach to a given design problem, focusing on user needs, business objectives, and technical feasibility.

• Prepare for Analytics Questions: Think about how you've used data (e.g., Google Analytics) to inform design decisions and measure success.

• Articulate Collaboration: Prepare examples of how you've worked effectively with product managers, developers, and other stakeholders, and how you handle constructive feedback.

📝 Enhancement Note: The interview process emphasizes practical application of design skills and collaborative capabilities. A strong portfolio that clearly demonstrates process, impact, and tool proficiency is paramount. Candidates should prepare to discuss their role in driving operational improvements through design.

🛠 Tools & Technology Stack

Primary Tools:

• Figma: The primary tool for UI design, wireframing, and prototyping. Expect advanced usage, including component libraries, auto layout, and collaborative features.

• Sketch: Potentially used for specific workflows or legacy projects, though Figma is likely the main focus.

• InVision: May be used for prototyping, collaboration, or design handoff, though Figma's prototyping capabilities are increasingly integrated.

• Adobe Creative Suite: Photoshop, Illustrator, and potentially After Effects for asset creation, image editing, and motion graphics.

Analytics & Reporting:

• Google Analytics (GA): Essential for understanding user behavior, tracking app performance, and informing design iterations. Proficiency in interpreting GA data is a key requirement.

• Data Visualization Tools: While not explicitly mentioned, familiarity with tools like Tableau or Power BI might be beneficial for understanding broader performance dashboards.

CRM & Automation:

• Not Directly Applicable: This role primarily focuses on the front-end customer experience and does not typically involve direct CRM or marketing automation tool usage. However, understanding how app data feeds into CRM systems could be advantageous.

• Project Management Tools: Likely candidates include Jira, Trello, or Asana for managing design tasks and collaborating with development teams.

📝 Enhancement Note: Proficiency in Figma is non-negotiable. The ability to interpret analytics data is crucial for demonstrating the operational impact of design choices, echoing the data-driven nature of operations roles.

👥 Team Culture & Values

Operations Values:

• Customer Focus: A deep commitment to understanding and serving the needs of rail passengers, translating into user-centric design that enhances their journey.

• Efficiency & Optimization: A drive to streamline processes and improve performance, both in the design workflow and in the user experience delivered through the apps.

• Data-Driven Decision Making: Relying on insights from analytics, user research, and performance metrics to guide design choices and demonstrate impact.

• Collaboration & Communication: Valuing teamwork and open communication to ensure alignment across diverse teams and stakeholders.

• Innovation & Continuous Improvement: A proactive approach to exploring new design trends, technologies, and methodologies to keep digital offerings competitive and user-friendly.

Collaboration Style:

• Cross-Functional Integration: Actively partnering with product managers, developers, marketing, and other business units to ensure design solutions are aligned with broader business objectives and operational realities.

• Feedback-Oriented: A culture that encourages constructive feedback on designs, fostering an environment of collective improvement.

• Agile & Iterative: Working in agile sprints, embracing iterative development, and being adaptable to changing priorities and project scopes.

• Knowledge Sharing: Encouraging the sharing of design knowledge, best practices, and learnings across the team and broader organization.

📝 Enhancement Note: The company's values likely reflect a blend of operational excellence in the transport sector and a modern approach to digital product development. For a designer, this means understanding how design contributes to efficiency, customer satisfaction, and commercial success.

⚡ Challenges & Growth Opportunities

Challenges:

• Balancing User Needs with Business Goals: Navigating the inherent tension between creating optimal user experiences and meeting commercial objectives, technical constraints, and brand guidelines.

• Diverse User Base: Designing for a broad spectrum of users with varying technical proficiencies, accessibility needs, and travel habits within the UK rail network.

• Legacy Systems & Integration: Working within an established transport organization may involve integrating new digital features with existing operational systems or older technologies.

• Keeping Pace with Technology: Continuously adapting design skills and strategies to evolving mobile technologies, design tools, and user expectations in the fast-paced digital landscape.

Learning & Development Opportunities:

• Specialized Training: Access to training in advanced UX/UI methodologies, new design tools, and specific areas like accessibility or user research techniques.

• Industry Exposure: Opportunities to attend industry conferences (e.g., UX, digital product, transport tech) and gain insights into broader trends.

• Mentorship: Potential to be mentored by senior designers or product leaders, and to mentor junior team members as experience grows.

• Cross-Departmental Learning: Gaining exposure to different facets of the business, such as operations, marketing, and IT, to develop a holistic understanding of the transport ecosystem.

📝 Enhancement Note: This role presents typical challenges of mid-level design positions, amplified by the specific context of the transport industry. The growth opportunities are robust, focusing on both technical skill enhancement and strategic career development within a large organization.

💡 Interview Preparation

Strategy Questions:

• Design Process & Problem Solving: "Describe a complex mobile app feature you designed. Walk me through your process, from understanding the user problem to the final solution, highlighting any challenges you overcame and the tools you used." (Be prepared to showcase this in your portfolio).

• Data & Analytics Integration: "How have you used Google Analytics or other data sources to inform your design decisions or measure the success of a feature? Can you provide an example?"

• Collaboration & Stakeholder Management: "Describe a time you had to present a design concept to stakeholders who had different opinions. How did you handle it, and what was the outcome?"

• Design Systems & Consistency: "What is your experience with design systems? How do you ensure brand consistency across multiple products?"

Company & Culture Questions:

• Understanding First Rail: "What do you know about First Rail and its different train operating companies? How do you see UX/UI design contributing to their success?"

• Hybrid Work & Teamwork: "How do you approach collaboration in a hybrid work environment? What are your expectations for teamwork with product managers and developers?"

• Measuring Design Impact: "How would you measure the success of your designs for First Rail's apps, beyond just user satisfaction?" (Think about conversion rates, app store ratings, operational efficiency).

Portfolio Presentation Strategy:

• Structure Your Narrative: For each case study, use a clear structure: Problem -> Your Role -> Process -> Solution -> Outcome.

• Focus on "Why": Explain the rationale behind your design decisions, linking them back to user needs and business objectives.

• Demonstrate Figma Skills: Show interactive prototypes that highlight key user flows and UI elements. Be ready to discuss your Figma setup, component usage, and design system approach.

• Quantify Impact: Whenever possible, present metrics that demonstrate the positive impact of your designs on user behavior or business goals.

• Be Concise: Aim for clarity and brevity, ensuring you can cover your key projects within the allotted time.

📝 Enhancement Note: Interview preparation should focus on demonstrating a strong understanding of the UX/UI process, the ability to leverage data for operational improvements, and effective collaboration skills. Candidates should be ready to articulate how their design work directly contributes to the company's commercial and operational success.

📌 Application Steps

To apply for this Customer App UX/UI Designer position:

• Submit your application through the provided application link on the FirstGroup Careers portal.

• Portfolio Customization: Tailor your portfolio to highlight mobile app design projects, specifically those demonstrating your process, Figma proficiency, and impact on user experience and commercial goals. Prioritize any relevant e-commerce or travel industry work.

• Resume Optimization: Ensure your resume clearly outlines your experience in mobile UX/UI design, proficiency with key tools (Figma, Sketch, Adobe Suite), knowledge of analytics (Google Analytics), and experience with agile methodologies. Use keywords from the job description.

• Interview Preparation: Practice articulating your design process, presenting case studies from your portfolio, and answering strategy and behavioral questions. Prepare to discuss how your work contributes to operational efficiency and revenue growth.

• Company Research: Thoroughly research First Rail, its various train operating companies (Avanti West Coast, GWR, Hull Trains, Lumo), and the broader UK rail industry. Understand their digital presence and customer touchpoints.

⚠️ Important Notice: This enhanced job description includes AI-generated insights and operations industry-standard assumptions. All details should be verified directly with the hiring organization before making application decisions.