Customer Experience - Senior Service Designer

📍 Job Overview

Job Title: Customer Experience - Senior Service Designer

Company: Singapore Airlines Ltd

Location: Singapore

Job Type: Full-Time

Category: Customer Experience / Service Design Operations

Date Posted: 2026-09-17

Experience Level: Mid-Senior Level (5-10 years)

Remote Status: On-site

🚀 Role Summary

• Lead and manage customer experience (CEx) design projects from ideation through execution, ensuring measurable outcomes and alignment with Singapore Airlines' (SIA) core values.

• Drive customer-centric culture initiatives across the organization by developing knowledge sharing platforms, best practice recognition programs, and embedding customer-centric practices into daily operations.

• Utilize design thinking methodologies and data insights to conceptualize and visualize innovative CEx improvement concepts across the entire customer journey.

• Facilitate co-creation workshops with diverse stakeholders, synthesizing outputs to define future-state customer journeys and deliver impactful solutions.

📝 Enhancement Note: This role sits within the Customer & Design team of the Customer Experience Division, indicating a strategic focus on operationalizing customer-centricity through design and process improvement. The emphasis on "measurable outcomes" and "data insights" suggests a strong need for analytical rigor and a results-oriented approach, typical of operations roles focused on enhancing customer journeys and driving business impact.

📈 Primary Responsibilities

• Lead and manage customer experience (CEx) design projects, ensuring timely execution and measurable outcomes, including ideation and development of CEx improvement concepts backed by customer data insights.

• Visualize and communicate design ideas using design thinking tools such as personas, customer journey maps, frameworks, and infographics to articulate complex CEx improvements.

• Plan and facilitate co-creation workshops with internal and external stakeholders, synthesizing outputs to create "to be" customer journeys and solutions for delivery.

• Oversee projects on a day-to-day basis, effectively managing teams, priorities, and resources to ensure successful project completion.

• Oversee the design and production of CEx collaterals for training, engagement, events, and other occasions, ensuring brand consistency and impactful communication.

• Champion a customer-centric culture through knowledge sharing, practice embedding, and recognition programs, aligning with SIA’s core values and brand pillars.

• Promote the visibility of CEx developments, trends, and staff activities internally and externally through various communication channels, including Annual Reports, Sustainability Reports, social media, and SilverKris Magazine.

• Organize and host knowledge-sharing events, webinars, and CEx-related award programs to foster a community of practice and recognize excellence.

• Develop and manage internal CEx resources, including best practice guides and certified training programs, to empower learning and knowledge transfer across the organization.

• Serve as the secretariat for CEx experience steering committees chaired by senior management, ensuring effective meeting management and follow-through of action items.

• Develop direct reports and contribute to other assigned duties within the Customer Experience Division.

📝 Enhancement Note: The responsibilities clearly indicate a blend of strategic design leadership and hands-on project management, common in senior operations roles that bridge conceptualization with execution. The focus on "measurable outcomes," "data insights," and "embedding practices into daily operations" highlights the operational nature of this design role, requiring a strong understanding of process implementation and performance tracking.

🎓 Skills & Qualifications

Education: Bachelor's degree in any discipline.

Experience: A minimum of 5-10 years of experience in customer experience design, service design, or a related field, with a proven track record of leading and delivering impactful projects.

Required Skills:

• Service Design & Design Thinking: Proficient in applying design thinking frameworks, customer journey mapping, persona development, and co-creation methodologies to solve complex customer experience challenges.

• Project Management: Demonstrated ability to lead and manage multiple projects concurrently, overseeing timelines, resources, priorities, and deliverables to ensure successful execution.

• Data Analysis & Insight Generation: Ability to leverage customer data insights to inform design decisions, identify improvement opportunities, and measure the impact of CEx initiatives.

• Workshop Facilitation: Skilled in planning, designing, and facilitating engaging and productive workshops with diverse stakeholder groups to drive consensus and generate actionable solutions.

• Communication & Presentation Skills: Excellent verbal, written, and visual communication skills, with the ability to articulate complex ideas clearly and persuasively to various audiences, including senior management.

• Creative Problem Solving: A proactive and innovative mindset, capable of identifying new ways to create possibilities and deliver continuously improving creative solutions.

• Stakeholder Management: Proven ability to build relationships, collaborate effectively, and influence stakeholders across different departments and levels of the organization.

Preferred Skills:

• Design & Production Software Proficiency: Familiarity with and practical experience in artwork creation, resizing, scaling, photography, video production and editing.

• Specific Software Expertise: Proficient in using design and collaboration tools such as Miro, Figma, and the Adobe Creative Suite (Illustrator, Photoshop, InDesign, Premiere Pro).

• Customer-Centricity Champion: A genuine belief in exceeding customer expectations and a strong desire to create positive, memorable experiences aligned with brand values.

• Internal Communications & Content Creation: Experience in developing and disseminating CEx-related content for internal and external communication channels.

• Training & Development: Experience in developing and delivering training programs or resources related to customer experience best practices.

📝 Enhancement Note: The emphasis on both strategic design thinking and practical production software (Miro, Figma, Adobe Suite) suggests a hands-on role that requires not just conceptualization but also the ability to create tangible design outputs. The "5-10 years" experience level implies a need for candidates who can operate autonomously and mentor junior team members.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Case Studies: Showcase 2-3 detailed case studies demonstrating successful CEx improvement projects. Each case study should clearly outline the problem, your role, the methodology used (e.g., design thinking, data analysis), the solutions developed, and quantifiable outcomes or impact.

• Process Mapping: Include examples of customer journey maps, service blueprints, or process flows that illustrate your ability to visualize and optimize customer touchpoints and internal operational processes.

• Design Outputs: Present examples of CEx collaterals, infographics, or concept visualizations that effectively communicate design ideas and solutions.

• Workshop Facilitation Evidence: Describe your experience in facilitating co-creation workshops, ideally with examples of outputs or how your facilitation led to specific improvements.

• Data-Driven Approach: Highlight instances where customer data insights directly informed your design process and led to measurable improvements in customer satisfaction or operational efficiency.

Process Documentation:

• Demonstrate experience in documenting design processes, including the creation of "to be" customer journeys and solution frameworks.

• Show evidence of developing and managing internal CEx resources, such as best practice guides or training materials, that facilitate knowledge transfer and operational standardization.

• Illustrate your approach to synthesizing workshop outputs and translating them into actionable plans for implementation.

📝 Enhancement Note: For a Senior Service Designer role, a portfolio is critical for showcasing practical application of design thinking and its impact on customer experience and operational efficiency. The emphasis on "measurable outcomes" and "data insights" means candidates should be prepared to quantify the success of their projects.

💵 Compensation & Benefits

Salary Range: Based on industry benchmarks for Senior Service Designers in Singapore with 5-10 years of experience, a competitive salary range is estimated to be between SGD 7,000 to SGD 10,000 per month. This range accounts for the seniority of the role, the strategic importance of customer experience in a leading airline, and the cost of living in Singapore.

Benefits:

• Comprehensive health insurance coverage, including medical, dental, and optical benefits.

• Generous annual leave and paid time off.

• Opportunities for professional development, including access to training programs, workshops, and conferences related to service design and customer experience.

• Employee discounts on Singapore Airlines flights and related travel services.

• Retirement savings plan (e.g., Central Provident Fund contributions).

• Opportunities to participate in company-wide events and initiatives.

• Access to a dynamic and collaborative work environment within a globally recognized organization.

Working Hours: Standard full-time working hours are typically 40 hours per week, Monday to Friday. However, the role may require flexibility to attend workshops, events, or manage urgent project needs outside of standard hours, with potential for compensatory time off.

📝 Enhancement Note: The salary estimate is based on publicly available data for similar roles in Singapore, considering factors like experience level, industry (aviation/transportation), and the specialized nature of service design. Benefits are typical for large, established corporations like Singapore Airlines and are tailored to attract and retain talent in a competitive market.

🎯 Team & Company Context

🏢 Company Culture

Industry: Aviation / Transportation. Singapore Airlines is a flag carrier of Singapore and a major player in the global airline industry, renowned for its commitment to service excellence, innovation, and customer satisfaction.

Company Size: Singapore Airlines is a large enterprise, employing tens of thousands of people globally. This scale means significant opportunities for cross-functional collaboration and impact, but also requires navigating complex organizational structures.

Founded: 1972. With a long history, SIA has established a strong legacy of quality and customer focus, which forms the bedrock of its current operations and future strategies.

Team Structure:

• The role is part of the Customer & Design team within the Customer Experience Division. This division is likely structured to encompass various functions dedicated to understanding, designing, and enhancing the end-to-end customer journey.

• The Senior Service Designer will likely report to a Head of Customer Experience or a similar leadership role, with potential for managing a small team of designers or associates.

• Close collaboration is expected with departments such as Marketing, Product Development, Operations, Digital Transformation, and Cabin Crew Training to ensure integrated and consistent customer experiences. Methodology:

• Data-Driven Insights: The team likely employs a robust approach to collecting and analyzing customer feedback, behavioral data, and market trends to inform design decisions and strategy.

• Design Thinking & Co-creation: A core methodology is design thinking, emphasizing empathy, ideation, prototyping, and testing, often facilitated through collaborative workshops with diverse stakeholders.

• Agile & Iterative Processes: While not explicitly stated, the nature of CEx design and project management suggests an iterative approach to development, allowing for continuous improvement and adaptation based on feedback and evolving customer needs.

Company Website: https://www.singaporeair.com/

📝 Enhancement Note: Working for a global airline like Singapore Airlines means operating in a high-stakes, customer-facing environment where operational excellence and exceptional service are paramount. The company's long history and reputation suggest a culture that values tradition, quality, and continuous improvement, with a strong emphasis on customer loyalty.

📈 Career & Growth Analysis

Operations Career Level: This is a Senior-level role, indicating a position of significant responsibility. The Senior Service Designer is expected to lead complex design initiatives, influence strategy, and contribute to the development of junior team members. The role requires a blend of strategic thinking, hands-on execution, and strong stakeholder management skills.

Reporting Structure: The Senior Service Designer will report to a leader within the Customer Experience Division, likely a Head of CEx or a similar senior management position. They will collaborate extensively with cross-functional teams, including product, marketing, operations, and digital teams, to implement service design solutions.

Operations Impact: The role has a direct impact on shaping Singapore Airlines' customer experience, which is a critical differentiator in the competitive airline industry. By designing and implementing improved service offerings, the Senior Service Designer contributes to customer satisfaction, loyalty, brand perception, and ultimately, revenue generation and operational efficiency.

Growth Opportunities:

• Leadership Progression: Potential to advance into a Service Design Lead, Head of Customer Experience, or similar management roles, overseeing larger teams and broader strategic initiatives.

• Specialization: Opportunity to deepen expertise in specific areas of customer experience, such as digital service design, loyalty programs, or in-flight experience innovation.

• Cross-Functional Mobility: Potential to move into related roles within marketing, product management, or digital transformation, leveraging a deep understanding of customer needs and operational processes.

• Industry Recognition: Opportunity to contribute to industry forums, publish insights, and build a personal brand within the service design and customer experience communities.

📝 Enhancement Note: This role offers a clear path for career growth within a prestigious organization. The emphasis on leadership, strategic impact, and specialized skill development makes it an attractive opportunity for experienced operations and design professionals seeking to advance their careers in a dynamic, customer-centric industry.

🌐 Work Environment

Office Type: The role is based at Singapore Airlines' corporate headquarters or a major operational hub in Singapore, likely offering a modern office environment designed for collaboration and productivity.

Office Location(s): Singapore. Specific details regarding office location will be provided upon successful application. The location in Singapore offers access to a vibrant business ecosystem and a diverse talent pool.

Workspace Context:

• Collaborative Spaces: The workspace is expected to feature open-plan areas, meeting rooms, and dedicated project spaces to facilitate team collaboration and co-creation sessions.

• Tools & Technology: Access to necessary design software (Figma, Adobe Suite, Miro), collaboration platforms, and presentation tools will be provided to support daily tasks and project execution.

• Cross-Functional Interaction: Opportunities for regular interaction with colleagues from various departments, fostering a holistic understanding of the business and enhancing collaborative problem-solving.

Work Schedule: While the standard work week is Monday to Friday, the nature of project-based work and event management may require occasional flexibility to work outside of traditional hours to meet deadlines or support critical initiatives. This is common in operations roles that require responsiveness and adaptability.

📝 Enhancement Note: The on-site work arrangement in Singapore emphasizes the importance of in-person collaboration, workshop facilitation, and team integration, which are crucial for effective service design and operational alignment within a large organization.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: Application review focusing on relevant experience, education, and alignment with CEx principles. Candidates may be asked to provide a portfolio link at this stage.

• Hiring Manager Interview: A discussion to assess your experience in service design, project management, and understanding of customer experience principles. You will likely be asked about your approach to problem-solving and stakeholder management.

• Portfolio Presentation & Case Study: A key stage where you will present your portfolio, likely focusing on 1-2 significant case studies. Be prepared to walk through your process, design decisions, data utilization, and the impact of your work. This might involve a practical design challenge or a deeper dive into a specific project.

• Team/Cross-functional Interview: Meet with potential peers and stakeholders from other departments to assess cultural fit, collaboration style, and ability to integrate into the wider team.

• Final Interview: With senior leadership to discuss strategic alignment, long-term vision, and overall suitability for the role.

Portfolio Review Tips:

• Curate Strategically: Select case studies that best demonstrate your impact on customer experience and operational efficiency. Prioritize projects with quantifiable results.

• Structure Your Narrative: For each case study, clearly articulate the problem, your role, the methodology, key decisions, challenges, solutions, and measurable outcomes. Use a storytelling approach.

• Highlight Process & Tools: Showcase your proficiency with design thinking, journey mapping, and relevant software (Figma, Miro, Adobe Suite). Explain why you chose specific tools or methods.

• Quantify Impact: Whenever possible, present data and metrics that illustrate the success of your initiatives (e.g., improved customer satisfaction scores, reduced churn, increased conversion rates, operational efficiency gains).

• Showcase Collaboration: Emphasize your ability to work with diverse stakeholders, including how you managed differing opinions and achieved consensus.

Challenge Preparation:

• Be prepared for potential scenario-based questions or a design challenge that tests your problem-solving skills, ability to work under pressure, and application of design thinking principles.

• Practice articulating your thought process clearly and concisely, focusing on how you would approach a given problem from a customer experience and operational perspective.

• Research Singapore Airlines' current customer experience initiatives, brand values, and recent news to demonstrate your understanding and interest.

📝 Enhancement Note: The interview process emphasizes practical application and strategic thinking. A strong portfolio that clearly demonstrates ROI and process improvement capabilities will be crucial for success. The case study presentation is a prime opportunity to showcase your operations-centric approach to service design.

🛠 Tools & Technology Stack

Primary Tools:

• Design & Prototyping: Figma, Adobe Creative Suite (Illustrator, Photoshop, InDesign, Premiere Pro). These are essential for creating visual assets, prototypes, and communication materials.

• Collaboration & Ideation: Miro. This platform is critical for virtual whiteboarding, workshop facilitation, journey mapping, and collaborative brainstorming.

• Customer Journey Mapping Tools: While Miro can be used, dedicated CEx platforms or specialized templates within Adobe Suite might also be relevant.

• Presentation Software: Microsoft PowerPoint or Google Slides for presenting design concepts, strategies, and project outcomes to stakeholders.

Analytics & Reporting:

• Customer Feedback Platforms: Experience with tools for collecting and analyzing customer feedback (e.g., surveys, reviews, NPS tools) is beneficial.

• Data Analysis Tools: While not explicitly listed, familiarity with basic data analysis principles and potentially tools like Excel or BI platforms for interpreting customer data insights would be advantageous.

• Internal Reporting: Ability to generate reports and dashboards to communicate CEx performance and project progress.

CRM & Automation:

• CRM Systems: Understanding of how CRM systems (e.g., Salesforce) store customer data and influence customer interactions can be helpful for designing integrated experiences.

• Workflow Automation Concepts: Awareness of how automation can streamline customer service processes and improve efficiency.

📝 Enhancement Note: Proficiency in Miro and Figma is explicitly mentioned as favorable, indicating these are key tools for daily operations and collaboration. A strong understanding of how these design tools integrate with broader business processes and data sources is crucial for this role.

👥 Team Culture & Values

Operations Values:

• Customer Centricity: A deep-seated commitment to understanding and exceeding customer expectations, making the customer the focal point of all design and operational decisions.

• Excellence & Quality: A drive for delivering high-quality, polished, and impactful solutions that align with Singapore Airlines' reputation for service excellence.

• Innovation & Creativity: A willingness to explore new ideas, challenge the status quo, and develop innovative solutions that differentiate SIA's customer experience.

• Collaboration & Teamwork: A strong belief in working together across teams and departments to achieve common goals, fostering an environment of mutual respect and shared success.

• Data-Driven Decision Making: A commitment to using customer data and insights to inform strategy, design, and measure the effectiveness of initiatives.

Collaboration Style:

• Cross-Functional Integration: The team actively collaborates with various departments, breaking down silos to ensure a holistic and consistent customer experience across all touchpoints.

• Open Communication & Feedback: Encourages open dialogue, constructive feedback, and a culture where ideas can be shared freely and debated respectfully.

• Co-creation & Partnership: Embraces co-creation workshops as a primary method for engaging stakeholders, ensuring buy-in and leveraging collective expertise to develop optimal solutions.

• Knowledge Sharing: Fosters a culture of continuous learning and knowledge exchange through internal events, best practice sharing, and development programs.

📝 Enhancement Note: Singapore Airlines' culture is globally recognized for its emphasis on service quality and customer care. The operations within the Customer Experience division would naturally align with these values, promoting a proactive, collaborative, and excellence-driven environment.

⚡ Challenges & Growth Opportunities

Challenges:

• Navigating a Large Organization: Implementing significant CEx changes within a large, established airline requires strong stakeholder management, change management skills, and the ability to influence across multiple departments and hierarchical levels.

• Balancing Customer Needs with Business Constraints: Designing optimal customer experiences often involves balancing aspirational service design with operational feasibility, cost implications, and regulatory requirements.

• Measuring Impact: Quantifying the direct impact of service design initiatives on customer satisfaction, loyalty, and revenue can be challenging, requiring robust data collection and analytical capabilities.

• Keeping Pace with Evolving Customer Expectations: The airline industry is highly competitive, and customer expectations are constantly evolving due to technological advancements and changing travel behaviors.

Learning & Development Opportunities:

• Advanced Service Design Methodologies: Opportunities to deepen expertise in areas like service blueprinting, ethnographic research, and complex journey mapping.

• Digital Transformation & CX Technology: Exposure to and involvement in leveraging new technologies and digital platforms to enhance customer experiences.

• Leadership & Management Skills: Development opportunities for managing teams, leading strategic projects, and influencing senior leadership.

• Industry Engagement: Participation in industry conferences, webinars, and networking events to stay abreast of the latest trends and best practices in customer experience and aviation.

📝 Enhancement Note: This role presents opportunities to tackle complex, large-scale operational challenges within a leading global brand, offering significant professional development and the chance to shape the future of customer experience in the aviation sector.

💡 Interview Preparation

Strategy Questions:

• "Describe a time you led a customer experience initiative from ideation to implementation. What was your process, what tools did you use, and what were the measurable outcomes?" (Focus on methodology, data, and impact).

• "How would you approach designing a new service concept for [specific customer journey, e.g., the pre-flight experience] for Singapore Airlines, considering our brand values and operational realities?" (Demonstrate design thinking, brand alignment, and practicality).

• "Imagine you need to gain buy-in from multiple departments for a significant CEx improvement. How would you tailor your communication and influence stakeholders with differing priorities?" (Highlight stakeholder management and communication skills). Company & Culture Questions:

• "What does 'customer centricity' mean to you in the context of an airline like Singapore Airlines, and how would you foster this culture within your team and across the organization?" (Show understanding of SIA's values and your role in championing them).

• "How do you stay informed about emerging trends in customer experience and the aviation industry, and how would you bring that knowledge to SIA?" (Demonstrate proactivity and industry awareness).

• "Describe your experience working with senior management. How do you present complex information and recommendations effectively?" (Prepare to discuss your executive communication style). Portfolio Presentation Strategy:

• Start with the 'Why': Clearly articulate the business problem or customer need your project addressed.

• Showcase Your Process: Walk through your methodology step-by-step, explaining the rationale behind your decisions. Use visuals from your portfolio to illustrate each stage (research, ideation, prototyping, testing).

• Quantify Everything Possible: For each project, highlight the measurable impact. Use charts or graphs if helpful. If direct metrics are unavailable, discuss anticipated benefits or qualitative improvements.

• Highlight Collaboration: Describe how you worked with teams and stakeholders. Mention any challenges faced and how you overcame them.

• Tailor to SIA: Connect your experience and project outcomes to Singapore Airlines' specific context, brand, and potential business objectives.

📝 Enhancement Note: Preparation should focus on demonstrating a blend of creative service design expertise and pragmatic operational execution. Candidates should be ready to articulate their value proposition in terms of driving customer satisfaction, loyalty, and business results for Singapore Airlines.

📌 Application Steps

To apply for this Customer Experience - Senior Service Designer position:

• Submit your application through the Singapore Airlines careers portal via the provided URL.

• Portfolio Customization: Tailor your resume and cover letter to highlight your experience in service design, customer journey mapping, design thinking, project management, and your proficiency with tools like Figma and Miro. Select 2-3 of your most impactful CEx projects to feature prominently in your portfolio.

• Resume Optimization: Ensure your resume clearly details your years of experience, specific responsibilities, and quantifiable achievements in previous roles. Use keywords such as "Service Design," "Customer Experience," "Design Thinking," "Project Management," and "Stakeholder Management."

• Portfolio Preparation: Organize your portfolio with clear case studies that demonstrate your process, design outputs, and measurable results. Be ready to present 1-2 key projects in detail during the interview process.

• Company Research: Thoroughly research Singapore Airlines' current customer experience initiatives, brand values, recent news, and strategic priorities to better understand their context and how your skills can contribute.

⚠️ 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.