Senior Service Designer

📍 Job Overview

Job Title: Senior Service Designer

Company: AB InBev | Growth Group

Location: São Paulo, Brazil

Job Type: Full-Time

Category: Service Design / UX Research / Strategic Design

Date Posted: July 28, 2026

Experience Level: 5-10 Years

Remote Status: On-site

🚀 Role Summary

• Lead strategic, cross-functional initiatives to enhance end-to-end customer and user experiences within the TaDa Delivery platform.

• Drive significant business impact by identifying opportunities, conducting in-depth research, and shaping service experiences.

• Collaborate closely with Product, Engineering, Operations, Growth, CX, and Business teams to ensure cohesive strategy and execution.

• Champion user-centered design principles and contribute to the evolution of the Design Research culture within a fast-paced, data-driven environment.

📝 Enhancement Note: While the title is "Senior Service Designer," the responsibilities and required skills strongly align with a Senior UX Researcher or Strategic Designer role focused on service-level improvements within a digital product context. The emphasis on cross-functional leadership and business impact suggests a strategic, rather than purely tactical, design function.

📈 Primary Responsibilities

• Lead complex, cross-functional Service Design initiatives, coordinating efforts across multiple product and business domains.

• Develop comprehensive end-to-end customer journey maps, identifying critical touchpoints and pinpointing key opportunities for service innovation and optimization.

• Plan, execute, and synthesize qualitative research studies, translating nuanced insights into concrete, actionable strategic recommendations for product and business strategy.

• Design and facilitate engaging workshops, co-creation sessions, and stakeholder alignment meetings to foster collaboration and build consensus.

• Create and maintain essential Service Design artifacts, including detailed Service Blueprints, dynamic Customer Journey Maps, and comprehensive Ecosystem Maps.

• Act as a key partner to Product Designers, ensuring seamless integration of service design principles into the overall user experience and product development lifecycle.

• Influence and shape product strategy by leveraging research findings, data analysis, and deep customer empathy to advocate for user needs.

• Promote and embed user-centered design practices throughout the organization and contribute to the maturation of the Design Research culture.

📝 Enhancement Note: The responsibilities highlight a strong emphasis on strategic influence and cross-functional leadership, going beyond typical design execution. The role is expected to drive significant business impact through research and strategic recommendations, implying a need for strong business acumen and the ability to articulate value propositions clearly.

🎓 Skills & Qualifications

Education:

• Bachelor's degree in Design, Human-Computer Interaction, Psychology, Anthropology, or a related field, or equivalent practical experience. Experience:

• 5-10 years of progressive experience in Service Design, UX Research, Strategic Design, or a closely related discipline.

• Proven track record of leading complex, cross-functional projects from ideation through to implementation.

• Demonstrated experience in fast-growing technology companies, ideally within marketplaces, delivery, or digital platforms. Required Skills:

• Service Design Expertise: Deep understanding of service design methodologies, principles, and best practices for designing end-to-end experiences.

• Qualitative Research Proficiency: Expertise in planning, conducting, and synthesizing various qualitative research methods (e.g., interviews, ethnographic studies, usability testing).

• Facilitation Skills: Exceptional ability to plan and lead workshops, co-creation sessions, and stakeholder meetings effectively.

• Journey Mapping & Blueprinting: Proven experience creating and utilizing Service Blueprints, Customer Journey Maps, and Ecosystem Maps.

• Stakeholder Management: Strong ability to communicate, influence, and build relationships with diverse stakeholders across different departments and levels.

• Analytical Thinking: Robust analytical and problem-solving skills, with the capacity to translate complex data and insights into clear, actionable recommendations.

• Agile Methodology: Experience working effectively within agile, multidisciplinary product development teams.

• User-Centered Design: A strong commitment to user-centered design principles and advocacy.

Preferred Skills:

• Experience within marketplaces, delivery, logistics, or robust digital platforms.

• Familiarity with quantitative research methods and experience analyzing product metrics to inform design decisions.

• Experience with DesignOps or Research Operations principles and practices.

• Background in scaling design and research functions within high-growth technology environments.

• Understanding of B2B and Direct-to-Consumer (DTC) models and digital transformation initiatives.

📝 Enhancement Note: The experience level suggests a candidate who can operate autonomously, mentor junior team members, and contribute to strategic decision-making. The preferred skills point towards a candidate who can hit the ground running in a dynamic digital commerce environment.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Case Studies: Showcase at least 2-3 comprehensive case studies demonstrating leadership in service design or UX research initiatives. Each case study should clearly articulate the problem, your role, the methodologies used, key insights derived, solutions developed, and measurable business impact.

• Methodology Showcase: Highlight your proficiency in various research and design methodologies, including qualitative research techniques, journey mapping, service blueprinting, and co-creation workshops.

• Cross-Functional Collaboration: Provide evidence of successful collaboration with product management, engineering, operations, and business stakeholders.

• Impact Demonstration: Clearly quantify the impact of your work, demonstrating how your service design contributions led to improved customer experience, business growth, or operational efficiency.

• Artifact Examples: Include examples of key deliverables such as service blueprints, journey maps, ecosystem maps, user interview syntheses, and strategic recommendations.

Process Documentation:

• Demonstrate experience in documenting and optimizing workflows, particularly those related to customer journeys and service delivery.

• Illustrate how you have used process mapping and analysis to identify bottlenecks and propose improvements within complex service systems.

• Show evidence of creating or contributing to the implementation of new processes that enhance efficiency and customer satisfaction.

📝 Enhancement Note: For a Senior role, the portfolio should emphasize strategic thinking, leadership in complex projects, and a clear demonstration of measurable business impact. Candidates should be prepared to discuss their process for tackling ambiguity and driving alignment in cross-functional settings.

💵 Compensation & Benefits

Salary Range:

• Given the location (São Paulo, Brazil), experience level (Senior, 5-10 years), and the nature of the role within a global company (AB InBev Growth Group), the estimated annual salary range for a Senior Service Designer is approximately R$120,000 to R$180,000 BRL. This estimate is based on current market data for senior design and research roles in major Brazilian tech hubs, considering the company's industry and scale.
  • Methodology: This estimate is derived from analyzing salary benchmarks for Senior UX Researchers, Service Designers, and Strategic Designers in Brazil, factoring in the cost of living in São Paulo, the size and global nature of AB InBev, and the specific responsibilities outlined. Data sources considered include local job market reports, salary aggregators, and industry-specific compensation surveys.

Benefits:

• Performance-based bonus

• Attendance Bonus

• Private pension plan

• Meal Allowance

• Private health, dental, and life insurance

• Medicines discounts

• WellHub partnership (likely a wellness/lifestyle platform)

• Childcare subsidies

• Discounts on Ambev products

• Clube Ben partnership (likely a loyalty or benefits program)

• Scholarship opportunities

• School materials assurance

• Access to language and training platforms

• Transport allowance

• Casual office and dress code Working Hours:

• While not explicitly stated, a standard full-time role in Brazil typically involves around 40 hours per week. The casual dress code and the nature of design work suggest a degree of flexibility, but on-site presence in São Paulo is expected.

📝 Enhancement Note: The benefits package is extensive and indicative of a large, established company. The salary range is an estimate and should be confirmed during the application process. The inclusion of "Rules applied" for some bonuses and benefits suggests specific eligibility criteria.

🎯 Team & Company Context

🏢 Company Culture

Industry: Consumer Packaged Goods (CPG), Beverage, Technology, E-commerce, Logistics.

Company Size: AB InBev is a global entity with tens of thousands of employees worldwide. The Growth Group, as a more specialized division, likely operates with a dynamic, tech-forward culture, though exact numbers are not provided.

Founded: AB InBev was formed in 2008 through the merger of Anheuser-Busch and InBev. The Growth Group was created more recently in 2022, indicating a focus on innovation and digital business models.

Team Structure:

• The Senior Service Designer will likely be part of the TaDa Delivery team within the AB InBev Growth Group. This team is expected to be multidisciplinary, comprising professionals from Product, Engineering, Design, Operations, Growth Marketing, and Customer Experience.

• The reporting structure will likely place the Senior Service Designer under a Head of Design, Director of Product, or a similar leadership role within the Growth Group's digital product organization.

• Collaboration is central, with a strong emphasis on working cross-functionally to integrate service design insights into product development and business strategy. Methodology:

• The Growth Group emphasizes leveraging data and digital transformation to drive organic growth. This suggests a data-driven approach to decision-making and a focus on measurable outcomes.

• Workflow planning and optimization are key, especially within a delivery service context like TaDa Delivery. The role will be instrumental in streamlining processes for both customers and internal operations.

• Automation and efficiency practices are likely prioritized to scale operations and enhance user experience, particularly in a fast-paced delivery environment.

Company Website: www.abinbev.com

📝 Enhancement Note: The creation of the Growth Group and its focus on B2B, DTC, and digital products signal a strategic shift towards innovation and leveraging technology. The Senior Service Designer will be at the forefront of driving these initiatives for specific digital platforms like TaDa Delivery.

📈 Career & Growth Analysis

Operations Career Level: This role is positioned as a Senior Service Designer, indicating a mid-to-senior level position. It requires a high degree of autonomy, strategic thinking, and the ability to lead complex projects independently. The scope extends beyond pure design execution to influencing product strategy and organizational culture.

Reporting Structure: The Senior Service Designer will likely report to a Director or Head of Design, Product, or Experience within the Growth Group. They will work closely with Product Managers, Engineering Leads, and Operations Managers, acting as a key liaison between user needs and business objectives.

Operations Impact: The role is designed to have a direct and significant impact on revenue and business decisions by optimizing customer experiences, identifying growth opportunities through research, and influencing product strategy. Improving the end-to-end service experience for TaDa Delivery can lead to increased customer acquisition, retention, and order volume.

Growth Opportunities:

• Service Design Leadership: Potential to grow into a lead or management role within the Service Design or UX Research function, overseeing a team and setting strategic direction.

• Specialization: Opportunity to deepen expertise in specific areas like logistics, marketplaces, or complex digital platforms, becoming a subject matter expert.

• Strategic Influence: Develop skills in influencing broader business strategy and contributing to organizational design and innovation initiatives within the Growth Group.

• Mentorship: Opportunity to mentor junior designers and researchers, fostering the growth of the design and research community within AB InBev.

📝 Enhancement Note: The "Senior" title implies an expectation of leadership and strategic contribution. Growth opportunities are likely tied to the expansion of the Growth Group and its digital product portfolio, offering a path for significant career advancement within a global organization.

🌐 Work Environment

Office Type: The job posting mentions a "Casual office and dress code," suggesting a modern, relatively informal work environment common in tech and innovation hubs. São Paulo is a major metropolitan area, so the office is likely situated in a business district.

Office Location(s): The role is based in São Paulo, Brazil. Specific details about the office location within São Paulo are not provided, but it would likely be in a well-connected area accessible for commuting.

Workspace Context:

• The workspace is expected to be collaborative, fostering interaction between design, product, engineering, and operations teams, essential for service design.

• Access to standard design and research tools will be provided, likely including software for journey mapping, prototyping, and collaboration.

• Opportunities for direct interaction with various teams will be frequent, facilitating the understanding of different perspectives and the co-creation of solutions.

Work Schedule: A standard 40-hour work week is typical in Brazil, with the expectation of on-site presence. While a casual environment is noted, the demands of leading cross-functional initiatives may require flexibility.

📝 Enhancement Note: The emphasis on "casual office and dress code" and "on-site" work suggests a culture that values face-to-face collaboration and a dynamic, less corporate atmosphere, which is common in innovative tech divisions of larger companies.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: A recruiter or hiring manager will likely conduct an initial call to assess basic qualifications, experience, and cultural fit.

• Portfolio Review & Presentation: Candidates will be asked to present their portfolio, focusing on 1-2 key case studies that demonstrate their service design and research expertise, leadership, and impact. Be prepared to walk through your process, decision-making, and the outcomes.

• Cross-Functional Interviews: Interviews with key stakeholders from Product, Engineering, and Operations teams to assess collaboration skills, understanding of their domains, and ability to influence.

• Design/Research Team Interview: Discussions with other designers or researchers to evaluate design thinking, research methodologies, and cultural alignment with the team's values.

• Final Round: Potentially an interview with a senior leader (e.g., Head of Growth, VP of Product) to discuss strategic vision, leadership potential, and overall fit for the organization.

Portfolio Review Tips:

• Focus on Impact: Clearly articulate the business impact and user value generated by your projects. Quantify results whenever possible (e.g., increased conversion, reduced support tickets, improved NPS).

• Showcase Your Process: Detail your end-to-end design and research process, explaining why you made certain choices and how you adapted to challenges.

• Highlight Leadership: Emphasize your role in leading initiatives, facilitating workshops, and influencing stakeholders, especially in cross-functional settings.

• Tailor to the Role: Select case studies that best align with the requirements of a Senior Service Designer role in a digital delivery platform context, showcasing experience with customer journeys, service blueprints, and user research.

• Be Prepared for Questions: Anticipate questions about your approach to complex problems, handling stakeholder conflict, and working within agile environments.

Challenge Preparation:

• Candidates may be given a design or research challenge to complete, either as a take-home assignment or a live exercise during the interview process.

• Focus on demonstrating your understanding of the TaDa Delivery service, its users, and potential operational challenges.

• Clearly articulate your assumptions, research approach, and proposed solutions, justifying your decisions with user insights and business objectives.

• Practice presenting your findings and recommendations concisely and persuasively.

📝 Enhancement Note: The interview process is likely rigorous, focusing on both hard skills (design, research, facilitation) and soft skills (leadership, communication, collaboration). A strong portfolio that clearly demonstrates strategic impact and cross-functional leadership will be critical for success.

🛠 Tools & Technology Stack

Primary Tools:

• Service Design & Prototyping: Figma, Sketch, Adobe Creative Suite, Miro, Mural (for collaboration and workshops), specialized journey mapping tools (e.g., Smaply, Custellence).

• User Research Platforms: UserTesting.com, Lookback, Maze, Qualtrics, SurveyMonkey (for surveys and feedback collection).

• Project Management & Collaboration: Jira, Confluence, Asana, Trello.

Analytics & Reporting:

• Web Analytics: Google Analytics, Adobe Analytics.

• Product Analytics: Mixpanel, Amplitude, Pendo.

• Data Visualization: Tableau, Power BI, Looker (for understanding user behavior and operational data).

CRM & Automation:

• While not directly managed by this role, understanding of CRM systems (e.g., Salesforce) and marketing automation platforms can be beneficial for understanding the broader customer lifecycle.

• Familiarity with logistics and delivery platform specific software is a plus.

📝 Enhancement Note: Proficiency with collaborative tools like Miro/Mural and design tools like Figma is essential. A strong understanding of how to leverage data analytics platforms to inform design decisions is also highly valued for this senior role.

👥 Team Culture & Values

Operations Values:

• Customer Centricity: A deep commitment to understanding and serving customer needs, driving all design and research decisions.

• Data-Driven Innovation: Utilizing data and insights to inform strategies, measure impact, and drive continuous improvement in service delivery.

• Collaboration & Transparency: Fostering an open environment for idea sharing, constructive feedback, and cross-functional teamwork.

• Efficiency & Scalability: Designing services and processes that are efficient, scalable, and contribute to the overall growth objectives of AB InBev.

• Agility & Adaptability: Embracing change, iterating quickly based on feedback, and adapting to the dynamic nature of the digital and delivery markets.

Collaboration Style:

• Integrated Teams: Expect to work in integrated, agile teams where designers, researchers, product managers, and engineers collaborate closely on a daily basis.

• Process-Oriented: A culture that values well-defined processes for research, design, and development, with an emphasis on continuous feedback loops and iterative refinement.

• Knowledge Sharing: Encouraging the sharing of insights, best practices, and learnings across teams and departments to foster collective growth and improve overall operational effectiveness.

📝 Enhancement Note: The culture likely blends the innovative, agile spirit of a tech startup (Growth Group) with the operational rigor and scale of a global CPG leader (AB InBev). Candidates should be comfortable navigating both.

⚡ Challenges & Growth Opportunities

Challenges:

• Navigating Complexity: The challenge of designing for a complex, end-to-end service that involves multiple stakeholders (customers, delivery partners, internal operations) and touchpoints.

• Balancing Needs: The need to balance the needs of diverse user groups (consumers, B2B partners, internal teams) and business objectives within a rapidly evolving market.

• Data Integration: Synthesizing insights from both qualitative research and quantitative data to form a holistic understanding of user behavior and service performance.

• Driving Adoption: Championing user-centered design and service design principles across different departments, potentially encountering resistance or differing priorities.

Learning & Development Opportunities:

• Domain Expertise: Deepen knowledge of the e-commerce, delivery, and logistics industries, becoming a subject matter expert within AB InBev's Growth Group.

• Strategic Impact: Gain experience in influencing high-level product and business strategy at a global company.

• Mentorship & Leadership: Opportunities to mentor junior team members and contribute to the development of design and research practices.

• Industry Trends: Stay abreast of emerging trends in service design, user experience, and digital transformation within the consumer goods and delivery sectors.

📝 Enhancement Note: This role offers a significant opportunity to tackle complex real-world service design challenges within a large, data-rich organization, with clear pathways for both specialized and leadership growth.

💡 Interview Preparation

Strategy Questions:

• "Describe a time you led a complex, cross-functional service design initiative. What was the outcome, and what was your specific contribution?" (Focus on leadership, process, and impact.)

• "How do you approach mapping an end-to-end customer journey for a service like TaDa Delivery? What are the key considerations?" (Demonstrate your methodology and understanding of the service context.)

• "Imagine a key metric for TaDa Delivery is declining customer retention. How would you use service design and UX research to diagnose the problem and propose solutions?" (Showcase problem-solving, research planning, and strategic thinking.) Company & Culture Questions:

• "What do you know about AB InBev's Growth Group and the TaDa Delivery service? How do you see service design contributing to its success?" (Show research and genuine interest.)

• "How do you foster collaboration and ensure buy-in from diverse stakeholders (e.g., Engineering, Operations, Marketing) when advocating for user needs?" (Assess your communication and influence skills.)

• "Describe your experience working in fast-paced, agile environments. How do you balance research rigor with the need for rapid iteration?" (Evaluate your adaptability and process.) Portfolio Presentation Strategy:

• Structure Your Narrative: For each case study, clearly outline the problem, your role, the methodology, key insights, solution, and impact. Use visuals effectively.

• Emphasize Your "Why": Explain the reasoning behind your methodological choices and design decisions.

• Quantify Impact: Highlight metrics and measurable outcomes. If exact numbers aren't available, discuss the intended impact and how it would be measured.

• Showcase Collaboration: Point out instances where you successfully partnered with other functions and how that collaboration led to better outcomes.

• Be Ready for Deep Dives: Anticipate questions about specific parts of your process, challenges faced, and alternative approaches you considered.

📝 Enhancement Note: Prepare to discuss your experience with digital platforms, delivery services, and B2B/DTC models. The interview will likely assess your ability to translate research insights into tangible business value and influence product strategy.

📌 Application Steps

To apply for this Senior Service Designer position:

• Submit your application through the Greenhouse job portal.

• Portfolio Customization: Tailor your resume and cover letter to highlight experience in service design, UX research, cross-functional leadership, and driving business impact within digital product environments.

• Portfolio Preparation: Ensure your portfolio is readily accessible and showcases 2-3 strong case studies detailing your process, methodologies, and measurable outcomes relevant to service-level improvements and customer experience.

• Interview Practice: Prepare for behavioral questions about leadership, collaboration, and problem-solving, as well as technical questions about service design and research methodologies. Practice articulating your case studies clearly and concisely.

• Company Research: Thoroughly research AB InBev, the Growth Group, and the TaDa Delivery service to understand their business objectives, market position, and user base. This will enable you to tailor your responses and demonstrate genuine interest.

⚠️ 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.