Senior Service Designer (Digital & Customer Experience) - A26130

📍 Job Overview

Job Title: Senior Service Designer (Digital & Customer Experience)

Company: Activate Interactive Pte Ltd

Location: Singapore, Singapore

Job Type: Contract (12 months fixed term)

Category: Digital & Customer Experience Design, Service Design, Operations Strategy

Date Posted: April 16, 2026

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

Remote Status: On-site

🚀 Role Summary

• Lead the strategic transformation of customer service and digital experiences for a prominent Singapore government agency (MOE) through advanced service design methodologies.

• Spearhead the design and implementation of AI-powered customer service solutions, ensuring seamless human-AI collaboration and omnichannel consistency.

• Redesign complex legacy processes, such as the mother tongue appeals service, into modern, self-service digital experiences that enhance user satisfaction and efficiency.

• Establish robust website design standards and governance frameworks to ensure cohesive, accessible, and user-friendly digital touchpoints across multiple platforms.

📝 Enhancement Note: The role is a 12-month fixed-term contract, which is a critical detail for candidates to consider. The focus on a government agency (MOE) implies a need for understanding public sector standards, compliance, and potentially complex stakeholder environments. The AI integration aspect is a significant differentiator, requiring candidates familiar with conversational AI design and its operational implications.

📈 Primary Responsibilities

• Service Design Leadership: Lead end-to-end service design initiatives, including comprehensive journey mapping, stakeholder research, and the development of detailed service blueprints to identify and address pain points within MOE's customer service ecosystem.

• AI-Powered Service Design: Design intuitive and efficient user journeys for MOE's AI-powered CRM system transformation, with a specific focus on creating seamless escalation pathways between AI agents and human support, and ensuring operational workflows are optimized for both customer and staff interactions.

• Digital Experience Transformation: Redesign complex, legacy processes (e.g., mother tongue appeals) into modern, self-service digital experiences that are compliant with government standards, guiding users through intricate application processes with ease.

• Website Architecture & Governance: Co-design the restructuring of MOE websites to create a cohesive, logical information architecture, ensuring seamless user journeys and establishing comprehensive design standards and governance processes for scalable design operations.

• Cross-Functional Collaboration: Facilitate workshops and collaborate effectively with product managers, engineers, external vendors, and diverse user groups (parents, educators, students, internal staff) to align stakeholders on design outcomes and ensure user-centered solutions meet both user needs and operational objectives.

📝 Enhancement Note: The responsibilities highlight a blend of strategic design thinking and tactical execution. The emphasis on redesigning legacy processes and establishing governance points to a need for process optimization skills and a structured approach to design operations within a large organization.

🎓 Skills & Qualifications

Education:

Experience:

• A minimum of 5-10 years of progressive experience in service design, with a proven track record of leading complex digital and customer experience transformation projects.

• Demonstrated experience in designing and implementing customer service platforms, self-service applications, and large-scale website architectures, preferably within enterprise or government contexts.

Required Skills:

• Service Design Mastery: Extensive experience in journey mapping, stakeholder research, and service blueprint development.

• User-Centered Design: Strong proficiency in user research methodologies (qualitative and quantitative) with experience engaging diverse user groups, including internal staff and external customers.

• Complex Workflow Design: Ability to design intricate multi-step service workflows and multi-site service architectures that integrate user experience with operational processes.

• Facilitation & Stakeholder Management: Exceptional facilitation skills for workshops and a proven ability to manage diverse stakeholders effectively, fostering collaboration across product, engineering, and business units.

• Strategic & Design Thinking: Strong strategic thinking capabilities, with the ability to support governance decisions through design thinking principles and the development of scalable design frameworks.

Preferred Skills:

• AI & Conversational Design: Experience with AI-powered customer service tools, conversational interfaces, chatbots, and designing human-AI collaboration pathways.

• SaaS & Platform Customization: Familiarity with SaaS solutions and platform customizations, particularly in CRM systems.

• Omnichannel Experience Design: Proven ability to design consistent and seamless customer experiences across multiple touchpoints (phone, web, digital).

• Information Architecture: Expertise in creating logical and intuitive information architecture for large websites and digital platforms.

• Agile Methodologies: Deep understanding and practical application of agile development principles and practices.

📝 Enhancement Note: The "5-10 years" experience level is inferred from the "Senior" title and the complexity of the responsibilities. The emphasis on both "internal staff" and "external customer groups" for user research is a key differentiator for this role. The preference for AI and conversational design experience is explicitly stated and highly desirable.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Case Studies in Service Transformation: Showcase at least 2-3 detailed case studies demonstrating end-to-end service design projects, highlighting the problem, your approach, the solutions designed (including journey maps, blueprints, wireframes, or prototypes), and measurable outcomes.

• Process Optimization Examples: Include specific examples of how you have redesigned complex legacy processes into streamlined, user-friendly digital workflows, emphasizing efficiency gains and improved user satisfaction.

• AI/Omnichannel Design Examples: Present examples of designing experiences that integrate AI or provide seamless omnichannel interactions, detailing the user flows and operational considerations.

• Governance & Standards Development: Provide evidence of creating design standards, guidelines, or governance frameworks for digital products or platforms, illustrating how consistency and scalability were achieved.

Process Documentation:

• Demonstrate experience in creating clear and comprehensive design documentation, including user flows, wireframes, prototypes, and service blueprints, that effectively communicate design intent to technical and non-technical stakeholders.

• Evidence of establishing design processes that support efficient collaboration within agile teams and with external vendors.

• Showcase how you have used data and user feedback to iterate on designs and measure the impact of implemented solutions on key operational metrics.

📝 Enhancement Note: A strong portfolio is paramount for this role. Candidates should focus on showcasing their ability to tackle complex problems, integrate new technologies like AI, and establish scalable design systems within large organizations. Quantifiable results are crucial.

💵 Compensation & Benefits

Salary Range:

Benefits:

• 12-Month Fixed-Term Contract: A defined contract period offering a specific project duration.

• Employee Wellness Program: Initiatives focused on employee health and well-being.

• Structured Development Framework: Access to a defined framework for professional growth and skill development.

• Growth Opportunities: Potential for career advancement and learning within the organization and on government agency projects.

• Government Agency Project Exposure: Opportunity to work on high-impact projects for Singapore Government Agencies (specifically MOE), providing significant professional experience and portfolio value.

Working Hours:

• Standard full-time working hours are implied, likely around 40 hours per week. The role is on-site, indicating a typical office schedule within government agency working hours.

📝 Enhancement Note: The salary estimate is based on publicly available data for similar roles in Singapore, considering the seniority and specialized skills required. The fixed-term contract nature is a key benefit/consideration. The exposure to government projects is a significant non-monetary benefit.

🎯 Team & Company Context

🏢 Company Culture

Industry: Technology Consultancy, Digital Transformation, Software Development. Activate Interactive Pte Ltd specializes in end-to-end application development, including mobile, web, and cloud technologies, with a focus on positive societal and environmental impact.

Company Size: The description implies a growing consultancy, likely in the medium-sized range (e.g., 50-250 employees), capable of taking on significant projects for large clients like MOE.

Founded: Founded in Singapore, with a presence in Malaysia and Indonesia, indicating regional expansion and experience.

Team Structure:

• Operations Focus: This role operates within an in-house team at the client (MOE), working closely with product managers and engineers. The Senior Service Designer will act as a key individual contributor, leading design efforts independently while collaborating with a broader client-side team.

• Cross-Functional Collaboration: Expect close collaboration with business partners, product managers, engineers, and potentially external vendors. The role requires bridging the gap between user needs, business objectives, and technical feasibility.

• Client-Centric Approach: As a consultancy, Activate Interactive's culture is likely client-focused, emphasizing delivering impactful solutions and building strong client relationships, particularly within the public sector.

Methodology:

• User-Centered Design: The core methodology revolves around understanding and prioritizing user needs in all design decisions.

• Agile Development: The team works within agile environments, requiring adaptability and iterative design processes.

• Design Thinking: Strategic thinking and design thinking principles are applied to solve complex problems and support governance.

• Data-Driven Insights: While not explicitly stated for this role, operations roles typically leverage data to inform design decisions and measure impact.

Company Website: https://www.activate.sg/

📝 Enhancement Note: The role is embedded within a government agency (MOE) but is managed by Activate Interactive. This means the candidate will experience both the consultancy's project delivery environment and the operational realities of a large public sector organization.

📈 Career & Growth Analysis

Operations Career Level: This role is positioned at a Senior Individual Contributor level within the service design discipline. It requires leadership in design strategy, execution, and stakeholder management, but likely does not involve direct people management. The focus is on driving design outcomes for critical digital transformation projects.

Reporting Structure: The Senior Service Designer will likely report to a Design Lead or Project Manager within Activate Interactive, while working closely with stakeholders within the MOE client organization, including product managers and business unit leads.

Operations Impact: The impact of this role is substantial, directly influencing how parents, educators, and students interact with government services. Successful service design will lead to improved efficiency for the agency, increased user satisfaction, reduced operational friction, and the successful adoption of new digital technologies like AI.

Growth Opportunities:

• Specialization in Public Sector Design: Deepen expertise in designing for government agencies, understanding unique compliance, accessibility, and stakeholder needs.

• AI & Emerging Tech Experience: Gain significant hands-on experience designing with AI-powered systems and other cutting-edge technologies in a real-world application.

• Strategic Design Leadership: Develop stronger strategic thinking and governance skills by influencing design direction for large-scale digital platforms.

• Cross-Disciplinary Skill Development: Enhance collaboration and communication skills by working across diverse teams (product, engineering, business) and with external vendors.

• Portfolio Enhancement: Build a robust portfolio with high-impact case studies from a prominent government project.

📝 Enhancement Note: The "SHRI 2025 Gold winner" award for Learning & Development suggests a strong commitment to employee growth, which benefits contract employees as well, likely through access to training resources and mentorship.

🌐 Work Environment

Office Type: The role is based on-site within a government agency (MOE) in Singapore. This implies a professional, structured, and potentially formal office environment typical of public sector organizations.

Office Location(s): Singapore, Singapore. Specific location details within Singapore would need to be confirmed, but it will be within the premises of the Ministry of Education.

Workspace Context:

• Collaborative Environment: While on-site, the role requires significant collaboration with various internal teams at MOE and potentially with Activate Interactive's remote or distributed team members.

• Tools & Technology: Access to standard office productivity tools, design software, and potentially project management platforms used by MOE and Activate Interactive. This likely includes design tools (Figma, Sketch, Adobe Creative Suite), collaboration platforms (Slack, Teams), and potentially specialized government systems.

• Operations Team Interaction: Regular interaction with product managers, engineers, business analysts, and stakeholders within MOE to gather requirements, present designs, and iterate on solutions.

Work Schedule: Expect a standard Monday-Friday work week, aligned with typical government agency operating hours in Singapore. Flexibility might be available depending on project demands, but the on-site requirement is firm.

📝 Enhancement Note: Working within a government agency environment means adhering to their specific protocols, security clearances (potentially), and operational rhythms. This is distinct from a typical tech startup or consultancy office setting.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: A review of your resume and portfolio to assess alignment with the core requirements, particularly service design experience and relevant case studies.

• Hiring Manager Interview: A discussion focused on your experience, approach to service design challenges, and understanding of user-centered methodologies. Expect questions probing your ability to lead design initiatives independently.

• Design Exercise/Case Study Presentation: You may be asked to present a detailed case study from your portfolio or work through a hypothetical design challenge relevant to MOE's services. This is where you'll demonstrate your strategic thinking, process, and communication skills.

• Stakeholder/Team Interview: An opportunity to meet with potential colleagues or client stakeholders (e.g., product managers, engineers) to assess cultural fit, collaboration style, and ability to integrate into their existing team.

• Final Interview: Potentially with senior leadership at Activate Interactive or MOE to finalize the decision.

Portfolio Review Tips:

• Curate for Relevance: Select case studies that most closely align with the responsibilities outlined: digital transformation, customer service design, AI integration, complex process redesign, and large-scale website architecture.

• Show, Don't Just Tell: Use visuals (journey maps, service blueprints, wireframes, prototypes, final designs) to illustrate your process and solutions.

• Quantify Impact: Clearly articulate the problem, your specific contribution, the design solutions, and the measurable outcomes (e.g., % reduction in processing time, % increase in user satisfaction, adoption rates).

• Highlight Process: Explain your methodology, research approach, and how you collaborated with stakeholders and technical teams.

• Address Governance: If applicable, showcase examples of how you established design standards or governance processes.

Challenge Preparation:

• Be prepared to discuss how you would approach designing a specific MOE service (e.g., a new digital application for parents, an AI chatbot for student inquiries).

• Think about potential pain points in government digital services and how service design can address them.

• Consider the unique constraints and requirements of public sector digital projects (accessibility, security, compliance, diverse user groups).

📝 Enhancement Note: The emphasis on portfolio review and potentially a design exercise suggests that practical demonstration of skills is highly valued. Candidates should be ready to articulate their design process and its impact in detail.

🛠 Tools & Technology Stack

Primary Tools:

• Design & Prototyping: Figma, Sketch, Adobe Creative Suite (Illustrator, Photoshop, XD), InVision, Axure RP.

• User Research & Analysis: UserTesting.com, Optimal Workshop, SurveyMonkey, Google Analytics, Hotjar.

• Collaboration & Documentation: Miro, Mural, Confluence, Jira, Trello, Slack, Microsoft Teams.

• CRM & AI Platforms (Familiarity): Experience with or understanding of how to design for CRM systems (e.g., Salesforce, Microsoft Dynamics) and AI-powered customer service platforms (e.g., chatbots, virtual assistants).

Analytics & Reporting:

• Familiarity with web analytics tools (e.g., Google Analytics) to understand user behavior and track performance metrics post-implementation.

Integration & Workflow Tools:

• Understanding of how user journeys connect with backend operational workflows and system integrations. While not a developer role, an awareness of technical feasibility and integration points is beneficial.

📝 Enhancement Note: While specific tools aren't mandated, proficiency in industry-standard design and collaboration tools is expected. The key is the ability to design for systems like AI-powered CRMs, rather than necessarily configuring them.

👥 Team Culture & Values

Operations Values:

• User-Centricity: A deep commitment to understanding and advocating for the end-user in all design decisions.

• Impact-Driven: A focus on delivering tangible positive outcomes for citizens and the organization through technology and design.

• Collaboration: Valuing teamwork, open communication, and constructive feedback across diverse teams and stakeholders.

• Innovation: Encouraging creative problem-solving and the exploration of new technologies (like AI) to enhance service delivery.

• Efficiency & Scalability: Designing solutions that are not only effective but also efficient to operate and scalable across a large user base.

Collaboration Style:

• Partnership: Working closely with client teams (MOE) as a trusted partner, not just an external vendor.

• Facilitative Leadership: Guiding discussions and decision-making through workshops and collaborative sessions.

• Transparent Communication: Maintaining open and honest communication regarding design progress, challenges, and recommendations.

• Iterative Improvement: Embracing feedback and iterating on designs based on user testing and stakeholder input.

📝 Enhancement Note: The emphasis on government projects suggests a culture that values reliability, thoroughness, and a commitment to public service alongside innovation and user experience.

⚡ Challenges & Growth Opportunities

Challenges:

• Navigating Public Sector Complexity: Adapting to the unique processes, governance structures, and stakeholder landscapes of a government agency.

• Integrating AI Seamlessly: Designing effective and trustworthy AI-powered customer service experiences that complement, rather than replace, human interaction appropriately.

• Transforming Legacy Systems: Reimagining and redesigning deeply entrenched, potentially outdated, legacy processes and digital interfaces.

• Balancing Diverse User Needs: Catering to a wide spectrum of users (parents, educators, students, staff) with varying technical proficiencies and needs.

• Working within a Fixed-Term Contract: Maximizing impact and delivering significant results within a defined 12-month period.

Learning & Development Opportunities:

• Public Sector Design Expertise: Gain invaluable experience and insights into designing for government services, a niche but critical area.

• AI Service Design Specialization: Become a go-to expert in designing practical and impactful AI-driven customer experiences.

• Strategic Influence: Hone skills in influencing senior stakeholders and shaping the digital strategy of a major government ministry.

• Mentorship & Training: Benefit from Activate Interactive's "SHRI 2025 Gold winner" status in Learning & Development, potentially accessing structured training, workshops, and mentorship.

📝 Enhancement Note: The challenges are significant but also represent substantial opportunities for professional growth and skill development, particularly in specialized areas like public sector digital transformation and AI service design.

💡 Interview Preparation

Strategy Questions:

• "Describe a time you led the service design for a complex digital transformation project. What was your process, and what were the key outcomes?" (Focus on journey mapping, stakeholder engagement, and measurable results).

• "How would you approach designing an AI-powered customer service experience for parents seeking information about school admissions? What are the critical considerations?" (Probe understanding of human-AI collaboration, escalation paths, and user trust).

Company & Culture Questions:

• "What interests you about working on projects for the Ministry of Education (MOE) specifically?" (Showcase research into MOE's mission and how your skills align).

• "How do you ensure user-centered design principles are maintained when working with technical teams and adhering to government standards?" (Highlight your advocacy for users and problem-solving skills).

Portfolio Presentation Strategy:

• Select Your Strongest Cases: Choose 2-3 projects that best showcase your end-to-end service design capabilities relevant to this role.

• Structure Your Narrative: For each case study, clearly outline: The Problem (client's challenge), Your Role & Process (research, mapping, ideation, design, testing), The Solution (visuals of key deliverables), and The Impact (quantifiable results).

• Emphasize Collaboration: Detail how you worked with different teams and stakeholders.

• Be Ready for Deep Dives: Anticipate questions about specific design choices, research findings, and how you handled challenges or trade-offs.

📝 Enhancement Note: Be prepared to articulate your design process in detail and connect it directly to business and user outcomes. Demonstrating an understanding of the public sector context will be a significant advantage.

📌 Application Steps

To apply for this operations position:

• Submit your application through the Workable portal, ensuring your resume and profile are up-to-date and highlight relevant experience.

• Curate Your Portfolio: Select and refine 2-3 key case studies that best demonstrate your expertise in service design, digital transformation, customer service, and AI integration. Ensure each case study clearly outlines the problem, your process, the solution, and measurable impact.

• Tailor Your Resume: Emphasize keywords from the job description such as "Service Design," "Journey Mapping," "User-Centered Design," "AI-Powered Customer Service," "Digital Transformation," and "Stakeholder Management." Quantify your achievements wherever possible.

• Prepare Your Presentation: Practice walking through your portfolio case studies, focusing on clear storytelling, visual aids, and articulating the value and impact of your design work. Be ready to discuss your approach to challenges specific to government projects.

• Research MOE & Activate Interactive: Understand the mission and digital initiatives of the Ministry of Education and the service offerings and client portfolio of Activate Interactive. This will help you 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.