Service Designer

📍 Job Overview

Job Title: Service Designer

Company: LegalAndGeneral

Location: Brighton and Hove, England, United Kingdom (with potential for Central Square, Cardiff, UK)

Job Type: Full-time

Category: Operations (Service Design/GTM Operations Focus)

Date Posted: 2026-08-21

Experience Level: 5-10 Years

Remote Status: Hybrid

🚀 Role Summary

• Design and evolve the end-to-end institutional client onboarding service, acting as a key driver for GTM transformation.

• Connect client needs with internal operational processes, product roadmaps, and technology solutions to create seamless service delivery.

• Establish and embed practical service design capabilities and evidence-led decision-making frameworks within the Institutional Retirement division.

• Facilitate cross-functional collaboration, leveraging service design and design thinking methodologies to improve client experiences and operational efficiency.

📝 Enhancement Note: While the title is "Service Designer," the core responsibilities, focus on client onboarding, operational processes, and GTM transformation align strongly with a Revenue Operations or Go-To-Market Operations function that leverages service design principles. The role is positioned to bridge the gap between client-facing experience and internal operational execution, a critical function in optimizing the customer lifecycle.

📈 Primary Responsibilities

• Design and continuously evolve the end-to-end institutional client onboarding service, ensuring a coherent and positive client experience from initial engagement through to full integration.

• Map existing and future-state service journeys, identifying key touchpoints, dependencies, and critical areas of friction across client interactions and internal operations.

• Conduct in-depth customer research, user testing, and service validation to gather insights that inform service improvements and strategic prioritization.

• Define and implement meaningful service measures and key performance indicators (KPIs) to track service performance, identify trends, and support evidence-led decision-making for operational improvements.

• Develop comprehensive service blueprints, wireframes, user flows, and prototypes to clearly communicate service concepts, operational requirements, and proposed solutions to diverse stakeholders.

• Partner closely with Product Managers, IT, Operations, and other cross-functional teams to champion and deliver strategic changes that enhance the onboarding service.

• Coach and mentor internal teams in practical service design principles and design thinking approaches, fostering a culture of continuous improvement and client-centricity.

• Collaborate with Legal & General's technology and operations teams to ensure seamless integration of service design principles into the development and ongoing management of digital platforms and operational workflows.

📝 Enhancement Note: The responsibilities emphasize a strategic approach to service design, directly impacting the client onboarding process which is a critical component of Go-To-Market (GTM) operations. The focus on mapping journeys, defining measures, and collaborating with cross-functional teams highlights the operations-centric nature of this role, aiming to optimize the client lifecycle and operational efficiency.

🎓 Skills & Qualifications

Education: Bachelor's degree in Design, Business, Information Technology, or a related field. A Master's degree or relevant certifications in Service Design or Design Thinking is a plus.

Experience: 5-10 years of proven experience in service design, user experience design, or a related field, with a strong emphasis on designing complex end-to-end services.

Required Skills:

• Service Design Expertise: Deep understanding and practical application of service design methodologies, including journey mapping, service blueprints, touchpoint analysis, and user research techniques.

• Design Thinking: Proven ability to apply design thinking frameworks to solve complex business problems and drive innovation.

• Customer Research & Testing: Experience conducting qualitative and quantitative customer research, usability testing, and service validation to inform design decisions.

• Prototyping & Wireframing: Proficiency in creating wireframes, user flows, and interactive prototypes using tools like Figma or equivalent to communicate design concepts.

• Stakeholder Management: Excellent skills in managing relationships with diverse stakeholders across different departments and levels within a large, complex organization.

• Facilitation: Strong facilitation skills for workshops, design sprints, and collaborative problem-solving sessions.

• Operational & Technical Understanding: Ability to connect customer journeys with underlying operational processes and technical delivery mechanisms.

• Evidence-Based Decision Making: Experience using data, insights, and research findings to prioritize improvements and justify strategic recommendations.

• Cross-Functional Collaboration: Demonstrated ability to work effectively with product managers, engineers, operations teams, and business leaders.

Preferred Skills:

• Familiarity with Accessibility Standards: Knowledge of WCAG (Web Content Accessibility Guidelines) and best practices for inclusive design.

• Financial Services/Pensions/Insurance Industry Knowledge: While not required, prior experience or understanding of the financial services sector, particularly pensions or insurance, would be beneficial.

• Agile/Scrum Methodologies: Experience working within Agile development environments.

• Figma Proficiency: Specific experience with Figma for wireframing, prototyping, and collaborative design.

📝 Enhancement Note: The emphasis on connecting customer journeys with operational and technical delivery, along with stakeholder management and evidence-based decision-making, strongly positions this role within an operational context. The preferred skills like Figma and accessibility standards are common in modern GTM and operations roles that require a user-centric approach to process and platform design.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• End-to-End Service Design Case Studies: Demonstrate successful design and implementation of complex, end-to-end services, showcasing the full lifecycle from discovery and research to design, testing, and iteration.

• Process Improvement Examples: Showcase instances where your service design work directly led to measurable improvements in operational efficiency, client satisfaction, or reduced friction in internal processes.

• System Integration & User Flows: Include examples of how you've mapped and designed user flows that integrate with existing operational systems, demonstrating an understanding of technical constraints and opportunities.

• Impact & Metrics Demonstration: Present case studies that clearly articulate the business impact of your designs, supported by relevant metrics, KPIs, or ROI analysis where possible.

Process Documentation:

• Service Blueprints: Provide examples of detailed service blueprints that illustrate customer journeys, backstage processes, system interactions, and support functions.

• Workflow Optimization Designs: Showcase designs or proposals for optimizing operational workflows based on service design principles, highlighting efficiency gains or risk mitigation.

• Research & Testing Documentation: Include documentation of user research methodologies, findings, and how this evidence directly influenced design decisions and service improvements.

📝 Enhancement Note: For a Service Designer role with a strong operational focus, a portfolio is crucial. It should not only showcase design outputs but also the process, research, and measurable impact on client experience and internal operations. This section is tailored to highlight the operational aspects that hiring managers for such roles would look for.

💵 Compensation & Benefits

Salary Range: Based on industry benchmarks for experienced Service Designers in the UK (specifically London/South East England, given the Brighton and Cardiff locations), with 5-10 years of experience, a competitive salary range is estimated between £55,000 - £75,000 per annum. This range accounts for the hybrid work model, the complexity of the role within a large financial institution, and the specialist skills required.

Benefits:

• Performance-Related Bonus: Opportunity to participate in an annual, performance-related bonus plan.

• Share Schemes: Participation in valuable share schemes, offering long-term financial incentives.

• Generous Pension Contribution: A competitive pension contribution from Legal & General.

• Life Assurance: Comprehensive life assurance coverage.

• Healthcare Plan: Access to a healthcare plan for permanent employees.

• Generous Holiday Allowance: At least 25 days of paid holiday per year, plus public holidays, increasing to 26 days after 2 years of service. Option to buy and sell holiday days.

• Competitive Family Leave: Robust policies for parental and family leave.

• Electric Car Scheme: Opportunity to hire a brand-new electric car through a tax-efficient salary sacrifice scheme (for permanent employees).

• Employee Discounts: Access to a wide range of discounts at high street stores and online retailers, as well as for Legal & General's own products.

• Sustainable Workplace Investment: Contribution to net-zero carbon workplaces by 2030.

Working Hours: The standard working hours are approximately 40 hours per week, with flexibility offered through a hybrid working arrangement.

📝 Enhancement Note: Salary estimation is based on typical UK market rates for experienced Service Designers in urban areas, considering the employer's industry and the role's strategic importance. The benefits listed are directly extracted from the provided text, highlighting their value proposition for operations professionals.

🎯 Team & Company Context

🏢 Company Culture

Industry: Financial Services (specifically Life Insurance, Pensions, and Asset Management) with a strong focus on Institutional Retirement. L&G is a major global investor and a leading UK financial services group with a history dating back to 1836.

Company Size: Large enterprise, with a significant global presence and a substantial workforce. This implies structured processes, opportunities for cross-functional collaboration, and potential for career progression within a well-established organization.

Founded: 1836. This long history signifies stability, deep industry expertise, and a robust understanding of long-term financial planning and client needs.

Team Structure:

• Division: Institutional Retirement (LGIR COO)

• Team Focus: This role is newly created within LGIR COO, indicating a strategic initiative to enhance service design capabilities. It suggests a small, specialized team or a role designed to build capability across the division.

• Reporting: Likely reports into a Head of Operations, Head of Transformation, or a Senior Service Design Lead, fostering collaboration with operational leaders.

• Cross-functional Collaboration: High degree of collaboration expected with Product Management, Technology, Operations, Sales, and Client Relationship teams to ensure cohesive service delivery.

Methodology:

• Service Design & Design Thinking: The core methodology for this role. Expect a focus on user-centricity, iterative design, research-driven insights, and collaborative problem-solving.

• Data-Driven Decision Making: Emphasis on using service measures, KPIs, and research findings to inform improvements and strategic choices.

• Process Optimization: A key outcome will be the improvement of internal operational processes and client journeys through thoughtful service design.

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

📝 Enhancement Note: The company context highlights Legal & General's established position in the financial services sector. The "newly created role" aspect suggests an opportunity to shape the function and impact the organization significantly. The emphasis on collaboration and data-driven approaches aligns with modern operations environments.

📈 Career & Growth Analysis

Operations Career Level: This role is positioned as an experienced individual contributor, likely mid-to-senior level, with the potential to influence strategy and drive change. It's a critical role for establishing service design as a core competency within the Institutional Retirement COO function.

Reporting Structure: The Service Designer will likely report to a manager within the COO or Transformation team, with direct interaction and influence across various operational and business units. This provides exposure to different facets of the business.

Operations Impact: The Service Designer will have a direct impact on the client onboarding experience, which is fundamental to client acquisition, retention, and overall revenue generation. By improving service efficiency and client satisfaction, they contribute to the operational effectiveness and growth of the Institutional Retirement business.

Growth Opportunities:

• Service Design Leadership: Potential to grow into a lead or management role within a dedicated service design team as the function matures within L&G.

• Operational Transformation: Opportunity to lead or contribute significantly to broader transformation initiatives within Institutional Retirement, leveraging service design principles.

• Specialization: Develop deep expertise in financial services onboarding and client lifecycle management, becoming a subject matter expert.

• Cross-Functional Mobility: Gain broad exposure to different business units and functions, potentially leading to roles in Product Management, Operations Management, or Business Transformation.

📝 Enhancement Note: This analysis focuses on the career trajectory for a Service Designer within an operations-focused context. The role offers significant potential for growth, both within the specialized field of service design and in broader operational leadership roles, especially given the company's size and focus on transformation.

🌐 Work Environment

Office Type: The company is investing in "sustainable, modern offices across the UK, all designed to bring people together and elevate the in-person experience." This suggests a professional, collaborative, and modern office environment.

Office Location(s): Primary location is London (One Coleman Street), with a secondary derived location in Brighton and Hove, England, and an alternative mentioned as Central Square, Cardiff, UK. This offers flexibility for candidates depending on their location preferences.

Workspace Context:

• Collaborative Spaces: Offices are designed to foster collaboration, which is essential for a role requiring extensive interaction with various teams.

• Technology & Tools: Access to modern technology and tools necessary for design, research, and communication (e.g., Figma, collaboration platforms).

• Team Interaction: Opportunities to engage with colleagues from diverse backgrounds and departments, fostering a rich learning and networking environment.

Work Schedule: The role is full-time, with a hybrid work arrangement. This implies a balance between in-office collaboration and remote flexibility. The company emphasizes outcomes over attendance, suggesting a focus on productivity and results rather than strict adherence to office presence.

📝 Enhancement Note: The hybrid nature and emphasis on collaborative, modern office spaces are key aspects for attracting talent in today's work environment. The flexibility in location is also a significant advantage.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: Likely a call with an HR representative or recruiter to assess basic qualifications, cultural fit, and salary expectations.

• Hiring Manager Interview: A deeper dive into your experience, focusing on your service design methodology, previous projects, and how you've handled complex challenges. Be prepared to discuss your approach to client onboarding and operational integration.

• Portfolio Presentation: A dedicated session where you will present 1-3 key case studies from your portfolio. Focus on demonstrating your process, problem-solving skills, collaboration, and the impact of your work. Prepare to discuss the specific challenges, your solutions, and the measurable outcomes.

• Skills-Based Assessment/Workshop: You may be asked to participate in a practical exercise or workshop simulating a service design challenge. This could involve mapping a journey, identifying pain points, or proposing solutions for a given scenario.

• Cross-Functional Team Interview: An opportunity to meet with potential colleagues from Product, Operations, and Technology teams to assess collaboration style and alignment with the broader team.

• Final Interview: Potentially with a senior leader to discuss strategic alignment and long-term vision for the role.

Portfolio Review Tips:

• Curate Strategically: Select case studies that best demonstrate your experience in designing end-to-end services, particularly those involving operational processes and client journeys. Highlight projects related to onboarding or client lifecycle management if possible.

• Show, Don't Just Tell: Clearly articulate the problem, your process (research, ideation, prototyping, testing), your role, the solutions, and the measurable results. Use visuals effectively.

• Focus on Impact: Quantify your achievements whenever possible. Use metrics related to client satisfaction, operational efficiency, cost reduction, or time savings.

• Demonstrate Collaboration: Explain how you worked with cross-functional teams, managed stakeholders, and facilitated discussions.

• Tailor to L&G: Research Legal & General's business, particularly their Institutional Retirement division, and subtly tailor your case study narratives to align with their strategic goals and challenges.

Challenge Preparation:

• Understand the Context: If given a scenario, quickly grasp the core problem and the stakeholders involved.

• Outline Your Approach: Clearly articulate your service design methodology. What steps would you take? What research would you conduct? Who would you involve?

• Focus on Process & Collaboration: Demonstrate how you would map out processes, identify pain points, and collaborate with internal teams to find solutions.

• Consider Metrics: Think about how you would measure the success of any proposed solution.

📝 Enhancement Note: This section provides actionable advice for candidates, emphasizing the importance of a well-curated portfolio and preparation for practical assessments, which are common in operations and design roles. The focus is on demonstrating not just design skills but also operational understanding and business impact.

🛠 Tools & Technology Stack

Primary Tools:

• Service Design & Prototyping: Figma (explicitly mentioned as beneficial), Sketch, Adobe XD, or similar tools for wireframing, prototyping, and user flow creation.

• Collaboration & Documentation: Confluence, Jira, Miro, Mural for workshop facilitation, process mapping, and documentation.

• Research Tools: SurveyMonkey, Typeform, UserTesting.com, or similar for customer surveys and remote usability testing.

Analytics & Reporting:

• Data Analysis Platforms: While not explicitly stated, experience with tools like Excel, Google Sheets, or potentially BI tools (e.g., Tableau, Power BI) for analyzing service metrics and performance data would be advantageous.

• CRM/Client Management Systems: Familiarity with CRM systems (e.g., Salesforce, Microsoft Dynamics) that underpin client interactions and operational workflows.

CRM & Automation:

• Workflow Automation Understanding: While not a direct implementer, an understanding of how workflow automation impacts client journeys and operational efficiency is valuable.

• Integration Concepts: Awareness of how different systems (CRM, back-end operations, client portals) integrate to deliver a seamless service.

📝 Enhancement Note: The technology stack focuses on tools relevant to service design and operational process improvement. Figma is highlighted as a preferred tool, and the broader ecosystem of collaboration, research, and data analysis tools is considered essential for a role of this nature within a large organization.

👥 Team Culture & Values

Operations Values:

• Client-Centricity: A deep commitment to understanding and serving the needs of institutional clients, ensuring their experience is positive and efficient.

• Collaboration: Valuing teamwork, open communication, and the ability to work effectively across diverse departments to achieve shared goals.

• Data-Driven Improvement: A belief in using evidence, research, and metrics to inform decisions, drive continuous improvement, and demonstrate value.

• Innovation & Transformation: Embracing change, seeking new ways to improve services, and actively participating in the transformation of operational processes.

• Integrity & Accountability: Upholding high ethical standards and taking ownership of responsibilities to deliver on commitments.

Collaboration Style:

• Partnership-Oriented: Proactively engaging with stakeholders across business, product, and technology to co-create solutions and ensure alignment.

• Facilitative Leadership: Guiding groups through design processes, encouraging participation, and synthesizing diverse perspectives.

• Feedback-Driven: Open to constructive feedback on designs and processes, using it to refine and improve outcomes.

• Knowledge Sharing: Willingness to share service design best practices and coach teams, embedding design thinking into the wider organization.

📝 Enhancement Note: This section infers the cultural values and collaboration style based on the role's responsibilities and the company's description, emphasizing a blend of client focus, operational efficiency, and collaborative innovation typical of modern GTM and operations teams.

⚡ Challenges & Growth Opportunities

Challenges:

• Navigating a Complex Organization: Working within a large, established financial institution presents challenges in terms of established processes, stakeholder buy-in, and driving significant change.

• Bridging Gaps: Effectively connecting client needs with internal operational realities and technological capabilities requires strong communication and diplomacy.

• Establishing New Functionality: As a newly created role, there will be an opportunity to define and build the service design capability within LGIR COO, which requires strategic thinking and influence.

• Measuring Impact: Defining and consistently tracking meaningful service metrics in a complex operational environment can be challenging but is critical for demonstrating value.

Learning & Development Opportunities:

• Deepening Financial Services Expertise: Gaining in-depth knowledge of the institutional retirement market, products, and client needs.

• Leading Transformation Initiatives: Opportunities to spearhead significant projects that redefine client onboarding and operational processes.

• Developing Coaching & Mentoring Skills: Enhancing abilities to train and guide other teams in service design and design thinking methodologies.

• Industry Engagement: Potential to attend industry conferences, workshops, and pursue certifications in service design, UX, or related operational fields.

📝 Enhancement Note: Identifying potential challenges and outlining growth paths provides a realistic outlook for candidates, highlighting how they can leverage the role for professional development and career advancement within the operations and GTM space.

💡 Interview Preparation

Strategy Questions:

• "Describe a time you designed an end-to-end service. What was the problem, your process, and the outcome?" (Focus on your methodology, stakeholder management, and measurable impact.)

• "How would you approach mapping the client onboarding journey for Legal & General's Institutional Retirement clients, considering both client needs and internal operations?" (Demonstrate your systematic approach and understanding of operational integration.)

• "How do you use research and data to inform your design decisions and prioritize improvements in complex operational environments?" (Highlight your evidence-based approach and ability to translate insights into action.)

• "Imagine a key client is experiencing significant delays during onboarding. How would you diagnose the issue and facilitate a solution involving multiple internal teams?" (Showcase your problem-solving skills, collaboration approach, and ability to drive operational improvements.) Company & Culture Questions:

• "What do you know about Legal & General and our Institutional Retirement business? How do you see service design contributing to our strategic goals?" (Research the company's mission, values, and recent performance, especially in the Institutional Retirement sector.)

• "How do you foster collaboration and build relationships with stakeholders from different departments (e.g., IT, Operations, Sales)?" (Provide specific examples of your collaborative style and ability to influence.)

• "How do you define and measure the success of a service design initiative within an operations context?" (Discuss your understanding of KPIs, operational metrics, and ROI.) Portfolio Presentation Strategy:

• Structure Your Narrative: For each case study, clearly outline the Challenge, Your Role, The Process (Research, Design, Test), The Solution, and The Results (quantified impact).

• Highlight Operational Integration: Emphasize how your designs considered and improved underlying operational processes, technology dependencies, and internal workflows.

• Showcase Collaboration: Explain who you worked with and how you managed those relationships to achieve successful outcomes.

• Prepare for Q&A: Anticipate questions about your design choices, trade-offs made, and how you would adapt your approach to different contexts. Be ready to discuss specific tools and methodologies.

📝 Enhancement Note: This preparation guide is tailored to the specific requirements of a Service Designer role within an operational context, focusing on strategic thinking, problem-solving, and the ability to translate design concepts into tangible business outcomes.

---

📌 Application Steps

To apply for this Service Designer position:

• Submit your application through the provided link on jobs.smartrecruiters.com.

• Portfolio Customization: Prepare a portfolio that prominently features 2-3 end-to-end service design case studies. Prioritize examples that showcase your ability to analyze and improve operational processes, client journeys, and system integrations relevant to a B2B financial services context.

• Resume Optimization: Tailor your resume to highlight keywords such as "Service Design," "Design Thinking," "Client Onboarding," "Operational Process Improvement," "Stakeholder Management," "Figma," and "Cross-functional Collaboration." Quantify your achievements with specific metrics where possible.

• Interview Preparation: Practice articulating your design process, problem-solving approach, and the impact of your work. Be ready to discuss how you would contribute to Legal & General's Institutional Retirement goals and how you would leverage service design to enhance operational efficiency and client experience.

• Company Research: Thoroughly research Legal & General, focusing on their Institutional Retirement business, their values, and their commitment to transformation and client service. Understand their market position and the challenges they might face.

⚠️ 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.