Lead Service Designer

Role Purpose

The Lead Service Designer is responsible for designing and documenting end-to-end customer journeys that help the organisation better understand customer experiences and identify opportunities for improvement.

Working within the Customer Experience team, the role applies journey mapping, service blueprinting and insight synthesis techniques to create a shared understanding of how customers interact with ii across digital, servicing and operational touchpoints. The role works closely with Customer Insights, UX, Product, Customer Services, Operations and Commercial teams to bring together customer feedback, operational data and business knowledge into clear, evidence-based journey designs.

The Lead Service Designer facilitates collaborative workshops, develops journey artefacts and supports the identification and prioritisation of customer improvement opportunities that deliver measurable benefits for both customers and the business.

The role reports to the Customer Journey and Experience Manager.

Key Responsibilities

Journey Design & Service Blueprinting

• Create high-quality end-to-end customer journey maps and service blueprints using agreed CX standards and methodologies.
• Document customer interactions, front-stage and back-stage processes, supporting systems and operational dependencies.
• Capture customer needs, pain points and “moments that matter” throughout the journey.
• Ensure journey documentation remains accurate and reflects agreed changes over time.

Research Synthesis & Customer Understanding

• Bring together insights from Customer Insights, Customer Services, Complaints, Operations, behavioural analytics and other available sources to build a holistic understanding of customer experiences.
• Identify customer pain points, root causes and opportunities through triangulation of multiple evidence sources.
• Translate research and operational insight into clear customer problems and opportunity statements.

Workshop Facilitation & Stakeholder Engagement

• Plan and facilitate journey mapping and service blueprint workshops with cross-functional stakeholders.
• Build shared understanding of current customer journeys across teams.
• Challenge assumptions using customer evidence and encourage customer-centric decision making.
• Produce clear workshop outputs and agreed actions.

Opportunity Assessment & Journey Improvement

• Identify opportunities to improve customer journeys through simplification, automation or experience redesign.
• Assess opportunities against customer impact, business value and delivery effort.
• Support the creation of prioritised improvement roadmaps alongside Product, Operations and Delivery teams.
• Work with delivery teams to ensure customer intent is maintained throughout implementation.

Journey Measurement

• Support the definition of journey health measures and “moments that matter.”
• Help maintain journey dashboards and performance reporting.
• Monitor journey performance and identify emerging trends or new opportunities for improvement.

Collaboration

• Work closely with Customer Insights, UX, Product, Customer Services, Operations and Commercial teams to ensure a shared understanding of customer journeys.
• Support the Customer Journey and Experience Manager in embedding consistent journey management practices across the organisation.
• Contribute to a culture of continuous improvement and customer-centred design.

Success Measures

• High-quality customer journey maps and service blueprints produced across priority journeys.
• Positive stakeholder feedback on workshops and journey outputs.
• Clear customer problems and opportunities identified through evidence-based analysis.
• Journey improvement opportunities adopted into business and product roadmaps.
• Journey health measures established and maintained for priority journeys.
• Increased organisational understanding of end-to-end customer experiences.

Requirements

Key Skills

• Customer journey mapping
• Service blueprinting
• Customer research synthesis
• Workshop facilitation
• Strong analytical and problem-solving skills
• Excellent communication and visual storytelling
• Stakeholder engagement and collaboration
• Ability to simplify complex processes into clear customer journeys

Desirable Skills

• Experience using Figma, Miro or similar journey mapping tools.
• Knowledge of service design or design thinking methodologies.
• Familiarity with UX principles.
• Experience within Financial Services or another regulated industry.
• Understanding of operational processes and customer service environments.
• Awareness of Consumer Duty and customer outcome principles