Strategic Roles and Responsibilities

• Define Al Tayer Insignia's experience design vision and multi-year roadmap, translating the Customer Strategy into concrete design priorities across physical, digital, and phygital (bridge CX, UX, UI where needed).
• Build the experience design function from scratch: methodology, standards, tools, governance, talent
• Turn customer intelligence, trends, and journey insight into design interventions that make truly shape differentiation and preference for our portfolio brands, our loyalty programme, and our customers.
• Set the design agenda for reinventing the experiential side of retail formats across all verticals and channels (Department Stores, online flagships, Amber, new concepts)
• Govern the associated investments, feeding design perspective into business cases and OKRs and pave the way for Innovation through experiences.

Functional Roles and Responsibilities 

• Own end-to-end journey mapping and service design across the full customer lifecycle. Connect all the dots that need to be connected, from strategy to CX design, UX to UI.
• Deploy Design Thinking methodologies and onboard key stakeholders to the approach
• Design signature moments that balance creative differentiation with commercial impact 
• Collaborate with the Customer Intelligence team around: behavioural personas, trends and insights, concept testing, customer co-creation, and more.
• Partner with the relevant teams to track and continuously improve key journeys, with clear ownership at each stage

People Management Roles and Responsibilities

• Manage the Experience Design unit and drive systematic collaboration with the relevant teams
• Coach on both the craft (experience design, prototyping, etc.) and strategic, brand-led thinking
• Partner cross-functionally with brand and vertical stakeholders to align design work to their priorities
• Influence and inspire stakeholders, ensuring that a culture of experience design emerges beyond the team
• Work closely with tech enabling functions such as with Digital and IT to ensure designs are technically feasible and get implemented 
• Work closely with store teams, customer care, and other front-line teams to keep design grounded in operational reality and connected with the needs of those who deliver the experience