Deputy / Assistant Design Director, Case Central (MSF)

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[What you will be working on]

As Assistant Director (Design Manager), you will lead the design of Case Central, the Ministry of Social and Family Development's (MSF) ministry-wide case management system. Case Central aims to empower caseworkers to deliver holistic, coordinated and efficient support, driving better outcomes for individuals and families.

You will play a pivotal role in shaping the product experience strategy and driving design excellence across complex case management workflows. Working closely with product managers, engineers, policy teams and frontline service professionals, you will help transform complex operational and policy requirements into intuitive, efficient and user-centred digital experiences.

You will lead and develop designers, establish strong design practices, and champion the effective use of emerging technologies, including Artificial Intelligence (AI), to improve both the way we design and the experiences we deliver.

This is a hands-on leadership role requiring the ability to think strategically, influence senior stakeholders and guide teams through complex challenges, while remaining close to the craft of design and the delivery of meaningful product outcomes.

As Assistant Director (Design Manager), you will:

Drive design strategy and product direction

• Define and drive the UX and service design strategy for Case Central, aligning design priorities with product objectives, operational needs and MSF's broader digital transformation goals.

• Lead the design of complex, end-to-end case management experiences that enable caseworkers to work more effectively, collaborate across services and deliver better support to individuals and families.

• Navigate complex policy, operational, business and technical constraints to identify opportunities for simplifying workflows, reducing administrative burden and improving the overall user experience.

• Partner with product managers, engineering leads and business stakeholders to shape product roadmaps, influence prioritisation and ensure user needs are represented in strategic decisions.

• Build alignment among senior stakeholders through clear design rationale, compelling storytelling and evidence-based recommendations.

Lead design excellence and delivery

• Provide design leadership and oversight across the product lifecycle, from discovery and problem framing through research, prototyping, validation, implementation and continuous improvement.

• Establish and maintain a high standard of design quality across usability, accessibility, interaction design, information architecture and consistency.

• Guide the team in translating complex requirements into coherent user journeys, interaction models and intuitive interfaces that support real-world casework.

• Champion user research and continuous engagement with caseworkers and other stakeholders to understand their needs, workflows, challenges and opportunities.

• Establish effective design practices, reusable patterns and design standards that improve consistency and accelerate delivery.

• Facilitate design critiques, workshops and cross-functional discussions to resolve ambiguity, build shared understanding and drive informed decisions.

• Remain hands-on where needed, providing design direction and contributing directly to high-impact or complex design challenges.

Champion AI-enabled design and innovation

• Drive the adoption of AI-assisted design practices across the team, identifying opportunities to improve design quality, productivity, research effectiveness and speed of experimentation.

• Demonstrate practical experience using AI throughout the design lifecycle, including research synthesis, problem exploration, ideation, content design, prototyping, usability testing and documentation.

• Identify and shape opportunities for AI to improve case management experiences and workflows, working with product and engineering teams to explore solutions that address meaningful user and organisational needs.

• Guide the design of AI-enabled user experiences that are intuitive, transparent and trustworthy, with appropriate human oversight and control.

• Evaluate emerging AI tools, technologies and design methods, introducing those that can meaningfully improve team effectiveness and product outcomes.

• Establish responsible AI-assisted design practices, ensuring appropriate consideration of accuracy, bias, explainability, privacy, security, accessibility and the handling of sensitive information.

• Foster a culture of experimentation and continuous learning, enabling designers to confidently and responsibly incorporate AI into their everyday work.

Lead and develop design capability

• Lead, coach and mentor designers, supporting their professional growth, career development and ability to deliver high-quality outcomes.

• Set clear expectations for design quality, ownership, collaboration and impact, providing regular feedback and guidance.

• Plan and prioritise design resources across initiatives, balancing delivery commitments, strategic priorities and opportunities for innovation.

• Build a collaborative and high-performing design culture that encourages critical thinking, experimentation, constructive feedback and continuous improvement.

• Develop team capabilities in product thinking, complex enterprise UX, inclusive design and emerging AI-enabled design practices.

• Contribute to the broader GovTech design community through knowledge sharing, mentoring, capability building and the development of common practices.

Measure impact and drive continuous improvement

• Work with product teams to establish and track meaningful measures of design effectiveness and product experience, including task completion, usability, workflow efficiency, user satisfaction and adoption.

• Use qualitative and quantitative insights to evaluate design decisions, identify opportunities for improvement and inform product direction.

• Advocate for outcome-driven design, ensuring the team focuses on measurable improvements to caseworkers' experiences and service delivery rather than outputs alone.

• Continuously improve design processes, collaboration practices and tools to increase the effectiveness and impact of the team.

What we are looking for

• 10+ years of experience designing and delivering digital products and services end-to-end, from discovery and problem framing through implementation and continuous improvement.

• 5+ years of experience leading, mentoring or managing designers, with a proven ability to develop talent, build design capability and deliver results through others.

• Strong experience leading design in complex, multi-stakeholder environments, particularly enterprise platforms, case management systems, workflow-intensive applications or large-scale government digital services.

• Deep expertise across UX disciplines, including user research, interaction design, information architecture, service design, prototyping, usability testing and design systems.

• Demonstrated ability to translate complex business processes, policies and technical requirements into intuitive, efficient and coherent user experiences.

• Strong product thinking and the ability to influence product strategy, prioritisation and delivery through user insights and evidence-based design.

• Practical experience integrating AI into design workflows, with examples of how AI has improved design quality, accelerated learning, increased productivity or contributed to better product outcomes.

• Ability to identify and evaluate opportunities for AI-enabled product experiences, with a sound understanding of human-AI interaction, responsible AI principles and the limitations of AI-generated outputs.

• Familiarity with emerging AI-powered design tools and approaches, and the ability to guide teams in their effective and responsible adoption.

• Comfort working at the intersection of design and technology, with a working understanding of APIs, system integrations, data-driven interfaces, permissions models and complex enterprise workflows.

• Strong leadership, communication, facilitation and storytelling skills, with the ability to influence senior stakeholders, navigate ambiguity and align multidisciplinary teams.

• Demonstrated ability to manage multiple priorities, balance strategic leadership with hands-on involvement and maintain high standards of design quality.

• Commitment to accessibility, inclusive design and the development of digital services that work for diverse user needs.

• A growth mindset, curiosity about emerging technologies and a passion for creating meaningful impact through technology for public good.

Good to have

• Experience designing case management, social service, healthcare or other complex operational systems.

• Experience designing AI-enabled products, including AI-assisted workflows, decision-support interfaces or human-in-the-loop experiences.

• Experience leading design teams through organisational or technological change, including the adoption of AI-enabled ways of working.

• Familiarity with government digital service standards, the Singapore Government Design System (SGDS) and public sector technology environments.

What We Offer:

• Collaborative and creative work environment

• Competitive salary and benefits package, including opportunities for professional growth and development

• Work environment that is fully supportive of self-improvement and personal/professional development

GovTech is an equal opportunity employer committed to fostering an inclusive workplace that values diverse voices and perspectives, as we believe it is key to innovation.

Our employee benefits are based on a total rewards approach, offering a holistic and market-competitive suite of perks.

We champion flexible work arrangements (subject to your job role) and trust you to manage your time to deliver your best.

Learn more about life inside GovTech at go.gov.sg/GovTechCareers.
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