Head of Experience Design
The Head of Experience Design owns end-to-end experience design strategy and execution across physical (in-store, physical), digital, and phygital touchpoints for Al Tayer Insignia’s portfolio. Playing an instrumental part in shaping the differentiating value proposition of our brands and concepts beyond products, they support the development and realisation of our Customer Strategy and experiential north star, contributing to reinventing the way we do retail and building true regional and global experiential statements.
Focused on crafting and elevating delightful moments that inspire our customers and orchestratating seemless experiences, this role translates key insights (from customer intelligence, trends monitoring, market, VoC, and journey insight) into strategic, compelling, innovative and creative design interventions, across each phases of the end-to-end customer journeys.
The Head of Experience Design acts as the experience design authority for the company, building and scaling a formal and innovative experience design practice/discipline within ATI, from methodology, to tools, governance and talent.
They deploy a customer-centric and brand-centric approach to design, which allows our brands to prioritize the delivery of truly empathetic and human-centric experiences, natively omnichannel and filled with signature moments that drive both customer and commercial outcome. Their work enables the reinvention and future proofing of our existing key formats, from Department Stores to online flagships, our loyalty programme Amber, new concepts, and beyond.
As a cross-functional leader and collaboration role model at heart, the Head of Experience Design ensures that they effectively partner with all business verticals and brands stakeholders, beyond CX & Marketing functions, effectively ensuring that they support their strategic ambitions. They also collaborate successfully with talent across Digital and product teams, IT teams, and other enabling functiuons. Critically, they engage with the store teams, customer care team and other customer facing roles to design in context and with a true focus on relevance.
Finally, the Head of Experience Design works with the Customer Intelligence team and others to effectively measure the key journeys end to end and continuously improve them, ensuring that there is effective ownership.
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
Years of Experience
8-10+ years in experience/service design, ideally luxury retail, hospitality, or premium omnichannel environments.
Knowledge and Skills
Proven fluency in Design Frameworks, Experience Design, UX Design
Proven track record designing and scaling a CX / XD practice
Proven track record in knowledge sharing, inspiration, influence, culture shaping
Outstanding collaboration abilities
Strong abilities in bridging business strategy, creative design, trends analysis, brand strategy, and financial outcomes, through experience design
Ability to operate at strategic level, unlocking key decisions with senior stakeholders, while continuously contributing to hands-on craft and guiding the team
Retail experience mandatory