Roles & Responsibilities :

To drive design excellence for the assigned digital customer journeys (app & web) by leading a team of designer(s) and owning the end-to-end design and testing strategy for these journeys. The role partners closely with business/product stakeholders, product management and analytics teams to identify customer pain points, prototype new-age (including AI-led) design concepts, validate design hypotheses through structured testing (A/B, moderated/un-moderated research) and institutionalize design system adherence across the assigned journeys, while managing the design talent within the team.

Minimum required Accountabilities :

- Own the end-to-end design vision and strategy for the assigned business POD's digital journeys (app & web)

- Lead, guide and manage the Design & Testing Member(s) in the POD, including performance management and capability building

- Partner with the POD Lead, Product Managers and Business stakeholders to translate product strategy into intuitive design solutions

- Drive user research (moderated/un-moderated) and synthesize customer pain points and expectations into actionable design interventions

- Define and drive the A/B testing and experimentation roadmap for POD journeys in partnership with testing/analytics teams

- Champion adoption and governance of the organization's design system across the POD

- Guide the team on prototyping (including AI-based tools) of new concepts, backed by user research and industry best practices

- Track, review and report design impact using customer experience (CX) metrics and behavioural data, and continuously identify improvement opportunities

Additional Accountabilities :

- Represent design in cross-functional forums, product reviews and stakeholder governance meetings

- Benchmark journeys against industry, competitor and emerging design/AI trends

- Contribute to design operations, process improvement and design system evolution at the organization level

Major Challenges :

- Balancing fast-paced digital delivery timelines with rigorous, research and data-backed design decisions

- Driving design consistency and design-system adherence across multiple, concurrently evolving customer journeys

- Influencing cross-functional stakeholders to prioritize design/UX interventions

- Building, mentoring and scaling a high-performing design and testing team

Decisions :

- Final design direction and sign-off for POD journeys prior to development handoff

- Prioritization of the design and testing roadmap within the POD

- Selection of design variations to be tested and the success metrics used to evaluate them