Senior Director - Customer Experience Design and Innovation (BU 5)

Role Summary

Leads the vision and strategy for the design and innovation of customer experiences across all transport modes. This role combines service design, innovation frameworks, and customer-centric thinking to drive excellence in transport experiences from concept to implementation. Key Responsibilities

Develop and lead a holistic customer experience design strategy aligned with business goals. Introduce and oversee innovation initiatives to enhance multimodal journeys. Apply design thinking, service design, and systems mapping to develop new customer touchpoints. Work with stakeholders across operations, digital, and planning to ensure seamless integration of CX initiatives. Oversee the customer journey mapping, persona development, and voice-of-customer research programs. Mentor a small team in driving user-centred design approaches and innovation labs. Behavioural Competencies

Strategic Visioning – Creates and communicates a compelling future-state for customer experience that inspires innovation and long-term change. Design-Led Thinking – Applies human-centred design principles and promotes experimentation and iteration across projects. Influential Leadership – Builds alignment across functions, fostering a collaborative culture that embraces innovation and design. Customer Obsession – Advocates passionately for the customer in all decision-making, ensuring experiences are inclusive and intuitive. Resilience and Agility – Maintains momentum through ambiguity and pivots quickly in response to feedback or emerging insights. Qualifications & Experience

Bachelor’s degree. Master’s degree in service design, Innovation Management, Transport Planning, or similar preferred 15+ years of experience in customer experience strategy and innovation, ideally within the GCC. Strong knowledge of public transport systems and user-centered design.

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