Director, Experience Design

About FWD Group

FWD Group is a pan-Asian life and health insurance business that serves approximately 30 million customers across 10 markets, including BRI Life in Indonesia. FWD's customer-led and tech-enabled approach aims to deliver innovative propositions, easy-to-understand products and a simpler insurance experience. Established in 2013, the company operates in some of the fastest-growing insurance markets in the world with a vision of changing the way people feel about insurance. FWD Group is listed on the Main Board of The Stock Exchange of Hong Kong Limited under the stock code 1828.

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PURPOSE

Lead and own the experience of Omne by FWD app to provide market leading customer experiences, driving activation of key lifestyle and insurance services for large-scale, successful transformation across FWD markets and the creation of customer and business value to achieve sustainable business growth.

• Lead and own the design and customer journeys of the Omne by FWD app. This role involves overseeing the creation of user-centric design strategies, ensuring that the customer experience is seamless, intuitive, and engaging across all touchpoints which will generate revenue, increase customer engagement, customer sentiment and ensure adequate planning and allocation of resources to meet and achieve the business objectives.

• Lead, manage, coach and collaborate with Group and Market design and CX teams to align the design for engagement features, insurance activation, playing an active leadership role to drive adoption of new innovative experiences which drive customer value outcomes and promote new ways of working to enable a culture of continuous improvement through a holistic customer centric approach.

KEY ACCOUNTABILITIES

• Lead and develop a high performing experience design team for establishing a cohesive and uniform customer experience that aligns with the company's vision to enable strategic primary and secondary KPI's (customer engagement, customer sentiment, store ratings, MAU, retention) for user acquisition, engagement and revenue growth in line with business plans, targets and budgets.

• Design and develop a viable value proposition for UX/UI design process that enhances the overall value proposition of Omne with the ultimate objective of improving user stickiness, customer engagement and customer retention.

• Design, develop and articulate the customer experience strategy and plan for all markets with full alignment with a clear pathway to close capability gaps and translate un-met customer needs into executable strategies to deliver greater customer value and drive revenue generation leading to sustainable business growth.

• Lead the prioritisation of current and future customer needs through design, enrich or re-engineer experiences to optimise the outcomes and plan for future strategic alignment and direction.

• Lead, manage, coach, collaborate and guide Group and Market teams to adopt new innovative experiences by delivering new ways of working and a seamless and effective customer experience through a customer centric approach, defining key strategic problems and identify practical solutions to resolve these constructively.

• Collaborate with high-performing functional teams from multiple domain expertise area across Digital, Customer Experience, Operations, Product, Technology and related functions to integrate diverse needs and perspectives to develop fresh ideas and solutions to ensure our customers are in the centre of the journey design, and their best interests are fully considered and incorporated.

• Design, develop and continuously evolve the design system and brand guideline for Omne to create a common language, set of best practices and cross functional capabilities to facilitate and increase speed to market and the delivery of business value through a more rapid, risk reduced approach to change.

• Proactively manage the delivery of new customer value propositions against expected benefits and business outcomes. Create and keep the momentum through simplifying the long-term strategic outcomes to continuous deliveries of incremental value to the markets.

• Responsible to ensure the cost per design for feature is managed and maintained within financial assumptions and budget plans.

• Lead the comprehensive and effective overall design of Omne for all markets ensuring each features needs are taken care in their respective areas of responsibility for quality, control and alignment

• Collaborate and drive buy-in and adoption of Omne design with markets as the platform of choice for engagement and insurance demonstrating and communicating clearly on product goals which deliver customer and business value connected to the achievement of strategic KPIs.

• Contribute to the platform roadmap and delivery timelines, aligning with target business objectives.

• Serve as a leader to facilitate cross-functional/market program team members and make timely strategic and tactical customer driven decisions on new customer value propositions for insurance activation in each market to address sticking points that would impede program delivery.

• Partner and collaborate with market CX heads to create a vital synergy between Group and Market to enable an inter-connected experience for Omne customers to drive holistic engagement and Omne user stickiness

• Lead the structured feedback-loop design thinking cycles for platform maintenance and growth, ensuring prioritization of design enhancements aligns with best-in-class practices and company vision.

• Foster a culture of external & customer focused, continuous delivery of customer value aligned with FWDs overall brand Vision and Strategy

QUALIFICATIONS / EXPERIENCE

• University degree in Graphic, Interaction, Web, Multimedia Design or related equivalent with design experience working on mobile applications.

• Minimum 15+ years experience in in multi-national environments and at regional or global leadership capacity.

• At least 10+ years experience in a senior management regional or global role in Financial Services or eCommerce.

• Proven experience in leading, developing and managing people/teams and driving transformative change.

• Broad and comprehensive knowledge in designing complex mobile app solutions for complete digital environments.

• Strong understanding of customer-first and CX principles and application of these to drive exceptional customer experience outcomes.

• Proven experience in demonstrating how product/solution can solve customer and business problems, and create sustainable value

• Excellent verbal and non-verbal communication skills with strong ability to articulate a clear and concise message / story.

• Experience working in a dynamic and evolving business environment with demonstrated ability to transform and drive business and mindset change for a large set up across different cultures.

• Proven experience in leading, influencing, motivating and guiding markets to formulate management strategies aligned to strategic outcomes and company vision and monitoring of these.

• Strong collaborator and ability to influence diverse groups of senior executives that have expertise in different domains and at times conflicting agendas.

• Demonstrated proficiency to work and adapt in a changing environment to recognise priority issues, escalating and resolving quickly where relevant.

• Strong analytical, strategic and critical thinking skills.

• Detailed knowledge and understanding of different market insurance regulations, standards and protocols.

• Strong relationship and stakeholder management skills and ability to motivate and earn trust across senior and functional leadership in Group and across markets