Assistant Director to Deputy Director, Digital Product Design

The Head of Department for Digital Product Design leads STB's efforts in creating intuitive, user-centric digital products. This role oversees a team of designers, researchers, and User Experience (UX) specialists to ensure our digital offerings meet and exceed user expectations while aligning with business objectives.

Success in this position looks like:

1. Establishing a cohesive design strategy that enhances user experience across all digital touchpoints.
2. Fostering a culture of innovation and continuous improvement within the design team.
3. Delivering products that demonstrably increase user satisfaction and engagement.
4. Collaborating effectively with other departments to integrate design thinking into the overall product development process.
5. Wherever applicable, measurably improving key performance indicators such as user retention, conversion rates, and customer satisfaction scores.

This role is crucial in bridging the gap between visitor needs, stakeholder requirements, and STB's strategic goals. The Head of Department will work closely with the Product Development Team and STB Internal Stakeholders to ensure a seamless integration of design principles throughout STB's digital initiatives.

1. Strategic Design Leadership:
   1. Develop and execute STB's digital product design strategy, aligning with overall tourism objectives.
   2. Identify opportunities for new digital products or enhancements to improve visitor experiences.
2. UX/UI Oversight:
   1. Direct the end-to-end design process for all STB digital products.
   2. Ensure intuitive, engaging, and accessible experiences across all digital touchpoints.
3. Design Team Management:
   1. Lead and mentor a team of UX/UI designers and researchers.
   2. Foster a culture of creativity and design excellence.
4. User-Centred Design Process:
   1. Implement and refine user-centred design methodologies.
   2. Oversee user research and translate insights into design improvements.
5. Design System Development:
   1. Create and maintain a comprehensive design system for STB's digital ecosystem.
   2. Ensure consistency in visual language and interaction patterns across products.
6. Prototyping and Iteration:
   1. Lead the creation of high-fidelity prototypes for new products or major updates.
   2. Implement rapid prototyping and iteration cycles to refine design concepts.
7. Cross-functional Collaboration:
   1. Work with product, development, and marketing teams to integrate design into the product lifecycle.
   2. Partner with data analysts to incorporate data-driven insights into design decisions.
8. Design Performance Analysis:
   1. Establish KPIs for design effectiveness and regularly analyse user behaviour data.
   2. Present design performance reports to STB leadership.

1. Experience:
   1. Minimum 8 years of experience in digital product design, with at least 3 years in a leadership role.
   2. Proven track record of designing and launching successful digital products.
2. Education:
   1. Training in Design, Human-Computer Interaction, Digital Media, or a related field.
3. UX and Service Design Competency:
   1. Expert proficiency in UX/User Interface (UI) design tools (e.g., Figma, Sketch, Adobe Creative Suite).
   2. Demonstrated ability to lead end-to-end design processes, from user research to final implementation.
   3. Experience in creating and maintaining design systems and style guides.
4. Agile Methodologies, Tools and Delivery Competency:
   1. Extensive experience working with Agile methodologies in a product development environment.
   2. Proficiency in Agile project management tools (e.g., Jira, Trello).
   3. Ability to lead design sprints and integrate design processes into Agile workflows.
5. Business Data Analytics Competency:
   1. Strong understanding of user research methodologies and data analytics.
   2. Experience in using data to inform design decisions and measure design effectiveness.
6. Change Management Competency:
   1. Excellent leadership and team management abilities.
   2. Experience in managing stakeholders and aligning cross-functional teams.
7. Technical Skills:
   1. Familiarity with front-end technologies (HTML, CSS, JavaScript) and their capabilities.
   2. Understanding of technical constraints and opportunities in digital product development.
8. Soft Skills:
   1. Strong communication and presentation skills.
   2. Ability to articulate design decisions and strategy to both technical and non-technical audiences.
9. Industry Knowledge:
   1. Understanding of the tourism industry and digital trends affecting it is preferred.
   2. Experience in designing products for international audiences is a plus.
10. Certifications:
    1. Relevant certifications in UX design, Agile methodologies, or project management are advantageous.

Candidates must submit a portfolio showcasing their best work in digital product design. The portfolio should include:

1. Examples of complex UX/UI projects from concept to completion.
2. Case studies demonstrating problem-solving skills and user-centred design approach.
3. Evidence of experience with design systems and style guides.
4. Samples that highlight expertise in creating intuitive, engaging user experiences.
5. Any relevant work related to tourism or travel industry is particularly welcome.

The portfolio should be in digital format and easily accessible for review. Candidates should be prepared to discuss their design process, decision-making, and the impact of their work during the interview process.

The Singapore Tourism Board (STB) is the lead development agency for tourism, one of Singapore’s key economic sectors. Together with industry partners and the community, we shape a dynamic Singapore tourism landscape. We bring the Passion Made Possible brand to life by differentiating Singapore as a vibrant destination that inspires people to share and deepen their passions. Our success comes from working as one STB team in an environment of trust, openness, fun and care.

What can you expect as part of #TeamSTB?

• Professional and Personal development: We provide structured training and initiatives aimed at equipping you with a well-rounded set of competencies to excel in your career.
• Staff benefits: We offer flexible work arrangements, family care leave and wellness programmes to enable you to achieve a healthy level of work-life effectiveness.

Award-winning Workplace:

• Public Sector Employer of Choice: (2nd) 2014, 2nd (2015) and 1st (2016)
• Singapore's Top 100 Leading Graduate Employers: Winner - Hospitality, Leisure, and Tourism Sector (2021)
• NS Mark (Gold) Accreditation

For more information on STB, please visit https://www.stb.gov.sg.