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Service Design Director
Minnetonka, Minnesota  |  Remote
Direct Hire Position
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Applied on September 29, 2022
Job Id #58859 Posted September 12, 2022

We’re looking for a Service Design Director to join our client's Onboard Design Studio. The Onboard Studio welcomes new members to their plan and supports a smart and seamless experience across multiple touchpoints. This includes welcome calls, welcome packages, receiving their ID card, marketing emails and their first experience using our health plan website and app.  This studio is growing to support ways we can delight members during their first experience, build trust and design opportunities to personalize a member’s experience with us. As a Service Design Director, you’ll collaborate with other design team members, like visual, interactive, user research and conversational.  You’ll be responsible for advancing human-centered design thinking within experiences and products so they are simple and easier to use, while realizing important business goals and key objectives across our organization. 

This is a pivotal role within the Onboard Studio and will lead, align, and create end-to-end experiences and journeys for large/complex service design projects that adapt to people’s evolving needs over time.

•    Design Strategy: Leads design-thinking process and human-centered design initiatives within Onboard studio to provide a new vision and strategy for onboarding new members into their health insurance plans
•    Service Design: Strategic thinker with deep expertise and proven experience to drive human-centered design process and practice focused on service design initiatives of varied complexity
•    Design Research: Plans and conducts design-led research including ethnographic research, participatory/co-design workshops, behavioral research, exploratory research, concept/usability testing with consumers to better understand and position the needs, desires and wants of the people we serve
•    Experience Definition: Analyzes root causes of pain points, synthesizes data, and visualizes complex information turning insights and opportunities into significant value for new members, identifying and prioritizing key moments that engage new members and builds confidence in their health plan
•    Co-Creation: Deploys service/systems design methods to clearly augment design vision and processes in projects articulating the design value and tradeoffs within business, operations, product, data, and digital/analytics contexts. Aligning and building consensus throughout with stakeholders.
•    Design Outputs: Build and maintain end-to-end service design blueprints, current/future state experience maps, journeys, personas, service models/playbooks and varying levels of UX/UI prototypes that bring concepts/ideas to life
•    Workshop Facilitation: Drives workshop planning, design and facilitation with executives, diverse stakeholders and real members
•    Experience Validation: Defines key results/outcomes for service design and delivery metrics that are desirable for the users, viable for the business and technically feasible - validating experiences across end-to-end touchpoints/journeys in an equitable and sustainable way
•    Design Impact: Develops and integrates service design assets across multiple teams/projects into a coherent whole - for service experience ideation/prototyping, live prototyping, testing, and incorporating member/stakeholder feedback in driving prioritization with deeper understanding of solutions that support implementation now and into the future
•    Ability to work across lines of business and across all member touchpoints, including phone, IVR, marketing and digital channels
Required skills
•    10+ years applying human-centered design process to uncover actionable insights and opportunities on how systems function and how people interact with products
•    8+ years of experience in service design, design strategy, or using design thinking tools and methods
•    6+ years of thriving in a fast-paced setting creating, presenting, and facilitating workshops with senior leadership and simultaneously demonstrating strategic big-picture thinking  
•    5+ years of working in Adobe Illustrator, In Design, Figma, Miro, Microsoft Office Suite - Portfolio
•    5+ years of experiences journey mapping, wire framing, roadmap creation and value proposition design
•    5+ years of working with research and to rapidly summarize results and generate
actionable insights
•    3+ years of healthcare experience or equivalent industry

Preferred skills
•    Master’s degree in Design Planning, HCI, Design Research, Service Design or equivalent
•    Exemplary oral, visual, and written communication skills
•    Experience coaching and developing design teams
•    Ability to create powerful stories and presentations to guide and educate leadership

We’re looking for people with
•    A drive to innovate and find new approaches
•    A beginner’s mindset 
•    Tireless optimism
•    Passion for collaboration
•    Ability to navigate ambiguity and a matrixed organization

Horizontal is proud to be an Equal Opportunity and Affirmative Action Employer. We seek to provide employment opportunities to talented, qualified candidates regardless of race, color, sex/gender including gender identity and/or expression, national origin, religion, sexual orientation, disability, marital status, citizen status, veteran status, or any other protected classification under federal, state or local law.

In addition, Horizontal will provide reasonable accommodations for qualified individuals with disabilities. If you need to request a reasonable accommodation in order to complete the application or interview process, please contact

All applicants applying must be legally authorized to work in the country of employment.


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Horizontal is proud to be an Equal Employment Opportunity/Affirmative Action Employer providing a drug-free workplace.


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