Design Lead in City of London

A Career Without Limits. As the nation’s flag carrier, we take great pride in connecting Britain with the world and the world with Britain. It’s something we’ve been doing for over 100 years, ever since we launched the world’s first international scheduled air service between London and Paris. This originality has been in our blood since day one. It’s the spirit we share with the people that fly with us, our partners, and our colleagues.

So, whether you are a reassuring voice on the end of a phone, a smile at the door, under a wing keeping the turbines spinning or landing us gently in far-flung places, a job at British Airways is yours to make. We know great things can happen when you’re inspired to think big and bring your ambition to work every day, which is why, at British Airways the sky is never the limit!

The role: Design Lead. As a Design Lead, you’ll turn our customer care strategy into real, impactful experiences, designing journeys that are insight-led, scalable, and aligned with business goals. You’ll work across teams to embed design thinking and ensure the voice of the customer drives decision‑making. As the strategy matures, you’ll evolve the build function into a continuous capability, using AI and new technologies to build intelligent, adaptive, and future‑ready experiences.

Please note, this role is not approved for an international assignment.

What you’ll do:

• Translate CX Strategy into Actionable Design Initiatives - Lead the design and delivery of customer journeys aligned with strategic goals and ensure customer care principles are embedded across all touchpoints.
• Cross‑Functional Collaboration - Partner with Product, Tech, Ops, and Care teams to co‑create solutions that meet customer needs and act as a bridge between strategic intent and operational execution.
• Customer Insight Integration - Use qualitative and quantitative data to inform design decisions and champion voice‑of‑the‑customer programmes and ensure feedback loops are closed.
• Design Governance & Standards - Establish and maintain CX design principles, toolkits, and frameworks and ensure consistency and quality across all customer‑facing experiences.
• Prototyping & Testing - Lead rapid prototyping and testing of new experiences and validate builds through customer testing and iterate based on insights.
• Operational Resilience - Be an advocate for the operation by supporting in times of disruption in a way determined to your location.

What you’ll bring to British Airways:

• Expertise in CX, service design, and journey mapping.
• Strong data literacy and customer insight integration.
• Skilled in engaging and influencing collaborators.
• Proficient in prototyping or testing to ensure we’re getting the best results possible.
• Awareness and practice in tech trends (AI, automation, etc.).
• Agile approach and experience in iterative delivery.
• Clear communicator and confident design leader.
• Ability to define and track CX metrics (e.g. NPS, CSAT, CES) to ensure benefit realisation.
• Proactive by nature, with the presence of mind to intercept problems before they become anything bigger.
• Excellent communication skills, both written and verbal.
• Excellent resilience and can cope well with pressure.
• Strong people management including ability to manage indirect teams & stakeholders.
• Excellent interpersonal skills – able to influence stakeholders (including at senior levels).
• Strong team worker with strong influencing and negotiation skills.

Your experience:

• Proven experience in CX, service design, or experience strategy roles.
• Strong track record of leading cross‑functional design initiatives.
• Familiarity with agile delivery and working in tech‑enabled environments.
• Familiar with working within and creating governed environments.
• Track record of implementing service design changes that have driven measurable improvements in CX, commercial outcomes, productivity etc.

Inclusion & Diversity. At British Airways we all have a part to play in creating an inclusive place to work. Diverse representation among our people is really important to us and we recognise that all our colleagues are uniquely different and bring their own originality, creativity and identity to work. Inclusion and diversity is a key driver of innovation and we’re committed to creating a culture where everyone feels that they can be themselves. We’re looking for people from all backgrounds and cultures to join us and be a part of our journey to become a Better BA as we continue to connect Britain with the world and the world with Britain.