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Wellmark - Des Moines UX Strategy & Service Design Lead in Des Moines, Iowa

Help us lead change and transform the member experience. The health care industry is changing and Wellmark is working to help change it for the better. We recognize that our health insurance members (customers) deserve health care with a focus on quality – not quantity – of care. We also recognize that health care is complex. We’re working to ensure our organization is positioned to drive deeper understanding of solutions that help our clients navigate the system and make clear, informed decisions, and we’re ensuring that we take a team-centric approach to providing that analysis to our members.

About the Career: You will lead and deliver end-to-end service design activities in alignment with the member experience roadmap and goal of optimizing the member experience. You will guide research and design strategy processes and collaborate with design and engineering teams to create innovative experiences across Wellmark member experience products. You will drive research activities, service design blueprinting, persona development, design thinking workshops, and concept creation to create products that align to overall business needs. And you will work across multiple projects collaborating with designers, developers, product managers, and other stakeholders to show the value behind service design strategy, what it can do, and why its important.

Our Ideal Candidate: You are energized by being a member of a team devoted to curating a meaningful member (customer) experience. While you may be new to the insurance industry, you are engaged in learning Wellmark as a business and the members we serve.

Click here to learn more about us and meet a couple of our members (customers).


  • Bachelor's Degree in Design, Psychology, or related field; or, 6 years progressive experience in service design, ecosystem mapping in lieu of Bachelor's Degree

  • 7 years’ Service Design, Human-Centered Design, Innovation, or related design discipline to include 5 years leading complex cross-functional design projects

  • Expert in design thinking methodology

  • Strategic planning and development experience with proven ability to develop comprehensive, customer-centric strategic plans. Visionary, innovative, forward-thinking and customer focus

  • Experience planning and leading research activities such as interviews, group sessions, observations, and synthesis sessions

  • Strong written and verbal communication skills with the ability to articulate actionable business implications and recommendations to varying audiences; including engaging senior leadership and other stakeholders in decision making

  • Demonstrated ability making data-driven business decisions

  • Ability to work well in a team environment and be capable of building and maintaining positive relationships with other staff, departments, and customers

  • Experience with autonomy and independent decision making to weigh tradeoffs and balance demands

  • Track record of collaborating across disciplines (design, engineering, data science) to drive change into products


  • Master’s degree

  • Prior experience from a leading consumer brand recognized by customers for experience

  • Experience working with large-scale data in multi-method studies

  • Thorough knowledge and experience across a range of UX research approaches and methodologies

  • More than three years working with design professionals, within a design thinking process

  • Three or more years working in or with lean and agile software delivery team

a. Lead service design work to craft and support innovative member experience efforts across the organization understand user and business needs, identify design opportunities, and create meaningful service experiences

b. Participate in strategy planning and use insights to guide teams decision making, synthesizing unstructured challenges, and crafting clear problem statements to be addressed.

c. Pair with member experience product teams in defining the business model, value proposition and experience product vision.

d. Collaborate with internal and external stakeholders at all levels of the organization to facilitate ecosystem mapping of front stage channel, product, touchpoint, interface and backstage policy, process, organization unit, technology, data experiences and identify opportunity for short and longterm change in support of member experience outcomes.

e. Design new experiences that will deliver on stated objective and work closely with channel and member experience product owners to apply and implement those experiences.

f. Lead research programs to support delivering the member experience vision and roadmap, partnering with experience research team, external agencies and internal stakeholders to design and synthesize research.

g. Using qualitative and quantitative methods and primary and secondary research, develop a point of view and recommendation for using that data to inform business strategies. Partner with leadership to use research to inform future-state member experience strategy planning.

h. Create journey maps, service blueprints, ecosystem maps, and other artifacts to communicate the current and ideal state of the service.

i. Measure the impact of service interventions and how they further align to stakeholder goals and user needs.

j. Seek to understand the policies, processes, organization units, technology, system and data constraints within the Wellmark ecosystem.

k. Facilitate co-design sessions with users and stakeholders.

l. Work cross-functionally with design, member experience product management, engineering, and marketing to communicate results and recommendations, and advocate for our members.

m. Conceptualize and define the methodologies to holistically solve business, operations and technologyrelated challenges.

n. Other duties as assigned.

Posting Title: UX Strategy & Service Design Lead

Requisition ID: 214591


External Company Name: Wellmark Blue Cross and Blue Shield