DFI Retail Group (the ‘Group’) is a leading pan-Asian retailer. At 31st December 2021, the Group and its associates and joint ventures operated over 10,200 outlets and employed some 230,000 people. The Group had total annual sales in 2021 exceeding US$27 billion.
Headquarters in Hong Kong, DFI Digital was set up to innovate and optimize our customer's experience through digital transformation. Our customers start with our very own employees, as we believe that talents are core to an organization’s success. As our HR transformation follows suit, our objective is to deliver an engaging and pleasant employment experience, automate processes, provide data driven support to our business leaders and finally an employee centric environment for our talents.
Overview
The Senior Product Designer is responsible for the end-to-end design journey, using the human-centred design (HCD) and sprint approaches to produce high quality design solutions that add value to the overall user experience (UX) and business outcomes.
He/She possesses deep knowledge of design fundamentals and technical skills from the fields of interaction design and visual communication design, and is encouraged to develop deeper business acumen to meet the needs of the organisation.
The Senior Product Designer produces wireframes and user interface (UI) flows, conducts contextual data gathering, uses the insights to inform proposed design recommendations, and crafts design components to be implemented by the engineers for product releases.
Working closely with the squad team members, he/she demonstrates stakeholder facilitation and project management skills in partnering with internal stakeholders, by proactively conducts design review sessions with the squad members and/or other relevant stakeholders to discuss iterations and gain alignment within the broader digital ecosystem.
Under minimal supervision, the Senior Product Designer can work on a variety of medium to complex design activities concurrently and deliver on expectations within deadlines, in which high level of changes and iterations are required. He/She ensures that the design outcomes match the project requirement, product objective, brand personality and brand language of DFI Digital tone-of-voice.
Critical Work Functions amp; Key Tasks
Deliver design output
Clarify the assigned design project scope, including its goals, requirements, and expectations, and gain alignments on relevant adjustments as needed with the squad members.
Generate concepts/ideas and communicate the end-to-end user experience (UX) journey at various stages of the design process, by using visualisation of wireframes, user interface (UI) flow diagrams, stakeholder/ecosystem mapping, user journey storyboards, and low-to mid-fidelity feature prototypes.
Translate accurate UI visualisations from design ideas to design components based on the agreed requirements and execute final high-fidelity UI designs needed by the engineers for component development.
Perform design quality check prior to product release to ensure desired outputs are in place and bugs are addressed and communicated to the QA Engineering/Product Management team.
Monitor the quality of the visual user interaction and the design from success metric performance overtime, and provide actionable insights to improve product performance.
Perform design intelligence for design projects
Create mock-ups of design concepts/ideas/features to be administered through design experiments (including for usability testing) for understanding the technical feasibility and usability of prototypes.
Conduct usability and concept testing of design prototypes in laboratory setting, remotely/online, and/or real-life setting.
Participate in market research conducted by other working groups (such as marketing) especially on understanding usability or brand-related research activities.
Analyse and synthesize user and/or expert feedback on the ease of navigation, UI performance, and overall quality of the design solutions, then draw conclusions and identify opportunity areas.
Propose iteration and/or refinements based on the testing results, including identifying potential big ideas as well as corner cases for future improvements.
Execute primary and/or secondary contextual design research to gather data and observations on existing competitors’ products/services, good practices, analogous examples, market research, and/or trend forecast, to inform proposed design solutions.
Communicate design research findings and experiment results to ensure team members and/or stakeholders are aware, informed, and aligned on why a design recommendation is proposed and why a design decision is chosen out of the various design directions explored.
Facilitate and drive user-centricity applications during product innovation cycle with stakeholders<