Reflecting on My Journey as a User Experience Strategist at Singapore Airlines

As I prepare to embark on my next adventure—pursuing a Master's in Design Innovation and Service Design at the Glasgow School of Art—I find myself reflecting on the incredible journey I've had as a User Experience (UX) Strategist at Singapore Airlines. My time here has been transformative, not only professionally but also personally. I've learned invaluable lessons that I will carry with me as I continue to grow in the field of design.

?? Navigating Complex Systems

Singapore Airlines is a massive organisation with diverse customer touchpoints, from mobile apps and websites to in-flight entertainment systems and physical spaces like lounges and check-in counters. One of my biggest learnings was navigating and designing for such a complex system.

Working here taught me the importance of designing with a systems-thinking approach. I had to consider how changes in one part of the customer journey could ripple across other touchpoints. This required close collaboration with various departments, from IT to branding and marketing, to ensure a seamless and consistent user experience.

?? Empathy Beyond the Screen

One of the most fulfilling aspects of my role was conducting UX research with real website users. Whether it was interviewing frequent flyers or those who were new to Singapore Airlines, I learned the importance of empathy in design. I realised that UX is not just about creating beautiful interfaces; it's about understanding the emotions, needs, and pain points of the people who use our products and services.

This human-centred approach became the cornerstone of my design philosophy. I learned that by deeply understanding our users, we could create solutions that genuinely improved their travel experience, from when they booked their flight to when they arrived at their destination.

?? The Power of Collaboration

Singapore Airlines is a place where collaboration is not just encouraged—it’s essential. I had the opportunity to work alongside incredibly talented individuals from diverse disciplines, including software developers, data analysts, marketing strategists, and customer service teams.

One key takeaway was the value of cross-functional collaboration. By bringing together different perspectives, we were able to create more holistic and innovative solutions. I learned that great design doesn’t happen in a vacuum; it’s the result of ongoing dialogue, iteration, and teamwork.

?? Designing for a Global Audience

As a global airline, Singapore Airlines serves passengers from all over the world. This presented a unique challenge: how do you design experiences that cater to a diverse, international audience?

I had to consider cultural nuances, language barriers, and varying technological proficiencies in my designs. This experience broadened my perspective and taught me the importance of inclusivity in design. It also made me more attuned to the subtle details that can make or break a user experience, depending on where someone is from or what their background is.

?? Balancing Innovation with Tradition

Singapore Airlines is known for its premium service and traditional values, but it also strives to be at the forefront of innovation. As a UX designer, I often found myself balancing the need to innovate with the need to maintain the brand’s heritage and reputation.

I learned the art of compromise—finding ways to introduce new, exciting features while staying true to the brand’s identity. This delicate balance is something I will carry forward in my future work, especially as I delve deeper into service design.

Final Thoughts

Leaving Singapore Airlines is bittersweet. I’m excited about the new opportunities that await me, but I’ll always cherish the time I spent here. The lessons I’ve learned, the people I’ve met, and the experiences I’ve had have all shaped me into the designer I am today.

As I move on to pursue my Master's, I do so with a deep sense of gratitude for the experiences and learnings. I’m eager to apply these insights in my studies and future endeavours, continuing to create meaningful, human-centred designs that make a difference in people’s lives.