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About the Role

Merlin is undergoing a business transformation focused on sustainable growth, driven by technological advancements. This role is pivotal in leading the design process for the customer identity and account experience, a core system connecting millions of guests to Merlin's attractions, brands, and digital products. The Principal Experience Designer will shape the future of guest account creation, login, management, and relationship building with Merlin, influencing the design direction from discovery to execution.

Responsibilities

Define a clear, compelling vision for a seamless guest account experience and translate it into actionable journeys, principles, and decision frameworks.
Lead the experience design for the customer identity and account domain, encompassing registration, authentication, account management, preferences, personalization, and connected digital touchpoints.
Stay abreast of industry trends and evolving customer expectations, integrating new ideas and innovations to enhance the identity experience.
Provide design leadership across the identity domain, ensuring consistency in flows, states, and micro-interactions.
Lead and conduct user research, gathering qualitative and quantitative insights to inform design decisions.
Navigate complex Legal, Privacy, Security, and Operations requirements while maintaining an exceptional guest experience.
Deliver hands-on design throughout the full lifecycle: insight synthesis, information architecture, journey mapping, interaction design, prototyping, and visual refinement.
Oversee and guide work delivered by agencies or contractors, ensuring clarity, quality, and alignment.
Contribute to the development of Merlin’s Experience Design practice, modeling collaboration, craft excellence, and core values.
Partner with product managers, engineers, and key stakeholders to define and prioritize user experience requirements.
Collaborate with Growth and Operations teams to deepen customer relationships and reduce friction in identity-related interactions.
Balance business needs, operational realities, security requirements, and guest expectations to deliver simple, trustworthy experiences.
Collaborate with developers to ensure accurate implementation and resolve technical or UX challenges.
Communicate design decisions effectively, presenting research and rationale to both technical and non-technical audiences.
Engage senior stakeholders to align identity experience goals with broader business strategy.
Provide regular progress updates, presenting solutions and collecting feedback.
Manage budgets and delivery milestones related to the identity experience, operating autonomously and identifying risks early.

Requirements

Proven experience designing identity, authentication, login, account management, loyalty, or related systems across large-scale consumer environments.
At least 5 years of experience leading complex, end-to-end journeys across multiple products, brands, or touchpoints.
Proven track record collaborating with Product and Engineering teams to define problems, align on solutions, and drive execution in an agile framework.
Strong portfolio demonstrating high craft in interaction design, prototyping, systems thinking, and refined execution.
Demonstrated expertise in conducting and integrating user research into design processes.
Proven ability to incorporate legal requirements, security considerations, and accessibility standards into design work.
Confidently guiding external partners or junior contributors and maintaining quality in multi-stream delivery.
High comfort operating as a senior individual contributor with autonomy, clarity, and strong organizational impact.

Skills

Interaction design
Systems thinking
Prototyping
User research
Information architecture
Journey mapping
Visual refinement
Agile framework
Experience strategy
Service design
Customer lifecycle design
AI tools
Design systems
Motion design
Micro-interactions
High-volume transactional journeys

Location

London
Hybrid

Work Type

Hybrid
Permanent
Salaried
37.5 hours per week

Experience Level

Principal
At least 5 years of experience

Salary/Compensations

Competitive

Benefits

‘Enjoy the Ride’ Merlin Annual Passes - 6 in total per year, 1 for you, plus 5 to gift to loved ones!
Merlin Magic Pass - 20 free tickets for you, your family and friends to enjoy all our Merlin Attractions across the world rising to 40 after a year’s service
33 days holiday (including bank holidays)
Company bonus
Private pension scheme
40% discount online off LEGO
25% discount in our on-site retail shops and restaurants
Ongoing training and development opportunities

About the Company

Merlin is embarking on an exciting business transformation focused on sustainable growth, underpinned by technological leaps in capability.

Equal Opportunity

If you have any questions or if you require any assistance, because of a disability or medical condition, please contact us by email at Recruitment@Merlinentertainments.biz and one of the team will get back to you as soon as possible.