Principal Service Designer - Product

About TEGNA

About TEGNA

TEGNA Inc. (NYSE: TGNA) helps people thrive in their local communities by providing the trusted local news and services that matter most. With 64 television stations in 51 U.S. markets, TEGNA reaches more than 100 million people monthly across the web, mobile apps, streaming, and linear television. Together, we are building a sustainable future for local news.

We are seeking a visionary and strategic Principal Service Designer to lead the design and evolution of seamless, end-to-end service experiences across digital and physical touchpoints. In this role, you'll shape the future of our services by aligning business goals with customer needs, orchestrating complex systems, and driving innovation across organizational silos.

The Principal Service Designer is the nexus between consumer‑centered business strategy and enabling Digital Products  this position, you will serve as both a visionary and a hands‑on integrator and leader across our complex organization while guiding diverse stakeholder groups. Your exceptional talents drive insights and strategy that help shape the future of media, community, and connection. Understanding people and their critical needs, you advocate for the best outcomes across business and product teams.

You have a proven record of conceptualizing, designing and delivering elegant and intuitive systems and capabilities that directly impact the products, experiences, and platforms you are accountable for.

• Service Strategy & Vision: Define and champion a user‑centered service strategy that aligns with business objectives and delivers measurable value across the customer journey.
• System Design & Mapping: Lead the creation of service blueprints, journey maps, ecosystem diagrams, and operational workflows to visualize and improve user experiences and backend processes.
• Cross‑Functional Leadership: Partner with stakeholders in product, engineering, content, marketing, and operations to align on holistic service solutions.
• User & Business Insights: Leverage user research, data analytics, and stakeholder input to identify pain points, opportunities, and unmet needs across channels.
• Prototyping & Testing: Facilitate rapid prototyping and validation of service concepts, including front stage and backstage components, across digital and physical environments.
• Mentorship & Capability Building: Mentor designers and contribute to developing a service design culture and practice within the organization.
• Thought Leadership: Act as a strategic partner and advocate for service design across the organization. Present to executives and contribute to design standards and frameworks.
• Growth mindset: Demonstrates curiosity and growth mindset contributing to a product design environment that supports continuous learning and innovation.
• Establish Standards and Guidelines: Create frameworks, toolkits, ways of working to influence and inform team process.
• Connect design solutions with business impact: Support teams in identifying insights and making design decisions that map to business targets and OKRs.

• 8‑10 years of experience in service design, UX design, systems thinking, or related roles.
• Proven experience designing and delivering complex service ecosystems across digital and physical touchpoints.
• Deep knowledge of service design tools and frameworks (e.g., journey maps, service blueprints, ecosystem maps, value proposition canvases).
• Strong facilitation, communication, and stakeholder management skills.
• Ability to lead discovery, co‑creation, and alignment workshops with cross‑disciplinary teams.
• Experience navigating large organizations and influencing strategic decisions.

• Experience working in consumer‑centric and complex domains (e.g. media, retail, hospitality, healthcare, finance).
• Expertise with design thinking, lean service creation, or business model innovation.
• Experience integrating service design with agile and product development processes.

• Shape the service experience for tens of millions of customers and employees.
• Influence business strategy at the highest levels.
• Collaborate with an…