This is one of those roles that doesn’t come up very often. Not because of the title, there are plenty of “Principal Designer” roles out there, but because of the combination of leadership, product impact, growth stage, and genuine influence.
This is a business built around improving wellbeing, not just selling into it. The product genuinely makes a difference to customers’ lives, and that shows in both the customer base (Over 2 million) and the growth.
They’ve gone from early-stage to No1 in the UK quickly.
Next stops: Europe, then the US. Importantly, it’s still early enough that a Principal Product Designer can shape how the product experience evolves at scale, not just optimise what’s already there.
The Role
At its core, this is about owning how customers experience the product, and making it meaningfully better.
The focus is heavily on customer lifecycle, understanding what makes customers stick, engage, and get ongoing value, then designing towards that.
You won’t just be handed tickets or polishing UI. This is about:
- Owning the Product Design journey
- Getting properly close to the customer
- Identifying where the experience breaks down or under-delivers
- Designing solutions that actually move engagement, satisfaction and LTV
There’s also a big piece around design systems and scaling quality. As the business grows internationally, consistency and velocity start to matter a lot more, you’ll take a lead role in shaping that.
You’ll work closely with Product and Engineering in a proper trio model, with a real voice in roadmap and direction, not just delivery.
What You’ll Be Doing (In Practice)
- Taking ownership of key journeys across onboarding, self-serve and engagement
- Using research and data to inform decisions — not designing in a vacuum
- Raising the bar on design quality across the product
- Building and evolving a design system that actually enables teams, not slows them down
- Working closely with Product, Engineering and Growth to ship meaningful improvements
Why It’s Interesting
- It’s a mission‑led product where design genuinely matters to the end user
- The growth is real — this isn’t theoretical “scale‑up potential”
- Strong leadership team who’ve done this before
- Design has a seat at the table — not a service function
- A good mix of hands‑on design, systems thinking and product influence
- A point in the journey where your work will directly shape international scale
What They’re Looking For
Someone who’s comfortable operating at that intersection of craft, product thinking and commercial awareness. Ideally, you come from a successful D2C, customer obsessed brand!
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