Digital Product Design Lead

Bobbie is seeking a Digital Product Design Lead to rebuild and lead its in-house UX/UI function and improve the customer experience across its subscription journey. The role owns the design system, uses customer research and data to improve conversion and retention, and partners with Product, Lifecycle, Creative, and Engineering.

Responsibilities:

• Act as Bobbie’s in-house UX/UI lead. Set the design vision, quality bar and ways of working as we rebuild the function
• Establish and evangelize UX/UI best practices, accessibility standards (WCAG) and design workflows across the product organization, staying current with industry trends and emerging tools
• Direct our ongoing UX/UI agency partner: set priorities, give clear creative and quality feedback, and raise the bar on their work
• Mentor designers and contractors, and be the go-to design partner for leadership
• Design wireframes, prototypes and user flows to communicate ideas. Identify and fix UX/UI issues across the conversion funnel: homepage, product, cart and checkout pages
• Partner with Product Managers and Lifecycle Marketing to shape the subscriber journey, designing key moments across it: signup, plan management, billing, feeding-stage transitions, save flows, cancellation and winback
• Bring design and customer insight to personalization, working with Product and Lifecycle on experiences that adapt to each family’s stage and needs, onsite and throughout the subscription
• Own Bobbie’s design system end to end. Start by auditing it and rebuilding its foundation so the team can move faster without losing quality
• Develop and maintain design systems, style guides and UI patterns for consistency across mobile and web, with a mobile-first approach to visual design
• Own Figma file hygiene and design system integrity (components, tokens, documentation and naming conventions) so the system stays scalable and easy for any collaborator to pick up
• Plan and run qualitative and quantitative research (usability testing, subscriber interviews, funnel and behavioral analysis) to validate design decisions and improve conversion, retention and satisfaction across the subscription funnel
• Turn what you learn into clear problem statements and bring them to Product as opportunities, not just design requests
• Run competitor analysis, gather user feedback and use A/B testing to keep improving design and usability. Always look for new ways to remove friction from our UX
• Keep Bobbie’s parent community at the core of the UX, designing the subscription journey around their needs, feedback and voice
• Creative: Partner hand in hand to align user experience, visual identity and brand voice, translating brand direction into interfaces that feel unmistakably Bobbie
• Platform: Work with designers, Product Managers and Engineers early and often to validate technical feasibility, scope tradeoffs and make sure designs ship with fidelity across mobile and web
• Lifecycle: Design cohesive experiences across owned channels (email, SMS, web) that reduce churn, increase reactivation and support parents through every stage of their subscription
• Brand and Product Marketing: Partner with Brand on brand and commercial strategy, and with Product Marketing so the subscription experience supports go-to-market priorities and stays true to Bobbie’s positioning
• Clearly explain and justify design decisions, breaking features down into MVPs that deliver immediate value
• Set clear timelines for UX/UI deliverables, managing dependencies and blockers while leading projects through the design phase

Requirements:

• A portfolio where you can point to the customer insight behind each decision and what you learned after launch, not just the final screens
• Examples of problems you spotted and pushed forward yourself, and the outcome they drove
• You frame problems clearly, weigh tradeoffs against business goals like conversion and retention, and hold your own in roadmap conversations with Product and leadership
• You've built or led an in-house UX/UI practice: setting standards and workflows, directing agencies or contractors, and mentoring designers
• Deep UX and UI skills across web and mobile, expert Figma skills, and experience building scalable design systems
• Experience designing personalized or data-driven experiences, and using data to shape decisions and measure results
• Significant product design experience, ideally in DTC subscription, membership or other recurring-revenue products
• You can tell the story behind a design decision to any audience
• Passionate — about what we are doing
• Proactive — can take initiative to get things done
• Curious — love learning and staying on top of emerging trends
• Excited about working at an early-stage startup — where you may end up doing all kinds of things!
• Mobile-first design experience is strongly preferred
• Health, baby/parenting, or CPG/ecommerce experience
• Familiarity with Recharge, Shopify, Klaviyo