Principal Product Designer

Role Overview

Principal Product Designer at Serko, focusing on end-to-end traveler experiences and AI-augmented product design for Serko.ai.

Location & Work Mode

• Remote with expectations to meet the team occasionally
• Can be based in Washington or California (State)

Responsibilities

Strategy & Direction

• Own end-to-end UX strategy and define the traveler journey, tying design decisions to business outcomes and product vision.
• Partner cross-functionally with Product, Engineering, and Data to drive high-impact decisions in ambiguous spaces.

Design & Craft Excellence

• Lead discovery through delivery to ship world-class UI/UX/CX across web and mobile.
• Define and govern reusable components, design systems, and accessibility standards to scale quality.
• Collaborate with engineering to protect design intent and maintain an uncompromised quality bar.

AI & Future-Facing UX Design

• Build intuitive AI-augmented experiences, including agentic flows, conversational interfaces, and personalization.
• Make AI interactions feel natural, transparent, and trustworthy.
• Use modern AI tools to accelerate design workflow (e.g., rapid prototyping/pattern generation).

Leadership & Ownership

• Operate with high autonomy and take full accountability for the traveler experience.
• Raise the team’s craft via critique, capability building, and mentorship as the team grows.

Requirements

• Experience building from 0 to 1, comfortable operating as a self-starter with high ownership.
• Thrives in ambiguity; naturally drawn to hard problems without existing playbooks.
• Strong product taste: knows when something is truly right, not just shipped.
• Measures design by meaningful outcomes.
• Proven ability to shape product direction and align stakeholders around a coherent customer vision.
• Strong portfolio of complex digital products shipped end-to-end (UX/UI/CX) with deep design systems experience.
• Track record designing AI-powered or data-driven products (e.g., conversational interfaces, personalization, recommendations, or agentic experiences).