Principal Product Designer

Role Overview

Principal Product Designer at Serko (Serko.ai). Own a major product scope end-to-end in a high-autonomy, high-trust environment—turning ambiguous problems into meaningful UX, UI, and CX outcomes across web and mobile.

This role is remote with expectations to meet the team occasionally. It can be based in Washington or California.

Responsibilities

Strategy & Direction

• Own UX strategy: define the end-to-end traveler journey and link design decisions to business outcomes and product vision.
• Influence cross-functionally: partner with Product, Engineering, and Data to drive high-impact decisions in ambiguous space.

Design & Craft Excellence

• Lead end-to-end execution: run discovery through delivery to ship world-class UI/UX/CX.
• Scale the system: define and govern reusable components, design systems, and accessibility standards.
• Guard execution quality: collaborate with engineering to preserve design intent and maintain an uncompromised quality bar.

AI & Future-Facing UX

• Design intelligent workflows: agentic flows, conversational interfaces, and personalization.
• Build trust & legibility: make complex AI interactions feel natural, transparent, and intuitive.
• Use AI to boost productivity: accelerate prototyping and pattern generation with modern AI tools.

Leadership & Ownership

• Operate with high autonomy and take accountability for the traveler experience.
• Elevate the team via critique, capability building, and mentorship as the team grows.

Requirements

• Have built 0→1 products before and are eager to do it again.
• Thrive as a self-operator: high ownership of a major scope from early strategy to final execution.
• Comfortable with ambiguity and motivated by hard problems without pre-built playbooks.
• Strong “refined taste”: know when work is truly right (not just completed).
• Design measured by meaningful outcomes, not just output.
• Strategic, systems-level ability to shape product direction and align stakeholders.
• Proven end-to-end craft: complex digital products across UX/UI/CX with deep design-systems experience.
• AI-native instincts: experience designing AI-powered/data-driven products (e.g., conversational, personalization, recommendations, agentic experiences).

Nice-to-Haves

• Not explicitly stated, but leadership/mentorship and strong systems thinking are emphasized.