Senior UX Product Designer

Senior Product Designer This is a hybrid role to our Toronto HelloFresh Headquarters HelloFresh is seeking a Senior Product Designer to join our Growth UX team , shaping how prospective and returning customers discover, evaluate, and choose HelloFresh across our portfolio of brands. As a Senior-level individual contributor, you’ll lead complex, high-impact growth challenges across acquisition, conversion, checkout, reactivation, and new purchase experiences. You’ll combine strong product design craft with experimentation, systems thinking, and commercial awareness to create experiences that are intuitive, relevant, and effective. This is a strategic and hands-on role. You’ll contribute to the future direction of our growth experiences while continuously identifying opportunities to improve what exists today. You’ll work in an AI-native design environment , using AI throughout the design lifecycle to accelerate discovery, synthesis, prototyping, and execution — while applying strong judgment around where AI improves the quality of the customer experience. At Senior level, we expect you to independently lead ambiguous product challenges, influence product direction, and contribute patterns and practices that make the broader team stronger. You’ll remain deeply involved in the craft, using the quality of your thinking, design, and collaboration to bring others along. What you’ll do Lead high-impact Growth experiences Own the end-to-end design of critical growth journeys across acquisition, conversion, checkout, payment, reactivation, and emerging purchase models. Translate complex customer and business problems into experiences that clearly communicate value, reduce friction, and help customers confidently make decisions. Balance immediate conversion opportunities with the longer-term customer experience, considering not only whether customers convert, but whether we are setting them up for meaningful engagement and retention. Shape product direction Partner with Product, Engineering, Data, Research, Marketing, and Content Design to identify opportunities across the customer journey. Connect customer needs, behavioural insights, commercial goals, and emerging technology to develop strong product directions. Move comfortably between contributing to longer-term vision and delivering tactical improvements that generate measurable impact today. Bring a strong design perspective to your product area while remaining open to evidence, experimentation, and the expertise of your partners. Drive experimentation and validated learning Use quantitative and qualitative insights to identify opportunities, develop hypotheses, and design high-impact experiments. Partner closely with Product and Data to understand performance across the funnel and translate learnings into actionable design improvements. Look beyond the outcome of individual A/B tests to identify patterns and insights that can inform future product and design decisions. Help teams balance experimentation velocity with customer comprehension, trust, and experience quality. Work AI-natively Integrate AI into your day-to-day design practice, from exploration, research synthesis, and ideation through rapid prototyping and design-to-code workflows. Use tools such as Claude & Claude Code, Gemini, Figma AI, and emerging technologies to shorten the distance between an idea and something customers can experience and validate. Explore opportunities for AI-native customer experiences, including personalization, recommendations, adaptive journeys, and conversational interactions. Apply strong design judgment to AI-generated outputs, understanding when AI accelerates quality and when human craft, intuition, and critical thinking matter most. Raise the bar for design craft Create polished, intuitive experiences with strong attention to visual hierarchy, interaction design, motion, micro-interactions, content, and overall usability. Identify opportunities to improve the quality and coherence of the Growth experiences you work on. Contribute patterns, practices, and examples that help other designers deliver stronger work. Give and seek thoughtful critique, using feedback to continuously strengthen the work. Design systems, not just screens Think across journeys rather than individual touchpoints, identifying opportunities to create reusable patterns and modular experiences that can scale across markets, brands, customer types, and purchase models. Partner with our design system teams while contributing to Growth-specific patterns where needed. Help reduce design debt and fragmentation by creating solutions that make future experimentation faster without sacrificing relevance or quality. Lead through collaboration Bring strong perspectives and clear rationale to complex product decisions. Guide cross-functional partners through ambiguity and trade-offs, advocating for customer-centred solutions while understanding commercial and technical constraints. Build alignment through clear communication, evidence, and strong design rationale rather than formal authority. Support other designers through critique, collaboration, and sharing new practices and approaches. What you’ll bring Senior-level product design experience Typically 4-6+ years of product design experience , although we care more about the scope, complexity, and impact of your work than years alone. A strong portfolio demonstrating end-to-end ownership of complex consumer experiences, from understanding the problem through shipped outcomes and learning. Experience independently navigating ambiguous problems, making sound design decisions, and influencing product direction within your area. Growth and experimentation expertise Strong experience designing B2C growth, e-commerce, subscription, marketplace, or other transaction-driven experiences. You understand experimentation deeply and can translate behavioural data, customer insights, and business metrics into meaningful design opportunities. You know how to optimize for conversion without losing sight of trust, comprehension, customer value, and longer-term engagement. Exceptional product design craft Strong expertise across interaction and visual design, including hierarchy, information architecture, responsive behaviour, motion, and micro-interactions. You can take complex experiences and make them feel simple, and can articulate what separates a functional experience from a great one. You care about the details while understanding when speed, learning, and iteration matter more than perfection. AI-native design fluency AI is already part of how you work, not something you are waiting to adopt. You regularly use AI across multiple stages of your design process, whether that’s discovery, synthesis, ideation, prototyping, or execution. You’re comfortable experimenting with tools such as Figma AI, Claude, Claude Code, Gemini, or similar emerging technologies. You’re interested not only in using AI to work faster, but in understanding how it changes what we can design for customers. Systems thinking You naturally look beyond the individual screen or experiment to understand how experiences connect. You have experience creating reusable patterns or modular solutions that can work across journeys, customer contexts, brands, or markets. You can balance the benefits of consistency and reuse with the need to design for the specific customer problem at hand. Strategic thinking and high agency You’re comfortable navigating ambiguity, challenging assumptions, and proactively identifying opportunities rather than waiting for perfectly defined briefs. You bring conviction to your design decisions while remaining open to evidence, experimentation, and alternative perspectives. You can establish a strong direction for your work and then get hands-on to make it real. Cross-functional leadership You’re comfortable working beyond traditional design boundaries: shaping product decisions with Product Managers, exploring technic