Digital Product Designer Principal

📍 Job Overview

Job Title: Principal Digital Product Designer

Company: REI (Recreational Equipment Inc.)

Location: Seattle, Washington, United States

Job Type: Full-Time

Category: Digital Product Design / User Experience (UX)

Date Posted: July 31, 2026

Experience Level: 10+ Years

Remote Status: On-site

🚀 Role Summary

• This Principal Digital Product Designer role is pivotal in shaping high-impact digital experiences across REI's diverse platforms, including desktop, mobile (iOS & Android), web, and native applications.

• The position requires a blend of strategic leadership and hands-on design execution, focusing on defining product direction and contributing deep craft to user-centered solutions.

• The role emphasizes cross-functional partnership with product management, engineering, research, and brand teams to deliver thoughtful, human, inclusive, and mission-aligned digital products.

• A key aspect involves mentoring other designers, elevating design quality across the team, and influencing product strategy to ensure cohesive and impactful user journeys and systems.

📝 Enhancement Note: This role is situated within REI's User Experience (Product/Platform) team, indicating a focus on the end-to-end digital product lifecycle and strategic contribution to the company's digital presence. The "Principal" title suggests a senior-level individual contributor with significant influence and mentorship responsibilities, rather than direct people management.

📈 Primary Responsibilities

• Discover and frame ambiguous problems, driving innovative solutions for critical digital products and strategic projects across REI's platforms.

• Develop comprehensive design artifacts, including prototypes, mockups, task analyses, user flows, wireframes, style guides, and navigational structures, to communicate design solutions effectively.

• Lead the development and implementation of design standards, patterns, style guides, and frameworks, contributing to and evolving REI's design systems.

• Champion user research, leading both generative and evaluative research initiatives to deeply understand customer needs and inform design decisions.

• Facilitate seamless collaboration with product managers, engineers, analytics, and research teams to ensure customer desires are met and product goals are achieved.

• Contribute to task and dependency analysis, project scheduling, and risk mitigation plans to ensure smooth project execution.

• Provide mentorship and coaching to junior and mid-level designers, fostering their growth and elevating the overall design quality within the team.

• Evangelize design best practices, promoting human-centered methodologies and uncovering novel solutions that align with REI's mission and brand values.

• Operate as a strategic partner, comfortable zooming out to long-term vision and zooming in to hands-on execution, influencing strategy and connecting work across various user journeys and systems.

📝 Enhancement Note: The responsibilities highlight a strong emphasis on strategic problem-solving, end-to-end design ownership, and leadership within the design function. The inclusion of "planning & navigating requirements" in the original description suggests a need for the candidate to not only design but also to proactively plan, execute, and ensure the successful implementation of those designs, often in ambiguous environments.

🎓 Skills & Qualifications

Education:

• Bachelor’s degree in Design, HCI, Interaction Design, or a related field, or equivalent practical experience. Experience:

• 10+ years of experience in User Experience (UX), interaction design, information architecture, service design, or a similar discipline.

• 3+ years of experience leading projects and/or mentoring design teams.

• Proven track record in leading strategic thinking across a large product space, developing product goals, identifying opportunities, and defining outcomes.

• Demonstrable experience in developing design standards, patterns, style guides, best practices, and frameworks that are accessible and human-centered.

• Experience presenting work to executives, clearly and succinctly articulating goals and concepts.

• Proficient in building and shipping features/products at a department level, overseeing the end-to-end experience across multiple platforms.

• Experience working in a fast-paced, transforming, collaborative environment with a high degree of autonomy. Required Skills:

• Native mobile design expertise (iOS & Android) with a proven focus on adaptive experiences, responsive layouts, and comprehensive mobile design systems.

• Expertise in crafting design artifacts, including prototypes, mockups, task analysis, usability studies, personas, user flows, wireframes, style guides, and affinity diagrams.

• Strong problem-solving skills and a deep understanding of technical constraints and limitations when designing for various platforms.

• Excellent leadership, collaboration, communication, and influencing skills related to design strategy.

• Experience in facilitating collaboration with cross-functional teams (product managers, engineers, analytics, research, brand).

• Proficiency in user research methodologies, including generative and evaluative techniques.

• Ability to actively participate and collaborate with others, both within their team and across REI, to achieve business goals.

• Flexibility in viewpoints and positions to support team and organizational direction. Preferred Skills:

• Previous experience supporting the retail industry or e-commerce applications and websites.

• Experience working in a highly agile/scrum development environment.

• Excellent communication and presentation skills.

📝 Enhancement Note: The extensive list of "soft skills" and behavioral attributes (e.g., "Uses business knowledge, innovative thinking, and sound judgment," "Considers the ultimate impact of decisions") indicates that REI values not just technical design expertise but also strong business acumen, sound decision-making, and a collaborative, adaptable mindset. Candidates should be prepared to demonstrate these qualities.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• A comprehensive portfolio demonstrating excellent User Experience design skills for solving complex problems with clear, measurable results.

• Showcase examples of end-to-end design process, from discovery and problem framing to final execution and iteration.

• Include case studies that highlight strategic thinking, user research integration, and the impact of design decisions on product goals and user satisfaction.

• Demonstrate expertise in native mobile design (iOS & Android), responsive layouts, and the application of comprehensive design systems. Process Documentation:

• Evidence of leading the development and implementation of design standards, patterns, style guides, and frameworks for design systems.

• Case studies that illustrate how you have facilitated collaboration across product, engineering, and research to drive cohesive digital experiences.

• Examples of how you have championed user research (generative and evaluative) to inform design decisions and uncover new opportunities.

• Documentation or examples of contributions to task analysis, dependency mapping, and risk mitigation within design projects.

📝 Enhancement Note: The emphasis on "solving complex problems with clear results" and showcasing the "end-to-end experience across a variety of platforms" in the original description implies that the portfolio should not only present polished final designs but also the strategic thinking, process, and measurable impact behind them. Candidates should be prepared to discuss their role in driving product direction and influencing strategy.

💵 Compensation & Benefits

Salary Range: $130,200.00 - $208,200.00 per year

Benefits:

• Generous employee discount on REI products and services.

• Access to comprehensive health benefits.

• Retirement savings plan (e.g., 401k) with potential company match.

• Accrued paid time off (PTO), offering flexibility for rest and personal needs.

• Opportunity to contribute to REI's mission of connecting people with the outdoors and protecting natural spaces. Working Hours:

• Standard full-time work week, likely around 40 hours per week, with potential for flexibility depending on project needs and team dynamics.

📝 Enhancement Note: The provided salary range is competitive for a Principal-level design role in a major metropolitan area like Seattle. The description emphasizes REI's co-op structure and mission, suggesting that benefits extend beyond traditional compensation to include a sense of purpose and community impact.

🎯 Team & Company Context

🏢 Company Culture

Industry: Outdoor Recreation Retail & Services (Co-op)

Company Size: REI is a large, established organization with thousands of employees nationwide, operating numerous retail stores, an e-commerce platform, and various service offerings.

Founded: 1938

Team Structure:

• The Principal Digital Product Designer will be part of the User Experience (Product/Platform) team, which likely includes other designers, UX researchers, and potentially UX writers.

• This team reports into a broader product or technology organization, with close reporting lines to Product Managers, Engineering Leads, and potentially a Director or VP of UX/Product.

• Cross-functional collaboration is highly emphasized, requiring close partnerships with Product Management, Engineering, Brand, Marketing, and Analytics teams to deliver cohesive digital experiences. Methodology:

• REI's design approach is customer-centric, aiming for experiences that are inspiring, inclusive, human, purposeful, and trustworthy.

• The company operates in a transforming, collaborative environment, likely utilizing agile methodologies with a strong emphasis on user research and data-driven decision-making.

• Design standards and systems are actively developed and maintained to ensure consistency and efficiency across platforms.

Company Website: https://www.rei.com/

📝 Enhancement Note: REI's identity as a co-op and its strong mission-driven culture are central to its brand. The company emphasizes purpose over profit and fosters an inclusive environment. This context is crucial for understanding the values that guide product decisions and team interactions.

📈 Career & Growth Analysis

Operations Career Level: Principal Digital Product Designer

This is a senior individual contributor role, representing a high level of expertise and influence within the design function. It signifies a deep understanding of UX principles, product strategy, and the ability to lead complex projects and mentor others without direct management authority. The role is key to shaping the digital product roadmap and elevating design maturity within the organization.

Reporting Structure:

The Principal Digital Product Designer will likely report to a Director or Senior Manager of UX/Product Design. They will work closely with Product Managers and Engineering Leads on specific product initiatives, acting as a peer and strategic partner. Mentorship responsibilities suggest they will guide and influence the work of other designers on the team.

Operations Impact:

The impact of this role is significant, directly influencing the quality, usability, and strategic direction of REI's digital platforms. By shaping customer-centric experiences, the designer will contribute to member engagement, brand perception, e-commerce conversion rates, and ultimately, REI's mission to connect people with the outdoors and protect it. Their work will affect how millions of members interact with REI online.

Growth Opportunities:

• Leadership Advancement: Potential to move into management roles (e.g., Design Manager, Director of UX) or deepen specialization as a Lead/Principal within specific product domains.

• Skill Development: Opportunities to hone expertise in areas like design systems, mobile-first design, e-commerce optimization, and cross-functional strategy through complex projects and mentorship.

• Cross-functional Exposure: Gain deeper understanding of business strategy, product management, and engineering processes, expanding strategic thinking and influence.

• Industry Influence: Contribute to shaping best practices within the outdoor retail and e-commerce sectors, potentially through speaking engagements or internal evangelism.

📝 Enhancement Note: The "Principal" title at REI, combined with the emphasis on mentorship and strategic influence, points to a role designed for experienced designers who can operate autonomously, guide complex initiatives, and contribute to the growth of the design team and its practices.

🌐 Work Environment

Office Type: The role is based in Seattle, Washington, and is described as "On-site," indicating a requirement to work from REI's Seattle office. This environment is likely designed to foster collaboration and innovation.

Office Location(s): Seattle, Washington, United States. This location provides access to a vibrant tech and design community.

Workspace Context:

• The workspace is expected to be collaborative, encouraging interaction with product managers, engineers, researchers, and brand partners.

• Access to relevant design tools, prototyping software, and potentially advanced visualization or research platforms is implied.

• Opportunities for team-based design sprints, workshops, and brainstorming sessions are likely integral to the daily workflow. Work Schedule:

• Full-time, with a standard 40-hour work week. While on-site, there may be some flexibility in daily start/end times, but the core expectation is presence in the office to facilitate team collaboration and project execution.

📝 Enhancement Note: The "On-site" designation is a key differentiator. Candidates must be comfortable working from the Seattle office, implying a preference for in-person collaboration and team synergy, which can be beneficial for complex design challenges and mentorship activities.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: A recruiter or hiring manager will likely review applications and portfolios for basic qualifications and alignment with the role's requirements.

• Portfolio Review: Candidates will be asked to present their portfolio, focusing on how they approach complex problems, their design process, strategic thinking, and measurable impact. Expect questions about specific case studies.

• Design Challenge/Exercise: A practical exercise or case study might be assigned to assess problem-solving skills, design thinking, and ability to work within constraints. This could involve a take-home assignment or an in-person/virtual whiteboard session.

• Cross-functional Interviews: Interviews with key stakeholders, including Product Managers, Engineering Leads, and potentially other senior designers or researchers, to assess collaboration, communication, and strategic alignment.

• Executive Interview: A final interview with senior leadership (e.g., Director of UX, VP of Product) to evaluate strategic fit, leadership potential, and alignment with REI's mission and values.

Portfolio Review Tips:

• Focus on Impact: Showcase projects where your design decisions led to measurable business outcomes (e.g., increased conversion, improved user satisfaction, reduced task completion time).

• Tell a Story: Structure your case studies to clearly articulate the problem, your role, the process you followed, your key contributions, the challenges you overcame, and the final results.

• Demonstrate Strategy: Highlight instances where you influenced product direction, identified strategic opportunities, or contributed to long-term vision.

• Showcase Mentorship: If possible, include examples of how you've guided or mentored other designers, or how you've contributed to design standards and systems.

• Platform Expertise: Clearly present your native mobile (iOS/Android) design experience, responsive design skills, and application of design systems.

• Be Prepared for Ambiguity: Discuss how you approach undefined problems and drive clarity through design.

Challenge Preparation:

• Familiarize yourself with REI's digital presence, brand, and mission. Understand their target audience and current user experience.

• Practice articulating your design process verbally and visually, especially for complex or ambiguous problems.

• Be ready to discuss your approach to user research, design systems, and cross-functional collaboration.

• Prepare to discuss your leadership style and how you mentor and influence others.

📝 Enhancement Note: Given the "Principal" level, the interview process will likely be rigorous, focusing heavily on strategic thinking, leadership, and the ability to drive significant impact. The portfolio is paramount and should clearly demonstrate the candidate's ability to operate at this senior level.

🛠 Tools & Technology Stack

Primary Tools:

• Design & Prototyping: Figma (highly probable, given industry trends and its capabilities for design systems and collaboration), Sketch, Adobe Creative Suite (Photoshop, Illustrator).

• Prototyping Tools: InVision, Axure RP, ProtoPie (for advanced interactions).

• Collaboration & Project Management: Jira, Confluence, Asana, Trello.

• Design Systems: Proficiency in working with and contributing to established design systems.

Analytics & Reporting:

• Familiarity with web and mobile analytics platforms like Google Analytics, Adobe Analytics, Amplitude, Mixpanel.

• Ability to interpret data to inform design decisions and measure impact. CRM & Automation:

• While not directly a CRM role, understanding how user data informs design and how designs integrate with CRM/marketing automation platforms (e.g., Salesforce Marketing Cloud, Adobe Marketing Cloud) could be beneficial.

📝 Enhancement Note: While specific tools aren't listed, Figma is the industry standard for collaborative design and design systems. Proficiency in modern design and prototyping tools, alongside experience with agile project management software and analytics platforms, is expected for a Principal-level role.

👥 Team Culture & Values

Operations Values:

• Purpose-Driven: A strong commitment to REI's mission of connecting people to the outdoors and protecting it. Decisions and designs should reflect this purpose.

• Inclusivity: Designing for all people, ensuring experiences are accessible, equitable, and welcoming to a diverse range of users.

• Human-Centered: Prioritizing the needs, behaviors, and emotions of users throughout the design process.

• Trustworthy & Transparent: Building confidence with members through reliable experiences and clear communication.

• Collaborative Spirit: Working together across teams and departments to achieve shared goals.

• Continuous Improvement: A mindset of learning, iterating, and refining designs and processes to achieve better outcomes.

Collaboration Style:

• Cross-functional Partnership: Deep collaboration with Product, Engineering, Research, and Brand, valuing diverse perspectives and working towards unified goals.

• Open Communication: Encouraging candid feedback, active listening, and transparent dialogue.

• Mentorship & Support: A culture where senior designers actively support and guide the growth of others.

• Agile & Iterative: Embracing iterative development cycles, adapting to feedback, and continuously refining solutions.

📝 Enhancement Note: REI's co-op structure and mission are fundamental to its culture. Candidates should demonstrate alignment with these values, emphasizing how their design work contributes to both business success and the company's broader social and environmental impact.

⚡ Challenges & Growth Opportunities

Challenges:

• Balancing Ambiguity with Execution: Navigating complex, undefined problems to deliver concrete, high-quality digital solutions.

• Cross-functional Alignment: Ensuring buy-in and cohesive execution across multiple departments with potentially differing priorities.

• Evolving Digital Landscape: Keeping pace with rapid changes in technology, user expectations, and design trends within the competitive retail and outdoor industries.

• Scaling Design Systems: Contributing to and leveraging robust design systems that can effectively support a wide range of digital products and experiences.

• Mentoring and Elevating Design: Effectively guiding and inspiring other designers while maintaining personal high standards of craft and strategic contribution.

Learning & Development Opportunities:

• Strategic Impact: Opportunity to influence product strategy for a mission-driven organization with a large and engaged member base.

• Advanced Design Practice: Deepen expertise in areas like complex design systems, native mobile UX, e-commerce optimization, and inclusive design.

• Industry Exposure: Engage with cutting-edge design challenges in the retail and outdoor sectors.

• Mentorship and Leadership: Develop leadership skills through guiding and coaching other designers, potentially leading to future management roles.

• Professional Development: Access to internal training, workshops, and potentially external conferences or courses to stay current with design trends and methodologies.

📝 Enhancement Note: The challenges presented are typical for a Principal-level role, requiring a blend of strategic foresight, execution excellence, and interpersonal skills. The growth opportunities align with career progression for senior designers seeking to make a significant impact and develop leadership capabilities.

💡 Interview Preparation

Strategy Questions:

• "Describe a time you discovered and framed an ambiguous problem. How did you approach defining the solution, and what was the outcome?" (Focus on problem framing, user research, and strategic impact.)

• "How do you ensure your design solutions are inclusive, human-centered, and aligned with a company's mission, especially one like REI's?" (Prepare examples demonstrating your understanding of these principles in practice.)

• "Walk us through a complex digital product you significantly influenced. What was the product strategy, your role in shaping it, and how did you collaborate with product and engineering?" (Highlight strategic thinking, collaboration, and end-to-end ownership.) Company & Culture Questions:

• "What excites you about REI's mission and how do you see your design work contributing to it?" (Research REI's values, co-op model, and sustainability efforts.)

• "How do you approach mentoring junior designers or elevating the design quality within a team?" (Prepare examples of your mentorship style and impact.)

• "Describe your experience working with design systems. How do you contribute to them, and how do you ensure consistency across platforms?" (Be ready to discuss your approach to building and maintaining design standards.) Portfolio Presentation Strategy:

• Structure: Use a clear narrative for each case study: Problem, Your Role, Process, Solution, Results, and Learnings.

• Visuals: Use high-quality mockups, user flows, and wireframes. Show the evolution of your design thinking.

• Data & Impact: Quantify results whenever possible. If exact metrics aren't available, discuss the intended impact and how you would measure success.

• Strategic Context: Emphasize how your designs solved business problems and met user needs strategically.

• Native Mobile & Design Systems: Ensure a portion of your presentation clearly showcases your expertise in these areas.

• Conciseness: Be mindful of time; focus on the most impactful projects and key takeaways.

📝 Enhancement Note: Expect interviewers to probe deeply into your decision-making process, strategic contributions, and leadership capabilities. Be prepared to articulate "why" behind your design choices and demonstrate how you drive positive change.

📌 Application Steps

To apply for this Principal Digital Product Designer position:

• Submit your application through the REI careers portal.

• Portfolio Customization: Curate your portfolio to prominently feature projects demonstrating native mobile design (iOS/Android), responsive layouts, design systems, and strategic product influence. Prioritize case studies that showcase problem-framing and measurable results.

• Resume Optimization: Tailor your resume to highlight your 10+ years of experience, leadership/mentorship roles, and specific skills like interaction design, information architecture, and user research. Use keywords from the job description.

• Interview Preparation: Practice articulating your design process, strategic thinking, and collaboration approach. Prepare specific examples for behavioral questions and be ready to present your portfolio with clarity and confidence.

• Company Research: Thoroughly research REI's mission, values, co-op structure, and recent digital initiatives. Understand their commitment to inclusivity and the outdoors.

⚠️ Important Notice: This enhanced job description includes AI-generated insights and operations industry-standard assumptions. All details should be verified directly with the hiring organization before making application decisions.

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