Digital Product Designer, Principal

📍 Job Overview

Job Title: Digital Product Designer, Principal

Company: REI (Recreational Equipment Inc.)

Location: Seattle, Washington, United States

Job Type: FULL_TIME

Category: User Experience (UX) Design / Product Design

Date Posted: 2026-06-18T20:35:00

Experience Level: Principal (10+ years)

Remote Status: On-site

🚀 Role Summary

• Shape high-impact digital experiences across REI's platforms, defining product direction and contributing deep craft.

• Serve as a lead designer and a cross-functional partner, comfortable with both long-term vision and hands-on execution.

• Guide teams through ambiguity, elevate design quality, influence strategy, and connect work across journeys and systems.

• Support and mentor other designers, fostering a culture of design excellence without direct organizational leadership.

• Operate within a fast-paced, transforming, and collaborative environment, requiring proactivity, responsiveness, and flexibility.

📝 Enhancement Note: This role is positioned as a Principal Designer, indicating a senior individual contributor role with significant influence on design strategy and execution. The emphasis on "shaping high-impact digital experiences" and "defining product direction" suggests a strategic component beyond pure design execution. The mention of mentoring without organizational leadership implies a focus on design craft, process improvement, and team enablement. This is a critical role for driving user-centricity and aligning digital product development with REI's mission.

📈 Primary Responsibilities

• Discover and frame ambiguous problems, driving solutions for critical products or strategic projects on digital platforms.

• Craft comprehensive design artifacts, including prototypes, mockups, task analyses, user flows, wireframes, style guides, and affinity diagrams.

• Identify and lead the development of design standards, patterns, style guides, and frameworks for the design system.

• Collaborate with product, marketing, and engineering teams to lead the creation and implementation of new design standards and practices.

• Facilitate collaboration with product managers, engineers, analytics, and research teams to ensure customer needs are met.

• Contribute to task analysis, dependency mapping, scheduling, and risk mitigation plans for design initiatives.

• Champion user research, leading both generative and evaluative UX research to inform design decisions.

• Provide mentorship and coaching to support the growth and development of other designers within the team.

• Evangelize design best practices, uncovering innovative and unexpected solutions to user challenges.

• Drive end-to-end experience design across a variety of platforms, ensuring consistency and quality.

• Develop product goals, identify opportunities, and define outcomes through strategic thinking and stakeholder engagement.

📝 Enhancement Note: The responsibilities highlight a blend of strategic leadership, hands-on design execution, and team enablement. The emphasis on "discovering and framing ambiguous problems" and "leading new design standards and practices" points to a high degree of autonomy and influence. The explicit mention of "task & dependency analysis, scheduling, and risk mitigation plans" suggests a need for project management skills within the design function, common in senior operations-adjacent roles.

🎓 Skills & Qualifications

Education:

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

• 10+ years of experience in User Experience Design, Interaction Design, Information Architecture, Service Design, or a similar discipline.

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

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

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

• Proven ability to present work effectively to executives, clearly and succinctly articulating goals and concepts.

• Experience building and shipping features/products at a department level, leading end-to-end experiences across various platforms.

• Experience in a highly agile/scrum environment.

• Previous experience supporting the retail industry or e-commerce applications and websites is preferred. Required Skills:

• User Experience (UX) Design: Deep understanding and application of UX principles and methodologies.

• Interaction Design: Ability to craft intuitive and engaging user interactions.

• Information Architecture: Skill in organizing and structuring digital content for clarity and usability.

• Service Design: Capacity to map and improve user journeys across multiple touchpoints.

• Design Strategy: Proven ability to influence product direction and align design with business goals.

• Prototyping & Wireframing: Proficiency in creating low-fidelity to high-fidelity prototypes and wireframes.

• User Research: Expertise in conducting generative and evaluative user research.

• Design Systems: Experience in developing and advocating for design standards, patterns, and frameworks.

• Mentorship & Coaching: Ability to guide and develop junior and mid-level designers.

• Cross-functional Collaboration: Skill in partnering effectively with Product Management, Engineering, Brand, and Research.

• Human-Centered Design: Commitment to designing solutions that prioritize user needs and behaviors.

• Problem Solving: Excellent analytical and problem-solving skills to tackle complex design challenges.

• Stakeholder Presentation: Ability to clearly communicate design concepts and rationale to executive audiences.

• Agile/Scrum Familiarity: Experience working within agile development methodologies.

Preferred Skills:

• Experience in the retail industry or e-commerce platforms.

• Excellent communication and presentation skills.

• Familiarity with technical constraints and limitations when designing for digital platforms.

📝 Enhancement Note: The extensive experience requirement (10+ years) and specific mention of "leading strategic thinking" and "influencing design strategy" position this as a senior leadership role within the design function. The emphasis on "mentoring" and "supporting designers" without formal management responsibilities is characteristic of Principal-level individual contributors who act as subject matter experts and design advocates. The inclusion of "task & dependency analysis, scheduling, and risk mitigation plans" suggests an expectation of project management acumen, often found in operations-focused roles.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

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

• Showcase of end-to-end design process, from discovery and research to detailed mockups and high-fidelity prototypes.

• Examples of strategic thinking, including framing ambiguous problems and defining product direction.

• Demonstrations of how design standards, patterns, and frameworks were developed and implemented.

• Case studies highlighting collaboration with cross-functional teams (Product, Engineering, Research, Brand).

• Evidence of leading generative and evaluative user research and incorporating findings into designs.

• Examples of mentoring or guiding other designers, showcasing leadership in craft and process.

• Work that exemplifies human-centered design principles and accessibility considerations. Process Documentation:

• Artifacts such as prototypes, mockups, task analyses, user flows, wireframes, style guides, navigational structures, and affinity diagrams should be clearly presented.

• Documentation of the process for identifying and building out design standards and patterns for design systems.

• Examples of how design best practices were evangelized and new solutions were uncovered.

• Demonstrations of contributions to task and dependency analysis, scheduling, and risk mitigation plans.

• Evidence of iterative design processes, showing how feedback and research informed design evolution.

📝 Enhancement Note: The portfolio requirements are extensive, emphasizing not just the final design output but also the strategic thinking, process, and collaborative efforts involved. For a Principal role, the portfolio should clearly articulate the candidate's ability to lead complex initiatives, influence stakeholders, and mentor others. Demonstrating impact through metrics and clear results is crucial.

💵 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 company match).

• Accrued paid time off (PTO). Working Hours:

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

📝 Enhancement Note: The salary range provided is specific to the US market, and Seattle, Washington, is a high cost-of-living area. This range is competitive for a Principal-level UX/Product Designer in a major tech hub. The benefits listed are standard for a large, established company like REI, with the employee discount being a significant perk for outdoor enthusiasts. The note on flexibility is common for senior roles where impact and collaboration drive the schedule.

🎯 Team & Company Context

🏢 Company Culture

Industry: Outdoor Recreation Retail & Services. REI operates as a consumer cooperative, prioritizing member benefits and environmental stewardship alongside business success.

Company Size: REI is a large enterprise, with a significant number of employees, indicating a structured organization with established processes and a broad reach.

Founded: REI was founded in 1938. This long history suggests a stable company with a strong brand identity and deep roots in the outdoor community.

Team Structure:

• The role sits within the User Experience (Product/Platform) team, suggesting a dedicated UX function within the broader digital product development organization.

• This team likely comprises UX Designers, UI Designers, UX Researchers, and potentially Content Strategists, working in close collaboration with Product Management, Engineering, Brand, and Analytics.

• The Principal Designer will operate as a senior individual contributor, working alongside other designers and influencing product teams through their expertise. Methodology:

• The description emphasizes a "customer-centric" approach, with designers striving to deliver "inspiring, inclusive, human, purposeful & trustworthy" experiences.

• Collaboration is key, with designers partnering closely with Product, Engineering, Research, and Brand teams.

• The company operates in a "fast-paced, transforming, collaborative environment," suggesting an agile or iterative approach to product development.

• A strong emphasis is placed on user research (generative and evaluative) to inform design decisions.

• The design team is responsible for establishing and maintaining design standards and patterns within a design system.

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

📝 Enhancement Note: REI's co-op model and mission ("connect every person to the power of the outdoors and engage them in the fight to protect it") are central to its culture and brand. This mission will heavily influence design decisions, emphasizing inclusivity, purpose, and sustainability. The "different kind of company" ethos suggests a culture that values employee well-being and long-term impact over short-term gains.

📈 Career & Growth Analysis

Operations Career Level: Principal Digital Product Designer. This is a senior individual contributor role, recognized for deep expertise, strategic influence, and the ability to lead complex projects and mentor others. It signifies a high level of design craft and product thinking.

Reporting Structure: While not explicitly stated, a Principal Designer typically reports to a Director or Senior Manager of UX/Product Design. They will work closely with Product Managers, Engineering Leads, and potentially UX Researchers on a day-to-day basis.

Operations Impact: The role has a significant impact on REI's digital presence and customer engagement. By shaping high-impact digital experiences, the Principal Designer directly influences how customers interact with REI online, impacting brand perception, customer satisfaction, conversion rates, and ultimately, REI's mission fulfillment and business objectives. Their work on design systems also ensures efficiency and consistency across all digital touchpoints.

Growth Opportunities:

• Design Leadership: Potential to grow into management roles (e.g., Design Manager) or further specialize as a distinguished Principal or Fellow within the design organization.

• Strategic Influence: Deeper involvement in product strategy, vision setting, and cross-functional leadership.

• Mentorship & Team Development: Continued opportunity to shape the design practice and elevate the skills of other designers.

• Industry Expertise: Developing deep expertise in the outdoor retail/e-commerce sector and contributing to REI's unique co-op model.

• Cross-functional Mobility: The skills developed are highly transferable, potentially leading to opportunities in product management or strategic roles within the company.

📝 Enhancement Note: As a Principal Designer, the career path often involves becoming a recognized expert and thought leader within the organization. Growth is less about climbing a traditional hierarchy and more about expanding influence, scope of impact, and mentorship capabilities. The emphasis on "shaping high-impact digital experiences" and "influencing strategy" suggests that success in this role can open doors to broader strategic contributions within REI.

🌐 Work Environment

Office Type: The role is based in Seattle, Washington, and the description implies an on-site work arrangement. This suggests a physical office environment where in-person collaboration is expected.

Office Location(s): Seattle, Washington, United States. This is a major metropolitan area with a strong tech and retail presence, offering a vibrant work environment and access to talent.

Workspace Context:

• The role operates within the User Experience team, fostering a collaborative design environment.

• Designers will have access to necessary tools and software for design, prototyping, and research.

• Opportunities for close interaction with product managers, engineers, researchers, and brand teams are inherent to the role, promoting a highly cross-functional workspace.

• The environment is described as "fast-paced, transforming, collaborative," indicating a dynamic and evolving workplace that requires adaptability. Work Schedule:

• Standard full-time work hours (approximately 40 hours per week) are expected.

• While the role is on-site, there may be inherent flexibility for senior designers to manage their time effectively to meet project demands and collaborate across different time zones if necessary, though in-person collaboration is prioritized.

📝 Enhancement Note: The on-site requirement in Seattle suggests that the company values in-person collaboration and team cohesion, which is often beneficial for complex design strategy and problem-solving. This environment would likely include modern office amenities designed to support collaborative work.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: A review of your resume and portfolio to assess experience, skills, and alignment with the role's requirements.

• Portfolio Presentation & Design Challenge: Typically involves a presentation of your portfolio, showcasing key projects, your process, and impact. This may be followed by a design exercise or whiteboard session to evaluate problem-solving skills and design thinking.

• Cross-functional Interviews: Meetings with Product Managers, Engineers, Researchers, and potentially other designers to assess collaboration style, communication skills, and strategic thinking.

• Executive/Leadership Interview: A final interview with senior leadership to discuss design vision, leadership capabilities, and overall fit with REI's mission and culture.

Portfolio Review Tips:

• Curate Strategically: Select 3-4 of your most impactful projects that best demonstrate your principal-level capabilities, strategic thinking, and end-to-end design process.

• Showcase Problem Framing: Clearly articulate the ambiguous problems you tackled and how you defined the scope and objectives.

• Detail Your Process: Walk through your methodology, including research, ideation, iteration, and validation. Explain why you made certain choices.

• Highlight Collaboration: Describe how you partnered with Product, Engineering, and other stakeholders, and how you influenced decisions.

• Quantify Impact: Where possible, use metrics to demonstrate the success of your designs (e.g., improved conversion rates, increased engagement, reduced task completion time).

• Emphasize Mentorship: If applicable, include a project where you mentored or led other designers, showcasing your ability to elevate team craft.

• Design Systems Expertise: If you have experience building or contributing to design systems, ensure this is highlighted.

Challenge Preparation:

• Anticipate Ambiguity: Be prepared for open-ended problems that require you to define the problem space first.

• Think Strategically: Connect design solutions back to business goals and REI's mission.

• Articulate Your Rationale: Be ready to explain the "why" behind every design decision, backed by user research, heuristics, or best practices.

• Practice Presentation: Rehearse presenting your portfolio and any design exercises concisely and effectively.

• Understand REI's Context: Research REI's brand, mission, customer base, and digital products to inform your approach.

📝 Enhancement Note: For a Principal Designer role, the interview process will heavily scrutinize strategic thinking, leadership potential, and the ability to drive significant impact. The portfolio review is paramount, serving as the primary vehicle for demonstrating these capabilities. Expect a deep dive into your decision-making process, not just the final output.

🛠 Tools & Technology Stack

Primary Tools:

• Design & Prototyping: Figma (highly probable for modern design teams), Sketch, Adobe Creative Suite (Illustrator, Photoshop), InVision, Axure RP.

• User Research & Analysis: UserTesting.com, Maze, Lookback, Dovetail, Hotjar, Google Analytics, Amplitude.

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

Analytics & Reporting:

• Google Analytics: For understanding user behavior and website performance.

• Amplitude/Mixpanel: For product analytics, event tracking, and user journey analysis.

• Tableau/Power BI: Potentially used for broader data visualization and reporting, though UX teams often rely on more specialized product analytics tools. CRM & Automation:

• While not directly managed by UX, understanding how CRM data (e.g., Salesforce) and marketing automation platforms influence customer journeys and personalization can be beneficial.

📝 Enhancement Note: The tools listed are industry standards for UX and Product Design. Proficiency in a primary design tool like Figma is almost certainly expected. Experience with product analytics tools is also crucial for understanding user behavior and measuring design impact. The ability to work within agile development tools like Jira is also a common requirement.

👥 Team Culture & Values

Operations Values:

• Customer-Centricity: A deep commitment to understanding and serving the needs of REI's members and customers. This is reflected in the emphasis on user research and delivering human-centered experiences.

• Purpose-Driven: Alignment with REI's mission to connect people with the outdoors and protect it. Design decisions should consider this broader purpose.

• Inclusivity & Belonging: A focus on creating digital experiences that are accessible and welcoming to all, reflecting REI's commitment to becoming an anti-racist, multicultural organization.

• Collaboration & Teamwork: A strong emphasis on working together across disciplines (Product, Engineering, Research, Brand) to achieve shared goals.

• Trustworthiness & Integrity: Designing experiences that are reliable, transparent, and build trust with users.

• Efficiency & Optimization: While not explicitly stated as a core value, the drive to "elevate design quality" and work in a "fast-paced" environment implies a value placed on efficient processes and effective outcomes.

Collaboration Style:

• Cross-functional Integration: The role requires seamless collaboration with Product Managers (defining strategy and requirements), Engineers (ensuring feasibility and implementation), Researchers (informing design with user insights), and Brand teams (maintaining brand consistency).

• Feedback & Iteration: An environment where constructive feedback is exchanged openly, and designs are iterated upon based on insights and stakeholder input.

• Knowledge Sharing: A culture that encourages sharing best practices, design patterns, and learnings across the design team and wider organization.

• Influence & Partnership: Working as a partner rather than a directive function, influencing decisions through expertise, data, and compelling design rationale.

📝 Enhancement Note: REI's co-op model and mission are foundational to its culture. Applicants should demonstrate an understanding of and alignment with these principles. The emphasis on inclusivity and becoming an anti-racist, multicultural organization is a critical cultural aspect that should inform how candidates approach design and collaboration.

⚡ Challenges & Growth Opportunities

Challenges:

• Ambiguity: Tackling ill-defined problems and driving clarity through design strategy and execution.

• Scale & Complexity: Designing for a large organization with diverse user needs across multiple digital platforms (e-commerce, mobile apps, internal tools).

• Balancing User Needs with Business Goals: Ensuring that user-centric designs also align with REI's business objectives and co-op principles.

• Influencing Stakeholders: Effectively communicating design rationale and driving consensus among diverse stakeholders with potentially competing priorities.

• Mentoring and Elevating Design Craft: Guiding other designers and raising the overall standard of UX/Product Design within the organization without direct managerial authority.

• Keeping Pace with Evolving Digital Landscape: Adapting to new technologies, user behaviors, and industry trends in a dynamic retail/e-commerce environment.

Learning & Development Opportunities:

• Advanced Design Leadership: Opportunities to deepen expertise in strategic design leadership, influence, and team enablement.

• Industry Best Practices: Staying current with cutting-edge UX/Product Design trends, methodologies, and technologies through conferences, workshops, and internal knowledge sharing.

• Mentorship Programs: Formal or informal opportunities to be mentored by senior leaders or to mentor emerging talent within REI.

• Cross-functional Skill Development: Gaining deeper insights into Product Management, Engineering, and Business Strategy through close collaboration.

• Contributing to REI's Mission: The unique opportunity to apply design skills to a mission-driven organization focused on outdoor recreation and conservation.

📝 Enhancement Note: The challenges reflect the senior nature of the role, requiring strong problem-solving, communication, and strategic thinking skills. The growth opportunities are focused on expanding influence and expertise within a mission-driven context.

💡 Interview Preparation

Strategy Questions:

• "Describe a time you had to frame an ambiguous problem. How did you approach it, and what was the outcome?" (Focus on your process for defining scope, identifying key questions, and driving towards a solution.)

• "How do you influence product and engineering teams to adopt your design recommendations, especially when there are differing opinions?" (Highlight your communication, collaboration, and data-backed persuasion skills.)

• "Tell me about a complex end-to-end digital experience you designed. What were the key challenges, and how did you ensure a cohesive user journey?" (Showcase your ability to think holistically and manage intricate design systems.)

• "How do you approach mentoring junior designers? Can you give an example of how you helped someone grow their skills or overcome a challenge?" (Demonstrate your leadership in craft and team development.) Company & Culture Questions:

• "What do you know about REI's mission and co-op model? How would your design approach align with these principles?" (Research REI's values, sustainability efforts, and commitment to inclusivity.)

• "How do you ensure your designs are inclusive and accessible to a diverse user base?" (Connect this to REI's stated commitment to becoming a multicultural organization.)

• "Describe your ideal collaborative environment. How do you build rapport and work effectively with cross-functional partners?" (Emphasize teamwork, open communication, and a proactive approach.) Portfolio Presentation Strategy:

• Structure for Impact: Begin with your most strategic project. Clearly state the problem, your role, your strategic approach, the solution, and the measurable impact. Use a consistent structure for each case study.

• Show, Don't Just Tell: Use visuals (wireframes, mockups, prototypes) to illustrate your process and final designs. Annotate key decision points.

• Focus on the "Why": For every design choice, explain the rationale. Was it based on user research, business goals, technical constraints, or design principles?

• Demonstrate Leadership & Mentorship: Explicitly call out instances where you led initiatives, influenced strategy, or mentored other designers within your case studies.

• Be Prepared for Deep Dives: Anticipate detailed questions about your process, the trade-offs you made, and the outcomes achieved.

📝 Enhancement Note: Interview preparation should focus on demonstrating strategic thinking, leadership, and a deep understanding of user-centered design principles, all within the context of REI's unique mission and co-op structure. The portfolio is the primary tool for showcasing these capabilities.

📌 Application Steps

To apply for this Principal Digital Product Designer position:

• Submit your application through the REI careers portal at https://www.rei.jobs.

• Customize Your Resume: Tailor your resume to highlight the 10+ years of experience, leadership/mentorship roles, strategic design contributions, and specific UX/product design skills mentioned in the job description. Use keywords such as "User Experience Design," "Interaction Design," "Design Strategy," "Design Systems," and "Mentorship."

• Prepare Your Portfolio: Curate 3-4 of your strongest projects that showcase complex problem-solving, end-to-end design process, strategic influence, and measurable impact. Ensure your portfolio clearly articulates your role and contributions.

• Practice Your Portfolio Presentation: Rehearse a concise and compelling presentation of your portfolio, focusing on your strategic approach, design process, collaboration, and the outcomes of your work. Be ready to discuss your design decisions in detail.

• Research REI Thoroughly: Understand REI's mission, co-op model, brand values, commitment to inclusivity, and recent digital initiatives. Prepare to articulate how your design philosophy and experience align with these aspects.

⚠️ 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.