Principal Product Designer

📍 Job Overview

Job Title: Principal Product Designer (Customer & User Journey)

Company: OpenUp

Location: Amsterdam, North Holland, Netherlands

Job Type: Full-Time

Category: Product Design / UX/UI Design

Date Posted: March 04, 2026

Experience Level: 8+ Years (with evidence of shipped work and measurable impact)

Remote Status: Hybrid

🚀 Role Summary

• Spearhead the end-to-end product experience across web and mobile platforms, focusing on customer and user journeys.

• Drive the quality and coherence of user flows from initial engagement through long-term platform interaction.

• Mentor and coach mid-level and senior designers, fostering a culture of design excellence and continuous improvement.

• Translate company strategy into a cohesive experience direction, advocating for user needs in product roadmap decisions.

• Contribute to the evolution of content strategy and user engagement with digital content offerings.

📝 Enhancement Note: This role is positioned as a senior individual contributor with significant platform-wide impact, indicating a strategic importance for design within OpenUp's growth trajectory. The mention of a growth path towards Head of Design suggests that leadership potential and strategic vision are highly valued beyond pure design craft.

📈 Primary Responsibilities

• Elevate OpenUp’s holistic product experience across critical user journeys including onboarding, booking sessions, check-ins, content consumption, and progress tracking on both web and mobile interfaces.

• Collaborate with Product and Leadership teams to co-create the product and design vision, ensuring user needs are central to strategic roadmap decisions.

• Enhance the platform's information architecture and navigation to ensure a coherent, calm, and user-friendly experience.

• Design and deliver high-quality interaction and UI work, from conceptualization through to production, maintaining clear specifications and fostering strong engineering partnerships.

• Leverage rapid prototyping, including AI-enabled tools, for swift solution exploration and validation with users and data.

• Improve content discovery and completion flows to guide users effectively, moving beyond a simple content repository.

• Strengthen HR/admin experiences, including dashboards and reporting, to provide actionable insights and position HR as a key user.

• Build leverage through reusable patterns and design system contributions, enhancing both quality and delivery speed.

• Set the quality standard for UX writing, empty/error states, accessibility, and overall consistency across all user journeys.

• Partner with Product, Engineering, Content, and Clinical Experts to ensure trust, safety, and brand coherence within the sensitive wellbeing context.

• Collaborate with engineering in an AI-assisted development environment to accelerate design-to-code processes, component reuse, and iteration loops.

📝 Enhancement Note: The responsibilities highlight a strong emphasis on user-centric design, cross-functional collaboration, and the integration of AI in the design and development process. The need to balance user experience with HR/admin functionalities and content strategy indicates a complex and integrated product design role.

🎓 Skills & Qualifications

Education: While not explicitly stated, a Bachelor's or Master's degree in Design (e.g., Interaction Design, Graphic Design, HCI) or a related field is typically expected for principal-level roles. Equivalent practical experience will also be considered.

Experience: 8+ years of experience in product design, with a proven track record of shipping impactful products and demonstrating measurable user and business outcomes.

Required Skills:

• Exceptional interaction design and information architecture skills, with a demonstrated ability to simplify complex systems.

• Proven experience designing for both web and mobile platforms.

• Strong collaboration skills, with a history of working effectively with product management and engineering teams, understanding and navigating constraints and trade-offs.

• Excellent communication and presentation skills, capable of aligning stakeholders through clear narratives and effective prototypes.

• Comfort and experience working in high-trust contexts where clarity, safety, and dignity are paramount (e.g., healthcare, mental wellbeing).

• Proficiency in design and prototyping tools, specifically Figma.

• Expertise in AI Prototyping tools and methodologies for rapid ideation.

Preferred Skills:

• Experience designing for content or media-driven experiences, covering discovery, consumption, and retention.

• Hands-on experience with AI-enabled prototyping and/or AI-assisted development workflows, including rapid concept iteration, design-to-code acceleration, and responsible LLM usage for UX/UI exploration.

• Experience in B2B2C environments, understanding the needs of both an HR buyer and an employee user.

• Proven ability to improve dashboards and analytics surfaces, enhancing clarity and actionable insights.

• Experience shipping products in international, multi-language markets.

• Familiarity with evaluating AI-generated outputs for accessibility, edge cases, safety, and brand consistency.

• Experience in wellbeing/health or other highly trust-sensitive domains.

📝 Enhancement Note: The emphasis on "8+ years with evidence of shipped work and measurable impact" suggests a need for a candidate who can not only conceptualize but also execute and demonstrate tangible results. The preference for AI-related skills indicates OpenUp's commitment to leveraging cutting-edge technology.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Showcase end-to-end product design projects that demonstrate a deep understanding of user journeys, from initial discovery to long-term engagement.

• Include case studies highlighting how you simplified complex information architectures and improved navigation within a platform.

• Present examples of high-craft UI and interaction design work, clearly articulating design decisions and their impact.

• Demonstrate experience using rapid prototyping (including AI-enabled tools) to explore solutions and validate them with users and data.

Process Documentation:

• Detail your process for collaborating with product managers and engineers, emphasizing how you translate strategy into actionable design specifications.

• Illustrate your approach to user research and validation, particularly how you gather insights to inform design decisions and measure success.

• Explain your methodology for setting and maintaining quality standards for UX writing, accessibility, and overall product consistency.

• Showcase how you've partnered with cross-functional teams (e.g., content, clinical experts) to ensure trust, safety, and brand coherence.

📝 Enhancement Note: A strong portfolio is critical for this role. Candidates should focus on showcasing projects that demonstrate strategic thinking, complex problem-solving, and measurable impact, especially those involving AI integration or work in sensitive domains.

💵 Compensation & Benefits

Salary Range: Based on industry benchmarks for Principal Product Designer roles in Amsterdam with 8+ years of experience, the estimated salary range is €75,000 - €100,000 annually. This range accounts for the senior nature of the role, the demand for specialized skills (like AI prototyping), and the cost of living in Amsterdam.

Benefits:

• €1500 annual personal development budget for continuous learning and skill enhancement.

• ClassPass membership contribution, promoting employee well-being and an active lifestyle.

• Monthly home internet/phone contribution (€50) to support a flexible work environment.

• Daily healthy and vegetarian lunch provided at the office, fostering team connection and well-being.

• Regular office yoga, meditation classes, or breathing exercises to support mental and physical health.

• Flexible work model, offering hybrid arrangements and remote work options.

• Monthly drinks and company-wide social events (summer fest, etc.) to build team camaraderie.

• 27.5 vacation days per year, ensuring work-life balance.

• Free and unlimited access to all OpenUp products, including psychological support for employees and their families, demonstrating a strong commitment to employee well-being.

Working Hours: Standard full-time position, likely around 40 hours per week, with a flexible hybrid work model.

📝 Enhancement Note: The salary estimate is based on research from reputable Dutch job boards and salary aggregators for senior design roles in Amsterdam. The benefits package is comprehensive, with a strong emphasis on employee well-being, professional development, and work-life balance, aligning with OpenUp's mission.

🎯 Team & Company Context

🏢 Company Culture

Industry: Digital Health & Mental Wellbeing Services. OpenUp operates at the intersection of technology and healthcare, providing accessible mental health support through a digital platform. The industry is rapidly growing, with a strong focus on proactive care and holistic well-being.

Company Size: OpenUp is a growing scale-up, recognized on LinkedIn's Top Startups lists for 2023, 2024, and 2025. This indicates a dynamic, fast-paced environment with a significant market presence (serving 1500+ companies and 500K+ employees).

Founded: While the founding date isn't explicitly provided, its consistent recognition on LinkedIn's Top Startups lists suggests a relatively recent founding, likely within the last 5-10 years, and a trajectory of rapid expansion and innovation.

Team Structure:

• The design team is growing, with this role being the most senior individual contributor. It suggests a flat hierarchy within the design function, with direct collaboration with Product and Engineering leadership.

• The role involves mentoring and coaching other designers, implying a structure where senior members guide junior and mid-level talent.

Methodology:

• Data-Driven Design: The role emphasizes measurable impact, user validation through data, and improving metrics like activation, conversion, and support tickets, indicating a strong data-driven approach.

• Agile & Iterative: The use of rapid prototyping, AI-enabled tools, and AI-assisted development points to an agile methodology focused on quick iterations and continuous improvement.

• User-Centricity: A core focus on understanding and advocating for user needs, ensuring clarity, safety, and dignity in all design decisions.

Company Website: https://openup.com/

📝 Enhancement Note: OpenUp's culture appears to be mission-driven, innovative, and focused on employee well-being. As a growing scale-up, expect a fast-paced environment that values collaboration, data-informed decisions, and the integration of new technologies like AI.

📈 Career & Growth Analysis

Operations Career Level: Principal Product Designer. This level signifies a senior individual contributor role. It demands strategic thinking, platform-wide impact, and the ability to influence product direction without necessarily managing a team. The focus is on deep expertise, complex problem-solving, and driving significant design outcomes.

Reporting Structure: The Principal Product Designer will likely report to a Head of Product, VP of Product, or potentially a Chief Product Officer, depending on the current organizational structure. They will work closely with Product Managers and Engineering leads. The role also has a clear growth path towards Head of Design, indicating a high potential for leadership advancement.

Operations Impact: The impact of this role is significant, directly influencing customer and user engagement, platform adoption, and overall user satisfaction. By improving key journeys and content discovery, this role will contribute to OpenUp's mission of making mental well-being accessible, which in turn drives business growth and market leadership. The focus on actionable insights for HR/admin users also demonstrates a direct impact on the B2B client relationship and retention.

Growth Opportunities:

• Leadership Track: A defined path towards Head of Design, offering opportunities to build and lead a design team, shape design strategy, and expand into areas like brand and content "taste."

• Skill Specialization: Deepen expertise in AI-enabled design tools, AI-assisted development workflows, and designing for trust-sensitive domains within the mental health sector.

• Platform-Wide Influence: Opportunity to shape the entire user experience of a rapidly growing, impactful product, influencing strategic decisions and design direction.

• Cross-Functional Mastery: Enhanced collaboration skills with product, engineering, content, clinical experts, and brand, leading to a comprehensive understanding of product development.

📝 Enhancement Note: This role offers a compelling blend of deep individual contribution and significant leadership potential. Candidates should highlight their strategic thinking, ability to mentor, and vision for evolving design functions.

🌐 Work Environment

Office Type: OpenUp operates a hybrid work model. The office environment in Amsterdam is likely designed to foster collaboration and team connection, featuring spaces for focused work, team meetings, and informal interactions.

Office Location(s): The primary office is located in Amsterdam, North Holland, Netherlands. This central European location facilitates access to talent and potential for international collaboration.

Workspace Context:

• Collaborative Focus: The hybrid model and emphasis on team events suggest an environment where in-office days are geared towards collaboration, brainstorming, and team building.

• Technology Enabled: Expect access to modern design tools, AI-powered prototyping software, and potentially AI-assisted development tools within the engineering workflow.

• Well-being Centric: The office environment likely reflects OpenUp's mission, possibly incorporating elements that promote calm, focus, and well-being, such as natural light, ergonomic setups, and breakout spaces.

Work Schedule: A standard full-time work schedule (approx. 40 hours/week) is expected, with flexibility offered through the hybrid model. This allows for a balance between in-office collaboration and remote work, accommodating personal needs and optimizing productivity.

📝 Enhancement Note: The hybrid nature of the work model requires individuals to be self-motivated and adept at collaborating both in-person and remotely. The Amsterdam office setting likely supports a vibrant and connected team culture.

📄 Application & Portfolio Review Process

Interview Process:

1. Application Screening: Initial review of CV and portfolio against the required qualifications.

2. Recruiter/Hiring Manager Screen: A conversation to assess overall fit, experience alignment, and motivation. This may include initial discussion about portfolio highlights.

3. Design Challenge/Portfolio Review: A deep dive into selected portfolio projects. This may involve a presentation of 1-2 key case studies, focusing on your process, decision-making, impact, and collaboration. Expect questions about how you handle complexity, user research, and have driven measurable outcomes. AI integration in your work may be a specific discussion point.

4. Cross-Functional Interviews: Meetings with Product Management, Engineering leads, and potentially other senior designers or stakeholders to assess collaboration skills, systems thinking, and strategic alignment.

5. Final Interview: Potentially with senior leadership (e.g., CPO, CEO) to discuss vision, leadership potential, and overall cultural fit.

Portfolio Review Tips:

• Curate Strategically: Select 2-3 projects that best showcase your end-to-end product design process, problem-solving skills, and measurable impact, especially those involving complex journeys or AI.

• Tell a Story: Structure your case studies with a clear narrative: the problem, your role, your process (research, ideation, prototyping, testing, iteration), the solutions, and the results (quantified impact).

• Highlight AI Integration: If applicable, specifically detail how you used AI-enabled prototyping or AI-assisted development, the benefits, and any challenges overcome.

• Showcase Collaboration: Emphasize how you worked with product, engineering, and other stakeholders, illustrating your communication and negotiation skills.

• Focus on Impact: Clearly articulate the measurable outcomes of your design work (e.g., increased activation, reduced drop-offs, improved conversion rates).

• Address "Taste" and Brand: Be prepared to discuss your visual sensibility and how you ensure brand consistency and a high-quality aesthetic.

Challenge Preparation:

• Revisit Core Skills: Refresh your understanding of interaction design principles, information architecture, and user-centered design methodologies.

• Study OpenUp: Understand their mission, product, target audience, and recent company news. Consider areas for potential design improvement or innovation.

• Prepare for "So What": Be ready to articulate the business value and user benefit of your design solutions and the insights you generated from data.

• AI Readiness: Familiarize yourself with current trends in AI for design and be ready to discuss your perspective on its application and ethical considerations.

📝 Enhancement Note: The interview process is rigorous, emphasizing practical application, collaboration, and strategic thinking. A portfolio that clearly demonstrates the required skills and a well-articulated understanding of OpenUp's mission will be key.

🛠 Tools & Technology Stack

Primary Tools:

• Figma: The core design and prototyping tool, essential for creating user interfaces, prototypes, and design systems.

• AI Prototyping Tools: Proficiency in tools that leverage AI for rapid concept generation, iteration, or simulation is highly preferred.

• User Research Platforms: Familiarity with tools for user interviews, surveys, and usability testing (e.g., UserTesting, Maze, Hotjar).

• Collaboration Tools: Slack, Miro, Jira, Confluence for communication, brainstorming, and project management.

Analytics & Reporting:

• Product Analytics Tools: Experience with tools like Amplitude, Mixpanel, or Google Analytics to track user behavior, measure journey performance, and identify areas for improvement.

• Data Visualization Tools: Familiarity with tools like Tableau or Looker (if used by OpenUp) to interpret and present data insights.

CRM & Automation:

• While not a direct CRM role, understanding how product design interacts with CRM data and marketing automation platforms can be beneficial, especially for understanding B2B2C flows.

• Design System Management: Tools or methodologies for managing and scaling design systems.

📝 Enhancement Note: OpenUp is forward-thinking, actively integrating AI into its workflows. Candidates should highlight their experience with Figma and be prepared to demonstrate proficiency or a strong aptitude for AI-enabled design tools and AI-assisted development processes.

👥 Team Culture & Values

Operations Values:

• Mission-Driven: A strong commitment to making mental well-being accessible to everyone, guiding all decisions and efforts.

• High-Tech & High-Touch: Balancing technological innovation with a human-centered, empathetic approach.

• Holistic Approach: Recognizing the interconnectedness of mental, physical, and lifestyle well-being.

• Growth & Innovation: A culture of continuous learning, experimentation, and embracing new technologies like AI to enhance services and processes.

• Collaboration & Trust: Fostering an environment of open communication, mutual respect, and psychological safety, especially critical in the wellbeing domain.

Collaboration Style:

• Cross-Functional Partnership: Designers are expected to work closely with Product Managers, Engineers, Content Managers, Clinical Experts, and Brand teams, acting as a central hub for user experience.

• Data-Informed Decision Making: Collaboration will involve using data and user feedback to inform design choices and measure success.

• Iterative Feedback Loops: A culture of providing and receiving constructive feedback to continuously refine designs and processes.

• Empathetic Communication: Given the sensitive nature of the product, communication is expected to be clear, compassionate, and trustworthy.

📝 Enhancement Note: Cultural fit is crucial. Candidates should demonstrate alignment with OpenUp's mission and values, showcasing an ability to collaborate effectively in a fast-paced, mission-driven environment.

⚡ Challenges & Growth Opportunities

Challenges:

• Balancing User Needs with Business Goals: Effectively integrating the needs of diverse user groups (employees, HR admins) and business objectives within a cohesive platform experience.

• Simplifying Complexity: Designing intuitive interfaces for a platform offering a wide range of services, from check-ins to courses and sessions.

• Maintaining Trust and Safety: Ensuring all design decisions uphold the highest standards of privacy, security, and ethical considerations in a mental health context.

• Scaling Design Systems: Evolving and maintaining a robust design system that supports rapid development and consistent quality across a growing product.

• Integrating AI Responsibly: Navigating the ethical considerations and practical implementation of AI tools in design and development, ensuring they enhance rather than detract from the user experience.

Learning & Development Opportunities:

• Leadership Development: A clear pathway to Head of Design, offering opportunities to build strategic vision, team leadership, and management skills.

• AI & Emerging Tech: Hands-on experience with cutting-edge AI tools in design and development, positioning you at the forefront of technological integration.

• Domain Expertise: Deepening knowledge in mental health, wellbeing services, and the unique design challenges within this sensitive sector.

• Cross-Disciplinary Learning: Collaborating with experts in clinical psychology, content strategy, and brand to broaden your understanding of product development.

• Impactful Design: Contributing to a product that has a tangible positive impact on the lives of millions, providing strong professional fulfillment.

📝 Enhancement Note: This role presents significant challenges that are directly tied to substantial growth opportunities. Candidates should view these challenges as chances to innovate and develop new skills.

💡 Interview Preparation

Strategy Questions:

• "Describe a time you simplified a complex user journey or information architecture. What was your process, and what was the impact?" (Focus on your structured approach and quantifiable results).

• "How do you balance user needs with business requirements and technical constraints when designing a new feature or platform?" (Highlight your ability to negotiate and find optimal solutions).

• "Walk us through a project where you significantly influenced the product vision or roadmap. How did you advocate for user needs?" (Demonstrate strategic thinking and stakeholder management).

• "How have you used AI tools in your design process? What are the benefits and potential risks you've encountered?" (Be specific about tools and outcomes, and show critical thinking about AI's role).

Company & Culture Questions:

• "What excites you about OpenUp's mission, and how do you see your role contributing to it?" (Connect your passion to the company's purpose).

• "Describe your ideal collaboration with product managers and engineers. How do you build strong partnerships?" (Highlight your teamwork and communication skills).

• "How do you approach setting and maintaining design quality standards, including UX writing and accessibility?" (Demonstrate your commitment to craft and inclusivity).

Portfolio Presentation Strategy:

• Structure: Begin with a high-level overview of the project's goals and your role. Then, deep dive into the problem, your process (emphasizing research, ideation, and iteration), key design decisions (especially those involving AI), and the final outcomes with metrics.

• Visuals: Use clear, high-fidelity mockups, interactive prototypes, and relevant data visualizations.

• Storytelling: Frame your work as a narrative. Explain the "why" behind your decisions and the challenges you overcame.

• AI Focus: Explicitly call out any use of AI tools, explaining your rationale, the specific benefits achieved (e.g., speed, exploration), and any limitations or ethical considerations.

• Quantify Impact: Wherever possible, use numbers to illustrate the success of your designs (e.g., % increase in conversion, % decrease in support tickets).

• Conciseness: Be mindful of time. Practice your presentation to ensure you cover key points effectively within the allotted duration.

📝 Enhancement Note: Preparation is key. Candidates should thoroughly research OpenUp, practice articulating their design process and impact, and be ready to discuss their experience with AI tools in a thoughtful and strategic manner.

📌 Application Steps

To apply for this Principal Product Designer position:

• Submit your application through the provided Greenhouse link.

• Portfolio Customization: Tailor your portfolio to highlight projects demonstrating end-to-end product design, complex journey simplification, AI integration, and measurable impact. Focus on case studies that align with OpenUp's mission and the role's requirements.

• Resume Optimization: Ensure your resume clearly states your years of experience and highlights achievements related to interaction design, information architecture, web/mobile design, and collaboration. Use keywords from the job description.

• Interview Preparation: Practice presenting your portfolio case studies, focusing on your process, decision-making, and the quantifiable outcomes of your work. Prepare to discuss your experience with AI tools and your approach to designing in sensitive domains.

• Company Research: Deeply understand OpenUp's mission, values, product offering, and recent achievements. Prepare thoughtful questions about their design process, team culture, and future vision.

⚠️ Important Notice: This enhanced job description includes AI-generated insights and industry-standard assumptions. All details should be verified directly with OpenUp during the application process.