Product Designer

📍 Job Overview

Job Title: Product Designer

Company: 12Go Asia

Location: Serbia

Job Type: FULL_TIME

Category: Product Design / UX/UI Design

Date Posted: 2025-10-14T20:43:45.042

Experience Level: Mid-Senior Level (5-10 years)

Remote Status: Fully Remote

🚀 Role Summary

• This role focuses on end-to-end product design for critical user funnel surfaces, including search, product information, checkout, and post-booking experiences, with a direct impact on conversion rates and customer loyalty.

• The Product Designer will lead user research initiatives, conducting customer interviews, usability tests, and task studies to uncover insights and define significant user needs (JTBD).

• A key aspect involves competitive analysis and industry trend benchmarking to generate structured insights that translate into impactful product ideas with clear business objectives.

• The position requires the translation of strategic requirements into detailed design artifacts such as user flows, information architecture, wireframes, UI designs, and interactive prototypes, ensuring high design quality throughout the delivery process.

• Responsibilities include advancing and maintaining the company's design system, ensuring adherence to accessibility, responsiveness, and localization standards across web and mobile applications.

• The role also involves mentoring a junior or mid-level designer, fostering a culture of design critique, and elevating the overall craft and documentation standards within the product team.

📝 Enhancement Note: While the job title is "Product Designer," the responsibilities and required skills strongly indicate a role with a significant UX/UI focus, emphasizing user research, interaction design, and the end-to-end design lifecycle. The emphasis on conversion optimization and business impact suggests a strong connection to GTM (Go-To-Market) operations and revenue enablement.

📈 Primary Responsibilities

• Own the complete product design lifecycle for key customer journey touchpoints, including search, product details, checkout, and post-booking management, with the objective of measurably increasing conversion rates and encouraging repeat customer engagement.

• Spearhead discovery efforts for both domestic and regional traveler segments by conducting in-depth customer interviews, comprehensive usability testing, and targeted task studies, synthesizing findings into actionable opportunities and addressing core user needs (Jobs to Be Done).

• Drive large-scale benchmarking by meticulously analyzing competitor offerings and prevailing industry trends, producing structured insights, and translating these into innovative product ideas that demonstrably impact business outcomes.

• Translate strategic directives into tangible design artifacts, including detailed user flows, information architecture maps, wireframes, high-fidelity UI designs, and interactive prototypes, while rigorously overseeing design quality from conception through to final delivery.

• Actively contribute to the evolution and maintenance of the company's design system, ensuring consistent application of accessibility standards, responsive design principles, and localization across all web and application interfaces.

• Clearly articulate design decisions, rationale, and potential trade-offs to cross-functional teams and stakeholders; provide mentorship to a junior/mid-level designer, thereby raising the collective standard for design craft, constructive critique, and thorough documentation.

📝 Enhancement Note: The responsibilities highlight a strategic product design role that is deeply integrated with business objectives, particularly conversion optimization and customer retention. This role requires a blend of user-centric design, analytical rigor, and leadership in driving design quality and team development, aligning it closely with GTM strategy execution.

🎓 Skills & Qualifications

Education: While no specific degree is mandated, a strong educational foundation in Design, Human-Computer Interaction (HCI), Computer Science, or a related field is often beneficial for understanding design principles and user psychology.

Experience: 5-7+ years of professional experience in product design, UX design, or a closely related field, with a demonstrable track record of shipping complex digital products.

Required Skills:

• Extensive experience in end-to-end product design for intricate user flows, particularly in areas such as search, checkout processes, account management, and payment systems.

• Proven proficiency in interaction design and service thinking, encompassing the entire product development lifecycle beyond mere UI aesthetics.

• Advanced skill in Figma for design creation, prototyping, and generating detailed specifications for developer handoff.

• Familiarity with data analytics platforms such as Amplitude, Mixpanel, or Google Analytics (GA) for evaluating design performance and identifying areas for improvement.

• Demonstrated experience in conducting user research, including customer interviews and usability testing, and effectively translating research insights into concrete design decisions.

• Excellent communication, presentation, and stakeholder management skills, with a proven ability to influence cross-functional teams.

Preferred Skills:

• Prior experience within Online Travel Agencies (OTAs), e-commerce platforms, or travel-tech sectors, with a specific focus on checkout, pricing strategies, or post-purchase user experience.

• Exposure to designing loyalty programs, customer profiles, personalization features, or systems that encourage repeat user engagement.

• Experience in scaling or actively contributing to the development of a comprehensive design system that prioritizes accessibility and localization.

• Basic proficiency in SQL for self-serve data analysis to support and validate design hypotheses.

📝 Enhancement Note: The experience requirements indicate a need for a seasoned designer capable of strategic thinking and execution. The emphasis on complex flows, data analysis, and research points to a role that requires strong analytical and problem-solving skills, crucial for optimizing conversion funnels and driving business growth.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• A comprehensive portfolio showcasing shipped work on complex user flows, particularly in search, checkout, account management, and payment functionalities, demonstrating end-to-end product design ownership.

• Evidence of applying interaction design and service thinking principles across the full product lifecycle, illustrating a depth of understanding beyond visual design.

• Case studies that clearly articulate the problem, your design process, the solutions implemented, and the measurable impact on key metrics such as conversion rates and user engagement.

• Examples of how you have used data analytics tools (e.g., Amplitude, Mixpanel, GA) to inform design decisions and evaluate the performance of your designs.

Process Documentation:

• Detailed case studies outlining your approach to user research, including customer interviews, usability testing, and task analysis, and how these insights were synthesized into product opportunities.

• Documentation of your involvement in benchmarking competitor offerings and industry trends, detailing how these insights were translated into actionable product strategies.

• Examples of your contribution to or development of design systems, highlighting adherence to accessibility, responsiveness, and localization standards.

• Evidence of mentoring junior designers, including approaches to design critique, feedback, and skill development.

📝 Enhancement Note: For a product design role at this level, a robust portfolio is paramount. It should not only showcase visual design skills but also a deep understanding of user research methodologies, data-driven decision-making, and the ability to articulate the business impact of design solutions. The emphasis on complex flows and conversion optimization suggests a need for case studies that highlight quantifiable improvements.

💵 Compensation & Benefits

Salary Range: Based on typical market rates for a Product Designer with 5-7+ years of experience in a fully remote role, particularly in regions with established tech hubs or competitive remote talent markets like Serbia, a competitive annual salary would likely range from €35,000 to €60,000. This estimate accounts for the specified experience level, the remote nature of the position, and the responsibilities involved in driving conversion and product strategy.

Benefits:

• Full-time Remote Work: A dedicated 8-hour workday, 5 days a week, offering flexibility and work-life balance.

• Professional Development Budget: Allocated funds for self-paced learning, enabling continuous skill enhancement and career growth.

• Global Training & Workshops: Access to international training sessions and workshops to broaden expertise and network with global professionals.

• Online English Language Classes: Support for improving English proficiency, crucial for effective communication in a global remote team.

• E-learning Platforms: Access to online learning resources and platforms for continuous knowledge acquisition.

• Internal Growth & Mobility: Opportunities for career advancement within the company and the possibility of internal role transitions.

• Competitive Leave: Generous annual leave, sick leave, and public holiday allowances.

• Annual Company Offsite: An inclusive annual event held in Thailand, fostering team cohesion and company culture.

Working Hours: Full-time, 8 hours per day, 5 days per week, with a focus on remote flexibility.

📝 Enhancement Note: The salary range is an estimation for Serbia, considering the experience level and remote nature of the role. It's crucial for candidates to research local market rates and negotiate based on their specific experience and the value they bring. The benefits package is robust, emphasizing professional development and work-life balance, which are attractive to experienced designers.

🎯 Team & Company Context

🏢 Company Culture

Industry: Online Travel Agency (OTA) / Travel Technology. 12Go Asia operates within the dynamic and competitive online travel sector, striving to become the world's leading platform for booking diverse transportation options. This industry is characterized by rapid technological advancements, evolving consumer behaviors, and a strong emphasis on user experience and seamless transactions.

Company Size: While not explicitly stated, the presence of a product team with multiple designers and a global remote workforce suggests a mid-sized to large organization with established operational processes and a significant user base.

Founded: 12Go was founded in 2012, indicating a decade of experience in the travel tech market. This tenure suggests a degree of stability, established market presence, and accumulated knowledge in serving travelers.

Team Structure:

• The Product Team is described as data-driven, collaborative, customer-first, and experimental, suggesting an agile and iterative development environment.

• The Product Designer will likely work closely with Product Managers, Engineers, Researchers, and potentially Marketing and Data Analysts, forming cross-functional squads or pods.

Methodology:

• Data-Driven Insights: The team heavily relies on data to guide decisions, emphasizing the need for designers to be comfortable with analytics and performance metrics.

• Collaborative Design: Ideation and problem-solving are team-based, valuing diverse perspectives and collective input.

• Customer-Centricity: All product development starts with a deep understanding of the customer experience and user needs.

• Experimentation & Iteration: A culture of A/B testing and rapid iteration is encouraged to quickly learn and optimize product features.

Company Website: https://12go.asia/

📝 Enhancement Note: The company culture emphasizes a fast-paced, data-informed, and collaborative environment. For a Product Designer, this means being comfortable with ambiguity, actively seeking data to validate hypotheses, and working effectively within cross-functional teams to achieve shared GTM objectives.

📈 Career & Growth Analysis

Operations Career Level: This position is positioned at a Mid-Senior to Senior level, requiring 5-7+ years of experience. The role involves end-to-end ownership, leadership in research and design strategy, and mentorship, indicating significant autonomy and responsibility.

Reporting Structure: The designer will report into a Product Lead, Head of Product, or potentially a Design Manager. They will collaborate closely with Product Managers, Engineers, and other cross-functional stakeholders. The mentorship aspect suggests potential for leading a small design function or contributing to design leadership initiatives.

Operations Impact: The role directly impacts revenue and business decisions by driving measurable lifts in conversion rates and repeat customer behavior. The designer's work on the core booking funnel is critical for the company's top-line growth and customer acquisition/retention strategies.

Growth Opportunities:

• Design Leadership: Potential to grow into a Senior Product Designer, Lead Product Designer, or Design Manager role, overseeing design strategy and team development.

• Specialization: Opportunity to deepen expertise in specific areas like e-commerce funnels, loyalty programs, personalization, or design system scaling.

• Cross-Functional Expertise: Develop stronger skills in product strategy, data analysis, and GTM execution through close collaboration with other departments.

• Skill Development: Access to a dedicated budget for self-paced learning, workshops, and online courses to acquire new skills or refine existing ones.

📝 Enhancement Note: This role offers a clear path for career progression within product design and potentially into product management or design leadership. The emphasis on measurable impact and cross-functional collaboration provides valuable experience for future GTM and operations-focused roles.

🌐 Work Environment

Office Type: Fully Remote. This role is conducted entirely online, with no physical office requirement.

Office Location(s): The role is based in Serbia, but operates remotely. This designation allows candidates in Serbia to work from their preferred location while adhering to local employment regulations.

Workspace Context:

• Collaborative Digital Environment: The workspace is primarily digital, relying on collaboration tools (Slack, Figma, video conferencing) for communication and teamwork.

• Access to Operations Tools: Designers will have access to essential design and collaboration software, likely including Figma for design and prototyping, and potentially project management tools like Jira or Asana.

• Team Interaction: Regular virtual meetings, design critiques, and cross-functional syncs will facilitate interaction with colleagues and stakeholders.

Work Schedule: Full-time, 8 hours per day, 5 days per week. While remote, adherence to a structured workday is expected, facilitating collaboration across different time zones and ensuring consistent progress on projects.

📝 Enhancement Note: The fully remote nature of this position is a key aspect, requiring strong self-discipline, proactive communication, and comfort with digital collaboration tools. Candidates should be prepared to manage their work environment effectively to maintain productivity and engagement.

📄 Application & Portfolio Review Process

Interview Process:

• Application Submission: Submit CV and portfolio through the Workable platform.

• Initial Screening: A review of CV and portfolio to assess experience, skills, and alignment with role requirements.

• Hiring Manager Interview: An initial conversation to discuss background, motivations, and high-level fit.

• Portfolio Presentation & Design Challenge: A session where candidates present their portfolio, discuss case studies, and may be given a small design challenge or asked to critique an existing product/flow. This assesses design thinking, problem-solving, and communication skills.

• Team Interviews: Meetings with potential peers (engineers, product managers, other designers) to evaluate collaboration style and cultural fit.

• Final Interview: Potentially with a senior leader to discuss strategic alignment and finalize the offer.

Portfolio Review Tips:

• Highlight Impact: For each project, clearly articulate the problem, your specific role and contributions, the design process undertaken, the solutions implemented, and most importantly, the measurable business impact and user outcomes. Quantify results whenever possible.

• Showcase Process: Demonstrate your problem-solving approach, research methodologies, iteration cycles, and how you made design decisions. Include wireframes, user flows, prototypes, and final UI, explaining the rationale behind each stage.

• Focus on Complex Flows: Given the role's emphasis, prominently feature projects involving intricate user journeys like search, checkout, or account management.

• Data Integration: Include examples of how you've used data (analytics, user feedback) to inform your design decisions and measure success.

• Clear Communication: Be prepared to walk through your projects concisely, highlighting key learnings and trade-offs. Ensure your portfolio is well-organized and easy to navigate.

Challenge Preparation:

• Understand the Business Context: Research 12Go Asia, its competitors, and the online travel industry. Understand their business model and key challenges.

• Focus on Core Responsibilities: Anticipate design challenges related to conversion optimization, user funnels (search, checkout), and user research.

• Think Strategically: Be prepared to discuss not just how you would solve a problem, but why that solution is the best approach, considering business goals and user needs.

• Communicate Your Thinking: For any design challenge, articulate your thought process clearly, step-by-step, even if you don't have a fully polished solution.

📝 Enhancement Note: The interview process is standard for a mid-senior design role. The portfolio review is critical and should focus on demonstrating impact and a robust, data-informed design process. Candidates should be ready to discuss how their design work directly contributes to business objectives like conversion and repeat engagement.

🛠 Tools & Technology Stack

Primary Tools:

• Figma: Essential for UI design, wireframing, prototyping, and design system management. Proficiency is a core requirement.

• Prototyping Tools: Figma's built-in prototyping capabilities are key, but experience with other tools like InVision or Axure might be transferable if they demonstrate advanced interaction design skills.

• Design Systems: Experience in contributing to, maintaining, or utilizing design systems is vital for ensuring consistency, scalability, and efficiency.

Analytics & Reporting:

• Amplitude / Mixpanel / Google Analytics (GA): Familiarity with these platforms is required for understanding user behavior, evaluating design performance, and identifying optimization opportunities. The ability to interpret data and translate it into actionable design insights is crucial.

CRM & Automation:

• While not directly a CRM role, understanding how user data flows from design interactions into systems that track customer journeys and inform marketing/sales efforts (e.g., customer profiles, segmentation) would be beneficial. Experience with CRMs like Salesforce or HubSpot might indirectly inform design decisions related to user accounts and loyalty.

📝 Enhancement Note: The technology stack emphasizes design and analytics tools. Proficiency in Figma and familiarity with product analytics platforms are non-negotiable. The ability to leverage data to drive design decisions is a key differentiator for this role, aligning it with revenue operations principles.

👥 Team Culture & Values

Operations Values:

• Data-Driven & Curious: A strong emphasis on using data to inform decisions and a proactive attitude towards asking questions and seeking deeper understanding. This means designers should be comfortable diving into analytics and challenging assumptions with data.

• Collaborative: The team thrives on teamwork, valuing collective input and open communication. Designers are expected to actively participate in discussions, share ideas, and work harmoniously with peers.

• Customer-First Mindset: Every design decision should originate from a deep understanding of customer needs and a commitment to improving their experience. This requires empathy and a user-centric approach.

• Experimentation Enthusiasts: A willingness to test, learn, and iterate quickly is paramount. Designers should be open to A/B testing their designs and embracing a culture where learning from failures is as important as celebrating successes.

• Growth & Evolution: A commitment to continuous improvement, both in personal skills and in the product itself. Designers are encouraged to stay updated on industry trends and proactively seek opportunities for development.

Collaboration Style:

• Cross-functional Integration: Designers will work closely with Product Managers, Engineers, and potentially Data Analysts, requiring clear communication and understanding of different functional perspectives.

• Constructive Critique: An environment where feedback is openly given and received, fostering a culture of continuous improvement and elevating design quality.

• Shared Ownership: A sense of collective responsibility for product success, where designers contribute not just to the "what" but also the "why" and "how" of product development.

📝 Enhancement Note: The company culture values a blend of analytical rigor, user empathy, and collaborative execution. For a designer, this means being a proactive problem-solver who can translate data into user-centric solutions and effectively partner with technical and business stakeholders to achieve GTM objectives.

⚡ Challenges & Growth Opportunities

Challenges:

• Balancing User Needs with Business Goals: Effectively reconciling user experience desires with the need for conversion optimization and business revenue targets. This requires strong negotiation and strategic thinking.

• Driving Measurable Impact: Demonstrating a clear link between design decisions and tangible business outcomes (e.g., conversion rate increases) within a complex user journey.

• Navigating a Competitive Market: Designing for a competitive online travel space requires continuous innovation and a keen understanding of user expectations and competitor strategies.

• Maintaining Design System Scalability: As the product grows, ensuring the design system remains robust, accessible, and adaptable across various platforms and features.

• Remote Collaboration Dynamics: Effectively collaborating and maintaining strong relationships with a distributed team, ensuring clear communication and alignment across time zones.

Learning & Development Opportunities:

• Advanced UX Research Techniques: Deepening skills in qualitative and quantitative research methodologies to uncover richer user insights.

• Data Analysis & Interpretation: Enhancing the ability to interpret complex data sets and use them to drive strategic design decisions and A/B test hypotheses.

• Product Strategy Contribution: Gaining more influence in defining product roadmaps and strategic direction based on user insights and market analysis.

• Leadership & Mentorship: Developing leadership skills through mentoring junior designers and potentially leading design initiatives.

• E-commerce & OTA Best Practices: Gaining in-depth knowledge of user behaviors and design patterns specific to the online travel and e-commerce sectors.

📝 Enhancement Note: The challenges are typical for a senior product designer focused on growth and conversion. The opportunities highlight a clear path for professional development, encouraging specialization, leadership, and a deeper understanding of business strategy, which are all valuable for a career in operations and GTM.

💡 Interview Preparation

Strategy Questions:

• "Describe a time you owned the end-to-end design for a complex user flow, such as search or checkout. What was the problem, your process, and the measurable impact?" (Focus on demonstrating ownership, process, and quantifiable results).

• "How do you approach user research and translate insights into actionable product opportunities? Can you provide an example of a JTBD you identified and how it influenced your design?" (Highlight research methodologies and user-centric decision-making).

Company & Culture Questions:

• "What interests you about 12Go Asia and our mission to connect the world through travel?" (Research the company's vision and tailor your answer).

• "How do you contribute to a data-driven and collaborative team environment?" (Provide examples of your proactive approach to data and teamwork).

Portfolio Presentation Strategy:

• Structure for Impact: For each case study, follow a clear narrative: Problem -> Your Role -> Research & Insights -> Design Process & Iterations -> Solution -> Results & Learnings.

• Quantify Everything: Use data to showcase the impact of your work—conversion rate increases, reduction in drop-off, engagement metrics, etc.

• Show the "Why": Clearly articulate the rationale behind your design decisions, referencing user research, data, and business goals.

• Interactive Elements: If possible, use interactive prototypes to demonstrate user flows and key interactions.

• Conciseness: Be mindful of time. Focus on the most impactful aspects of your projects and be prepared to answer questions deeply.

📝 Enhancement Note: Interview preparation should focus on demonstrating a strong understanding of the product design lifecycle, a data-informed approach, and the ability to articulate the business impact of design. The portfolio presentation is a key component and should be rehearsed thoroughly.

📌 Application Steps

To apply for this Product Designer position:

• Submit Your Application: Navigate to the provided link on Workable and submit your updated CV.

• Curate Your Portfolio: Select 2-3 of your most relevant projects that showcase end-to-end ownership of complex user flows (search, checkout, payments) and demonstrable impact on conversion or user engagement. Ensure your portfolio clearly outlines the problem, your process, your specific contributions, and quantifiable results.

• Tailor Your Resume: Highlight keywords and responsibilities from the job description, such as "product design," "UX design," "conversion optimization," "user research," "Figma," "data analysis," and "stakeholder management." Quantify achievements wherever possible.

• Research 12Go Asia: Understand their business model, target audience, key product features, and competitive landscape. Identify potential areas for design improvement or innovation.

• Prepare Your Presentation: Practice walking through your portfolio projects, focusing on clear communication of your design process, decision-making, and the business impact of your work. Be ready to discuss how you would approach a design challenge related to their product.

⚠️ Important Notice: This enhanced job description includes AI-generated insights and industry-standard assumptions. All details, especially regarding salary ranges and specific company processes, should be verified directly with the hiring organization before making application decisions.