Product Designer: Design Systems and Content

📍 Job Overview

Job Title: Product Designer: Design Systems and Content

Company: Betsson Group

Location: Malta

Job Type: Full-time

Category: Design / User Experience (UX) / Product Design

Date Posted: 2025-11-19

Experience Level: Mid-Level (2-5 years)

Remote Status: On-site

🚀 Role Summary

• Spearhead the development and maintenance of a comprehensive design system, focusing on both visual UI components and content standards.

• Drive consistency, clarity, and accessibility across Betsson Group's diverse digital product portfolio.

• Foster strong, collaborative relationships with cross-functional teams, including design, engineering, product management, and customer experience.

• Champion best practices in design and content, ensuring alignment with strategic business objectives and user needs.

• Contribute to an evolving design and content framework that supports multi-market localization and scalability.

📝 Enhancement Note: This role is critical for establishing and scaling a unified brand experience across Betsson Group's digital products. It requires a blend of deep design system expertise and nuanced content strategy, indicating a need for a candidate who can bridge technical design principles with effective communication. The focus on "content foundations" and "tone and microcopy standards" suggests a strong emphasis on UX Writing and Content Design principles integrated within the design system.

📈 Primary Responsibilities

• Design, document, and maintain a robust library of reusable UI components, design patterns, and interaction guidelines within the central design system.

• Define and meticulously manage the company's tone of voice, microcopy standards, and content guidelines to ensure clarity, consistency, and inclusivity across all digital products.

• Collaborate closely with Product Design Managers, Designers, and Engineers to effectively embed system standards into live products, ensuring seamless visual and content integration.

• Partner with the UX Architect and Principal UI Designer to strategically evolve the design system's structure, scalability, and overall usability.

• Work in tandem with the Head of Customer Experience to ensure that design and content standards align with and support seamless customer journeys and consistent brand messaging at the relationship level.

• Collaborate with the Insights & Research team to validate design and content patterns through rigorous testing, data analysis, and direct user feedback.

• Support localization and market teams by defining adaptable design and content frameworks that are suitable for multi-market deployment and internationalization.

• Maintain accessible, up-to-date documentation and comprehensive resources that empower design and product teams to effectively utilize and contribute to the design system.

• Act as a key liaison between design, engineering, and content disciplines, actively promoting cross-functional alignment around design and language best practices.

• Continuously identify and implement opportunities to enhance scalability, accessibility, and overall efficiency in the processes of design and content creation and delivery.

📝 Enhancement Note: The responsibilities highlight a hands-on role in both component creation and content governance. The emphasis on "embedding system standards into live products" and "partnering with UX Architect and Principal UI Designer" suggests a mid-level to senior-mid-level role with significant influence on product development workflows. The need to "support localisation and market teams" implies a global perspective and understanding of internationalization challenges.

🎓 Skills & Qualifications

Education: While no specific degree is listed, a strong portfolio and demonstrable experience in UX/UI design, content design, or design systems development are paramount. Coursework or certifications in UX Writing, Accessibility, Design Systems, or Front-End Collaboration are considered a plus.

Experience: A minimum of 3 years of professional experience in UX/UI design, content design, or design systems development is required. Experience in iGaming or other high-volume digital industries is a significant advantage.

Required Skills:

• Proven professional experience in UX/UI design, content design, or design systems development (3+ years).

• Strong, practical understanding of component-based design principles and the development of scalable design systems.

• Demonstrated skill in defining and implementing tone of voice and microcopy standards for digital products.

• Hands-on proficiency with industry-standard design tools such as Figma or Sketch.

• Practical knowledge of documentation practices for design systems and UI components.

• Familiarity with accessibility standards (e.g., WCAG) and inclusive design principles.

• Excellent collaboration and interpersonal skills, with a proven ability to work effectively with design, engineering, and product teams.

• Strong written and verbal communication skills in English, essential for clear documentation and cross-functional dialogue.

Preferred Skills:

• Coursework or certifications in UX Writing, Accessibility, Design Systems, or Front-End Collaboration.

• Prior experience supporting localization efforts and developing multi-market content frameworks.

• Understanding of design-to-code workflows and front-end integration processes.

• Background or familiarity with the iGaming industry or other fast-paced, high-volume digital sectors.

📝 Enhancement Note: The requirements emphasize a practical, hands-on approach rather than purely theoretical knowledge. The combination of design system and content design skills points to a specialized role that requires understanding both the visual structure and the linguistic nuances of a product. The preference for iGaming experience suggests a need for rapid iteration and a high degree of user engagement understanding.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Showcase a minimum of 2-3 detailed case studies demonstrating experience in building or significantly contributing to a design system.

• Include examples of reusable UI components, design patterns, and their associated documentation.

• Present clear evidence of defining and implementing tone of voice, microcopy, or content guidelines for digital products.

• Demonstrate proficiency with design tools (e.g., Figma, Sketch) through well-structured and visually appealing design artifacts.

Process Documentation:

• Evidence of creating and maintaining clear, accessible documentation for design system elements, including component usage, guidelines, and best practices.

• Examples of workflow processes for design system contribution, iteration, and governance.

• Documentation related to content strategy, including tone of voice, style guides, and microcopy standards.

• Case studies detailing how design and content decisions were validated through user testing, data analysis, or research.

📝 Enhancement Note: A strong portfolio is crucial for this role, as it will serve as the primary evidence of the candidate's ability to build and manage scalable design and content systems. The emphasis on documentation and process indicates a need for organizational skills and a systematic approach to design. Expect to present detailed case studies that illustrate problem-solving, design rationale, and measurable outcomes.

💵 Compensation & Benefits

Salary Range: Based on industry benchmarks for a Product Designer with 3-5 years of experience in Malta, specializing in Design Systems and Content, the estimated annual salary range is €40,000 - €55,000. This estimate considers the cost of living in Malta and the specialized nature of the role, requiring expertise in both design systems and content strategy.

Benefits:

• Competitive salary package commensurate with experience.

• Health insurance coverage.

• Opportunities for professional development and training.

• Relocation assistance for candidates moving to Malta.

• Pension scheme contributions.

• Generous annual leave allowance.

• Access to a vibrant international work environment with diverse colleagues.

• Potential for performance-based bonuses.

Working Hours: The standard working hours are approximately 40 hours per week, with flexibility often available through agile methodologies and potential for hybrid work arrangements, though the primary expectation is on-site presence.

📝 Enhancement Note: The salary range is an estimation based on typical compensation for mid-level design roles in Malta within the tech/iGaming sector. Actual compensation will depend on the candidate's specific experience, skills, and performance during the interview process. Betsson Group's global presence and operational headquarters in Malta suggest a robust benefits package, including support for international hires.

🎯 Team & Company Context

🏢 Company Culture

Industry: Technology / iGaming. Betsson Group is a leading global player in the online gaming industry, known for its diverse portfolio of brands and commitment to innovation and customer experience. This fast-paced environment demands agility, continuous improvement, and a data-driven approach to product development and operations.

Company Size: Over 2,800 employees globally, with approximately 1,500 employees at the operational headquarters in Malta. This indicates a large, established organization with significant resources and opportunities for impact, while still retaining a dynamic, international feel often found in growing tech companies.

Founded: Betsson Group has a long history, founded in 1963, evolving into a prominent online gaming operator. This longevity suggests stability, a deep understanding of the market, and a culture that adapts to technological advancements and evolving consumer behaviors.

Team Structure:

• The Product Department is a core functional area, likely comprising Product Managers, UX Architects, UI Designers, UX/UI Designers, and specialized roles like this Design Systems and Content Designer.

• Reporting lines will likely place this role within a Design Systems team or under a Product Design Manager, with close collaboration across Product, Engineering, and Customer Experience departments.

Methodology:

• Data-driven decision-making is likely a core methodology, leveraging insights from user research, A/B testing, and performance analytics to inform design and content improvements.

• Agile methodologies are explicitly mentioned, suggesting iterative development cycles, sprint planning, and continuous feedback loops.

• A focus on scalability and efficiency in design and content creation points to a systematic approach to building and maintaining digital products.

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

📝 Enhancement Note: Betsson Group's position in the iGaming sector implies a culture that values speed, innovation, and a keen understanding of user engagement. The company's size and international presence suggest a professional yet dynamic work environment where collaboration and adaptability are key. The role's focus on design systems and content aligns with a strategic emphasis on brand consistency and user experience optimization across a wide range of products.

📈 Career & Growth Analysis

Operations Career Level: This role is positioned as a Mid-Level Product Designer, typically requiring 2-5 years of dedicated experience. It offers a significant opportunity to specialize in the critical areas of design systems and content design, which are increasingly sought-after skills in the digital product space. This level is ideal for someone looking to deepen their expertise and take on more responsibility in shaping a product's foundational design and communication.

Reporting Structure: The Product Designer: Design Systems and Content will likely report to a Product Design Manager or a Head of Design Systems, working within a larger Product or Design team. Close collaboration will be expected with UX Architects, Principal UI Designers, Product Managers, and Engineering leads.

Operations Impact: The impact of this role is substantial. By establishing and maintaining a robust design system and clear content standards, this designer directly influences:

• Product Consistency: Ensuring a unified look, feel, and voice across all Betsson Group brands and products.

• Development Efficiency: Enabling faster product development cycles by providing reusable components and guidelines to engineering and design teams.

• User Experience: Enhancing clarity, usability, and accessibility, leading to improved user satisfaction and engagement.

• Brand Cohesion: Strengthening brand identity and trust through consistent communication and design.

• Scalability: Creating systems that can easily adapt to new products, features, and markets.

Growth Opportunities:

• Specialization: Deepen expertise in advanced design system architecture, UX writing, content strategy, and accessibility best practices.

• Leadership: Progress towards Senior Product Designer, Design Systems Lead, or even Product Design Manager roles, potentially managing a team or a specific aspect of the product design lifecycle.

• Cross-Functional Mentorship: Gain experience mentoring junior designers and collaborating closely with engineering leads on design-to-code implementation.

• Strategic Influence: Contribute more significantly to the overall product strategy and UX vision of Betsson Group.

• Industry Exposure: Work within the dynamic iGaming sector, gaining valuable experience in a high-growth, competitive market.

📝 Enhancement Note: This role offers a clear path for specialization within product design, focusing on the foundational elements that drive user experience and development efficiency. The growth opportunities lean towards deepening technical expertise and potentially moving into leadership roles focused on design systems or broader product design management.

🌐 Work Environment

Office Type: The role is described as "On-site," indicating a traditional office-based work environment at Betsson Group's headquarters in Malta. This setup is designed to foster collaboration, team cohesion, and spontaneous interaction.

Office Location(s): The primary location for this role is Malta, specifically at Betsson Group's operational headquarters. Malta offers a Mediterranean lifestyle with a significant international community, particularly within the tech and iGaming sectors.

Workspace Context:

• Collaborative Environment: Expect an open and dynamic office space designed to encourage interaction and knowledge sharing among team members. The emphasis on cross-functional collaboration suggests an environment where designers work closely with engineers, product managers, and other stakeholders.

• Tools and Technology: Access to industry-standard design tools (Figma, Sketch), documentation platforms, and potentially specialized design system management software will be provided.

• Team Interaction: Opportunities for regular team meetings, design critiques, workshops, and informal discussions to ensure alignment and foster a strong team dynamic. The large number of employees in Malta suggests a bustling office with various social and professional activities.

Work Schedule: The role is full-time, with standard working hours likely aligned with business needs, around 40 hours per week. While primarily on-site, agile environments often allow for some flexibility in managing daily tasks and individual focus time.

📝 Enhancement Note: The on-site requirement emphasizes Betsson Group's commitment to fostering a strong in-office culture, collaboration, and team synergy. For candidates considering relocation to Malta, the company likely offers support, making it an attractive proposition for international talent.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: A review of your CV and portfolio to assess foundational skills and experience against the role requirements.

• Hiring Manager Interview: A conversation with the hiring manager (likely a Product Design Manager) to discuss your background, motivations, and understanding of design systems and content design.

• Portfolio Presentation & Technical Interview: A dedicated session where you will present selected case studies from your portfolio, focusing on your design system contributions, content strategy work, and problem-solving approaches. This will involve in-depth discussions about your rationale, process, and impact. Expect questions on component-based design, microcopy, accessibility, and collaboration.

• Cross-Functional Interview: An interview with representatives from engineering, product management, or customer experience to assess your collaboration skills, communication style, and ability to integrate design systems into live products.

• Final Interview: Potentially a discussion with a more senior leader in the Product or Design department to assess cultural fit and overall strategic alignment.

Portfolio Review Tips:

• Curate Strategically: Select 2-3 of your strongest case studies that directly showcase your experience with design systems and content design. Prioritize projects where you had a significant impact.

• Show, Don't Just Tell: For each case study, clearly articulate the problem, your role, your process, the solutions you implemented (UI components, content guidelines), and the measurable outcomes or impact.

• Highlight System Thinking: Emphasize how you approached scalability, reusability, and consistency in your design system work. For content, focus on how you defined standards for clarity, tone, and inclusivity.

• Demonstrate Collaboration: Include examples of how you worked with engineers, product managers, and other stakeholders. Explain how you handled feedback and disagreements.

• Accessibility Focus: Clearly showcase how you incorporated accessibility principles and inclusive design practices into your work.

• Documentation Examples: Include screenshots or links to documentation you've created for components, styles, or content guidelines.

Challenge Preparation:

• Be prepared for a design challenge that might involve evaluating an existing system, proposing improvements to a component, or defining microcopy for a specific user flow.

• Practice articulating your design decisions clearly and concisely, explaining the "why" behind your choices.

• Be ready to discuss how you would approach integrating your work with engineering teams and managing design system evolution in an agile environment.

• Prepare questions for the interviewers that demonstrate your engagement and understanding of Betsson Group's products and challenges.

📝 Enhancement Note: The interview process emphasizes a practical demonstration of skills through portfolio presentation and likely a design challenge. Candidates should prepare to articulate their design process, problem-solving abilities, and collaborative approach in detail, with a specific focus on design systems and content strategy.

🛠 Tools & Technology Stack

Primary Tools:

• Design & Prototyping: Figma (highly probable as industry standard for design systems), Sketch (also a possibility).

• Documentation Platforms: Confluence, Notion, or a dedicated design system documentation tool (e.g., Zeroheight, Storybook).

• Collaboration Tools: Slack, Microsoft Teams for day-to-day communication.

• Project Management: Jira, Asana, Trello for agile workflow management.

Analytics & Reporting:

• Tools like Google Analytics, Amplitude, or specialized product analytics platforms for understanding user behavior and product performance.

CRM & Automation:

• While not directly a CRM role, understanding how design and content impact user journeys managed through CRM systems or marketing automation platforms could be beneficial.

• Familiarity with content management systems (CMS) might also be relevant for content guidelines.

📝 Enhancement Note: Proficiency in Figma is almost a given for this role, especially concerning design systems. The ability to effectively document and communicate design system elements using platforms like Confluence or Notion is also crucial. Candidates should be comfortable navigating agile project management tools like Jira.

👥 Team Culture & Values

Operations Values:

• Collaboration: A strong emphasis on teamwork and cross-functional partnerships to achieve shared goals in product development and user experience.

• User-Centricity: Dedication to understanding and meeting user needs through thoughtful design and clear, engaging content.

• Innovation: A drive to push boundaries, explore new solutions, and stay ahead in the dynamic iGaming industry.

• Quality & Consistency: A commitment to high standards in design, content, and execution, ensuring a polished and reliable user experience across all products.

• Data-Driven: Utilizing data and insights to inform decisions, measure impact, and continuously improve processes and outcomes.

• Efficiency: A focus on creating scalable and streamlined processes for design and content creation to maximize productivity.

Collaboration Style:

• Cross-functional Integration: Expect a highly collaborative approach, working closely with Product Managers to align on strategy, Engineers for implementation, and Customer Experience teams for user journey insights.

• Feedback Culture: A willingness to give and receive constructive feedback on designs, content, and processes to foster continuous improvement.

• Knowledge Sharing: Active participation in sharing best practices, insights, and learnings across teams, particularly regarding design systems and content strategy.

📝 Enhancement Note: Betsson Group's culture likely values a blend of professional rigor and a dynamic, fast-paced work environment, common in the iGaming sector. The emphasis on collaboration and data-driven decision-making is key for success in this role, requiring strong communication and interpersonal skills.

⚡ Challenges & Growth Opportunities

Challenges:

• Balancing Scalability and Flexibility: Ensuring the design system is robust and scalable for future growth while remaining flexible enough to accommodate unique product needs and market variations.

• Driving Adoption: Encouraging widespread adoption of the design system and content standards across diverse product teams, which may have varying levels of design maturity.

• Maintaining Currency: Keeping the design system and content guidelines up-to-date with evolving design trends, user expectations, and technological advancements.

• Cross-Functional Alignment: Navigating different priorities and perspectives among design, engineering, product, and content stakeholders to ensure cohesive implementation.

• Global Localization: Developing adaptable design and content frameworks that effectively serve a global user base with diverse linguistic and cultural nuances.

Learning & Development Opportunities:

• Advanced Design System Architecture: Opportunities to learn and implement sophisticated design system methodologies, governance models, and tooling.

• UX Writing Mastery: Deepen expertise in UX writing, conversion copywriting, and narrative design for digital products.

• Accessibility Auditing & Remediation: Gain hands-on experience in conducting accessibility audits and implementing solutions to ensure WCAG compliance.

• Design-to-Code Integration: Enhance understanding of front-end development principles and collaborate closely with engineers on seamless design implementation.

• Industry Conferences & Training: Access to industry events, workshops, and certifications related to design systems, UX, and content strategy.

• Mentorship: Opportunities to be mentored by senior design leaders and potentially mentor junior team members over time.

📝 Enhancement Note: The challenges are inherent to establishing and scaling design systems in large organizations. The growth opportunities are well-aligned with specialization and career progression within product design, offering a path to become a subject matter expert.

💡 Interview Preparation

Strategy Questions:

• "Describe your approach to designing and documenting a new UI component for a design system. What factors do you consider for reusability and scalability?"

• "How would you define and enforce a consistent tone of voice and microcopy standards across multiple digital products and teams?"

• "Walk me through a time you had to convince a team or stakeholder to adopt a new design system pattern or content guideline. What was your strategy and the outcome?"

• "How do you ensure accessibility and inclusivity are integrated into the design system and content guidelines from the outset?"

Company & Culture Questions:

• "What excites you about Betsson Group and the iGaming industry?"

• "How do you see your role contributing to Betsson Group's overall product strategy and user experience goals?"

• "Describe your ideal collaborative relationship with engineering and product management teams."

Portfolio Presentation Strategy:

• Structure Your Narrative: For each case study, clearly outline the problem, your role, your process, the solutions (UI components, content examples), and the impact/results.

• Focus on "Why": Be prepared to explain the rationale behind your design decisions and content choices, linking them back to user needs and business objectives.

• Showcase System Thinking: Clearly demonstrate how your work contributes to a scalable, consistent, and efficient system. For content, highlight the strategic approach to language.

• Quantify Impact: Where possible, use data and metrics to illustrate the success of your contributions (e.g., improved conversion rates, reduced development time, increased design system adoption).

• Prepare for Questions: Anticipate questions about your process, challenges faced, and how you would handle specific scenarios related to design systems and content.

📝 Enhancement Note: Interview preparation should focus on demonstrating a deep understanding of design systems principles, content strategy, and cross-functional collaboration. Candidates should be ready to present a well-structured portfolio that highlights their problem-solving skills and measurable impact.

📌 Application Steps

To apply for this Product Designer position:

• Submit your application through the provided Greenhouse link.

• Portfolio Customization: Tailor your portfolio to prominently feature your experience with design systems, UI component creation, and content/microcopy definition. Highlight projects that demonstrate scalability, consistency, and accessibility.

• Resume Optimization: Ensure your resume clearly outlines your 3+ years of relevant experience, using keywords from the job description such as "Design Systems," "Content Design," "UX/UI," "Microcopy," "Figma," and "Accessibility." Quantify your achievements where possible.

• Prepare Your Presentation: Rehearse your portfolio presentation, focusing on clear storytelling, articulating your design process, and demonstrating the impact of your work on product consistency and development efficiency.

• Research Betsson Group: Familiarize yourself with Betsson Group's brands, products, and company culture to articulate your interest and how you align with their values and objectives.

⚠️ Important Notice: This enhanced job description includes AI-generated insights and industry-standard assumptions to provide a comprehensive overview for operations professionals. All details, especially regarding compensation, benefits, and specific role expectations, should be verified directly with Betsson Group during the application and interview process.