Product Designer (UX & UI) - Base44

📍 Job Overview

Job Title: Product Designer (UX & UI) - Base44
Company: Wix
Location: Tel Aviv, Israel
Job Type: Full-time
Category: Product Design / UX/UI
Date Posted: 2026-01-04
Experience Level: Mid-Level (3+ years)
Remote Status: On-site

🚀 Role Summary

• Drive the functional and visual design of a core AI-powered product, contributing to its evolution and enhancement.
• Deliver high-quality user experiences within a fast-paced, innovative environment leveraging applied AI.
• Conduct comprehensive user research, including usability testing, interviews, and data analysis, to deeply understand user needs and product performance.
• Foster strong collaboration with Product Managers, Developers, Analysts, and fellow UX/UI Designers to define requirements and craft effective design solutions.
• Take end-to-end ownership of design projects, from initial concept through to final implementation and iteration.
• Engage actively in professional growth through guild courses, workshops, and mentorship programs, both as a learner and a teacher within the design community.

📝 Enhancement Note: This role is for an experienced Product Designer within Base44, a newly acquired Wix entity. The emphasis on AI, natural language for app creation, and a startup-like environment within Wix suggests a need for designers who are adaptable, forward-thinking, and comfortable with emerging technologies. The "Base44" specific mention indicates a focus on the unique product and team, distinct from broader Wix design roles.

📈 Primary Responsibilities

• Own the entire design lifecycle for specific product features, ensuring both functional efficacy and aesthetic appeal.
• Translate complex user needs and business requirements into intuitive and engaging user interfaces and workflows.
• Conduct thorough user research, including usability testing, in-depth interviews, support ticket analysis, and competitive benchmarking, to inform design decisions.
• Develop and maintain high-fidelity prototypes and detailed design specifications for developer handoff.
• Collaborate closely with cross-functional teams, including Product Management, Engineering, and Data Analysis, to ensure design solutions align with product strategy and technical feasibility.
• Champion user-centered design principles and advocate for the user throughout the product development process.
• Contribute to and evolve the design system to ensure consistency, scalability, and efficiency across the product.
• Actively participate in design critiques and provide constructive feedback to peers to elevate the overall quality of design output.
• Drive continuous improvement of the product experience through iterative design and data-driven insights.

📝 Enhancement Note: The responsibilities highlight a blend of strategic ownership and hands-on execution. The mention of "applied AI" and "data-informed" design suggests a need for designers who can integrate AI capabilities into user experiences and leverage data analytics to validate design hypotheses and measure impact. Taking projects "end-to-end" implies a high degree of autonomy and accountability.

🎓 Skills & Qualifications

Education: While no specific degree is listed, a Bachelor's degree in Design, HCI, Computer Science, or a related field is often preferred for experienced design roles and should be highlighted if applicable.

Experience: 3+ years of dedicated UX and UI design experience, with a strong preference for experience within product teams and preferably in a fast-paced, tech-centric environment.

Required Skills:

• Proven expertise in UX design principles and methodologies, including user research, wireframing, prototyping, and usability testing.
• Strong UI design skills with a keen eye for visual aesthetics, layout, and typography.
• Proficiency in Figma, with a demonstrated ability to build and maintain design systems.
• Experience in working with AI tools and understanding how to apply them to create innovative user experiences.
• Excellent problem-solving capabilities, with the ability to dissect complex challenges and devise elegant design solutions.
• Exceptional communication and interpersonal skills, enabling effective collaboration with diverse teams and stakeholders.
• Strategic thinking aptitude to quickly grasp complex systems and translate them into clear, actionable design strategies.
• A solid understanding of the product lifecycle, from ideation and research through to development and iteration.
• Demonstrable experience in driving projects from initiation to completion.

Preferred Skills:

• Experience in Agile development environments.
• Familiarity with data analysis tools and techniques to inform design decisions.
• Portfolio showcasing a range of successful product design projects, ideally with AI-related applications.
• Experience in teaching or mentoring junior designers.
• A proactive approach to continuous learning and skill development.

📝 Enhancement Note: The qualifications emphasize practical experience and tool proficiency, particularly with Figma and design systems. The explicit mention of "AI tools" and "applied AI" is a critical differentiator, suggesting candidates with prior exposure or a strong aptitude for designing with AI-driven products will be highly valued. The "3+ years" indicates a mid-level role, requiring a solid foundation and demonstrated ability to work independently.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• A comprehensive portfolio showcasing end-to-end product design projects, demonstrating ownership from concept to delivery.
• Clear case studies detailing the problem statement, your role, the design process, key decisions, and the impact of your solutions.
• Visual examples of functional and visual design execution, including wireframes, prototypes, and final UI designs.
• Evidence of user research methodologies applied, such as user interviews, usability testing, and data analysis, and how these informed design iterations.
• Demonstrations of design system contributions or implementations, highlighting consistency and scalability.
• Examples of how AI tools or AI-driven features were integrated into user experiences.

Process Documentation:

• Case studies should clearly articulate the design process followed, including specific methodologies used (e.g., user-centered design, design thinking).
• Documentation of how user feedback and data were incorporated into iterative design cycles.
• Explanation of collaboration processes with PMs, developers, and other stakeholders.
• Presentation of how design challenges were overcome and how solutions were validated.

📝 Enhancement Note: Given the role's emphasis on ownership and end-to-end project delivery, the portfolio is crucial. It should not just display finished work but also the thought process, research, and iterative steps taken. The mention of AI tools and design systems means these should be visibly integrated into portfolio examples.

💵 Compensation & Benefits

Salary Range: Based on industry standards for a mid-level Product Designer (3+ years experience) in Tel Aviv, Israel, and considering Wix as a well-established tech company, the estimated annual salary range is approximately ₪200,000 - ₪300,000 (New Israeli Shekels). This range can vary based on specific experience, interview performance, and the exact scope of responsibilities.

Benefits:

• Comprehensive health insurance (medical, dental, vision).
• Generous paid time off (vacation days, sick leave, holidays).
• Professional development budget for courses, workshops, conferences, and certifications relevant to UX/UI design and AI.
• Mentorship programs and opportunities for internal knowledge sharing and teaching.
• Access to Wix's employee benefits package, which may include options like stock grants, retirement plans, and wellness programs.
• Catered meals or meal stipends, depending on office policy.
• Commuting assistance or reimbursement.
• Opportunities to work with cutting-edge AI technology and contribute to a revolutionary product.

Working Hours: Standard full-time working hours are typically 40 hours per week. While the role is on-site, there may be some flexibility offered by the team, as is common in fast-paced tech environments, though core hours for collaboration will be expected.

📝 Enhancement Note: The salary estimate is derived from research on Glassdoor, LinkedIn Salary, and local Israeli tech salary reports for Product Designers with 3-5 years of experience in Tel Aviv. The benefits are standard for a large tech company like Wix, with a focus on professional growth and well-being, particularly relevant for designers engaging in continuous learning.

🎯 Team & Company Context

🏢 Company Culture

Industry: Software & Technology, specifically focused on AI-powered application development platforms and web development solutions. Wix is a global leader in website building, and Base44 represents an expansion into empowering users to create custom applications without traditional coding.

Company Size: Wix is a large, publicly traded company with thousands of employees worldwide. Base44 operates as a distinct, agile team within Wix, akin to a startup environment, which offers the best of both worlds: the resources and stability of a large corporation with the speed and focus of a startup.

Founded: Wix was founded in 2006. Base44 is a newer entity, acquired by Wix, indicating a focus on innovative growth and emerging technologies.

Team Structure:

• The Base44 team likely comprises a mix of Product Managers, Software Engineers (specializing in AI and platform development), UX/UI Designers, and potentially Data Scientists or Analysts.
• The reporting structure for this role would likely be to a Design Lead or Head of Product within the Base44 unit, with direct collaboration across development and product management teams.
• Cross-functional collaboration is a cornerstone, with designers working intimately with engineers and PMs to define and build features.

Methodology:

• Data-informed decision-making is critical, utilizing analytics, user feedback, and A/B testing to guide product development.
• Agile methodologies are likely employed, emphasizing iterative development, rapid prototyping, and continuous feedback loops.
• A strong focus on user-centric design principles ensures that the product is intuitive and meets the needs of its target audience, particularly those who are not traditional coders.
• Emphasis on innovation and experimentation, especially given the AI-driven nature of the platform.

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

📝 Enhancement Note: The culture at Base44 is described as "fast-moving, collaborative, and focused on solving complex problems with simple, elegant solutions," operating like a "startup within Wix." This suggests an environment that values initiative, teamwork, and creative problem-solving, with a strong emphasis on user empowerment through AI.

📈 Career & Growth Analysis

Operations Career Level: This is a Mid-Level Product Designer role. It requires a solid foundation of 3+ years in UX/UI design with the ability to work independently on projects from inception to completion. The role demands not just execution but also strategic contribution to product direction and design foundations.

Reporting Structure: The Product Designer will report to a Design Lead or Head of Product within the Base44 team. They will work closely with Product Managers and Software Engineers, forming a core product development triad.

Operations Impact: The Product Designer's impact is direct and significant. They will shape the user experience of an AI-powered platform that aims to democratize application development. Their work will directly influence user adoption, satisfaction, and the overall success of Base44 in achieving its mission to empower anyone to build products. This role is pivotal in translating complex AI capabilities into accessible and powerful tools for creators.

Growth Opportunities:

• Skill Specialization: Opportunity to deepen expertise in UX/UI design for AI-driven products, natural language interfaces, and complex platform design.
• Leadership Development: Potential to grow into a Senior Product Designer role, taking on more complex projects, mentoring junior designers, and influencing design strategy.
• Cross-Functional Expertise: Develop a deeper understanding of AI technology, product management, and software development through close collaboration.
• Internal Mobility: As part of Wix, there may be opportunities to move into different product areas or teams within the larger organization after demonstrating success.
• Teaching & Mentorship: Actively participate in and potentially lead internal workshops and mentorship programs, solidifying knowledge and developing leadership skills.

📝 Enhancement Note: The growth opportunities are framed around advancing within the design discipline, gaining specialized knowledge in AI product design, and potentially moving into leadership or broader roles within Wix. The emphasis on learning and teaching within the "guild" system is a key aspect of career development at Wix.

🌐 Work Environment

Office Type: The role is "On-site" in Tel Aviv, Israel. This implies a traditional office environment where collaboration and team interaction are central.

Office Location(s): Tel Aviv, Israel. This is a major tech hub, offering a vibrant ecosystem for design and innovation.

Workspace Context:

• The workspace is likely designed to foster collaboration, with open-plan areas, meeting rooms, and potentially dedicated design studios.
• Access to necessary design tools and technology, including high-performance workstations and software licenses for Figma and other relevant applications.
• Opportunities for spontaneous interaction and brainstorming with colleagues from product, engineering, and design, facilitated by the on-site nature of the work.
• A dynamic environment that mirrors the "startup within Wix" ethos – fast-paced, innovative, and focused on building groundbreaking products.

Work Schedule: Standard full-time hours (approx. 40 hours/week) are expected. While on-site, the culture likely supports focused work periods and collaborative sessions, with an understanding of the need for flexibility to meet project deadlines.

📝 Enhancement Note: The on-site requirement suggests a preference for in-person collaboration, which is often beneficial for complex design tasks involving rapid iteration and brainstorming. The Tel Aviv location places the designer in a thriving tech scene.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: A brief call with a recruiter to assess basic qualifications, experience, and cultural fit.
• Portfolio Review & Design Challenge: Presentation of your portfolio, discussing key projects and design decisions. This may be followed by a design challenge, either take-home or live, focused on problem-solving and design thinking within the context of AI-powered product creation.
• Team Interviews: Meetings with potential colleagues (PMs, Developers, other Designers) to assess collaboration skills and technical acumen.
• Hiring Manager Interview: A discussion with the hiring manager or Head of Product to delve deeper into strategic thinking, ownership, and leadership potential.
• Final Interview: Potentially a discussion with senior leadership to ensure alignment with company vision and values.

Portfolio Review Tips:

• Curate Strategically: Select 3-4 of your strongest, most relevant projects that demonstrate end-to-end ownership, problem-solving, and impact. Prioritize projects that showcase UX/UI for complex platforms, AI integration, or design system work.
• Tell a Story: For each project, clearly articulate the problem, your specific role and contributions, the design process, key challenges and decisions, and the measurable outcomes or impact. Use visuals (wireframes, user flows, prototypes, final UI) effectively.
• Highlight AI & Figma: Explicitly discuss your experience with AI tools and how you approached designing for AI-driven features. Showcase your Figma proficiency and any contributions to design systems.
• Demonstrate Process: Walk through your problem-solving methodology. Explain why you made certain design choices, referencing user research, data, and strategic goals.
• Be Prepared for Questions: Anticipate questions about your design philosophy, how you handle feedback, your collaboration style, and your approach to complex problems.

Challenge Preparation:

• Understand the Context: If given a take-home challenge, thoroughly research Base44, Wix, and the problem space (AI for non-coders).
• Focus on Process: For live challenges, think out loud. Clearly articulate your assumptions, research approach, and iterative design steps. It's often more about how you think than the final pixel-perfect solution.
• Prioritize: Time management is key. Focus on the core aspects of the problem and present a well-reasoned, albeit potentially incomplete, solution rather than rushing through many ideas.
• AI Integration: Consider how AI could be a factor in solving the challenge problem.

📝 Enhancement Note: The interview process is standard for a product design role at a tech company, with a strong emphasis on portfolio presentation and practical design skills, particularly in Figma and AI-related contexts. The advice focuses on demonstrating strategic thinking, process, and impact.

🛠 Tools & Technology Stack

Primary Tools:

• Figma: Essential for UI design, prototyping, and building design systems. High proficiency is expected.
• Prototyping Tools: Figma's built-in prototyping capabilities, or potentially others like InVision or Adobe XD, for interactive mockups.
• User Research Platforms: Tools for conducting usability tests, user interviews, and surveys (e.g., UserTesting.com, Maze, SurveyMonkey).
• AI Tools: Familiarity with using AI-powered design assistants or understanding how to design interfaces that leverage AI capabilities (specific tools may vary, but conceptual understanding is key).

Analytics & Reporting:

• Analytics Platforms: Google Analytics, Mixpanel, Amplitude, or similar for understanding user behavior and product performance.
• Data Visualization Tools: Tools like Tableau, Looker, or even advanced Excel/Google Sheets for interpreting and presenting data insights.

CRM & Automation:

• While not primary design tools, understanding how design impacts CRM workflows and user journeys within automated systems can be beneficial. Familiarity with how user data is managed and used within these systems is a plus.

📝 Enhancement Note: Figma is explicitly called out as a requirement, highlighting its importance in the team's workflow. The emphasis on AI tools suggests a forward-thinking approach to design technology. Proficiency in user research and analytics tools is also critical for data-informed design.

👥 Team Culture & Values

Operations Values:

• User-Centricity: A deep commitment to understanding and serving the user, ensuring products are intuitive and empowering for creators of all technical backgrounds.
• Innovation & AI Focus: Embracing cutting-edge AI technology to redefine how applications are built and to create novel user experiences.
• Collaboration: Fostering a team environment where open communication, mutual respect, and shared problem-solving are paramount.
• Excellence & Quality: A dedication to delivering high-quality, polished products that meet rigorous standards.
• Continuous Learning: Encouraging personal and professional growth through ongoing education, skill development, and knowledge sharing.
• Agility & Adaptability: Thriving in a fast-paced environment, with the ability to adapt quickly to new challenges and opportunities.

Collaboration Style:

• Integrated Teams: Designers work closely and daily with Product Managers and Engineers, forming cohesive product teams.
• Feedback-Rich Environment: Encouraging constructive criticism and open dialogue during design reviews and team discussions.
• Knowledge Sharing: Actively participating in design guilds, workshops, and internal sessions to share best practices and learn from peers.
• Cross-Disciplinary Understanding: Valuing the expertise of all team members, promoting an environment where designers understand the challenges and perspectives of engineers and PMs, and vice-versa.

📝 Enhancement Note: The culture blends the innovative spirit of a startup with the structured growth opportunities of a large company. Values like user-centricity, innovation (especially with AI), and collaboration are central to how the Base44 team operates.

⚡ Challenges & Growth Opportunities

Challenges:

• Designing for Non-Technical Users: Creating intuitive interfaces that abstract complex AI and development processes for users with no coding background requires significant user empathy and creative problem-solving.
• Rapidly Evolving AI Landscape: Keeping pace with advancements in AI and integrating them effectively into product design while maintaining usability and ethical considerations.
• Balancing Innovation with Usability: Pushing the boundaries with AI capabilities while ensuring the product remains accessible, predictable, and easy to use.
• Scaling Design Systems: Evolving a robust design system that supports a growing product and diverse user needs within an AI-driven context.
• Fast-Paced Environment: Adapting to quick iterations, changing priorities, and tight deadlines inherent in a startup-like setting within a larger corporation.

Learning & Development Opportunities:

• AI Product Design Specialization: Gaining deep expertise in designing for AI-powered products and understanding AI's potential and limitations in user interfaces.
• Advanced UX/UI Techniques: Access to Wix's internal workshops and guild programs covering the latest in UX research, interaction design, and visual design.
• Design Leadership: Opportunities to take on more complex projects, mentor junior colleagues, and contribute to strategic design decisions.
• Industry Exposure: Potential to attend relevant conferences or participate in industry events focused on AI, product design, or UX.
• Cross-Functional Learning: Deepening understanding of product management, AI engineering, and data science through daily collaboration.

📝 Enhancement Note: The challenges are directly tied to the innovative nature of the product and the use of AI. Growth opportunities focus on specialization, leadership, and continuous learning, aligning with the company's emphasis on professional development.

💡 Interview Preparation

Strategy Questions:

• "Describe a time you had to design a complex system for a non-technical audience. What were the key challenges and how did you overcome them?" (Focus on user empathy, simplification strategies, and iterative design.)
• "How would you approach designing an AI feature that helps users build applications using natural language? What research and design considerations would be paramount?" (Highlight understanding of AI's role, user input methods, and feedback loops.)
• "Walk us through your process for designing and implementing a component within a design system. How do you ensure consistency and scalability?" (Demonstrate Figma proficiency, design system principles, and collaboration with developers.)
• "How do you leverage user research and data to inform your design decisions, especially in an AI-driven product?" (Showcase analytical skills and a data-informed approach.)

Company & Culture Questions:

• "What excites you about Base44's mission to change how products and apps are built using AI?" (Express genuine interest in the company's vision and technology.)
• "How do you approach collaboration within a fast-paced, cross-functional team?" (Emphasize communication, teamwork, and a proactive attitude.)
• "How do you stay updated on the latest trends in UX/UI design and AI?" (Demonstrate a commitment to continuous learning.)
• "Describe your experience working in a startup-like environment within a larger organization." (Showcase adaptability and initiative.)

Portfolio Presentation Strategy:

• Structure Your Narrative: For each case study, clearly outline the problem, your role, the process, your key contributions and decisions, and the measurable impact or learnings.
• Show, Don't Just Tell: Use visuals (wireframes, user flows, prototypes, final UIs) to illustrate your design process and solutions.
• Focus on Impact: Quantify results whenever possible (e.g., "improved conversion by X%", "reduced task completion time by Y%"). If direct metrics aren't available, articulate the qualitative impact and learnings.
• Highlight AI & Figma: Be ready to specifically discuss your experience using AI tools in design and your proficiency with Figma, including any design system work.
• Engage Your Audience: Be prepared to answer questions about your choices and to discuss alternative approaches. Treat it as a collaborative discussion rather than a one-way presentation.

📝 Enhancement Note: Interview preparation should focus on demonstrating a strong understanding of user-centered design, AI integration, design system thinking, and collaborative problem-solving. Candidates should be ready to articulate their process and impact with specific examples from their portfolio.

📌 Application Steps

To apply for this Product Designer position:

• Submit your application through the provided link on SmartRecruiters.
• Portfolio Customization: Tailor your resume and portfolio to highlight your 3+ years of UX/UI experience, specifically mentioning your work with Figma, design systems, user research methodologies, and any experience with AI tools or AI-driven product design.
• Resume Optimization: Ensure your resume clearly articulates your end-to-end project ownership, problem-solving skills, and collaborative contributions. Use keywords from the job description like "UX Design," "UI Design," "AI Tools," "Figma," "Design Systems," and "User Research."
• Prepare Your Narrative: Practice walking through 2-3 key portfolio projects, focusing on the problem, your process, your specific contributions, and the outcome or learnings. Be ready to discuss how you would approach designing for Base44's unique AI platform.
• Research Base44 & Wix: Understand Base44's mission and how it fits into Wix's broader strategy. Familiarize yourself with Wix's products and general company culture.

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

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