(Senior) Product Designer

📍 Job Overview

Job Title: Senior Product Designer

Company: Bowtie Life Insurance Company Limited

Location: Wan Chai, Hong Kong Island, Hong Kong S.A.R.

Job Type: FULL_TIME

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

Date Posted: 2026-01-27T05:53:20

Experience Level: 5-10 years

Remote Status: On-site

🚀 Role Summary

• Drive the end-to-end product design process for customer acquisition initiatives, ensuring user-centricity and alignment with business objectives.

• Translate complex user needs and business goals into intuitive and visually compelling digital experiences, optimizing the website user journey.

• Leverage and contribute to a robust Design System to ensure consistency, enhance user experience, and improve development efficiency across digital platforms.

• Conduct user research, including usability testing and experimentation, to gather insights and iterate on design solutions that address user pain points and drive engagement.

• Collaborate closely with cross-functional teams, including Product Management, Marketing, and Brand stakeholders, to define design strategies and ensure successful product launches.

📝 Enhancement Note: This role focuses heavily on the "customer acquisition" funnel, implying a strong emphasis on conversion rate optimization (CRO) and user journey mapping within the digital sales channels. The mention of "optimise our website user experience" and "digital sales channels" suggests a need for a designer who understands performance marketing principles and can design for high-traffic, conversion-focused environments. The role also includes mentorship and "Business As Usual" (BAU) tasks, indicating a need for both strategic design leadership and practical execution.

📈 Primary Responsibilities

• Partner with Brand and Marketing stakeholders to deeply understand user requirements, business objectives, and the competitive landscape for customer acquisition efforts.

• Apply critical thinking and analytical skills to identify and prioritize design opportunities that optimize the website's user experience and drive key performance indicators (KPIs).

• Translate user insights and business requirements into exceptional visual designs that resonate with the target market and uphold brand identity.

• Utilize and contribute to the existing Design System to maintain experience consistency and maximize development efficiency.

• Design and conduct usability tests, create prototypes, and run experiments to gather actionable insights and iteratively improve user flows.

• Stay abreast of the latest industry trends, emerging technologies, and best practices, particularly within digital sales channels and the insurtech sector.

• Effectively communicate design concepts, rationale, and recommendations to group and stakeholders to influence decision-making and gain buy-in.

• Contribute to the continuous improvement of Webflow updates and bug fixing for website maintenance and optimization.

• Mentor and provide guidance to other designers, fostering a collaborative and knowledge-sharing environment within the design team.

📝 Enhancement Note: The breakdown of tasks (60% project shaping/UI/UX, 30% BAU/Webflow, 10% mentoring) clearly defines the expected focus. The "Project shaping, hands-on UI/UX design and shipping projects" component implies a need for end-to-end design ownership, from ideation to implementation. The "Design BAU such as Webflow update and bug fixing" highlights the practical, hands-on nature of the role, requiring proficiency in specific web development tools beyond just design software.

🎓 Skills & Qualifications

Education: While no specific degree is mandated, a strong foundation in design principles, human-computer interaction, or a related field is implicitly expected, demonstrated through a robust portfolio.

Experience: Proven experience as a Senior Product Designer, ideally with a focus on customer acquisition, digital sales funnels, or conversion rate optimization (CRO) within a fast-paced, growth-oriented environment.

Required Skills:

• Deep understanding of user-centered design (UCD) principles and methodologies.

• Expertise in visual design and a strong portfolio showcasing impactful digital product experiences.

• Proficient in Figma for wireframing, prototyping, and high-fidelity UI design.

• Proficient in Webflow for building and optimizing responsive websites and landing pages.

• Excellent communication and interpersonal skills, with the ability to articulate design decisions and influence stakeholders.

• Strong analytical and critical thinking skills to interpret user data and prioritize design efforts.

• Experience in conducting usability testing and leveraging user feedback for design iteration.

• Familiarity with Design Systems and their application in maintaining consistency and efficiency.

Preferred Skills:

• Basic knowledge of HTML and CSS coding.

• Experience within the insurance, fintech, or health-tech industries.

• Familiarity with A/B testing methodologies and conversion rate optimization (CRO) strategies.

• Experience mentoring junior designers.

• Understanding of SEO best practices as they relate to website design and user experience.

📝 Enhancement Note: The requirement for proficiency in both Figma and Webflow is a key differentiator. This suggests the company values designers who can not only conceptualize and design but also execute and maintain designs directly within a web development platform, reducing reliance on separate development teams for front-end implementation. The "highly preferred but not a must" for HTML/CSS indicates a desire for a designer who can bridge the gap between design and front-end development.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Showcase a minimum of 3-5 significant digital product design projects, with a strong emphasis on those related to customer acquisition, user onboarding, or conversion optimization.

• Clearly articulate your role and contributions within each project, detailing the problem statement, design process, challenges faced, and the measurable impact of your solutions.

• Demonstrate a strong understanding of user research, wireframing, prototyping, UI design, and usability testing.

• Highlight your experience with Design Systems, showcasing how you've leveraged or contributed to them.

Process Documentation:

• For each project, outline the design methodology employed (e.g., Design Thinking, Lean UX, Agile).

• Detail the steps taken to gather user insights, including research methods, data analysis, and synthesis.

• Illustrate how you translated insights into design solutions, including iterative design and prototyping phases.

• Provide evidence of how your designs were tested and validated, and how user feedback informed subsequent iterations.

• Show examples of how you collaborated with cross-functional teams (Product Managers, Developers, Marketing) throughout the design lifecycle.

📝 Enhancement Note: The emphasis on "customer acquisition" and "optimise our website user experience" means portfolio projects should ideally demonstrate a clear impact on business metrics such as conversion rates, lead generation, or user sign-ups. Candidates should be prepared to discuss the ROI of their design decisions, even if qualitative.

💵 Compensation & Benefits

Salary Range: Based on industry standards for a Senior Product Designer with 5-10 years of experience in Hong Kong, and considering the company's startup nature and growth phase, an estimated annual salary range would be HKD 450,000 - HKD 700,000+. This range can vary based on the candidate's specific experience, skill set, and the company's compensation philosophy.

Benefits:

• Competitive salary package.

• Flexible working hours to promote work-life balance.

• Comprehensive medical and dental coverage.

• Wellness programs to support employee health and well-being.

• Professional Development Sponsorship to encourage continuous learning and skill enhancement.

• Opportunities for career advancement within a fast-growing company.

• Regular social gatherings and team-building activities.

Working Hours: The company offers flexible working hours, which is a significant perk for operations professionals who may need to manage asynchronous collaboration or focus time outside of traditional core hours. While the standard work week is likely 40 hours, the flexibility allows for better integration of personal commitments with professional responsibilities.

📝 Enhancement Note: The salary estimate is based on market research for Senior Product Designer roles in Hong Kong, considering the tech and finance sectors. The benefits listed are typical for a progressive startup aiming to attract and retain talent, with a particular emphasis on professional development, which is crucial for operations roles.

🎯 Team & Company Context

🏢 Company Culture

Industry: Insurtech (Insurance Technology) - a rapidly evolving sector combining financial services with technology to disrupt traditional insurance models. Bowtie operates as a virtual insurer, leveraging technology to offer innovative and customer-centric health insurance solutions.

Company Size: The company is described as "young and fast-growing," likely a scale-up or mid-stage startup. This implies a dynamic, agile environment with opportunities for significant impact and rapid career progression, but also potentially a demanding pace.

Founded: Bowtie was founded in 2019 and is Hong Kong's first licensed virtual insurer. This relatively recent founding means the company culture is likely still evolving, with a strong emphasis on innovation, speed, and adaptability.

Team Structure:

• The Senior Product Designer will likely be part of a broader Product or Design team, reporting to a Head of Product, Design Lead, or potentially a Chief Product Officer.

• Close collaboration is expected with Product Managers, Marketing teams (especially for customer acquisition), Brand teams, and Engineering/Development teams.

Methodology:

• Data-Driven Decision Making: Emphasized by the mention of "analytical skills," "user insights," and "optimise our website user experience." Operations professionals will find this focus on metrics and data analysis aligns with best practices.

• Agile Development: Implied by the "fast-growing" and "move fast all the time" ethos, common in tech startups. This means iterative development cycles, continuous feedback, and adaptability are key.

• Customer-Centricity: A core value, stated as making "insurance good again" and building "category-defining health insurance companies." Designs must prioritize user needs and experience.

• Innovation and Experimentation: Encouraged through "running experiments," "emerging technologies," and a "fun, co-operative, and flexible startup culture."

Company Website: https://career.bowtie.com.hk

📝 Enhancement Note: The "virtual insurer" status is critical. It means the company operates entirely digitally, placing immense importance on the user experience of their online platform for everything from customer acquisition to policy management. This aligns perfectly with the role of a Senior Product Designer focused on digital channels.

📈 Career & Growth Analysis

Operations Career Level: This role is positioned as a "Senior Product Designer," indicating a mid-to-senior level position. It requires independent contribution, strategic input, and the ability to mentor junior team members. The responsibilities suggest a significant level of ownership over key aspects of the customer acquisition funnel.

Reporting Structure: The Senior Product Designer will likely report to a Design Lead or Head of Product. They will also work very closely with Product Managers, Marketing stakeholders, and potentially engineering teams, necessitating strong cross-functional collaboration and communication skills.

Operations Impact: The Senior Product Designer's work directly impacts Bowtie's ability to acquire new customers and grow its market share. By optimizing the website user experience and digital sales channels, the designer contributes directly to revenue generation and the company's mission of making insurance accessible and user-friendly. Their designs will be instrumental in shaping the perception of Bowtie as a modern, innovative insurer.

Growth Opportunities:

• Leadership Development: The mentoring aspect of the role provides an opportunity to develop leadership and management skills.

• Specialization: Deepen expertise in customer acquisition design, conversion rate optimization (CRO), and insurtech product development.

• Cross-Functional Growth: Gain exposure to marketing strategies, product management frameworks, and agile development processes.

• Career Progression: Potential to move into a Lead Product Designer role, Head of Design, or Product Management, depending on individual interests and company growth.

• Learning & Development: The company offers "Professional Development Sponsorship," which can be utilized for courses, certifications, or conferences relevant to product design, UX/UI, and insurtech.

📝 Enhancement Note: The "Senior" title and the mentoring responsibility signal a clear path for career advancement. Candidates should be prepared to discuss how they have previously mentored others and how they envision contributing to the growth of the design team at Bowtie.

🌐 Work Environment

Office Type: The role is described as "On-site," indicating a traditional office-based work environment. This suggests a collaborative atmosphere where in-person interaction and team synergy are valued, which is common in startups aiming to foster a strong company culture.

Office Location(s): The office is located at 68 Johnston Road, Wan Chai, Hong Kong Island. Wan Chai is a central business district known for its accessibility and vibrant commercial environment, making it a convenient location for employees.

Workspace Context:

• Collaborative Environment: Being an on-site role in a startup, expect a dynamic and interactive workspace conducive to brainstorming sessions, design critiques, and cross-functional team meetings.

• Tools and Technology: Access to industry-standard design tools (Figma) and web development platforms (Webflow) will be provided. The company's tech-forward approach suggests a modern and efficient digital infrastructure.

• Team Interaction: Opportunities for regular interaction with colleagues from various departments, fostering a holistic understanding of the business and its operations.

Work Schedule: "Flexible working hours" are offered. While the role is on-site, this flexibility allows employees to manage their time effectively, potentially adjusting start and end times to accommodate personal needs while ensuring core responsibilities and collaborative sessions are met. This flexibility is crucial for roles that may require deep focus work or participation in global/regional calls.

📝 Enhancement Note: The combination of "On-site" and "Flexible working hours" suggests a modern office culture that balances the benefits of in-person collaboration with the need for employee autonomy and work-life integration. Candidates should be prepared to discuss how they thrive in a collaborative, yet flexible, on-site setting.

📄 Application & Portfolio Review Process

Interview Process:

1. Initial Screening: A review of your resume and portfolio to assess qualifications and experience.

2. Hiring Manager Interview: A discussion with the hiring manager (likely a Design Lead or Head of Product) to delve deeper into your background, design philosophy, and alignment with the role's requirements. Portfolio walkthrough is expected here.

3. Design Challenge/Case Study: Candidates may be asked to complete a take-home design challenge or present a detailed case study from their portfolio, focusing on problem-solving, design process, and impact, particularly relevant to customer acquisition.

4. Cross-Functional Interview: An interview with stakeholders from Marketing, Product Management, or Engineering to assess collaboration skills and understanding of business objectives.

5. Final Interview: Potentially with senior leadership to discuss cultural fit, long-term vision, and strategic contributions.

Portfolio Review Tips:

• Curate Strategically: Focus on projects that best demonstrate your ability in customer acquisition, conversion optimization, and user-centric design for digital platforms.

• Tell a Story: For each project, clearly outline the problem, your role, the process you followed (research, ideation, prototyping, testing), your design decisions, and the quantifiable or qualitative outcomes.

• Showcase Webflow & Figma: Include examples of your work within both Figma (for UI/UX) and Webflow (for website implementation/design). Highlight how you leverage these tools efficiently.

• Quantify Impact: Wherever possible, use metrics (e.g., increased conversion rates, reduced bounce rates, improved user satisfaction scores) to demonstrate the business value of your design solutions.

• Highlight Collaboration: Showcase examples of how you worked with cross-functional teams, managed feedback, and influenced stakeholders.

Challenge Preparation:

• Understand the Business: Research Bowtie's mission, target audience, and competitive landscape. Focus on their position as a virtual insurer and their customer acquisition strategies.

• Focus on Conversion: If given a challenge, prioritize solutions that directly address user friction points in the acquisition funnel and drive conversions.

• Articulate Your Process: Be ready to walk through your thought process step-by-step, explaining the rationale behind every decision.

• Present Clearly: Structure your presentation logically, using visuals effectively and speaking concisely.

📝 Enhancement Note: The emphasis on "customer acquisition" and "optimise our website user experience" means interviewers will be looking for candidates who can not only create beautiful interfaces but also drive tangible business results through design. Portfolio projects and interview responses should clearly tie design efforts to business outcomes.

🛠 Tools & Technology Stack

Primary Tools:

• Figma: Essential for UI/UX design, wireframing, prototyping, and collaborative design workflows. Proficiency is a core requirement.

• Webflow: Critical for building and updating responsive websites and landing pages. This indicates a hands-on approach to web design and implementation.

Analytics & Reporting:

• While not explicitly mentioned, familiarity with web analytics tools such as Google Analytics, Mixpanel, or Amplitude would be highly beneficial for understanding user behavior and measuring the impact of design changes.

CRM & Automation:

• Understanding how design integrates with CRM systems (e.g., Salesforce, HubSpot) and marketing automation platforms used for customer acquisition and nurturing would be advantageous.

📝 Enhancement Note: The specific mention of Webflow is a key technical requirement. Candidates should be prepared to discuss their experience with Webflow beyond basic usage, potentially including its capabilities for interactive elements, CMS integration, and SEO optimization.

👥 Team Culture & Values

Operations Values:

• Customer-Centricity: A fundamental value, aiming to "make insurance good again" and provide an exceptional customer experience. Designs must always prioritize the user.

• Innovation & Agility: The company emphasizes moving fast, being modern, and embracing new technologies. This requires a proactive and adaptable mindset.

• Impact & Purpose: A strong sense of purpose in improving lives through accessible insurance. Employees are encouraged to "do good and do well."

• Collaboration & Learning: Fostering a "fun, co-operative, and flexible startup culture" with "weekly sharing sessions" and a commitment to "professional development."

Collaboration Style:

• Cross-functional Integration: Expect close collaboration with Product Managers, Marketing, Brand, and Engineering teams. Strong communication and the ability to translate design concepts for non-designers are vital.

• Feedback-Driven: The culture encourages learning and development, suggesting an open environment for design critiques and constructive feedback.

• Shared Ownership: In a startup environment, there's often a sense of shared ownership of product success, meaning designers are encouraged to contribute beyond their core responsibilities.

📝 Enhancement Note: Bowtie's stated values of innovation, customer-centricity, and making a positive impact are crucial for cultural fit. Candidates should be prepared to articulate how their design approach and personal values align with these principles.

⚡ Challenges & Growth Opportunities

Challenges:

• Balancing Design Excellence with Speed: In a fast-paced startup, there can be pressure to deliver quickly, which might sometimes conflict with deep research and iterative design processes. Learning to find the right balance is key.

• Designing for a Regulated Industry: Insurance is a regulated sector with specific compliance requirements that can influence design decisions. Understanding these constraints is important.

• Driving Conversion in a Competitive Market: The digital insurance market is increasingly competitive. Continuously innovating and optimizing the user experience to stand out and drive customer acquisition will be an ongoing challenge.

• Integrating Design with Evolving Technology: Staying current with emerging technologies and integrating them effectively into the product design and development workflow.

Learning & Development Opportunities:

• Insurtech Expertise: Gain deep knowledge of the insurtech industry, its unique challenges, and opportunities.

• Conversion Rate Optimization (CRO): Develop advanced skills in designing for conversion and optimizing user journeys for business outcomes.

• Webflow Mastery: Become highly proficient in Webflow for complex website design and development.

• Mentorship: Opportunity to hone leadership and mentoring skills by guiding junior designers.

• Strategic Impact: Contribute directly to the growth and success of a category-defining company.

📝 Enhancement Note: The challenge of "balancing design excellence with speed" is common in startups. Candidates should highlight their experience in agile environments and how they manage trade-offs while maintaining design quality.

💡 Interview Preparation

Strategy Questions:

• "Describe a time you had to balance user needs with business goals. How did you approach it, and what was the outcome?" (Focus on customer acquisition and conversion efforts).

• "How do you approach designing for a highly regulated industry like insurance? What specific considerations do you take into account?"

• "Walk us through a project where you significantly improved a website's user experience to drive customer acquisition. What metrics did you track, and what was the impact?"

Company & Culture Questions:

• "What excites you about Bowtie's mission to make insurance good again?"

• "How do you align your design philosophy with a company's core values, such as innovation and customer-centricity?"

• "Describe your experience working in a fast-paced startup environment. How do you handle ambiguity and rapid change?"

Portfolio Presentation Strategy:

• Focus on Customer Acquisition: Select projects that clearly demonstrate your ability to design for lead generation, user onboarding, and conversion.

• Structure Your Narrative: For each project, clearly articulate the problem, your role, the process, key design decisions, and the measurable results. Use a framework like STAR (Situation, Task, Action, Result).

• Highlight Webflow & Figma: Show examples of your work in both tools, explaining how you leveraged their specific functionalities.

• Quantify Impact: Present metrics clearly. If direct metrics are unavailable, discuss proxy metrics or qualitative outcomes that show positive impact.

• Be Prepared for Technical Questions: Anticipate questions about your use of Webflow, HTML/CSS, and design systems.

📝 Enhancement Note: When discussing your portfolio, emphasize projects that show a clear understanding of the full customer journey, from initial awareness to conversion. Connect your design decisions directly to business objectives like lead generation and customer acquisition.

📌 Application Steps

To apply for this Senior Product Designer position:

• Submit your application through the Bowtie careers portal: https://career.bowtie.com.hk/jobs/7120083-senior-product-designer

• Portfolio Customization: Tailor your portfolio to highlight projects demonstrating success in customer acquisition, conversion rate optimization, and user experience design for digital platforms, showcasing your proficiency in Figma and Webflow.

• Resume Optimization: Ensure your resume clearly outlines your experience with user-centered design, visual design, Webflow, Figma, and any experience relevant to the insurtech industry or customer acquisition funnels. Use keywords from the job description.

• Interview Preparation: Practice articulating your design process, past project successes, and how your skills align with Bowtie's mission and values. Prepare to discuss your experience with mentorship and working in a fast-paced environment.

• Company Research: Thoroughly research Bowtie's website, mission, products, and recent news to demonstrate your genuine interest and understanding of their business and market position. Pay attention to their virtual insurer model and customer acquisition strategies.

⚠️ 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.