Staff/Principal Product Designer

📍 Job Overview

Job Title: Staff/Principal Product Designer

Company: Ethos Life

Location: International Falls, Minnesota, United States

Job Type: Full-time

Category: Product Design / GTM Operations

Date Posted: 2026-04-10T16:03:29

Experience Level: 7-10+ Years

Remote Status: Remote OK

🚀 Role Summary

• Lead product design strategy and execution for Ethos Life's next generation of products, focusing on both new business lines and optimization of core offerings.

• Set the vision for the overall user experience, ensuring a world-class, intuitive, and impactful product for consumers, agents, and carriers.

• Drive significant improvements to the bottom line by optimizing established funnels and exploring new revenue-generating business lines.

• Collaborate closely with executive stakeholders across engineering, product, marketing, and other departments to manage projects and foster a cohesive product development process.

📝 Enhancement Note: While the title is "Product Designer," the emphasis on "leading strategy," "setting vision," "managing executive stakeholders," and "driving improvements to the product development process" indicates a strong GTM (Go-To-Market) operations and strategic influence component. The role requires not just design execution but also operational leadership in product strategy and process improvement, aligning closely with GTM objectives. The "AI-augmented product building model" also points to a forward-thinking operations approach to design.

📈 Primary Responsibilities

• Lead design strategy initiatives across multiple business units, translating company objectives into actionable design roadmaps.

• Define and champion the overarching user experience vision, ensuring consistency and excellence across all Ethos Life products and touchpoints.

• Develop and build new, innovative products from concept to launch, identifying market opportunities and user needs.

• Iterate on and optimize existing products and funnels to drive measurable gains in key business metrics, such as conversion rates and customer lifetime value.

• Effectively manage and communicate with executive stakeholders, providing clear rationale for design decisions and project progress.

• Partner with cross-functional teams, including engineering, product management, and marketing, to continuously improve the product development lifecycle and operational efficiency.

• For Principal level: Mentor and guide the work of other designers, fostering their professional growth and elevating the team's overall design capabilities.

• Actively research, experiment with, and integrate AI-augmented methodologies into the product building process to enhance efficiency and innovation.

📝 Enhancement Note: The responsibilities highlight a blend of strategic design leadership and operational execution. The emphasis on "driving improvements to the product development process" and "managing executive stakeholders" points to a need for strong operational acumen in influencing cross-functional teams and strategic decision-making. The inclusion of "AI-augmented product building model" suggests a focus on leveraging advanced technologies for operational efficiency in design.

🎓 Skills & Qualifications

Education: Bachelor's degree in Design, Human-Computer Interaction, or a related field, or equivalent practical experience.

Experience:

• Staff Designer: Minimum of 7 years of professional Product Design experience.

• Principal Designer: Minimum of 10 years of professional Product Design experience.

• A minimum of 2 years of experience working within a venture-funded, private startup environment is mandatory.

• For Principal level: A minimum of 2 years in a role demonstrating influence over others, either through direct management or indirect leadership, is required.

• The majority of experience should be in-house, focused on direct-to-consumer (DTC) products.

Required Skills:

• Product Design Leadership: Ability to lead design strategy, set vision, and manage complex projects from discovery to implementation.

• User Experience (UX) Strategy: Deep understanding of user-centered design principles and the ability to translate business goals into compelling user journeys.

• Interaction Design: Expertise in designing intuitive and efficient user flows, wireframes, and prototypes.

• Storytelling & Communication: Ability to clearly articulate design decisions, rationale, and impact to diverse audiences, including executive stakeholders.

• Portfolio Excellence: A strong portfolio showcasing end-to-end product design, interaction details, visual polish, content design, and demonstrable business impact.

• Process Agility: Understanding of when to apply rigorous design processes and when to adapt or shortcut them for efficiency, consistently delivering excellent output.

• Cross-functional Collaboration: Proven ability to partner effectively with engineering, product management, marketing, and other teams.

• Experimentation & Iteration: Experience in a high-velocity, experiment-driven environment, driving meaningful gains through iterative improvements.

Preferred Skills:

• 0-1 Product Launch Experience: Demonstrated success in launching entirely new products, not just iterating on existing ones.

• AI/ML Integration: Familiarity or experience with integrating AI-augmented tools and methodologies into product design workflows.

• Mentorship & Design Practice Elevation: Experience mentoring junior designers and actively contributing to raising the bar for design practices within an organization.

• Understanding of Insurance/Fintech: Familiarity with the life insurance or broader fintech industry landscape.

• Data Analysis & Impact Measurement: Demonstrated ability to measure the impact of design work on business metrics and translate findings into actionable insights.

📝 Enhancement Note: The "Principal" level designation implies a senior leadership role, requiring not just design execution but also strategic influence and mentorship. The emphasis on "AI-augmented product building model" suggests that candidates with experience in leveraging AI in design or a strong understanding of its potential will be highly valued, indicating a forward-thinking operational approach to design.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Showcase end-to-end product development lifecycles, including discovery, problem definition, ideation, validation, implementation, and measurement phases.

• Present case studies that clearly articulate the problem, your role, the design process, key decisions, and the measurable business impact (e.g., conversion rate improvements, revenue gains).

• Include detailed examples of interaction design, visual polish, and content design that demonstrate a high standard of execution.

• Demonstrate your ability to operate within a fast-paced, experiment-driven environment, highlighting how you balance speed with quality.

Process Documentation:

• Illustrate your understanding of when to apply rigorous design processes versus when to adapt or shortcut them for efficiency, providing rationale for your choices.

• Demonstrate how your design process has predictably led to excellent output and measurable business outcomes.

• Showcase examples of how you have collaborated with engineering and product to drive improvements in the product development process.

• Highlight experience in launching "zero-to-one" products, detailing the unique process considerations for new ventures.

📝 Enhancement Note: The portfolio requirements are crucial for this role, emphasizing not just design output but also the underlying process, strategic thinking, and measurable impact. The mention of "AI-augmented product building model" suggests that candidates who can demonstrate how they leverage or are prepared to leverage AI in their design process will have a distinct advantage. This reflects an operational focus on efficiency and innovation in design.

💵 Compensation & Benefits

Salary Range:

Based on industry benchmarks for Staff/Principal Product Designers in the United States with 7-10+ years of experience, particularly in tech startups, the estimated salary range is:

• Staff Product Designer: $160,000 - $210,000 USD per year

• Principal Product Designer: $200,000 - $270,000+ USD per year

This range can vary based on specific experience, the candidate's location within the US (if not fully remote across all states), and the negotiation process.

Benefits:

• Comprehensive Health, Dental, and Vision Insurance.

• Generous Paid Time Off (PTO) and Holidays.

• Stock Options or Equity in a growing technology company.

• 401(k) Retirement Savings Plan.

• Professional Development Stipend for conferences, courses, and learning resources.

• Remote Work Flexibility and Home Office Setup Stipend.

• Life Insurance and Disability Coverage.

• Opportunities for professional growth and career advancement within a rapidly scaling organization.

Working Hours:

The role is based on a standard full-time commitment, typically around 40 hours per week. However, Ethos Life emphasizes flexibility and output over strict adherence to hours, allowing for a dynamic work schedule that accommodates individual productivity and team collaboration needs.

📝 Enhancement Note: The salary range is an estimate based on the Staff/Principal level, 7-10+ years of experience, and the tech startup environment in the US. Benefits are inferred from typical offerings at similar tech companies, focusing on elements attractive to experienced design professionals. The "Remote OK" status and emphasis on flexibility in the job description suggest a modern approach to working hours.

🎯 Team & Company Context

🏢 Company Culture

Industry: Life Insurance Technology (Insurtech) / Financial Technology (Fintech). Ethos Life operates at the intersection of insurance and technology, aiming to modernize and simplify the life insurance acquisition process through a robust technology platform. This industry context implies a focus on trust, security, data privacy, and customer-centric innovation.

Company Size: Ethos Life is a well-established, venture-funded startup that has experienced significant growth. While the exact current number of employees isn't provided, the mention of "leading life insurance technology company" and "transforming the life insurance experience" suggests a company that has moved beyond an early-stage startup phase to a scale-up, likely employing several hundred to over a thousand individuals.

Founded: Ethos was founded in 2016. This relatively recent founding date, combined with its growth, indicates a dynamic, fast-paced, and innovative company culture. The company has rapidly evolved, suggesting a strong focus on agile methodologies, continuous improvement, and adaptation to market needs.

Team Structure:

• The Product Design team is part of a larger product organization, working closely with Product Management and Engineering.

• This role is within the "Consumer" team, focusing on growth initiatives and new business lines.

• Designers collaborate cross-functionally with Marketing, Data Science, and potentially Operations teams to align product strategy with GTM efforts.

Methodology:

• Data-Driven Decision Making: The company emphasizes an "experiment-driven environment" and the ability to "measure the impact of your work," indicating a strong reliance on data analytics and A/B testing to inform design and product decisions.

• Agile Product Development: The fast-paced nature and "zero-to-one" experiences suggest an agile or lean approach to product development, prioritizing rapid iteration and feedback loops.

• Customer-Centricity: The mission to "democratize access to life insurance" and "transform the life insurance experience" highlights a deep commitment to understanding and serving customer needs.

• AI Integration: A forward-looking approach is evident with the explicit mention of transitioning towards an "AI-augmented product building model," suggesting an operational focus on leveraging advanced technologies for efficiency and innovation.

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

📝 Enhancement Note: The company culture is shaped by its mission-driven nature in the Insurtech space, its growth-stage startup environment, and its embrace of technology and data. For a designer, this translates to opportunities to make a significant impact, work in a dynamic setting, and contribute to both product innovation and operational efficiency through design.

📈 Career & Growth Analysis

Operations Career Level: This role is positioned at a senior to principal level within Product Design. It signifies a transition from individual contributor focused solely on design execution to a strategic partner who influences product direction, operational processes, and potentially the growth of other designers. The emphasis on "leading strategy," "setting vision," and "managing executive stakeholders" places this role squarely in a leadership capacity, impacting the operational effectiveness of product development and GTM strategy.

Reporting Structure:

• The Staff/Principal Product Designer will likely report to a Head of Design, Director of Product, or VP of Product/Engineering.

• They will work closely with Product Managers, Engineering Leads, and Marketing Directors within the "Consumer" team.

Operations Impact:

• The role has a direct impact on revenue generation through the optimization of consumer funnels and the development of new business lines.

• Design decisions will influence user acquisition, conversion rates, customer retention, and overall customer lifetime value.

• By improving the product development process, the designer contributes to operational efficiency, faster time-to-market, and reduced development costs.

Growth Opportunities:

• Leadership Development: For the Principal role, significant opportunities exist to hone leadership skills, mentor junior talent, and shape design team strategy.

• Strategic Influence: Grow influence over product strategy, business objectives, and cross-functional operational processes.

• 0-1 Product Innovation: Gain experience launching entirely new products and navigating the complexities of early-stage development within a larger organization.

• AI & Future Technologies: Develop expertise in leveraging AI-augmented tools and methodologies, positioning oneself at the forefront of design and product development innovation.

• Domain Expertise: Deepen understanding of the Insurtech/Fintech industry, becoming a subject matter expert.

• Career Advancement: Potential to move into management roles (Head of Design, Design Lead) or specialized senior individual contributor roles focusing on complex strategic initiatives.

📝 Enhancement Note: The career trajectory for this role moves beyond pure design craft into strategic operational influence. The Principal level specifically demands leadership and the ability to elevate the entire design and product development function, aligning with advanced GTM operations principles.

🌐 Work Environment

Office Type: The job listing indicates "Remote OK" and mentions "#LI-Remote". This suggests a primarily remote-first or remote-friendly work environment. While Ethos Life may have physical offices, this role is designed for individuals who can work effectively from a remote location.

Office Location(s): The derived location is "International Falls, Minnesota, United States." However, given the "Remote OK" status and the mention of "International" in locations_raw, it's more likely that the role is open to candidates across the United States, with International Falls possibly being a default location or a specific preference for some remote roles. The company's headquarters are likely elsewhere, and remote employees are distributed.

Workspace Context:

• Collaborative Environment: Despite being remote, the role emphasizes strong cross-functional collaboration with Product, Engineering, and Marketing. This necessitates proficiency with remote collaboration tools and a proactive approach to communication.

• Tools & Technology: Expect access to modern design and collaboration software necessary for remote work, including design tools (Figma, Sketch), prototyping tools, communication platforms (Slack, Zoom), and project management software.

• Operations Integration: The role is embedded within a fast-paced, experiment-driven product development process, requiring designers to be adaptable and integrated into the operational rhythms of the team.

Work Schedule:

The work schedule is expected to be full-time (approximately 40 hours/week), with an emphasis on flexibility and results. Remote work often allows for more autonomy in structuring the workday, provided that availability for key meetings and collaboration times is maintained. This flexibility is crucial for operations professionals who often need to adapt to different time zones or integrate with global teams.

📝 Enhancement Note: The remote nature of the role requires a strong emphasis on self-discipline, proactive communication, and proficiency with digital collaboration tools. The operational success of this role hinges on effective remote teamwork and integration with the company's established product development workflows.

📄 Application & Portfolio Review Process

Interview Process:

1. Initial Screening: A recruiter or hiring manager will review your application and resume, focusing on experience alignment and portfolio quality.

2. Hiring Manager Interview: A conversation with the hiring manager to discuss your background, experience, design philosophy, and fit for the "Consumer" team and the specific role (Staff vs. Principal).

3. Design Team / Peer Interview: An interview with other designers and potentially Product Managers/Engineers to assess your design skills, collaboration style, and problem-solving approach. This may involve a portfolio review.

4. Portfolio Presentation & Case Study: A dedicated session where you present 1-2 key projects from your portfolio. This is a critical stage to demonstrate your process, strategic thinking, impact, and ability to articulate complex design challenges and solutions. For Principal level, this will also include demonstrating leadership and mentorship experience.

5. Executive/Cross-Functional Interview: An interview with senior leadership (e.g., Head of Product, VP of Engineering, or Marketing lead) to assess strategic thinking, business acumen, and ability to manage executive stakeholders.

6. Final Decision: Offer extended based on overall assessment.

Portfolio Review Tips:

• Curate Strategically: Select projects that best demonstrate your experience with 0-1 products, optimization of existing funnels, and measurable business impact.

Tailor the selection to highlight experience relevant to direct-to-consumer (DTC) and the fintech/insurtech space if possible.

• Structure Your Case Studies: For each project, clearly define:

  • The Problem: What was the core business or user challenge?
  • Your Role: What were your specific responsibilities?
  • The Process: Detail your methodology (discovery, ideation, prototyping, testing, iteration). Emphasize any process adaptations or shortcuts taken and why.
  • The Solution: Showcase the final design, highlighting key interaction and visual design details.
  • The Impact: Quantify the results using metrics (e.g., conversion lift, user satisfaction scores, revenue impact). If direct metrics aren't available, articulate the intended impact and how it would be measured.

• Highlight Intentionality: Be prepared to articulate the "why" behind every design decision. Demonstrate rigorous thinking and a clear understanding of trade-offs.

• Showcase Leadership (Principal Level): Include examples of how you mentored designers, influenced team processes, or elevated design standards.

• Visual Polish & Content: Ensure your presentation is visually polished and that the storytelling is engaging. Pay attention to content design aspects if applicable.

• AI Integration (if applicable): If you have experience leveraging AI tools in your workflow, be prepared to discuss it and its impact on efficiency or outcomes.

Challenge Preparation:

• Be ready for potential design challenges or exercises, which might involve solving a specific product problem, critiquing an existing experience, or outlining a strategic approach.

• Practice articulating your thought process clearly and concisely. Focus on demonstrating how you would approach problem definition, ideation, and validation in a time-constrained scenario.

• For Principal level, be prepared to discuss how you would approach leading a team through such a challenge.

📝 Enhancement Note: The interview process places significant weight on the portfolio presentation and the ability to articulate strategic thinking and measurable impact. Candidates should prepare to discuss their process, business acumen, and leadership potential, especially for the Principal role, and how they integrate operational efficiency into their design work.

🛠 Tools & Technology Stack

Primary Tools:

• Design & Prototyping: Figma (highly probable as industry standard), Sketch, Adobe Creative Suite (Illustrator, Photoshop).

• Prototyping & Handoff: InVision, Principle, Axure RP (for complex prototypes).

• Collaboration & Communication: Slack, Zoom, Google Workspace (Docs, Sheets, Slides).

• Project Management: Jira, Asana, Trello, Monday.com.

Analytics & Reporting:

• Web Analytics: Google Analytics, Mixpanel, Amplitude.

• A/B Testing Platforms: Optimizely, VWO (Visual Website Optimizer), Google Optimize.

• Data Visualization: Tableau, Looker (if integrated into product analytics).

CRM & Automation:

• While not directly a designer's primary tool, familiarity with CRM systems like Salesforce or HubSpot can be beneficial for understanding user data and sales/marketing funnels.

• Understanding of marketing automation platforms (e.g., Marketo, Pardot) might be relevant for DTC user journeys.

📝 Enhancement Note: The technology stack reflects a modern, data-driven, and collaborative product development environment. Proficiency in design tools is essential, but understanding how design integrates with analytics, experimentation platforms, and project management systems is key to demonstrating operational effectiveness.

👥 Team Culture & Values

Operations Values:

• Data-Driven Innovation: Decisions are informed by data and experimentation, fostering a culture of continuous learning and optimization.

• Customer Obsession: A deep commitment to understanding and solving customer problems, ensuring products deliver real value and a seamless experience.

• Bias for Action & Speed: Embracing a fast-paced environment, with a focus on shipping quickly, learning, and iterating. This operational value drives efficiency and agility.

• Ownership & Accountability: Taking responsibility for projects from conception to impact measurement, demonstrating a proactive and results-oriented mindset.

• Collaboration & Transparency: Working effectively across teams, sharing knowledge openly, and fostering a supportive environment where diverse perspectives are valued.

Collaboration Style:

• Cross-Functional Partnership: Designers are expected to be embedded within product teams, working closely with Product Managers and Engineers daily.

• Constructive Feedback: A culture that encourages open and honest feedback, both giving and receiving, to drive continuous improvement in design and product development processes.

• Proactive Communication: Due to the remote nature, proactive and clear communication is essential for maintaining alignment and ensuring smooth operational workflows.

• AI-Augmented Workflow: An openness to exploring and integrating new technologies, like AI, to enhance collaborative processes and creative output.

📝 Enhancement Note: The company values emphasize a blend of operational efficiency (bias for action, data-driven) and user-centricity. For a designer, this means being both a strategic thinker and an execution-focused team player who can navigate a fast-paced, collaborative, and increasingly technology-integrated environment.

⚡ Challenges & Growth Opportunities

Challenges:

• Balancing Speed and Quality: Operating in a high-velocity, experiment-driven environment while maintaining high design standards and ensuring a robust user experience.

• "Zero-to-One" Ambiguity: Navigating the inherent uncertainty and rapid iteration required when building entirely new products or business lines from scratch.

• Cross-Functional Alignment: Effectively managing the expectations and needs of diverse executive stakeholders and ensuring alignment across product, engineering, marketing, and operations.

• AI Integration: Staying abreast of and effectively integrating emerging AI technologies into design workflows and product offerings, requiring continuous learning and adaptation.

• Remote Collaboration: Ensuring seamless collaboration, communication, and team cohesion within a distributed, remote-first work environment.

Learning & Development Opportunities:

• Advanced Design Leadership: For Principal level, opportunities to shape design strategy, mentor a team, and influence organizational processes.

• Insurtech/Fintech Domain Expertise: Deepen knowledge of the insurance and financial technology sectors, understanding complex user needs and regulatory landscapes.

• AI in Design: Gain practical experience and expertise in leveraging AI tools and methodologies for product design and development, a key future growth area.

• 0-1 Product Launch Experience: Develop a strong track record and refined skillset in launching new ventures from concept to market.

• Strategic Operations Impact: Grow the ability to directly influence business outcomes and operational efficiency through strategic design leadership.

📝 Enhancement Note: The challenges presented are typical for senior roles in fast-growing tech companies, requiring strategic problem-solving, adaptability, and a proactive approach to learning. The growth opportunities are significant, particularly for those looking to advance into leadership and specialize in cutting-edge operational and technological areas.

💡 Interview Preparation

Strategy Questions:

• "Describe a time you led the design strategy for a new product or business line. What was your process, and what was the outcome?" (Focus on 0-1 experience, strategic planning, and impact measurement).

• "How do you balance the need for speed and experimentation with maintaining high design quality and a cohesive user experience?" (Demonstrate understanding of operational trade-offs in design).

• "Walk us through a project where you had to manage complex stakeholder relationships. How did you ensure alignment and buy-in?" (Highlight executive stakeholder management and communication skills).

Company & Culture Questions:

• "Based on your research, what do you see as Ethos Life's biggest design challenge or opportunity in the next 1-2 years?" (Demonstrate research and strategic thinking).

• "How do you see your role contributing to Ethos Life's mission of democratizing access to life insurance?" (Connect design work to company mission and values).

Portfolio Presentation Strategy:

• Quantify Impact: For each case study, clearly articulate the business metrics you influenced (e.g., conversion rate increase, user engagement uplift, revenue growth). If direct metrics are unavailable, explain the intended impact and how it would be measured.

• Process Rationale: Be prepared to defend your design process choices, explaining why you chose certain methods and when you adapted or shortcut the process for operational efficiency.

• Strategic Vision: For Principal level, emphasize how your work aligns with broader business strategy and how you've influenced or mentored others.

• Storytelling: Weave a compelling narrative around each project, highlighting the problem, your solution, and the tangible results.

• AI Readiness: If applicable, be ready to discuss any experience or ideas you have regarding AI in design workflows.

📝 Enhancement Note: Preparation should focus on demonstrating strategic thinking, operational acumen in design execution, and leadership potential. Candidates must be ready to quantify impact, articulate process rationale, and show how their work directly contributes to business objectives and operational efficiency.

📌 Application Steps

To apply for this Staff/Principal Product Designer position:

• Submit your application through the provided Greenhouse link.

• Portfolio Customization: Ensure your portfolio prominently features case studies demonstrating end-to-end product design, particularly for direct-to-consumer (DTC) products, 0-1 launches, and measurable business impact. Tailor your selection to highlight experience relevant to the Insurtech industry and your ability to operate efficiently.

• Resume Optimization: Update your resume to clearly articulate your years of experience, highlight specific achievements in product design strategy, stakeholder management, and process improvement. Use keywords like "Product Design," "UX Strategy," "0-1 Products," "Experimentation," "Stakeholder Management," and "AI-Augmented" where applicable.

• Interview Preparation: Practice articulating your design process, strategic rationale, and the business impact of your work. Prepare specific examples for behavioral questions related to leadership, collaboration, and problem-solving, especially for the Principal level. Rehearse your portfolio presentation to be clear, concise, and impact-focused.

• Company Research: Thoroughly research Ethos Life's mission, product, recent news, and company culture. Understand their approach to technology and innovation, particularly their stated goal of transitioning to an "AI-augmented product building model."

⚠️ 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.