Principal UX Designer - AI Incubation Lab

📍 Job Overview

Job Title: Principal UX Designer - AI Incubation Lab

Company: Expedia Group

Location: London, United Kingdom (with flexibility for New York, Seattle, Austin, San Jose / San Francisco, Los Angeles, Chicago, Montreal, and other EG Locations)

Job Type: Full-Time

Category: Product Design / User Experience (with a focus on AI and Incubation)

Date Posted: June 22, 2026

Experience Level: 10+ Years

Remote Status: Hybrid (On-site presence required in designated hubs, with flexibility)

🚀 Role Summary

• Lead the strategic vision and end-to-end UX design execution for cutting-edge AI-driven incubation projects within the travel technology sector.

• Drive the exploration, definition, and prototyping of novel AI-powered product experiences that inform the future of travel across Expedia Group brands.

• Transform ambiguous, technically complex opportunities into clear, inspiring, and testable AI-first product experiences and tangible prototypes.

• Collaborate closely with a dedicated cross-functional incubation team to safely integrate AI/ML-enabled solutions and drive innovation.

• Synthesize and communicate key insights and design directions through compelling storytelling to senior leadership, fostering a fast-paced culture of AI-first innovation.

📝 Enhancement Note: While this role is not strictly an "operations" role in the traditional sense of Revenue or Sales Operations, it heavily involves process innovation, strategic planning, and the implementation of new technologies. The focus on "incubation" and "AI" implies a strong need for process optimization, experimental design, and the creation of scalable frameworks, aligning with the principles of operational excellence in a product development context. The role requires translating complex technical capabilities into user-centric, scalable product solutions, which is a core function of advanced ops roles in product-led organizations.

📈 Primary Responsibilities

• Spearhead the conceptualization, design, and execution of AI-driven incubation initiatives, defining the future user experience for travel discovery and booking.

• Develop and iterate on conceptual, visual, and interaction design patterns that evolve the Expedia brand experience in response to emerging AI capabilities and future customer needs.

• Produce tangible artifacts, including "vibe-coded" or coded prototypes and experiments, to effectively evaluate new ideas with users and stakeholders.

• Drive the synthesis of user research, technical feasibility, and business strategy to inform design decisions and strategic product direction.

• Collaborate with Product Managers, Engineers, and AI/ML specialists to transform early concepts into higher-fidelity experiences and potential customer-facing experiments.

• Translate complex AI/ML concepts into intuitive and engaging user journeys, ensuring responsible integration and optimal user outcomes.

• Champion AI-first innovation by effectively communicating key insights, learnings, and design directions to senior leaders and cross-functional teams.

• Contribute to the development and evolution of design languages and pattern libraries to accommodate emerging AI-driven behaviors across multiple products.

📝 Enhancement Note: The emphasis on "incubation," "prototype-oriented," and "exploring different futures" suggests a need for strong project management and process definition skills, even within an experimental context. The successful candidate will need to establish their own frameworks for rapid prototyping, user testing, and knowledge transfer, mirroring the iterative and data-driven approach found in advanced operations roles.

🎓 Skills & Qualifications

Education:

• Bachelor’s degree or higher in Design, Human-Computer Interaction, User Experience, or a related field, or equivalent relevant professional experience.

• Relevant academic qualifications that contribute to the team's knowledge base are highly valued. Experience:

• 12+ years of experience in product or UX design, with a significant track record of shipping high-quality digital products and services at scale.

• Proven experience leading incubation, exploratory, or zero-to-one design initiatives that have influenced long-term product or portfolio strategy. Required Skills:

• Demonstrated expertise in interaction, visual, and systems-level experience design.

• Proven ability to translate ambiguous, technically complex opportunities into clear, inspiring, and testable AI-powered product experiences and prototypes.

• Strong proficiency in creating experiential artifacts (prototypes, coded demos, or similar) to guide strategic product decisions.

• Excellent communication and storytelling skills, with a track record of influencing cross-functional stakeholders and leadership.

• Familiarity with AI-driven systems, tools, or workflows, and the ability to apply AI/ML concepts to real-world products.

• Experience integrating AI capabilities into end-to-end customer journeys. Preferred Skills:

• Background designing and evaluating AI-assisted or AI-first user experiences, including the responsible application of AI/ML for decision-making, automation, or personalization.

• Demonstrated ability to safely integrate and operate AI/ML-enabled solutions that improve customer and business outcomes.

• Proven success in crafting and evolving design languages, pattern libraries, or interaction models to accommodate emerging AI-driven behaviors.

• Depth in creating and running higher-fidelity prototypes and experiments to validate AI-centric concepts.

• Experience taking products from concept to scaled adoption.

📝 Enhancement Note: The required experience level and the nature of "incubation" work imply a need for candidates who can operate with a high degree of autonomy and possess strong self-management skills, akin to a senior operations specialist or manager who defines and executes strategic initiatives.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Showcase end-to-end design process for complex, ambiguous projects, particularly those involving novel technologies like AI.

• Demonstrate the creation of tangible artifacts, such as high-fidelity prototypes, coded demos, or "vibe-coded" experiences, that effectively communicated vision and tested concepts.

• Include case studies highlighting strategic thinking, problem decomposition, and the translation of technical possibilities into user-centric solutions.

• Present examples of how user research and stakeholder feedback were integrated to iterate on designs and inform strategic product decisions.

• Quantify the impact of design work, where possible, by demonstrating how the prototypes or experiments influenced strategic direction or future product development. Process Documentation:

• Evidence of establishing and refining experimental design processes for rapid prototyping and user evaluation in an incubation setting.

• Documentation of how AI/ML concepts were integrated into user journeys and validated through design.

• Examples of how learnings from incubation projects were effectively synthesized and transferred to core product teams.

• Demonstration of collaboration with engineering and product teams to define guardrails and evaluation criteria for AI/ML solutions.

📝 Enhancement Note: The portfolio requirements are critical for this role. Candidates should focus on showcasing their ability to innovate and bring novel concepts to life, demonstrating a robust process for exploring the unknown and de-risking new technological applications through design. This is analogous to how operations professionals build frameworks for new market entries or technology adoptions.

💵 Compensation & Benefits

Salary Range:

• New York: $242,000 - $338,500 USD annually. Potential to reach up to $387,000 USD based on sustained performance.

• Seattle: $224,000 - $313,500 USD annually. Potential to reach up to $358,500 USD based on sustained performance.

• Other Locations: A specific range will be determined based on local market data, available budget, and individual candidate qualifications.

Benefits:

• Comprehensive Medical, Dental, and Vision Insurance.

• Generous Paid Time Off (PTO).

• Employee Assistance Program (EAP).

• Wellness & Travel Reimbursement.

• Travel Discounts.

• International Airlines Travel Agent (IATAN) Membership.

• Parental Leave.

• Career Development Resources.

• Flexible work model with access to modern office spaces. Working Hours:

• Standard full-time position, typically 40 hours per week.

• Flexibility is expected, especially given the nature of incubation and cross-functional collaboration, but core hours will be aligned with team needs.

📝 Enhancement Note: The salary ranges provided are for specific high-cost-of-living areas (New York and Seattle). It's crucial for candidates in other locations to research local compensation benchmarks for Principal UX Designers in the tech/travel industry to have realistic expectations. The "potential to increase their pay up to" indicates a performance-based component, common in senior roles.

🎯 Team & Company Context

🏢 Company Culture

Industry: Travel Technology (Online Travel Agency - OTA). Expedia Group operates a portfolio of global travel brands, leveraging technology to connect travelers with experiences worldwide.

Company Size: Large Enterprise (over 10,000 employees globally). This indicates a well-established organization with structured processes, but also opportunities for significant impact within specialized teams.

Founded: 1996. Expedia has a long history in the travel industry, evolving significantly with technological advancements.

Team Structure:

• The role is within the Design team, specifically focused on an "AI Incubation Lab."

• This implies a small, agile, and experimental team structure, likely reporting into a Design leadership role focused on innovation or future products.

• Close collaboration is expected with Product Management, Engineering (especially AI/ML specialists), and potentially Research teams. Methodology:

• Data-Driven Innovation: Expedia Group emphasizes using data to inform decisions, even in an incubation setting, to validate concepts.

• Agile & Iterative: The incubation lab will likely operate with agile principles, focusing on rapid prototyping and continuous feedback loops.

• Customer-Centricity: A core value is understanding and serving the needs of travelers, partners, and employees.

• AI-First Mindset: Encouraging exploration and integration of AI capabilities to redefine user experiences and business outcomes.

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

📝 Enhancement Note: The company's scale means robust internal processes and resources are available, but also that navigating them might be complex. The "Incubation Lab" context suggests a more startup-like environment within a large corporation, offering a unique blend of autonomy and corporate backing.

📈 Career & Growth Analysis

Operations Career Level: Principal UX Designer. This is a senior individual contributor role, often considered a leadership position within the design function. It demands deep expertise, strategic thinking, and the ability to mentor others.

Reporting Structure: Likely reports to a Director or VP of Design, potentially within a dedicated innovation or advanced product group. The direct team will be small and cross-functional.

Operations Impact: This role's impact is on shaping future product strategy and user experiences through AI innovation. The insights and prototypes developed will directly influence multi-billion dollar product portfolios and the company's long-term competitive advantage in AI-driven travel.

Growth Opportunities:

• Technical Specialization: Deepen expertise in AI/ML application for UX, becoming a go-to expert within Expedia Group.

• Strategic Influence: Directly influence the strategic direction of Expedia Group's future product roadmap and AI investments.

• Leadership: Potential to lead larger incubation initiatives, mentor junior designers, or transition into management roles within product or design leadership.

• Cross-Functional Expertise: Develop strong partnerships and understanding across Product, Engineering, and Data Science disciplines.

📝 Enhancement Note: For a Principal-level role, growth often involves expanding influence, specialization, and strategic impact rather than just climbing a hierarchical ladder. This role offers a significant opportunity to be at the forefront of AI integration in a major industry.

🌐 Work Environment

Office Type: Hybrid work model with access to modern, collaborative office spaces in key locations (London, New York, Seattle, etc.). These offices are designed to foster innovation and team interaction.

Office Location(s): London, New York, Seattle are primary hubs mentioned, with various other global locations also considered. Specific office addresses would be provided upon inquiry.

Workspace Context:

• Collaborative Hubs: Offices are equipped with spaces designed for brainstorming, workshops, and team collaboration, essential for the incubation lab's work.

• Technology & Tools: Access to state-of-the-art design software, prototyping tools, and potentially specialized AI/ML platforms.

• Team Interaction: Regular opportunities for in-person collaboration with the incubation team and other departments, balanced with remote work flexibility.

Work Schedule:

• While the core role is full-time (40 hours/week), the nature of incubation work may require flexibility. Deadlines for prototyping and presenting findings will drive the schedule. The hybrid model offers flexibility in choosing work locations (office vs. remote) on designated days.

📝 Enhancement Note: The hybrid nature of the role requires strong self-discipline and communication skills to ensure seamless collaboration, whether in person or remotely. The emphasis on "cool offices" suggests Expedia Group invests in creating an engaging and productive physical workspace.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: HR or a Recruiter will review applications and conduct a brief call to assess basic qualifications and interest.

• Portfolio Review & Presentation: Candidates will be asked to present their portfolio, focusing on relevant AI/incubation or complex product design case studies. This is a critical stage.

• Hiring Manager Interview: A discussion with the Hiring Manager to delve deeper into experience, strategic thinking, and role fit.

• Cross-Functional Interviews: Interviews with key stakeholders (e.g., Product Lead, Engineering Lead for AI/ML) to assess collaboration and technical understanding.

• Senior Leadership Interview: A final interview, potentially with a VP or Director, to assess overall strategic alignment and leadership potential.

Portfolio Review Tips:

• Focus on AI/Incubation: Prioritize projects that demonstrate experience with new technologies, ambiguous problem spaces, and the creation of novel solutions.

• Showcase the Process: Clearly articulate your design process, from problem definition and research to ideation, prototyping, and validation. Emphasize how you handled ambiguity and complexity.

• Highlight Tangible Artifacts: Show examples of prototypes, coded demos, or "vibe-coded" experiences. Explain the purpose and impact of these artifacts.

• Quantify Impact: Whenever possible, articulate the outcomes of your work – how did your prototypes or experiments influence decisions, inform strategy, or de-risk future investments?

• Tell a Story: Structure your case studies as compelling narratives that highlight challenges, your approach, and the results.

Challenge Preparation:

• Be prepared for a design challenge, which might involve a hypothetical AI incubation scenario. This could be a take-home assignment or an in-person/virtual exercise.

• Focus on demonstrating your ability to think strategically, break down complex problems, and propose innovative, user-centered solutions, especially leveraging AI.

• Practice articulating your thought process clearly and concisely, as if presenting to senior leadership.

📝 Enhancement Note: The portfolio is paramount for this role. Candidates should curate their best work, specifically highlighting projects that demonstrate their ability to innovate with emerging technologies and operate effectively in an ambiguous, exploratory environment.

🛠 Tools & Technology Stack

Primary Tools:

• Design & Prototyping: Figma, Sketch, Adobe Creative Suite, InVision, Axure, or similar advanced prototyping tools. Experience with "vibe-coded" or coded prototypes (e.g., using HTML/CSS/JavaScript, or frameworks like React) is a significant plus.

• AI/ML Concepts: Familiarity with AI/ML platforms, APIs, and concepts relevant to user experience (e.g., generative AI, natural language processing, recommendation engines). Direct experience with specific AI tools may be beneficial but understanding the application is key.

• Collaboration: Jira, Confluence, Slack, Microsoft Teams, Miro, Mural.

Analytics & Reporting:

• While not a primary analyst role, understanding how to use data and analytics tools (e.g., Google Analytics, Amplitude, Tableau) to inform design decisions and evaluate experiments is valuable. CRM & Automation:

• Not directly applicable to this design role, but an understanding of how UX impacts CRM workflows or customer journeys is beneficial.

📝 Enhancement Note: The emphasis on "coded artifacts" and "vibe-coded" prototypes suggests a need for designers who are not afraid to get hands-on with code to bring concepts to life, blurring the lines between traditional UX and front-end development for experimental purposes.

👥 Team Culture & Values

Operations Values:

• Innovation: A drive to explore new frontiers, especially in AI, and push the boundaries of what's possible in travel.

• Collaboration: A strong emphasis on working together across disciplines to achieve shared goals and bring complex ideas to fruition.

• Customer Focus: Deep commitment to understanding and solving user problems to create exceptional travel experiences.

• Integrity & Responsibility: Applying AI ethically and responsibly, with a focus on user trust and positive outcomes.

• Learning & Growth: A culture that encourages continuous learning, experimentation, and knowledge sharing, especially around emerging technologies.

Collaboration Style:

• Cross-functional Integration: Actively partners with Product Management, Engineering (especially AI/ML), Research, and Data Science to define and execute incubation projects.

• Open Communication: Encourages transparent sharing of ideas, challenges, and learnings within the team and with stakeholders.

• Feedback-Driven: Welcomes constructive feedback and uses it to iterate on designs and strategies.

• Experimentation Culture: Fosters an environment where trying new approaches and learning from failures is encouraged.

📝 Enhancement Note: The "AI Incubation Lab" environment likely prioritizes a culture of rapid experimentation, learning, and close collaboration over rigid adherence to established processes, though it must leverage Expedia Group's overall values.

⚡ Challenges & Growth Opportunities

Challenges:

• Navigating Ambiguity: Working with nascent AI technologies and undefined market opportunities requires comfort with uncertainty and the ability to create structure.

• Translating Complex Tech: Effectively communicating the potential and limitations of AI/ML to diverse stakeholders and users.

• Rapid Prototyping & Validation: The need to quickly create tangible prototypes and gather meaningful feedback in a fast-paced incubation cycle.

• Ethical AI Considerations: Ensuring AI solutions are developed and implemented responsibly, addressing potential biases and privacy concerns.

• Knowledge Transfer: Successfully integrating learnings and successful prototypes from the incubation lab into core product roadmaps.

Learning & Development Opportunities:

• AI/ML Specialization: Deepen understanding of cutting-edge AI technologies and their application in UX.

• Strategic Product Development: Gain experience in shaping long-term product strategy for a major global company.

• Cross-Disciplinary Skills: Enhance collaboration and communication with engineering and data science teams.

• Leadership Exposure: Opportunities to present to and influence senior executives, building executive presence.

• Industry Trends: Stay at the forefront of innovation in both travel tech and AI.

📝 Enhancement Note: This role is inherently about tackling complex, forward-looking challenges. The growth opportunities are tied directly to mastering these challenges and contributing to the company's strategic future.

💡 Interview Preparation

Strategy Questions:

• "Describe a time you took an ambiguous, technically complex problem and turned it into a compelling product experience. How did you use AI or emerging technology in this process?"

• "How do you approach designing for AI? What are the unique challenges and opportunities compared to traditional digital product design?"

• "Walk us through a project where you had to prototype and validate a novel concept with limited resources. What was your process, and what did you learn?"

• "How do you balance exploration and experimentation with the need to deliver tangible results and inform strategic decisions?" Company & Culture Questions:

• "What excites you about the AI landscape in the travel industry, and specifically about Expedia Group's approach?"

• "How would you foster a culture of AI-first innovation within a design team and across cross-functional partners?"

• "Describe your experience working in a hybrid environment. How do you ensure effective collaboration and communication?" Portfolio Presentation Strategy:

• Structure: Organize your presentation logically, focusing on 2-3 key projects that best represent your capabilities for this role.

• Narrative: Tell a compelling story for each project, emphasizing the problem, your unique approach (especially with AI/ambiguity), your process, and the outcome or impact.

• Artifacts: Clearly showcase your prototypes, coded demos, or other experiential artifacts. Explain their purpose and how they facilitated decision-making.

• AI Focus: Explicitly call out where and how AI or complex technology was part of the solution or the problem space.

• Conciseness: Be mindful of time and focus on the most impactful aspects of your work. Be prepared for detailed Q&A.

📝 Enhancement Note: Be ready to discuss your understanding of responsible AI and how you've incorporated ethical considerations into your design process. Demonstrating foresight and a proactive approach to potential AI-related challenges will be crucial.

📌 Application Steps

To apply for this Principal UX Designer position:

• Submit your application through the Expedia Group careers portal via the provided link.

• Portfolio Customization: Tailor your portfolio to highlight AI-focused projects, incubation experiences, and examples of translating complex technical concepts into user-centric designs.

• Resume Optimization: Ensure your resume clearly articulates your 12+ years of experience, emphasizing leadership in UX, AI integration, prototyping, and strategic product influence. Use keywords from the job description.

• Interview Preparation: Practice presenting your portfolio with a strong narrative and focus on your process for handling ambiguity and innovation. Prepare answers to strategy and AI-specific questions.

• Company Research: Familiarize yourself with Expedia Group's brands, values, and their stated commitment to AI and innovation in travel.

⚠️ 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.