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: UX Design / Product Design (with a focus on AI and Incubation)

Date Posted: June 22, 2026

Experience Level: 10+ Years

Remote Status: Hybrid

🚀 Role Summary

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

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

• Create tangible, experiential artifacts and prototypes that bring ambiguous opportunities to life for travelers, partners, and internal teams.

• Collaborate closely with a cross-functional incubation team to transform early concepts into high-fidelity, AI-integrated solutions.

• Synthesize and communicate key insights and learnings to senior leadership, fostering a culture of AI-first innovation.

📝 Enhancement Note: This role is positioned within an "AI Incubation Lab," indicating a focus on exploring future possibilities and innovative applications of AI in travel. The "Principal" title suggests a senior individual contributor role with significant autonomy and influence, requiring a strong strategic mindset and the ability to navigate ambiguity. The emphasis on tangible artifacts and prototypes points to a hands-on design approach.

📈 Primary Responsibilities

• Spearhead the strategic direction and UX design for AI incubation initiatives aimed at shaping the future of travel experiences across Expedia Group’s diverse portfolio.

• Conceptualize, design, and prototype innovative AI-powered product experiences, utilizing experiential artifacts to illustrate future possibilities.

• Develop and iterate on interaction, visual, and systems-level design patterns that align with emerging AI capabilities and future customer needs.

• Produce high-fidelity prototypes, coded demos, or similar "vibe-coded" artifacts to rigorously evaluate concepts with users and stakeholders.

• Partner with a dedicated cross-functional incubation team to integrate AI/ML-enabled solutions safely and effectively into end-to-end customer journeys.

• Translate complex AI capabilities and research findings into compelling narratives and actionable insights for senior leadership and product teams.

• Champion a fast-paced culture of AI-first innovation by sharing learnings and facilitating knowledge transfer into current product development efforts.

📝 Enhancement Note: The responsibilities highlight a blend of strategic foresight, hands-on design execution, and strong communication. The emphasis on "ambiguous, technically complex opportunities" and "novel AI-powered product experiences" suggests a role that thrives on R&D and future-forward thinking, rather than incremental product improvements. The requirement to produce "tangible artifacts and experiments" underscores the need for practical design skills beyond conceptualization.

🎓 Skills & Qualifications

Education: Bachelor’s degree or higher in Design, Human-Computer Interaction, User Experience, or a related field; equivalent relevant experience will also be considered.

Experience: 12+ years of experience in product or UX design, with a substantial track record of successfully launching high-quality digital products and services at scale.

Required Skills:

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

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

• Proficiency in creating experiential artifacts, such as prototypes or coded demos, to guide strategic product decisions.

• Exceptional communication and storytelling skills, with a demonstrated ability to influence cross-functional stakeholders and senior leadership.

• Familiarity with AI-driven systems, tools, and workflows, with practical experience applying AI/ML concepts to real-world products.

• Experience in user evaluation and synthesizing insights to inform design iteration.

• Strong collaborative skills within a fast-paced, cross-functional environment. Preferred Skills:

• Experience leading incubation, exploratory, or zero-to-one design initiatives that have shaped long-term product or portfolio strategy.

• Background in 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 enhance customer and business outcomes, including defining guardrails and evaluation criteria.

• Proven success in crafting and evolving design languages, pattern libraries, or interaction models to accommodate new AI-driven behaviors across multiple products or brands.

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

• Experience taking products from initial concept through to scaled adoption.

📝 Enhancement Note: The "Principal" level combined with the "incubation lab" context suggests a need for a candidate who can operate independently, define their own direction, and demonstrate strategic impact. The preferred qualifications lean towards candidates who have experience in similar R&D or innovation spaces, managing the complexities of AI integration and its impact on user experience and business outcomes.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Showcase end-to-end UX design processes for complex, ambiguous projects, ideally involving novel technologies or forward-thinking concepts.

• Highlight specific examples of translating AI/ML capabilities into tangible user experiences and product concepts.

• Include detailed case studies demonstrating the creation and evaluation of prototypes (digital, coded, or experiential) used to inform strategic decisions.

• Present evidence of influencing stakeholders and leadership through compelling storytelling and data-driven insights.

• Demonstrate experience in defining and evolving design systems or pattern libraries, especially those adapted for AI-driven features.

• Showcase projects where you have taken concepts from ideation through to validation or early-stage implementation. Process Documentation:

• Clearly articulate your design process for exploratory and incubation projects, emphasizing how you navigate ambiguity and define product direction.

• Detail your methods for user research, concept validation, and iterative prototyping, particularly when dealing with nascent AI technologies.

• Document your approach to collaborating with engineering and product management teams on AI/ML integration, including how you define feasibility and guardrails.

• Illustrate how you synthesize learnings from experiments and communicate them effectively to drive strategic product decisions and knowledge transfer.

📝 Enhancement Note: For a Principal UX Designer in an incubation lab, the portfolio should go beyond standard product design case studies. It needs to demonstrate a high degree of strategic thinking, comfort with ambiguity, and the ability to envision and prototype future-state experiences, especially those powered by AI. The emphasis on "experiential artifacts" and "coded demos" suggests a need for strong prototyping skills, potentially including some level of front-end development or generative AI tool proficiency.

💵 Compensation & Benefits

Salary Range:

• New York: $242,000 - $387,000 USD annually

• Seattle: $224,000 - $358,500 USD annually

• Other Locations: A competitive range will be offered, adjusted based on location, budget, and candidate qualifications.

Benefits:

• Comprehensive Medical, Dental, and Vision Insurance

• Generous Paid Time Off (PTO)

• Employee Assistance Program (EAP)

• Wellness & Travel Reimbursement

• Exclusive Travel Discounts

• International Airlines Travel Agent (IATAN) Membership

• Parental Leave

• Career Development Resources and opportunities for growth

Working Hours: Standard full-time hours (approximately 40 hours per week), with flexibility expected for incubation projects and collaboration with global teams.

📝 Enhancement Note: The provided salary ranges are specific to New York and Seattle. For other listed locations (Austin, San Jose/San Francisco, Los Angeles, Chicago, Montreal, and other EG Locations), the salary will be adjusted. The "potential to increase their pay" based on sustained performance indicates a performance-based component to compensation beyond the base salary. The benefits package is comprehensive, with a strong emphasis on travel perks, aligning with Expedia Group's industry.

🎯 Team & Company Context

🏢 Company Culture

Industry: Online Travel & Technology. Expedia Group operates in a dynamic, fast-paced global travel market, leveraging technology to connect travelers with a vast array of travel services.

Company Size: Large (Expedia Group is a major player in the travel industry, employing thousands globally). This scale offers significant resources and impact opportunities, but also necessitates navigating complex organizational structures.

Founded: Expedia Group was founded in 1996, with a long history of innovation in the online travel space. This legacy provides a strong foundation for exploring new frontiers like AI.

Team Structure:

• The role is within the Design team, specifically focused on an AI Incubation Lab. This suggests a small, agile, and highly specialized unit.

• Likely operates with a high degree of autonomy, reporting to design leadership or innovation leads.

• Close collaboration with product management, engineering (especially AI/ML specialists), and research functions is critical. Methodology:

• Data-Driven Innovation: Leveraging user data and market insights to identify opportunities and validate concepts.

• Agile Incubation: Rapid prototyping, experimentation, and iteration to quickly test and learn from new ideas.

• Customer-Centric Design: Focusing on solving real traveler problems and enhancing the travel experience through technology.

• AI-First Approach: Proactively exploring and integrating AI/ML capabilities to create differentiated and valuable product experiences.

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

📝 Enhancement Note: Expedia Group's culture emphasizes openness, diversity, and a passion for travel. The AI Incubation Lab likely fosters an environment of rapid experimentation and learning, where failure is seen as a step towards innovation. The company's scale means that successful incubation projects have the potential for massive global impact.

📈 Career & Growth Analysis

Operations Career Level: Principal UX Designer. This is a senior individual contributor role, often seen as an expert in their field. It implies a high degree of autonomy, strategic influence, and the ability to mentor others. In an incubation context, it means shaping future product directions.

Reporting Structure: While specific details aren't provided, a Principal Designer in an incubation lab typically reports to a Director or VP of Design, or a Head of Innovation/AI. They would work closely with Product and Engineering leads within the incubation team.

Operations Impact: This role has the potential for significant impact by identifying and shaping the next generation of AI-powered travel experiences. Successful incubation projects can redefine how millions of users discover, book, and manage their travel, directly influencing revenue and market position.

Growth Opportunities:

• Technical Specialization: Deepen expertise in AI/ML applications for UX, exploring advanced generative AI, personalized experiences, and predictive travel solutions.

• Strategic Leadership: Transition into leadership roles overseeing design strategy for new product initiatives or innovation pipelines.

• Cross-Disciplinary Expertise: Expand knowledge in areas like AI ethics, data science, and business strategy to become a more holistic innovator.

• Mentorship: Guide and mentor junior designers, sharing expertise in advanced UX, AI integration, and innovation methodologies.

• Industry Influence: Contribute to the broader conversation around AI in travel through thought leadership, speaking engagements, or publications.

📝 Enhancement Note: The "Principal" title and the incubation lab setting suggest a path for significant career advancement, either through deep technical specialization in AI UX or by moving into strategic design leadership roles. The role is ideal for someone who wants to be at the forefront of technological innovation in the travel sector.

🌐 Work Environment

Office Type: Hybrid work model. Expedia Group offers a flexible approach, balancing remote work with in-office collaboration. They have "pretty cool offices" which suggests modern, well-equipped workspaces designed for collaboration and productivity.

Office Location(s): London, New York, Seattle, Austin, San Jose / San Francisco, Los Angeles, Chicago, Montreal, and other EG Locations. This offers flexibility for candidates residing in or willing to relocate to these major tech hubs.

Workspace Context:

• Collaborative Spaces: Offices are likely equipped with meeting rooms, brainstorming areas, and common spaces conducive to team interaction and idea sharing.

• Technology Access: As a tech company, expect access to cutting-edge hardware, software, and potentially specialized tools for AI development and prototyping.

• Cross-Functional Interaction: The hybrid model and incubation focus will necessitate proactive communication and engagement with remote and in-office colleagues across design, product, and engineering.

Work Schedule: The role is full-time, approximately 40 hours per week. However, incubation projects often require flexibility to adapt to rapid experimentation cycles, urgent research needs, or collaboration with global teams across different time zones.

📝 Enhancement Note: The hybrid nature of the role implies that candidates should be comfortable working both independently and collaboratively, leveraging technology to bridge physical distances. The "cool offices" suggest an environment that values employee experience and provides amenities that support productivity and well-being.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: A recruiter will likely assess your background, experience, and alignment with the role's core requirements.

• Portfolio Review & Discussion: A hiring manager or senior design lead will review your portfolio, focusing on your strategic thinking, process, and ability to handle ambiguity with AI-centric projects. Expect to walk through 2-3 key case studies.

• Design Challenge/Workshop: You may be asked to complete a design exercise or participate in a workshop simulating an incubation scenario, focusing on problem-solving, ideation, and prototyping with AI concepts.

• Cross-functional Interviews: Conversations with Product Managers, AI/ML Engineers, and potentially other senior designers to assess collaboration skills, technical understanding, and cultural fit.

• Leadership Interview: A final discussion with senior leadership to evaluate strategic vision, leadership potential, and overall alignment with Expedia Group's mission and values.

Portfolio Review Tips:

• Curate Strategically: Select 2-3 projects that best demonstrate your experience with AI, incubation, ambiguity, and end-to-end design. Prioritize quality over quantity.

• Tell a Story: For each case study, clearly articulate the problem, your role, the process you followed, the challenges you overcame (especially technical or AI-related), the solutions you designed, and the impact/learnings.

• Highlight AI Integration: Explicitly detail how you incorporated AI/ML, the rationale behind it, and the user benefits. If you created coded prototypes or AI-driven demos, showcase them.

• Showcase Strategic Thinking: Demonstrate how your design decisions were informed by business goals, user needs, and the unique possibilities of AI.

• Quantify Impact: Whenever possible, use metrics to show the success of your designs, even if it's based on user testing results or projected outcomes for incubation projects.

Challenge Preparation:

• Understand AI Concepts: Familiarize yourself with common AI/ML applications in user experience (personalization, prediction, automation, generative AI) and their potential implications for travel.

• Practice Ideation: Be ready to brainstorm novel AI-driven travel solutions and articulate their value proposition.

• Prototype Rapidly: Practice creating quick, low-fidelity prototypes to convey ideas effectively. If the challenge involves coding, refresh your front-end skills.

• Think About Guardrails: Consider the ethical implications and potential risks of AI in user experiences and how you would address them.

📝 Enhancement Note: The interview process for a Principal role in an incubation lab will likely be rigorous, focusing on strategic thinking, innovative problem-solving, and the ability to navigate complex, emerging technologies like AI. A strong portfolio that showcases relevant experience and a clear, compelling narrative is crucial for success.

🛠 Tools & Technology Stack

Primary Tools:

• Design & Prototyping: Figma, Sketch, Adobe Creative Suite (Illustrator, Photoshop), InVision, ProtoPie, potentially tools for rapid coding (e.g., basic HTML/CSS/JavaScript, React).

• AI/ML Integration Tools: Familiarity with AI platforms or APIs (e.g., OpenAI, Google AI, Azure AI) for conceptualization and prototyping is beneficial. Experience with tools for generating AI-assisted content or designs.

• Collaboration Tools: Slack, Microsoft Teams, Jira, Confluence.

Analytics & Reporting:

• Experience with user analytics platforms (e.g., Google Analytics, Adobe Analytics) to understand user behavior and inform design iterations.

• Familiarity with A/B testing frameworks and tools for evaluating design effectiveness. CRM & Automation:

• While not directly a CRM role, understanding how user data is managed and leveraged (potentially through CRM insights) can be beneficial for designing personalized AI experiences.

• Familiarity with workflow automation concepts relevant to design processes.

📝 Enhancement Note: The role requires strong proficiency in standard UX/UI design tools. Crucially, it also implies a need to understand and potentially work with AI/ML tools and platforms, or at least conceptualize how they integrate into user experiences. Prototyping skills, especially for interactive and potentially coded prototypes, will be highly valued.

👥 Team Culture & Values

Operations Values:

• Belonging & Inclusivity: Expedia Group actively fosters a culture where everyone feels welcome and their differences are celebrated. This is crucial for diverse perspectives in AI innovation.

• Passion for Travel: A genuine enthusiasm for travel and improving the travel experience is likely a core motivator for team members.

• Innovation & Experimentation: The AI Incubation Lab thrives on exploring new ideas, taking calculated risks, and learning from outcomes, embracing a mindset of continuous improvement.

• Collaboration & Teamwork: Working effectively in cross-functional teams is paramount, with an emphasis on shared success and mutual support.

• Data-Driven Decisions: Utilizing insights from data and user research to inform design choices and strategic direction.

Collaboration Style:

• Cross-Functional Synergy: Seamless collaboration with Product Managers, AI/ML Engineers, Researchers, and other designers is expected to bring AI concepts to life.

• Open Communication: Encouraging candid feedback, knowledge sharing, and transparent discussions to accelerate learning and problem-solving.

• Agile & Iterative: Working in a fast-paced, iterative manner, embracing change and adapting designs based on new learnings and evolving AI capabilities.

• Mentorship & Knowledge Sharing: A culture where senior members like the Principal Designer actively share their expertise and guide others.

📝 Enhancement Note: The emphasis on "values" and "leadership agreements" points to a company that consciously cultivates its culture. For this role, a proactive, collaborative, and innovative mindset that aligns with these values will be essential for success within the incubation team and the broader Expedia Group.

⚡ Challenges & Growth Opportunities

Challenges:

• Navigating Ambiguity: Working with nascent AI technologies and undefined product spaces requires comfort with uncertainty and the ability to define direction.

• Technical Complexity: Translating complex AI/ML concepts into intuitive and valuable user experiences demands a deep understanding of both design principles and technological possibilities.

• Rapid Prototyping & Validation: Quickly building and testing experimental concepts to gather insights within tight timelines is crucial for incubation success.

• Ethical AI Considerations: Designing responsibly with AI, addressing potential biases, privacy concerns, and ensuring user trust.

• Knowledge Transfer: Effectively communicating complex findings and designs to diverse stakeholders to ensure adoption and integration into existing products.

Learning & Development Opportunities:

• Deep AI/ML Expertise: Gain hands-on experience with cutting-edge AI technologies and their application in product development.

• Strategic Product Shaping: Influence the long-term product roadmap and innovation strategy of a major travel company.

• Cross-Disciplinary Skill Building: Collaborate with AI specialists, data scientists, and product strategists to broaden your technical and business acumen.

• Leadership & Mentorship: Develop leadership skills by guiding incubation efforts and mentoring junior designers.

• Industry Thought Leadership: Contribute to the evolving field of AI in UX and travel technology.

📝 Enhancement Note: The challenges presented are inherent to roles in AI incubation and at a Principal level. Successfully navigating them offers significant opportunities for professional growth, making this a highly rewarding role for ambitious designers.

💡 Interview Preparation

Strategy Questions:

• "Describe a time you had to define a product strategy for an ambiguous, technically complex problem. How did you approach it, and what was the outcome?" (Focus on your process for tackling ambiguity and defining a clear path forward, ideally with a tech focus.)

• "How do you balance creating innovative, future-state experiences with the need to deliver tangible, testable prototypes for immediate feedback?" (Highlight your prototyping skills and ability to iterate quickly.)

• "Imagine you're tasked with exploring how generative AI could enhance travel planning for families. What would be your initial steps, and what kind of prototypes would you create?" (Be ready to brainstorm AI applications and articulate your approach.) Company & Culture Questions:

• "What excites you most about Expedia Group and our AI Incubation Lab specifically?" (Show genuine interest and research into the company and the role.)

• "How do you foster collaboration and ensure alignment with cross-functional teams, especially when working on experimental projects?" (Emphasize your communication and teamwork skills.)

• "Expedia Group values belonging and inclusivity. How do you ensure that your design process and the experiences you create are inclusive and accessible?" (Connect your design philosophy to company values.) Portfolio Presentation Strategy:

• Structure Your Narrative: For each case study, clearly define the problem, your specific role and contributions, the design process (emphasizing AI exploration and prototyping), the key challenges, your solutions, and the impact or learnings.

• Emphasize AI & Ambiguity: Specifically call out how you approached AI concepts and navigated uncertainty. If you created coded prototypes or AI-driven demos, prepare a live walkthrough or compelling video.

• Showcase Strategic Thinking: Explain the "why" behind your design decisions, linking them to user needs, business goals, and future opportunities.

• Be Prepared for Deep Dives: Expect detailed questions about your process, decision-making, and technical considerations.

Challenge Preparation:

• AI Application Brainstorming: Practice generating ideas for AI-powered features in travel across different user segments (e.g., solo travelers, families, business travelers).

• Prototyping Practice: Be ready to sketch, wireframe, or even create basic interactive prototypes quickly. If the challenge hints at coding, brush up on relevant front-end skills.

• Ethical AI Discussion: Think about potential biases, data privacy, and user trust issues related to AI in travel and how you would mitigate them.

📝 Enhancement Note: The interview preparation should focus on demonstrating strategic thinking, hands-on design and prototyping capabilities, comfort with AI technologies, and strong collaborative and communication skills. Your portfolio is your primary tool; ensure it tells a compelling story that aligns with the demands of an AI incubation role.

📌 Application Steps

To apply for this Principal UX Designer position:

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

• Tailor your Resume: Highlight your 12+ years of experience, focusing on roles involving UX design, product innovation, AI/ML integration, and leading complex projects. Use keywords from the job description.

• Curate Your Portfolio: Select 2-3 strong case studies that best showcase your experience with AI, incubation, ambiguity, end-to-end design process, and prototyping. Ensure your portfolio is easily accessible and visually engaging.

• Prepare Your Narrative: Practice walking through your portfolio case studies, clearly articulating your role, process, challenges, solutions, and impact, with a specific emphasis on AI and innovation.

• Research Expedia Group: Understand their brands, mission, values, and recent AI initiatives. Prepare thoughtful questions about the AI Incubation Lab, team structure, and future vision.

⚠️ 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.