Principal UX Designer

📍 Job Overview

Job Title: Principal UX Designer

Company: Grove Collaborative

Location: Remote

Job Type: Full-Time

Category: User Experience (UX) Design / Product Design

Date Posted: 2026-08-31

Experience Level: 10+ Years

Remote Status: Fully Remote

🚀 Role Summary

• Lead the strategic vision and execution for a complete rebuild of Grove Collaborative's core e-commerce website, focusing on a new "Human Health" positioning.

• Drive the end-to-end design of critical customer flows, including homepage, category pages, search, product detail pages, cart, and checkout.

• Champion the adoption and effective use of AI prototyping tools within the design practice to accelerate iteration and decision-making.

• Establish and maintain design principles and system patterns that ensure consistency and scalability across the platform, facilitating adoption by engineering teams.

• Mentor and elevate the craft of other designers on the team, fostering a culture of excellence and continuous improvement.

📝 Enhancement Note: This role is exceptionally strategic, focusing on a significant business transformation. The "Principal" title indicates a high level of autonomy and influence, requiring the candidate to not only design but also shape the direction and mentor others. The emphasis on a "rebuild" suggests a need for experience in large-scale redesigns and managing complex, multi-quarter initiatives. The integration of AI prototyping is a forward-looking requirement, signaling the company's commitment to innovative design practices.

📈 Primary Responsibilities

• Define and articulate the vision and strategy for Grove's core e-commerce experience, translating the "Human Health" positioning into tangible design elements and customer journeys.

• Develop and present comprehensive design direction for the core-site rebuild, establishing clear design principles and ensuring alignment across Product, Engineering, and leadership.

• Independently make key design decisions for core flows while escalating cross-system trade-offs to management, ensuring a balanced approach to user experience and business needs.

• Design and document reusable design system patterns and components in Figma, optimized for implementation by engineering teams to ensure consistency and efficiency.

• Actively utilize and advocate for AI prototyping tools in daily design work, collaborating with engineering to build shared components that enable rapid prototyping and early user feedback.

• Participate in executive-level "Walk The Store" sessions, contributing a design perspective and translating leadership feedback into actionable design priorities for the rebuild.

• Mentor and guide junior and mid-level designers, setting standards for craft, providing constructive feedback, and fostering a collaborative and high-performing design team environment.

📝 Enhancement Note: The responsibilities highlight a blend of strategic thinking, hands-on design execution, and leadership. The "Walk The Store" participation and direct exposure to the CEO underscore the executive visibility and impact of this role. The emphasis on designing for engineering implementation and AI prototyping points to a modern, collaborative approach to product development.

🎓 Skills & Qualifications

Education: While no specific degree is mandated, a strong portfolio demonstrating equivalent practical experience and mastery of design principles is expected.

Experience: 10+ years of progressive experience in UX/Product Design, with a significant focus on e-commerce platforms and large-scale redesign initiatives.

Required Skills:

• Proven experience leading the design and execution of major e-commerce website rebuilds or redesigns, from concept to launch.

• Deep expertise in interaction design, information architecture, visual design, and systems thinking.

• Proficiency in Figma for wireframing, prototyping, and design system development.

• Demonstrated experience with AI prototyping tools and integrating them into the design workflow.

• Strong understanding of e-commerce mechanics, including merchandising, search, subscription models, and conversion optimization.

• Ability to hold and articulate a multi-quarter strategic vision while managing detailed sprint-level execution.

• Experience presenting design work and strategic recommendations to senior leadership, including executives, and influencing decision-making.

• Mentorship and team leadership capabilities, with a track record of elevating the design craft of others. Preferred Skills:

• Experience designing for subscription or replenishment commerce models.

• Background in health, wellness, CPG, or sustainability-focused industries.

• Experience establishing or rebuilding design systems that achieved high engineering adoption.

• Experience working within a public company or a high-paced turnaround environment.

• Fluency in user research methodologies, including the ability to conduct independent studies.

📝 Enhancement Note: The requirement for "doing the rebuild" suggests a need for candidates who have navigated the complexities of large-scale digital transformations, including managing dependencies and business continuity during the transition. Proficiency in Figma is a given, but the emphasis on AI prototyping is a key differentiator, indicating a need for forward-thinking designers.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Demonstrate at least one significant e-commerce website rebuild or redesign project, showcasing the problem, your process, design solutions, and measurable outcomes.

• Include case studies that highlight your ability to translate business strategy and complex positioning (like "Human Health") into intuitive and engaging user experiences.

• Showcase examples of how you've designed and implemented reusable design system patterns and components, illustrating their impact on consistency and development efficiency.

• Feature examples of AI prototyping in action, demonstrating how you leveraged these tools for rapid iteration, concept testing, or stakeholder communication.

• Present evidence of your ability to manage end-to-end design of core e-commerce flows (homepage, product pages, cart, checkout) and the trade-offs involved. Process Documentation:

• Clearly articulate your design process for complex projects, including discovery, ideation, prototyping (especially AI-assisted), user testing, and handoff to engineering.

• Document how you establish and maintain design principles and standards that guide product development across multiple teams.

• Illustrate your approach to collaborating with Product Management and Engineering, emphasizing how you ensure alignment and drive projects to completion.

• Showcase how you measure the success of your designs, using data and user feedback to inform iterative improvements.

📝 Enhancement Note: The portfolio is critical for this role, especially for demonstrating experience with large-scale rebuilds and the ability to implement design systems that engineering adopts. Evidence of AI prototyping use is a distinct requirement that should be clearly highlighted.

💵 Compensation & Benefits

Salary Range: $180,000 - $210,000 USD per year.

Salary Explanation: The stated range is based on market-specific cost of living data, with the higher end reserved for candidates in the highest cost of living areas and with the most extensive experience. This approach ensures competitive compensation across diverse geographic locations for remote employees.

Benefits:

• Comprehensive Medical, Vision, and Dental insurance plans.

• Equity in the company, reflecting a shared success model.

• Flexible Paid Time Off (PTO) policy, emphasizing results over rigid schedules.

• Complimentary VIP membership to Grove Collaborative.

• A generous 50% employee discount on Grove products.

Working Hours: 40 hours per week, with flexibility emphasized due to the remote nature of the role and a focus on results.

📝 Enhancement Note: The salary range is competitive for a Principal-level UX role, especially in a remote capacity. The tiered compensation based on cost of living is a progressive approach. The benefits package is standard for a tech company, with added perks related to the company's product offering.

🎯 Team & Company Context

🏢 Company Culture

Industry: Consumer Packaged Goods (CPG), E-commerce, Sustainability, Health & Wellness.

Company Size: Grove Collaborative is a public company (NYSE: GROV) with a significant customer base, indicating a mid-to-large size organization with established operational structures.

Founded: Grove Collaborative was founded with a mission to transform the CPG industry for good, emphasizing sustainability and healthier alternatives. This foundational mission continues to influence its culture and product development.

Team Structure:

• The UX team is part of a larger Product organization, reporting to the Head of Product Management & UX.

• This role operates as a senior individual contributor, expected to lead design initiatives and collaborate closely with Product Managers and Engineering teams.

• Cross-functional collaboration is central, involving close partnerships with Product Management, Engineering, Marketing, and potentially executive leadership through initiatives like "Walk The Store." Methodology:

• Grove embraces a data-driven approach, utilizing market data and customer insights to inform strategic decisions.

• The company prioritizes workflow planning and optimization, particularly evident in the current initiative to rebuild its core commerce experience.

• There is a clear emphasis on adopting and leveraging new technologies, such as AI prototyping, to enhance efficiency and innovation.

Company Website: https://www.grove.co/

📝 Enhancement Note: As a certified B Corp and Public Benefit Corporation, Grove Collaborative likely fosters a culture that values purpose, sustainability, and ethical business practices alongside commercial success. This is a key differentiator for potential candidates passionate about the company's mission.

📈 Career & Growth Analysis

Operations Career Level: Principal UX Designer. This is a senior individual contributor role, signifying a high level of expertise, autonomy, and influence. It is a leadership position within the design function, focused on driving strategic initiatives and setting design direction rather than managing direct reports (though mentorship is expected).

Reporting Structure: The role reports to the Head of Product Management & UX. This indicates a direct line of sight to senior leadership and strategic decision-making within the product organization.

Operations Impact: This role has a direct and profound impact on Grove's core business operations by leading the redesign of its primary customer-facing commerce platform. Success will directly influence customer acquisition, retention, conversion rates, and overall revenue. The strategic shift to "Human Health" positions this role as central to the company's future direction.

Growth Opportunities:

• Strategic Leadership: Opportunity to shape the future of a major e-commerce platform and define its user experience for millions of customers.

• Skill Development: Deepen expertise in AI prototyping, design systems, and subscription commerce. Potential to influence the adoption of new design technologies and methodologies.

• Leadership & Mentorship: Develop leadership skills through mentoring other designers and influencing product strategy, potentially leading to future management or principal-level opportunities within the company.

• Industry Impact: Contribute to a company genuinely focused on sustainability and health, aligning professional work with personal values.

📝 Enhancement Note: The "Principal" title suggests a career path focused on deep expertise and strategic influence rather than traditional management. The opportunity to lead a foundational rebuild offers significant career development and visibility.

🌐 Work Environment

Office Type: Fully Remote. This role is designated as remote-friendly for candidates in specific US states, allowing for flexibility and work-life integration.

Office Location(s): Remote for candidates based in California, Maine, Pennsylvania, Nevada, North Carolina, Texas, Colorado, Washington, Illinois, New York, Missouri, and Massachusetts.

Workspace Context:

• The remote environment necessitates strong self-discipline, proactive communication, and effective use of digital collaboration tools.

• Access to modern design tools, including Figma and AI prototyping software, will be essential.

• Collaboration will occur through virtual meetings, shared digital workspaces, and asynchronous communication channels, requiring designers to be adept at working independently and as part of a distributed team.

Work Schedule: Standard 40-hour work week, with an emphasis on flexibility and results. This allows for some autonomy in structuring the workday, provided project deadlines and collaborative needs are met.

📝 Enhancement Note: The remote nature of the role requires strong communication and collaboration skills, with a focus on asynchronous work where possible. The company's commitment to AI tools suggests a modern, tech-forward environment.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: A recruiter or hiring manager will likely review applications and portfolios, assessing for alignment with the core requirements, particularly experience with large-scale e-commerce rebuilds and AI prototyping.

• Hiring Manager Interview: A discussion with the Head of Product Management & UX to delve deeper into strategic thinking, leadership style, and experience with complex design challenges.

• Portfolio Review & Design Challenge: A session where the candidate presents their portfolio, focusing on relevant case studies (especially rebuilds). This may include a specific design challenge related to the core-site rebuild or a new feature, assessing problem-solving skills, design process, and AI prototyping capabilities.

• Cross-Functional Interviews: Meetings with Product Managers and Engineering leads to evaluate collaboration skills, ability to work with technical constraints, and communication effectiveness.

• Executive Interview: Potentially an interview with senior leadership (e.g., CEO, Head of Product) to assess strategic alignment, cultural fit, and executive presence.

Portfolio Review Tips:

• Focus on Rebuilds: Prioritize case studies that demonstrate experience in taking an existing, complex commerce platform and transforming it. Clearly articulate the "before" state, the strategic rationale for change, your specific role, design decisions, and the impact.

• Showcase AI Prototyping: Dedicate specific examples or a section to how you've used AI tools. Explain the problem it solved, the tools used, and the tangible benefits (speed, iteration, clarity).

• Design System Craft: Highlight any experience with building, evolving, or adopting design systems. Show how you designed for engineering implementation and ensured adoption.

• Core Flow Mastery: Be prepared to discuss your approach to designing core e-commerce flows, demonstrating an understanding of user psychology, conversion optimization, and system dependencies.

• Strategic Storytelling: Frame your projects not just as design exercises but as business solutions. Explain the "why" behind your design choices and how they align with company goals.

Challenge Preparation:

• Anticipate Rebuild Scenarios: Prepare for design challenges that involve redesigning or improving core e-commerce components or flows, possibly with a "Human Health" lens.

• AI Integration Strategy: Think about how you would leverage AI tools within a given challenge to accelerate your process and explore potential solutions.

• Trade-off Discussions: Be ready to discuss difficult design trade-offs, balancing user needs, business goals, technical constraints, and timelines.

• Communication Practice: Rehearse presenting your process and solutions clearly and concisely, as if presenting to Product and Engineering stakeholders.

📝 Enhancement Note: The interview process is likely to be rigorous, focusing heavily on strategic thinking, hands-on design skills, and the ability to influence at multiple levels. The portfolio is the primary gatekeeper, and candidates must tailor it to showcase the specific requirements of this "rebuild" initiative.

🛠 Tools & Technology Stack

Primary Tools:

• Figma: The core tool for wireframing, prototyping, UI design, and design system management. Expect advanced usage and template creation.

• AI Prototyping Tools: A broad category; candidates should be familiar with current AI tools for ideation, content generation, or rapid prototyping (e.g., tools that integrate with Figma or standalone AI design platforms).

• User Research Platforms: Tools for conducting user interviews, usability testing, and surveys (e.g., UserTesting.com, Lookback, Maze, Qualtrics, SurveyMonkey).

Analytics & Reporting:

• Web Analytics Tools: Proficiency with tools like Google Analytics or Adobe Analytics to understand user behavior, track conversion funnels, and measure the impact of design changes.

• Data Visualization Tools: Familiarity with tools that help interpret and present data insights (e.g., Tableau, Looker, or internal dashboards).

CRM & Automation:

• While not a direct CRM role, understanding how CRM data and marketing automation influence customer journeys and personalization within an e-commerce context is beneficial.

• Familiarity with e-commerce platforms (e.g., Shopify Plus, custom-built platforms) and their underlying architectures is advantageous.

📝 Enhancement Note: The emphasis on Figma and AI prototyping is paramount. Familiarity with modern design workflows and tools that enable rapid iteration and collaboration is essential. Understanding the broader e-commerce tech stack, including analytics and CMS, provides valuable context.

👥 Team Culture & Values

Operations Values:

• Sustainability & Health: A core value driving product development and company mission, expecting professionals to align with and contribute to this purpose.

• Craft & Excellence: A commitment to high-quality design, meticulous execution, and continuous improvement of the user experience.

• Collaboration & Transparency: Open communication, mutual respect, and a willingness to share knowledge and feedback across teams.

• Innovation & Agility: Embracing new technologies (like AI), adapting to change, and iterating quickly to solve complex problems.

• Impact-Driven: Focusing on delivering measurable business results and positive customer outcomes.

Collaboration Style:

• Partnership: Working closely with Product Management and Engineering as equal partners in the product development lifecycle.

• Mentorship: A culture of knowledge sharing and skill development, where senior members actively guide and support junior colleagues.

• Constructive Feedback: Open to giving and receiving honest, actionable feedback to foster growth and improve design quality.

• Data-Informed: Decisions are supported by data and user insights, encouraging a rational and objective approach to problem-solving.

📝 Enhancement Note: Grove Collaborative's B Corp status and mission likely imbue its culture with a strong sense of purpose. Candidates should be prepared to demonstrate how their work contributes to these values. The emphasis on "craft" and "collaboration" points to a professional and supportive team environment.

⚡ Challenges & Growth Opportunities

Challenges:

• Rebuilding at Scale: Orchestrating a complete rebuild of a high-traffic e-commerce site while ensuring business continuity and minimizing disruption. This requires careful sequencing and strategic decision-making.

• Defining a New Vision: Translating a broad strategic shift like "Human Health" into concrete, actionable design principles and user experiences that resonate with millions of customers.

• Adoption of New Technologies: Successfully integrating and scaling AI prototyping across the design team and ensuring its effective use by engineering.

• Stakeholder Alignment: Navigating diverse opinions and priorities from executive leadership, product, and engineering to maintain a cohesive design direction.

Learning & Development Opportunities:

• Strategic Design Leadership: Opportunity to hone skills in defining product vision, strategy, and long-term design roadmaps.

• AI Design Innovation: Become a leader in applying cutting-edge AI tools within a commercial product development context.

• Design System Mastery: Gain deep experience in building and scaling robust design systems that drive efficiency and quality in a public company environment.

• Cross-Functional Influence: Develop expertise in influencing product and business strategy through design, working closely with senior leaders.

📝 Enhancement Note: This role presents a unique opportunity to shape a company's core digital identity during a significant transformation. The challenges are substantial but offer significant learning and growth potential for a driven designer.

💡 Interview Preparation

Strategy Questions:

• "Describe a time you led the redesign or rebuild of a significant e-commerce experience. What was your process, what were the biggest challenges, and what were the measurable outcomes?"

• "How would you translate the 'Human Health' positioning into concrete design principles for Grove's core website? Walk us through your initial thoughts."

• "You're tasked with redesigning the checkout flow. What are your key considerations, and how would you leverage AI prototyping in this process?"

• "How do you balance the needs of different stakeholders (CEO, Product, Engineering, Users) when making critical design decisions for a large-scale project?" Company & Culture Questions:

• "What attracts you to Grove Collaborative's mission and its focus on sustainability and human health?"

• "How would you contribute to fostering a culture of design excellence and mentorship within our team?"

• "Describe your experience working in a public company environment or a company undergoing significant strategic change."

• "How do you stay current with emerging design trends and technologies, particularly in areas like AI?" Portfolio Presentation Strategy:

• Structure Your Narrative: For each case study, clearly define the problem, your role, the strategic context, your design process (emphasizing AI use), key decisions, trade-offs, and the final results (quantified where possible).

• Highlight the "Rebuild" Aspect: If you have direct rebuild experience, make it the centerpiece. If not, frame a major redesign as a "rebuild" of the user experience and showcase how you addressed existing issues.

• Demonstrate AI Prototyping: Dedicate specific slides or sections to show how you used AI tools. This could be for ideation, generating variations, creating content, or rapidly prototyping concepts.

• Design System Focus: Show examples of your design system contributions and how they facilitated engineering implementation.

• Executive Communication: Practice presenting your work concisely and clearly, anticipating questions about business impact, ROI, and strategic alignment.

📝 Enhancement Note: Candidates should prepare to articulate their strategic thinking, process, and impact with specific examples, especially related to large-scale e-commerce redesigns and AI tool utilization. The interview will likely probe their ability to lead and influence across departments.

📌 Application Steps

To apply for this Principal UX Designer position:

• Submit your application through the Greenhouse portal, ensuring your resume is tailored to highlight experience in e-commerce, large-scale redesigns, and leadership.

• Curate Your Portfolio: Select 2-3 case studies that best demonstrate your experience leading a significant website rebuild or redesign, showcasing your process, AI prototyping usage, and impact on core e-commerce flows.

• Craft a Compelling Cover Letter: Briefly articulate your passion for Grove's mission and how your specific skills and experience make you the ideal candidate to lead their core-site rebuild.

• Prepare Your Presentation: Rehearse your portfolio presentation, focusing on clear storytelling, strategic rationale, and demonstrating your ability to communicate complex ideas to varied audiences.

• Research Grove's Current Experience: Familiarize yourself with Grove Collaborative's existing website and understand their current positioning and user journeys to better discuss potential opportunities and challenges.

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

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