Product Designer (UX/UI) - Base44

📍 Job Overview

Job Title: Product Designer (UX/UI) - Base44

Company: Wix

Location: Tel Aviv, Israel

Job Type: Full-time

Category: Product Design / UX/UI

Date Posted: 2026-08-25

Experience Level: 5+ Years

Remote Status: On-site

🚀 Role Summary

• Drive the end-to-end design process for core product experiences within the Base44 team, focusing on both functional and visual design.

• Leverage cutting-edge AI coding tools (e.g., Claude, Codex) to build and validate functional prototypes, moving beyond traditional design tools.

• Conduct thorough user research, including support ticket analysis, data insights, usability testing, and user interviews, to deeply understand user needs and product performance.

• Foster a collaborative environment by working closely with Product Managers, Developers, Analysts, and fellow UX/UI Designers to define product requirements and craft effective design solutions.

• Own the continuous professional and skill development through participation in guild courses, workshops, and mentorship programs.

📝 Enhancement Note: This role is specifically within the Base44 team, a newly acquired part of Wix, operating with a startup-like agility. The emphasis on AI coding tools for prototyping and a strong understanding of applied AI for user experiences are key differentiators for this product design position. The role requires a blend of strategic thinking, hands-on design execution, and a proactive approach to professional growth.

📈 Primary Responsibilities

• Take full ownership of the functional and visual design of assigned product areas within the Base44 platform.

• Develop and deliver high-quality, innovative product experiences within a fast-paced, AI-driven development environment.

• Utilize AI coding tools (e.g., Claude, Codex) for rapid prototyping and validation of design concepts, integrating code-level understanding into the design workflow.

• Conduct comprehensive user research, including analysis of support tickets, user data, usability testing, and direct user interviews, to inform design decisions.

• Collaborate effectively with Product Managers, Developers, Analysts, and other designers to translate product requirements into compelling and user-centric design solutions.

• Drive projects from inception through to final implementation, ensuring design integrity and user satisfaction at every stage.

• Actively participate in and contribute to the Base44 team's professional development initiatives, including guild courses, workshops, and mentorship, while also sharing expertise.

📝 Enhancement Note: The primary responsibilities highlight a significant level of ownership and autonomy for the Product Designer. The expectation to "build and prototype product experiences hands-on using AI coding tools" is a critical and unique aspect, suggesting the need for a designer who is not only skilled in UX/UI but also possesses a degree of technical acumen and a willingness to work directly with or alongside code for rapid iteration.

🎓 Skills & Qualifications

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

Experience: 5+ years of dedicated UX and UI design experience within product teams, with a proven track record of delivering successful digital products.

Required Skills:

• Deep understanding of UX patterns and the entire product lifecycle, from initial research and ideation through to prototyping, design, and usability testing.

• Hands-on experience with AI development tools such as Claude and Codex, demonstrating the technical aptitude to build functional prototypes and collaborate effectively with engineers.

• Advanced proficiency in Figma, with a strong emphasis on building, maintaining, and working within a design system.

• Exceptional problem-solving abilities, coupled with excellent verbal and written communication skills.

• A strategic mindset capable of quickly comprehending complex systems and translating them into clear, intuitive, and pixel-perfect design solutions.

• Demonstrated passion for continuous learning and staying abreast of emerging design trends and technologies, particularly in the AI space. Preferred Skills:

• Experience working in an AI-driven product environment or with AI-powered features.

• Familiarity with agile development methodologies and cross-functional team collaboration.

• Experience with user research methodologies beyond standard usability testing, such as ethnographic studies or diary studies.

• Portfolio showcasing a strong understanding of interaction design principles and visual design aesthetics.

📝 Enhancement Note: The emphasis on "hands-on experience with AI development tools such as Claude and Codex" and the ability to "build functional prototypes" signifies that this role requires a designer with a more technical inclination than a traditional UX/UI role. This suggests that candidates with some coding exposure or a strong understanding of how code translates into functional interfaces will be highly valued. The "5+ years" experience level indicates a need for a seasoned professional who can operate with a high degree of independence.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• A curated selection of 3-5 case studies that clearly demonstrate the candidate's ability to tackle complex design challenges from problem definition to final solution.

• Each case study should highlight the user research methodology employed, the design process followed, key design decisions made, and the resulting impact on the product or user experience.

• Specific examples of work that showcase the application of AI coding tools for prototyping and validation.

• Demonstrations of Figma proficiency, including contributions to or utilization of design systems.

• Evidence of strategic thinking and problem-solving skills applied to user interface and user experience design. Process Documentation:

• Showcase examples of how design processes were documented and communicated within previous teams.

• Illustrate the candidate's approach to user research, including methods for data collection, analysis, and synthesis.

• Provide examples of how prototypes were developed, tested, and iterated upon, particularly using AI-driven tools.

• Demonstrate how design solutions were translated into actionable specifications for development teams.

📝 Enhancement Note: Given the emphasis on AI coding tools and rapid prototyping, the portfolio should ideally include evidence of the candidate's ability to move quickly from concept to functional prototype. This might involve showing interactive prototypes built with AI assistance or demonstrating how AI tools were integrated into the design workflow to accelerate iteration and validation. The "design system" aspect is also crucial, suggesting a need for designers who can contribute to and maintain design consistency at scale.

💵 Compensation & Benefits

Salary Range: Based on industry benchmarks for experienced Product Designers (5+ years) in Tel Aviv, Israel, with a specialization in UX/UI and AI tools, the estimated annual salary range is between ₪250,000 - ₪400,000 (approximately $68,000 - $109,000 USD). This range accounts for the specialized skills in AI development tools and the strategic nature of the role within a fast-growing tech company.

Benefits:

• Opportunities for professional growth and development.

• Access to Guild courses and Guild days for continuous learning.

• Participation in soft and hard skills workshops.

• Mentorship programs for career advancement and skill enhancement.

• Standard Israeli employment benefits (e.g., health insurance, social security contributions, vacation days) as per Wix company policy and local labor laws.

Working Hours: Standard full-time working hours, typically 40 hours per week, with potential for flexibility depending on project needs and team collaboration. The role is on-site in Tel Aviv.

📝 Enhancement Note: The salary range is an estimation based on publicly available data for similar roles in Tel Aviv, Israel, and the specific requirements of this position, including the demand for AI tool proficiency and extensive experience. Actual compensation will be determined by Wix based on the candidate's qualifications, experience, and performance during the interview process. The listed benefits are directly from the provided job description, emphasizing continuous learning and professional development.

🎯 Team & Company Context

🏢 Company Culture

Industry: Software Development / Platform as a Service (PaaS) / AI Technology. Wix is a leading global SaaS company that provides a powerful platform for individuals and businesses to create, manage, and grow their online presence. Base44, as a newly acquired part of Wix, focuses on AI-powered software development, aiming to democratize the creation of custom applications.

Company Size: Wix is a large, publicly traded company (NASDAQ: WIX) with thousands of employees globally. Base44 operates with the agility of a startup within this larger organization, suggesting a dynamic and fast-paced work environment with access to the resources of a major tech player.

Founded: Wix was founded in 2006. Base44 is a newer entity, recently acquired by Wix, bringing its innovative AI technology into the Wix ecosystem.

Team Structure:

• The Base44 team is structured to operate with startup-like speed and collaboration.

• Designers are embedded within cross-functional product teams, working closely with Product Managers, Developers, and Analysts.

• There is a dedicated "guild" structure for designers, fostering knowledge sharing, skill development, and community building across design disciplines within Wix.

• Reporting likely involves a direct manager within the Base44 product or design leadership, with collaboration extending across various departments. Methodology:

• Data-informed decision-making is a core operational philosophy, utilizing analytics and user research to guide product development.

• Agile and iterative development processes are standard, allowing for rapid prototyping and continuous improvement.

• A strong emphasis is placed on leveraging AI and advanced technologies to create innovative solutions and improve user experiences.

• Collaborative problem-solving and cross-functional teamwork are encouraged to tackle complex challenges.

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

📝 Enhancement Note: The "startup within Wix" model for Base44 is a critical cultural aspect. It implies a blend of the innovation, speed, and autonomy of a startup with the stability, resources, and established processes of a large, successful tech company. The mention of a "guild" for designers indicates a strong focus on design community and professional development.

📈 Career & Growth Analysis

Operations Career Level: This role is positioned as an Experienced Product Designer. It requires a seasoned professional capable of independent work, taking ownership of significant product areas, and contributing strategically to design foundations and AI-driven innovation. The expectation is for a designer who can mentor others and drive best practices.

Reporting Structure: The Product Designer will likely report to a Design Lead or Product Lead within the Base44 team. They will work collaboratively within cross-functional product teams, interacting daily with PMs, developers, and analysts. The "guild" structure also implies reporting or engagement with design leadership at a broader Wix level for professional development and community engagement.

Operations Impact: The Product Designer's impact is direct and substantial, shaping the user experience and core functionality of Base44's AI-powered software development platform. By delivering intuitive and powerful design solutions, they will enable a broader audience to create software, directly contributing to user adoption, satisfaction, and the overall growth trajectory of the Base44 offering within Wix.

Growth Opportunities:

• Skill Specialization: Deepen expertise in AI-driven design, advanced prototyping with AI tools, and complex system design.

• Leadership Potential: Opportunity to take on more complex product ownership, mentor junior designers, and potentially lead design initiatives within Base44 or the broader Wix design guild.

• Cross-functional Mobility: Gain exposure to various facets of product development, from deep user research to technical implementation, opening doors to Product Management or specialized design roles.

• Learning & Development: Continuous access to workshops, courses, and mentorship programs designed to enhance both technical and soft skills, aligning with Wix's commitment to employee growth.

📝 Enhancement Note: The growth opportunities are framed around the unique aspects of this role, particularly the AI component. The "guild" structure is a significant factor for career development, offering structured learning and networking within a large design community. The expectation of "driving projects end-to-end" suggests a path towards increased autonomy and leadership.

🌐 Work Environment

Office Type: The role is on-site in Tel Aviv, Israel, indicating a traditional office-based work environment. This setting is conducive to high levels of collaboration, spontaneous idea generation, and direct interaction with team members.

Office Location(s): Tel Aviv, Israel. Specific details about the office amenities and accessibility would typically be provided by Wix HR.

Workspace Context:

• Collaborative Environment: The on-site nature fosters a highly collaborative atmosphere, with designers working closely with PMs, developers, and analysts in shared physical spaces.

• Tools & Technology: Access to industry-standard design tools (Figma) and cutting-edge AI coding tools (Claude, Codex) will be provided, along with the necessary hardware and software to support efficient design workflows.

• Team Interaction: Frequent face-to-face meetings, design critiques, brainstorming sessions, and informal discussions are expected, facilitating rapid feedback loops and strong team cohesion.

Work Schedule: A standard full-time schedule (approximately 40 hours per week) is expected, with the understanding that flexibility may be required to meet project deadlines or facilitate cross-time-zone collaboration if applicable. The emphasis on on-site work suggests a structured daily routine within the office.

📝 Enhancement Note: The on-site requirement in Tel Aviv is a key detail for candidates. It suggests a company culture that values in-person collaboration and team synergy. The workspace context emphasizes the integration of AI tools directly into the physical workspace, highlighting a forward-thinking approach to design operations.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: A review of your resume and portfolio by the recruitment team to assess experience, skills, and alignment with the role requirements.

• Hiring Manager Interview: A discussion with the hiring manager to delve deeper into your experience, design philosophy, and approach to problem-solving, with a focus on your UX/UI expertise and AI tool familiarity.

• Portfolio Presentation & Case Study: A dedicated session where you will present 1-2 detailed case studies from your portfolio, explaining your process, decision-making, and the impact of your designs. This is where your ability to articulate complex design challenges and solutions will be evaluated.

• Design Challenge/Workshop: Potentially a practical exercise or collaborative workshop session with the design team to assess your problem-solving skills, design thinking, and ability to work within a team environment, possibly involving AI tool usage.

• Cross-functional Team Interview: Interviews with Product Managers, Developers, or Analysts to gauge your collaboration style and ability to work effectively within a cross-functional team.

• Final Interview: A concluding interview with senior leadership to assess overall fit, strategic thinking, and potential for growth within Wix.

Portfolio Review Tips:

• Highlight AI Integration: Clearly showcase how you've used AI coding tools (Claude, Codex) in your design process for prototyping, validation, or ideation. Provide specific examples of the outputs and their impact.

• Design System Contributions: If you have experience building or working extensively with design systems, make this a prominent feature. Demonstrate your understanding of scalability and consistency.

• Problem-Solution Narrative: Structure your case studies to clearly articulate the problem, your process, the solutions you designed, and the measurable outcomes. Quantify impact whenever possible.

• Visual Clarity & Polish: Ensure your portfolio is visually appealing, easy to navigate, and that all mockups and prototypes are high-quality and well-presented.

• Tailor to Wix/Base44: Research Wix's products and Base44's mission. If possible, subtly tailor your case studies to demonstrate how your skills can address their specific challenges or opportunities in AI-driven software creation.

Challenge Preparation:

• AI Tool Familiarity: Be prepared to discuss your experience with AI coding tools and potentially demonstrate your ability to use them in a simulated scenario.

• Design System Thinking: Understand how to build, maintain, and scale design systems, and be ready to discuss best practices.

• User-Centric Problem Solving: Practice articulating your approach to understanding user needs and translating them into effective design solutions.

• Collaboration Scenarios: Be ready to discuss how you collaborate with engineering and product teams, especially in an AI-focused development context.

📝 Enhancement Note: The interview process emphasizes practical application and collaboration, with a strong focus on the unique AI and design system requirements of this role. The portfolio review is a critical stage, and candidates are strongly advised to highlight their experience with AI tools and design systems.

🛠 Tools & Technology Stack

Primary Tools:

• Figma: Essential for UI/UX design, prototyping, and collaboration. Proficiency in building and maintaining design systems within Figma is a key requirement.

• AI Coding Tools (e.g., Claude, Codex): Hands-on experience is explicitly required. This indicates the need for designers who can leverage these tools for rapid prototyping, concept validation, and close collaboration with developers.

• Prototyping Tools: Beyond Figma, familiarity with other advanced prototyping tools that may integrate with AI or code could be beneficial.

Analytics & Reporting:

• User Analytics Platforms (e.g., Google Analytics, Mixpanel, Amplitude): To understand user behavior, track product performance, and inform design decisions.

• Data Visualization Tools (e.g., Tableau, Power BI, Looker): For analyzing user data and presenting insights to stakeholders.

CRM & Automation:

• CRM Systems (e.g., Salesforce, HubSpot): While not directly a design tool, understanding CRM data and how it informs user segmentation and personalization can be valuable.

• Project Management Tools (e.g., Jira, Asana, Trello): For managing design tasks, tracking progress, and collaborating with development teams.

📝 Enhancement Note: The explicit mention of "AI coding tools such as Claude and Codex" is a significant differentiator. This isn't just about using AI for design ideation, but for building functional prototypes, implying a more technical and integrated design workflow. Figma's role is central for design system work.

👥 Team Culture & Values

Operations Values:

• Innovation & AI-Centricity: A core value is the relentless pursuit of innovation, particularly through the application of Artificial Intelligence to redefine software creation. This means embracing new technologies and exploring novel solutions.

• User Empowerment: The mission is to empower creators and entrepreneurs. This translates to a design culture focused on understanding and serving user needs with intuitive, powerful, and accessible tools.

• Collaboration & Agility: Operating like a startup within Wix means valuing close-knit teamwork, rapid iteration, and the ability to adapt quickly to new information and challenges.

• Excellence & Quality: A commitment to delivering "extraordinary, high-quality products" is paramount, driving a focus on detail, user experience, and robust design solutions.

• Continuous Learning: The emphasis on professional growth through guilds, workshops, and mentorship highlights a culture that invests in its people and encourages ongoing skill development.

Collaboration Style:

• Cross-Functional Integration: Designers work seamlessly within multidisciplinary teams (PMs, Devs, Analysts), fostering a shared understanding of goals and challenges.

• Data-Driven Dialogue: Discussions are informed by user research, data analytics, and prototype testing, leading to objective and impactful design decisions.

• Open Feedback Culture: The guild structure and startup environment likely encourage a culture of constructive feedback, where ideas are shared openly and iterated upon collectively.

• Proactive Communication: Given the AI-driven and fast-paced nature, clear, concise, and proactive communication is essential for keeping all stakeholders aligned.

📝 Enhancement Note: The "AI-driven environment" and the "startup within Wix" model are the cornerstones of the team culture. This suggests a dynamic, forward-thinking, and highly collaborative atmosphere where innovation and user empowerment are key drivers. The value placed on continuous learning is also a significant aspect for potential candidates.

⚡ Challenges & Growth Opportunities

Challenges:

• Rapid AI Evolution: Staying ahead of the curve in the rapidly evolving field of AI and its application to product design and development.

• Bridging Design and AI Coding: Effectively translating complex AI capabilities into intuitive and user-friendly interfaces, requiring a blend of design expertise and technical understanding.

• Balancing Startup Agility with Corporate Resources: Navigating the dynamics of operating as a fast-paced startup within the framework of a large, established corporation like Wix.

• Defining New Design Paradigms: Forging new paths in user experience design for AI-powered tools, where traditional UX patterns may not always apply.

Learning & Development Opportunities:

• AI Design Specialization: Become a leader in designing for AI-powered platforms, gaining deep expertise in tools like Claude and Codex and their application in UX.

• Design System Leadership: Contribute to and potentially lead the evolution of Wix's design systems, impacting a vast range of products and users.

• Mentorship and Teaching: Share your expertise through teaching in guild courses or mentoring junior designers, enhancing leadership and communication skills.

• Exposure to Cutting-Edge Technology: Work at the forefront of AI and software development, gaining invaluable experience in a high-growth area of the tech industry.

📝 Enhancement Note: The primary challenges and growth opportunities are directly tied to the innovative nature of the Base44 team and its focus on AI. This presents a unique chance for designers to shape the future of software creation and become experts in a highly sought-after field.

💡 Interview Preparation

Strategy Questions:

• "How would you approach designing a new feature for an AI-powered code generation tool, considering the user's potential lack of technical background?" (Preparation: Focus on user empathy, progressive disclosure, and clear feedback mechanisms for AI interactions.)

• "Describe a time you had to collaborate closely with engineers on a complex feature. How did you ensure alignment and a successful outcome, especially when dealing with technical constraints or AI capabilities?" (Preparation: Use the STAR method, highlighting communication strategies, compromise, and shared understanding of project goals.)

• "Imagine you need to prototype a complex AI interaction using tools like Claude or Codex. Walk us through your process, from initial concept to a functional prototype." (Preparation: Be ready to discuss your workflow, how you'd prompt the AI, validate outputs, and iterate.) Company & Culture Questions:

• "What interests you about Wix and specifically the Base44 mission?" (Preparation: Research Wix's products, Base44's acquisition and mission, and connect it to your own career aspirations.)

• "How do you approach continuous learning and professional development, especially in rapidly evolving fields like AI?" (Preparation: Reference the guild programs and your personal learning habits, showcasing proactivity.)

• "How do you contribute to a collaborative team environment, especially when working on-site?" (Preparation: Discuss your active listening skills, willingness to share feedback, and proactive engagement in team activities.) Portfolio Presentation Strategy:

• AI Tool Showcase: Dedicate specific slides or sections to demonstrate how you've utilized AI coding tools. Show the prompts, the AI output, and how you refined it into a user-facing experience.

• Design System Impact: Clearly articulate your role in design systems – whether building, contributing, or adhering to them. Show examples of components and how they ensure consistency.

• Quantifiable Results: For each case study, present metrics that demonstrate the impact of your design decisions (e.g., increased conversion rates, reduced support tickets, improved user satisfaction scores).

• Interactive Walkthrough: Be prepared to navigate your digital portfolio and walk the interviewers through your thought process for each project, answering questions in real-time.

📝 Enhancement Note: The interview preparation focuses heavily on the unique aspects of this role: AI tool usage, design systems, and collaborative, on-site work. Candidates should be ready to demonstrate practical application of these skills and articulate their strategic thinking.

📌 Application Steps

To apply for this Product Designer position:

• Submit your application through the provided job portal link.

• Portfolio Customization: Curate your portfolio to prominently feature case studies demonstrating your UX/UI expertise, your hands-on experience with AI coding tools (like Claude and Codex), and your work with design systems. Highlight projects where you've driven end-to-end design processes and achieved measurable results.

• Resume Optimization: Ensure your resume clearly outlines your 5+ years of experience, specifically mentioning proficiency in Figma and AI development tools. Quantify your achievements and tailor your experience to the responsibilities and qualifications listed in the job description.

• Interview Preparation: Practice articulating your design process, problem-solving approach, and how you leverage AI and data in your work. Prepare to present your case studies effectively, focusing on the "why" behind your design decisions and the impact of your work.

• Company Research: Thoroughly research Wix and the Base44 mission. Understand their product offerings, target audience, and how Base44's AI-powered platform fits into the broader Wix ecosystem. Be prepared to discuss how your skills align with their goals and culture.

⚠️ 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.