Product Designer (Well-Being Coach)

📍 Job Overview

Job Title: Product Designer (Well-Being Coach)

Company: BetterMe

Location: Kyiv, Ukraine

Job Type: Full-Time

Category: Product Design / GTM Operations

Date Posted: 2026-08-19

Experience Level: Mid-Level (2-5 Years)

Remote Status: Fully Remote

🚀 Role Summary

• Design and optimize B2C user journeys, including quizzes, funnels, and landing pages, with a strong focus on driving user engagement and business outcomes.

• Leverage AI tools and creative exploration to develop visually compelling and effective design solutions that align with product and marketing objectives.

• Collaborate cross-functionally with Product, Development, QA, and fellow designers to translate design concepts into high-quality, implemented features.

• Contribute to a data-driven approach by participating in A/B testing and design experimentation to continuously improve user experiences and conversion rates.

• Maintain a product mindset, understanding that design effectiveness is measured by user behavior, conversion metrics, and overall business impact.

📝 Enhancement Note: While the title includes "Well-Being Coach," the core responsibilities and required skills clearly indicate a Product Designer role focused on the user acquisition and engagement aspects of B2C digital products, particularly within the well-being technology sector. The role requires a blend of strong graphic design principles with a strategic understanding of conversion optimization and user funnels. The emphasis on AI tools suggests a forward-thinking design environment.

📈 Primary Responsibilities

• Develop and refine B2C digital product experiences, encompassing quizzes, marketing funnels, landing pages, and other critical user flows to enhance engagement and conversion.

• Generate innovative and visually impactful design concepts that effectively communicate product value and support overarching marketing strategies.

• Proactively explore and present multiple design directions, fostering a culture of creative problem-solving and avoiding premature conclusions.

• Work closely with Product Managers, Engineers, QA testers, and other designers to ensure seamless transition from conceptualization to production-ready designs.

• Partner with product teams to design and implement experiments, driving iterative improvements based on evolving business priorities and user feedback.

• Integrate AI tools, including image generation and large language models like Claude, into the daily design workflow to enhance efficiency and creative output.

• Ensure visual assets are consistent with product identity, audience relevance, and contextual appropriateness, maintaining brand integrity across all touchpoints.

• Produce detailed design specifications and collaborate with developers to guarantee pixel-perfect implementation and a high-quality end product.

• Actively contribute hypotheses and insights derived from a deep understanding of user needs, product functionality, and strategic business objectives.

📝 Enhancement Note: The responsibilities highlight a direct impact on the user acquisition and activation funnel, crucial for GTM (Go-To-Market) strategy. The role is not just about aesthetics but about driving measurable business results through design. The explicit mention of AI tools points towards a modern, tech-forward design process.

🎓 Skills & Qualifications

Education: While no specific degree is mandated, a strong portfolio and demonstrable experience in product and graphic design are paramount. Candidates are expected to possess a comprehensive understanding of design principles, user psychology, and conversion optimization strategies, often gained through formal education or extensive self-study and practical application.

Experience: A minimum of 2-5 years of experience in Product Design, with a significant focus on B2C digital products and conversion-driven user journeys. Experience with A/B testing and designing for experimentation is highly valued.

Required Skills:

• A compelling portfolio showcasing exceptional visual design, graphic design, and product design capabilities.

• Proven experience designing B2C digital products, marketing-driven experiences, quizzes, funnels, and landing pages.

• Demonstrated experience with A/B testing methodologies and designing for iterative experimentation.

• Strong command of typography, composition, imagery, and visual storytelling principles.

• A robust product mindset, understanding design's role in user behavior, conversion rates, and business outcomes.

• Ability to work efficiently, iterate rapidly, and adapt designs to changing product and business priorities.

• Proactive and independent work ethic, capable of handling open-ended tasks, exploring alternatives, and making informed decisions.

• Excellent presentation and communication skills for articulating design decisions and collaborating with cross-functional teams.

• Proficiency or strong willingness to actively use AI tools for design, image generation, and workflow enhancement.

• High levels of curiosity, ownership, and a commitment to continuous learning and experimentation. Preferred Skills:

• Hands-on experience specifically designing quizzes or conversion-focused funnels.

• Prior experience in a creative/digital agency, particularly with campaigns, promotional websites, or social media creatives.

• Experience working within a fast-paced B2C product company environment.

• Advanced experience using AI not just for content/image generation, but for automating or optimizing parts of the design workflow.

📝 Enhancement Note: The emphasis on a "strong portfolio" is a critical signal for this role. Candidates should curate their portfolio to highlight projects demonstrating direct impact on conversion rates, user engagement, and business goals within B2C contexts. The "Product Mindset" requirement means candidates should be prepared to discuss the business rationale behind their design choices.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Showcase a minimum of 3-5 distinct B2C projects that highlight your ability to drive user acquisition, engagement, or conversion.

• For each project, clearly articulate the problem statement, your role, the design process employed, the specific challenges faced, and the measurable outcomes achieved (e.g., conversion rate increases, engagement metrics, A/B test results).

• Include examples of user journeys, funnels, and landing pages where you were directly involved in their design and optimization.

• Demonstrate proficiency in using AI tools within your design process, perhaps showcasing how AI assisted in concept generation, asset creation, or iteration.

• Ensure the portfolio reflects strong visual design principles, including typography, color theory, and composition, tailored for digital B2C applications. Process Documentation:

• Be prepared to discuss your design process from discovery and ideation through to implementation and iteration. This should include how you gather requirements, conduct research, explore design solutions, and collaborate with stakeholders.

• Detail your approach to A/B testing and experimentation, including how you form hypotheses, design variants, analyze results, and incorporate learnings into future designs.

• Explain your workflow for creating design specifications and ensuring smooth handoffs to development teams, emphasizing quality control and implementation accuracy.

• Be ready to articulate how you use AI tools to support your design process, from initial concepting to asset generation and potentially workflow automation.

📝 Enhancement Note: The portfolio is the primary evaluation tool. Candidates must be able to quantify their impact. For this role, demonstrating a direct link between design decisions and business metrics (conversion, engagement) is crucial. The portfolio should also reflect an understanding of the A/B testing and experimentation lifecycle.

💵 Compensation & Benefits

Salary Range: Based on industry benchmarks for a Mid-Level Product Designer with 2-5 years of experience in Kyiv, Ukraine, specializing in B2C conversion-focused design and AI tools, a competitive salary range would likely fall between $25,000 - $45,000 USD per year. This estimate considers the cost of living in Kyiv, the demand for skilled product designers, and the specialized skills required.

Benefits:

• Medical insurance and access to a corporate doctor for comprehensive health support.

• Generous paid vacation (20 days) and paid sick leave, ensuring work-life balance and recovery time.

• Additional days off around public holidays for extended breaks.

• On-site wellness and fitness: access to a corporate gym, professional trainer-led workouts, and massage services.

• Corporate lunches and support for sports activities, including participation fees for events.

• Free access to BetterMe products and partner discounts, promoting employee well-being.

• Modern, up-to-date hardware and equipment provided for effective work.

• Legal and financial support from experienced internal teams for work-related documentation and consultations.

• Opportunities for professional growth, with 90% of leads growing within the company.

• Regular online workouts and team events to foster community and well-being.

Working Hours: The standard working hours are 40 hours per week. BetterMe emphasizes trust without micromanagement, valuing outcomes over hours online, suggesting flexibility in how the 40 hours are structured, provided work is completed effectively and deadlines are met.

📝 Enhancement Note: The salary range is an estimation based on publicly available data for similar roles in Ukraine and the specified experience level. Actual compensation may vary based on specific qualifications, interview performance, and the company's internal compensation structure. The benefits package is extensive and strongly aligned with the company's well-being mission, offering significant value beyond base salary.

🎯 Team & Company Context

🏢 Company Culture

Industry: Technology / Health & Wellness / Mobile Applications. BetterMe operates within the rapidly growing digital health and wellness sector, creating B2C applications that empower users to improve their physical, mental, and emotional well-being. This industry context means a focus on user-centric design, data-driven decision-making, and a mission-oriented approach.

Company Size: BetterMe is a significant player in its field, indicated by its robust product offerings and global reach. While not explicitly stated in the provided data, companies with such a broad impact and extensive benefits package typically range from 500 to 2,000+ employees, suggesting a well-established organization with structured operations and potential for career advancement.

Founded: Founded with a mission to inspire positive change, BetterMe has established itself as a leader in the well-being ecosystem. The company's founding ethos centers on creating products that genuinely help people, fostering a culture of innovation and positive impact.

Team Structure:

• The Product Design team likely comprises several designers specializing in different areas, such as UI, UX, conversion design, and potentially motion graphics. The "Well-Being Coach" aspect in the title might indicate a specialized team focused on user behavior and engagement strategies within the well-being domain.

• Designers typically report to a Design Lead or Head of Product Design, with close collaboration across Product Management, Engineering, Marketing, and QA departments.

• Cross-functional collaboration is a key aspect, ensuring design solutions are technically feasible, meet business goals, and resonate with the target audience. Methodology:

• Data analysis and insights are central to BetterMe's operations, driving product improvements and marketing strategies. Designers are expected to interpret user data and experiment results to inform their work.

• Workflow planning and optimization are continuous processes, with an emphasis on agile development and iterative design.

• Automation and efficiency practices are encouraged, particularly with the explicit integration of AI tools into the design workflow.

Company Website: https://www.betterme.world/

📝 Enhancement Note: The company's focus on well-being and its B2C application ecosystem implies a culture that values user empathy, data-driven insights, and a strong sense of purpose. The emphasis on growth and development suggests an environment where employees are encouraged to take on new challenges and expand their skill sets.

📈 Career & Growth Analysis

Operations Career Level: This role is positioned as a Mid-Level Product Designer (2-5 years of experience). It requires a solid foundation in design principles and a proven track record of contributing to successful B2C products. The "Well-Being Coach" designation suggests potential for specialization within user engagement and behavioral design in the health and wellness space.

Reporting Structure: The Product Designer will likely report to a Design Manager or Head of Product Design. They will work closely with Product Managers, Marketing teams, and Development teams, indicating a highly collaborative and cross-functional reporting dynamic.

Operations Impact: The Product Designer's impact is directly tied to user acquisition, engagement, and conversion metrics. By designing effective funnels, landing pages, and user journeys, they play a critical role in driving business growth and achieving GTM objectives. Their work directly influences user behavior and, consequently, revenue generation.

Growth Opportunities:

• Operations Skill Advancement: Opportunities to deepen expertise in conversion rate optimization (CRO), A/B testing, user journey mapping, and data analysis specific to B2C digital products.

• Specialization: Potential to become a subject matter expert in designing for behavioral change and well-being within the digital health sector.

• Leadership Track: With proven success and initiative, there are opportunities to move into Senior Product Designer roles, lead design projects, mentor junior designers, or even transition into Product Management roles focused on user growth.

• Cross-functional Exposure: Gaining experience and insights from marketing, product, and development teams, fostering a holistic understanding of product lifecycle and business operations.

📝 Enhancement Note: The "Well-Being Coach" aspect of the title, combined with the focus on conversion and user journeys, suggests a career path that blends creative design with a deep understanding of behavioral psychology and GTM strategies in the wellness space. Growth opportunities are likely to involve mastering these specialized areas.

🌐 Work Environment

Office Type: While the role is listed as "TELECOMMUTE" and "Remote OK," and the company offers a remote work arrangement, BetterMe also maintains physical office spaces. For roles based in Kyiv, they offer a hybrid or on-site option with a corporate gym and other amenities. For remote employees, the focus is on creating a productive and connected virtual work environment.

Office Location(s): The primary listed location is Kyiv, Ukraine. BetterMe also operates globally, with a significant presence in Ukraine. Remote work is supported, allowing candidates to work from approved locations within Ukraine.

Workspace Context:

• Remote Collaboration: Emphasis on effective virtual collaboration tools and communication channels to ensure seamless teamwork despite physical distance.

• Tools & Technology: Access to modern hardware and comprehensive software, including advanced design tools and AI platforms, to facilitate efficient and creative work.

• Team Interaction: Regular virtual team meetings, one-on-one sessions, and collaborative design reviews to foster a sense of community and shared purpose. The company culture encourages open communication and feedback.

Work Schedule: The standard work schedule is 40 hours per week. The company promotes autonomy and flexibility, focusing on achieving results rather than strict adherence to hours, which is beneficial for designers who may have creative peaks at different times.

📝 Enhancement Note: The remote nature of this role requires strong self-discipline and excellent communication skills. Candidates should be comfortable working autonomously and proactively engaging with their remote team members. The company's investment in modern equipment and tools supports a productive remote work environment.

📄 Application & Portfolio Review Process

Interview Process:

• Application Submission: Submit your resume and a link to your portfolio through the Breezy HR portal.

• Portfolio Review: The initial screening will heavily focus on your portfolio's demonstration of B2C product design, conversion optimization, AI tool usage, and visual design skills.

• Hiring Manager/Recruiter Screen: A preliminary call to discuss your experience, motivations, and fit with the role and company culture.

• Design Challenge/Case Study Presentation: You may be asked to complete a take-home design challenge or present a case study from your portfolio that showcases your problem-solving approach, design process, and impact. This is where your ability to articulate design decisions and business outcomes will be evaluated.

• Team/Cross-functional Interviews: Interviews with potential team members (other designers, Product Managers, developers) to assess collaboration style, technical understanding, and cultural fit.

• Final Interview: Likely with a senior leader (e.g., Head of Design, Head of Product) to discuss strategic alignment and overall suitability.

Portfolio Review Tips:

• Quantify Impact: Clearly articulate the business impact of your designs using metrics (e.g., "Increased conversion rate by X%," "Reduced bounce rate by Y%," "Improved user engagement by Z%").

• Showcase Process: Detail your design process for each project, highlighting how you identified problems, explored solutions, iterated based on feedback or data, and used AI tools.

• Focus on B2C & Conversion: Prioritize projects that demonstrate your expertise in designing for B2C audiences and driving specific conversion goals (sign-ups, purchases, engagement).

• Highlight AI Integration: If possible, showcase how you've effectively used AI tools in your workflow, explaining the benefits and outcomes.

• Visual Storytelling: Ensure your portfolio is visually appealing and tells a compelling story about your skills and contributions.

Challenge Preparation:

• If a design challenge is given, focus on understanding the core problem and the target user.

• Approach the challenge with a structured process similar to what you'd use in a real-world scenario.

• Be prepared to justify every design decision, linking it back to user needs and business objectives.

• Practice presenting your work concisely and persuasively, anticipating potential questions about your choices and the impact of your design.

📝 Enhancement Note: The interview process will heavily weigh your portfolio's ability to demonstrate tangible results and a strategic understanding of B2C conversion. Be ready to discuss your thought process in detail, especially regarding how you leverage data and AI to achieve business objectives.

🛠 Tools & Technology Stack

Primary Tools:

• Design Software: Figma (highly probable for collaborative design and prototyping), Sketch, Adobe Creative Suite (Photoshop, Illustrator).

• Prototyping Tools: Figma, InVision, ProtoPie.

• AI Design Tools: Claude (explicitly mentioned), Midjourney, Stable Diffusion, DALL-E for image generation, and potentially AI-powered workflow automation tools.

Analytics & Reporting:

• Web Analytics: Google Analytics, Amplitude, Mixpanel (for tracking user behavior, funnels, and conversion metrics).

• A/B Testing Platforms: Optimizely, VWO, Google Optimize, or in-house experimentation platforms.

• Data Visualization: Tableau, Power BI, Looker Studio (for interpreting and presenting data insights).

CRM & Automation:

• CRM: While not directly a designer's tool, understanding CRM basics (e.g., Salesforce, HubSpot) can be beneficial for context on user lifecycle and marketing automation.

• Project Management: Jira, Asana, Trello (for managing tasks, sprints, and cross-functional workflows).

• Communication & Collaboration: Slack, Microsoft Teams, Zoom.

📝 Enhancement Note: Proficiency in Figma and a strong understanding of analytics and A/B testing platforms are essential. The explicit mention of AI tools indicates a willingness and expectation to integrate these into the design process, so familiarity or a strong aptitude for learning them is key.

👥 Team Culture & Values

Operations Values:

• Mission-Driven: A strong commitment to the company's mission of helping millions of people improve their well-being, translating into design work that aims for positive user impact.

• Data-Driven: Decisions are informed by data, user research, and experimentation. Designers are expected to understand and utilize metrics to validate their work.

• User-Centricity: A deep understanding and empathy for the user are paramount, ensuring designs are intuitive, engaging, and meet user needs.

• Innovation & Experimentation: A culture that encourages trying new approaches, leveraging emerging technologies like AI, and continuously testing hypotheses to find optimal solutions.

• Ownership & Autonomy: Employees are empowered to take ownership of their work, make decisions, and manage their time effectively, with trust placed in their ability to deliver outcomes.

Collaboration Style:

• Cross-functional Synergy: Strong emphasis on collaboration with Product, Engineering, and Marketing teams to ensure alignment and successful product development.

• Open Communication & Feedback: An environment where transparent communication, direct feedback, and constructive criticism are encouraged to foster continuous improvement.

• Agile & Iterative: A working style that embraces agility, rapid iteration, and adaptability to changing priorities and market dynamics.

• Knowledge Sharing: A culture that supports sharing insights, best practices, and learnings across teams to elevate collective expertise.

📝 Enhancement Note: The company culture values individuals who are proactive, data-informed, and deeply committed to the user's well-being journey. A collaborative spirit and a willingness to embrace new technologies like AI are crucial for success.

⚡ Challenges & Growth Opportunities

Challenges:

• Balancing Aesthetics with Performance: The primary challenge will be to create visually appealing designs that also perform exceptionally well in terms of conversion and user engagement, requiring a keen eye for both form and function.

• Rapid Iteration in a Fast-Paced Environment: Adapting quickly to changing priorities and continuously iterating on designs based on A/B test results and market feedback can be demanding.

• Integrating AI Effectively: Mastering the use of AI tools to genuinely enhance the design process, rather than just using them superficially, will be an ongoing learning curve.

• Designing for Behavioral Change: Creating effective designs that encourage sustained user engagement and positive behavioral changes in the well-being domain requires a deep understanding of psychology and user motivation.

Learning & Development Opportunities:

• Specialized Design Skills: Opportunities to become an expert in conversion rate optimization (CRO), A/B testing strategies, and the psychology of user engagement within the health and wellness sector.

• AI in Design: Deep dive into leveraging AI for creative ideation, asset generation, workflow automation, and potentially predictive design.

• Product Strategy: Gain a deeper understanding of product management, GTM strategies, and business analytics through close collaboration with cross-functional teams.

• Industry Trends: Staying ahead of the curve in the rapidly evolving digital health and wellness technology landscape.

• Career Progression: Potential pathways to Senior Product Designer, Design Lead, or even Product Management roles within BetterMe.

📝 Enhancement Note: This role offers a unique opportunity to blend creative design skills with a strategic focus on user acquisition and retention in a mission-driven industry. The challenges are directly linked to opportunities for significant professional growth and specialization.

💡 Interview Preparation

Strategy Questions:

• "Describe a time you designed a B2C funnel or landing page that significantly improved conversion rates. What was your process, and what were the key metrics you focused on?" (Prepare a case study with quantifiable results and highlight your role in driving those results.)

• "How do you approach A/B testing in your design process? Can you walk us through an example of an experiment you designed and its outcome?" (Demonstrate your understanding of hypothesis generation, design iteration, and data analysis.)

• "How have you used AI tools in your design workflow? Provide an example of how AI helped you achieve a better outcome or increased your efficiency." (Be ready to discuss specific tools and practical applications, not just theoretical use.)

• "Imagine you're tasked with designing a new feature for our well-being app aimed at increasing daily user engagement. What would be your initial steps, and how would you involve cross-functional teams?" (Showcase your product thinking, problem-solving approach, and collaboration skills.) Company & Culture Questions:

• "What interests you about BetterMe's mission and our products?" (Research the company's mission, apps, and recent news. Connect your personal values or design philosophy to their goals.)

• "How do you handle constructive criticism or feedback on your designs, especially from non-designers?" (Emphasize your openness to feedback and your ability to integrate it constructively.)

• "Describe your ideal work environment and how you thrive when working remotely." (Highlight your self-discipline, communication skills, and proactive approach to remote collaboration.) Portfolio Presentation Strategy:

• Start with Impact: Begin your portfolio presentation by highlighting your most impactful B2C projects with clear, quantifiable results.

• Tell a Story: For each project, walk through the problem, your process, your specific contributions, the challenges you overcame, and the final outcome.

• Show, Don't Just Tell: Use visuals effectively to demonstrate your design skills, user flows, and prototypes.

• Explain Your 'Why': Be prepared to articulate the rationale behind every design decision, linking it to user needs and business objectives.

• Integrate AI Discussion: Naturally weave in how AI tools were used and the benefits they provided within your case studies.

• Be Concise: Respect the interviewer's time by being focused and to the point, ensuring you cover key aspects of each project.

📝 Enhancement Note: Preparation should focus on articulating your design process, quantifying your impact on business metrics, and demonstrating your ability to leverage AI tools effectively. Understanding BetterMe's mission and products is crucial for cultural fit questions.

📌 Application Steps

To apply for this Product Designer position:

• Submit your application through the BetterMe Breezy HR portal, ensuring all required fields are completed accurately.

• Curate Your Portfolio: Tailor your portfolio to prominently feature B2C projects that demonstrate strong visual design, conversion optimization, and successful A/B testing outcomes. Highlight your experience with AI tools and clearly articulate the business impact of your work with specific metrics.

• Optimize Your Resume: Ensure your resume highlights relevant experience in product design, B2C digital products, conversion-focused design, and familiarity with AI design tools. Use keywords from the job description.

• Prepare Your Presentation: Practice presenting 1-2 key portfolio projects, focusing on telling a compelling story about the problem, your process, your role, and the measurable results achieved. Be ready to discuss your approach to AI integration and cross-functional collaboration.

• Research BetterMe: Thoroughly understand BetterMe's mission, product offerings, and target audience. Familiarize yourself with their brand identity and any recent news or initiatives to demonstrate genuine interest and cultural alignment.

⚠️ 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.