UX/UI Lead

📍 Job Overview

Job Title: UX/UI Lead

Company: Bobbie

Location: United States

Job Type: Full-Time

Category: UX/UI Design, Digital Product

Date Posted: 2026-09-15

Experience Level: Mid-Senior Level (5-10 years)

Remote Status: Fully Remote (US-based)

🚀 Role Summary

• Owns end-to-end UX/UI design for Bobbie's critical subscription and e-commerce platforms, directly impacting customer retention and acquisition.

• Drives user-centric solutions by translating business goals into intuitive and engaging digital experiences for parents.

• Maintains and evolves Bobbie's design system, ensuring scalability, consistency, and adherence to best practices across all digital touchpoints.

• Conducts rigorous user research and A/B testing to validate design decisions, optimize conversion funnels, and enhance overall user satisfaction.

• Collaborates closely with cross-functional teams including Creative, Platform (Product & Engineering), and Lifecycle to ensure seamless brand and user experience integration.

📝 Enhancement Note: This role is an individual contributor position focusing on strategic UX/UI leadership within the Digital Product team. While there are no direct reports, the Lead will mentor external contractors and guide projects through the full design lifecycle, emphasizing a hands-on approach to design craft and process ownership.

📈 Primary Responsibilities

• Lead the design strategy and execution for the entire subscriber journey, from initial signup and plan selection to account management (editing, skipping, pausing, canceling subscriptions), billing, and crucial feeding-stage transitions.

• Apply deep expertise in subscription commerce UX patterns (e.g., dunning, save-flows, flexible cadence, bundling, upsell/cross-sell) to craft best-in-class, parent-centric experiences.

• Develop comprehensive wireframes, user flows, and interactive prototypes to effectively communicate design concepts and solutions to stakeholders.

• Identify and proactively resolve UX/UI friction points across the entire conversion funnel, including homepage, product pages, cart, and checkout flows.

• Own and meticulously maintain Figma file hygiene, ensuring the integrity of components, tokens, documentation, and naming conventions within the design system for optimal scalability and ease of use.

• Establish and evangelize UX/UI best practices, including WCAG accessibility standards and inclusive design principles, across the product organization.

• Plan and execute qualitative and quantitative user research initiatives, such as usability testing, subscriber interviews, and behavioral analysis, to inform design iterations and improve key metrics like conversion and retention.

• Conduct thorough competitor analysis and leverage user feedback loops, including A/B testing, to continuously refine and enhance the digital user experience.

• Collaborate seamlessly with the Creative team to ensure visual identity and brand voice are expertly translated into user interfaces that feel authentically Bobbie.

• Partner closely with Platform (Product Managers and Engineers) to validate technical feasibility, manage scope trade-offs, and ensure high-fidelity implementation of designs across mobile and web platforms.

• Work hand-in-hand with the Lifecycle team to design cohesive experiences across owned channels (email, SMS, web) that effectively reduce churn, drive reactivation, and support parents through evolving needs.

• Manage and mentor external UX/UI contractors, providing clear briefs, constructive feedback, and quality oversight to ensure timely, on-brand, and user-centered deliverables.

📝 Enhancement Note: The emphasis on "end-to-end design ownership" and "subscription commerce UX patterns" indicates a need for a candidate who can not only design but also strategize and optimize complex recurring revenue models. The role requires a blend of deep UX/UI craft and a strong understanding of business objectives in a DTC e-commerce context.

🎓 Skills & Qualifications

Education: While no specific degree is mandated, a Bachelor's degree in Design, HCI, Computer Science, or a related field, or equivalent practical experience, is typically expected for this level of responsibility.

Experience: Extensive UX/UI design experience, with a significant focus on subscription, membership, or recurring-revenue products. Direct experience in DTC subscription commerce is strongly preferred. Proven ability to manage projects and mentor designers is essential.

Required Skills:

• Extensive UX/UI design experience, with a significant portion dedicated to subscription, membership, or recurring-revenue products (DTC subscription commerce highly preferred).

• A robust portfolio demonstrating end-to-end ownership: showcasing expertise in user research, information architecture (IA), interaction design, visual/UI design, and post-launch iteration.

• Proven experience designing and optimizing subscription-specific flows, including plan management, billing cycles, retention/save-flows, churn reduction strategies, and lifecycle-driven engagement.

• Expert-level proficiency in Figma, with a demonstrable track record of building and maintaining clean, scalable design systems (components, tokens, documentation).

• Strong understanding and practical application of accessibility standards (WCAG) and inclusive design principles.

• Excellent communication, presentation, and storytelling skills, with the ability to articulate and defend design decisions to leadership and cross-functional partners.

• Nuanced understanding of e-commerce principles, customer journey mapping, and current industry trends and best practices.

• Strong foundational skills in typography, layout design, and color theory.

• Proven ability in effective time management across multiple projects and deadlines, while consistently maintaining high-quality brand standards in a fast-paced startup environment. Preferred Skills:

• Experience in the health, wellness, baby/parenting, or CPG/e-commerce categories.

• Familiarity with subscription/billing platforms such as Recharge, Stripe Billing, or similar.

• Experience with lifecycle/CRM tooling, such as Klaviyo or comparable platforms.

• Basic front-end development fluency (HTML, JavaScript, CSS) to better inform design feasibility and collaboration with engineering.

• Experience managing or mentoring other designers or external contractors, including providing clear direction and quality feedback.

📝 Enhancement Note: The emphasis on a "portfolio demonstrating end-to-end ownership" is critical. Candidates should prepare to showcase projects that clearly illustrate their involvement from initial user research and problem definition through to final UI implementation and iterative improvements, highlighting their strategic thinking and problem-solving capabilities in a subscription context.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Showcase projects that clearly demonstrate end-to-end ownership of the design process, from initial user research and problem definition to interaction design, visual UI design, and post-launch iteration.

• Include detailed case studies of subscription-specific flows, highlighting your approach to plan management, billing, retention/save-flows, churn reduction, and lifecycle-driven engagement.

• Present examples of how you have built, maintained, or significantly contributed to a design system, emphasizing its scalability, component structure, and documentation.

• Demonstrate your expertise in Figma, including file organization, component libraries, and collaborative workflows. Process Documentation:

• Detail your user research methodologies, including how you plan and conduct qualitative (e.g., usability testing, interviews) and quantitative research (e.g., behavioral analysis) to inform design decisions.

• Illustrate your process for creating wireframes, user flows, and interactive prototypes, explaining the rationale behind your design choices and how they address user needs and business goals.

• Explain your approach to collaborating with Product Managers, Engineers, and Creative teams, detailing how you ensure technical feasibility, brand alignment, and high-fidelity implementation of designs.

• Provide examples of how you have utilized A/B testing and user feedback to iterate on designs and improve key metrics like conversion rates and customer retention.

📝 Enhancement Note: Candidates should prepare to present their portfolio in a structured manner, focusing on storytelling that highlights the problem, their process, the solution, and the measurable impact (e.g., conversion rate improvements, retention increases). Demonstrating a deep understanding of subscription commerce mechanics and parent-centric design is paramount.

💵 Compensation & Benefits

Salary Range:

• Group A (SF/Bay Area, Seattle, NYC): $148,525 – $175,000 USD per year

• Group B (Los Angeles, Chicago, Austin, Denver, Boston, Washington DC, San Diego, Philadelphia, Portland, Sacramento): $133,670 – $157,500 USD per year

• Group C (All Other Cities): $126,245 – $148,750 USD per year

Benefits:

• Competitive stock options package.

• 401k with employer match to support long-term financial planning.

• Comprehensive medical, dental, and vision insurance, with 100% coverage for employees and subsidized options for dependents.

• US-based remote work model, offering flexibility and work-life balance.

• Flexible Time Off Policy, including Summer Fridays (half days from Memorial Day to Labor Day).

• 16 paid company holidays, plus an end-of-year holiday shutdown period.

• Generous 16 weeks of paid parental leave, with the option to extend with an additional 8 months of unpaid leave.

• A one-year subscription to Bobbie formula.

• $75 monthly stipend for internet expenses.

• Reimbursement for co-working space expenses.

Working Hours: While not explicitly stated as a fixed number, the role implies a standard full-time commitment (likely 40 hours per week), with the flexibility afforded by a remote work model and a focus on outcomes rather than strict time tracking. The mention of Summer Fridays suggests a culture that values work-life balance.

📝 Enhancement Note: The salary ranges are tiered by geographic location, reflecting a common practice in remote compensation strategies to account for varying cost of living. Candidates should identify their relevant geographic group to understand their specific salary band. The comprehensive benefits package, particularly the generous paid parental leave and full insurance coverage, highlights Bobbie's commitment to supporting employees and their families.

🎯 Team & Company Context

🏢 Company Culture

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

Company Size: Early-stage startup, implied by the "doing all kinds of things" statement and the focus on rapid growth and innovation. This means operations and design teams are likely lean, agile, and highly collaborative.

Founded: Bobbie's founding is linked to addressing gaps in the infant formula market and advocating for parents, suggesting a mission-driven culture that prioritizes customer needs and social impact.

Team Structure:

• The UX/UI Lead will be part of the "Digital Product (Platform) team," indicating a focus on the core technology and user experience of Bobbie's digital offerings.

• This team likely works in close proximity to Engineering, Product Management, Creative, and Marketing departments.

• As an individual contributor, the Lead will collaborate heavily with peers and senior stakeholders rather than manage a team directly, though they will direct external contractors. Methodology:

• Data-Driven Design: Emphasis on user research, A/B testing, and behavioral analysis to inform design decisions and optimize key metrics.

• User-Centricity: A core tenet, with the parent community's needs and feedback at the forefront of all UX/UI efforts.

• Agile & Iterative: The fast-paced startup environment necessitates rapid iteration, MVP delivery, and adaptability to changing workflows.

• Design System Driven: Commitment to maintaining a clean, scalable design system for consistency and efficiency.

Company Website: hibobbie.com

📝 Enhancement Note: Bobbie's unique positioning as both a formula provider and an advocacy group ("Bobbie for Change") shapes its culture. Expect a passionate, mission-driven environment where employees feel empowered to be "activists" for parents. The company values radical change, embracing tension, meticulous delivery, and understanding diverse perspectives.

📈 Career & Growth Analysis

Operations Career Level: This is a Lead-level individual contributor role, signifying a senior position requiring extensive expertise and the ability to influence design direction. It's a step below management but above mid-level individual contributor roles, focusing on deep specialization and strategic impact within the design domain.

Reporting Structure: The UX/UI Lead will report to the Director of Digital Product. This structure suggests a direct line of communication with product leadership, allowing for strategic alignment and visibility into product roadmap decisions.

Operations Impact: The role has a direct and significant impact on Bobbie's core business operations, specifically revenue generation and customer retention through the subscription and e-commerce platforms. The quality of the UX/UI directly influences customer acquisition, lifetime value, and overall brand perception.

Growth Opportunities:

• Skill Specialization: Deepen expertise in subscription commerce UX, design systems, and user research methodologies.

• Cross-Functional Leadership: Influence product strategy and design best practices across multiple departments.

• Mentorship: Gain experience in directing and mentoring external UX/UI contractors.

• Startup Growth: Potential to grow with the company as it scales, possibly leading to future team leadership opportunities or expanding design influence.

• Industry Exposure: Gain valuable experience in the rapidly evolving DTC and CPG e-commerce landscape.

📝 Enhancement Note: As a "Lead" individual contributor in a startup, this role offers a unique opportunity for significant impact and hands-on design leadership without the direct people management responsibilities of a formal manager role. Growth will likely come from expanding scope, influence, and strategic contributions to Bobbie's digital product.

🌐 Work Environment

Office Type: Fully Remote (US-based). This indicates a distributed workforce with no central office requirement, offering maximum flexibility.

Office Location(s): While remote, the salary bands suggest geographic considerations (Group A, B, C), implying that the company may track employee locations for compensation adjustments or compliance.

Workspace Context:

• Collaborative Digital Environment: Expect heavy reliance on digital collaboration tools (e.g., Slack, Zoom, Figma, project management software) to facilitate communication and teamwork across distributed teams.

• Access to Tools: The role requires expert-level Figma skills and implies access to necessary software for research, prototyping, and design system management.

• Team Interaction: While remote, the emphasis on cross-functional collaboration suggests frequent virtual interactions with Product Managers, Engineers, Creative, and Lifecycle teams.

Work Schedule: The role is full-time, likely around 40 hours per week. The remote nature and flexible time off policy (including Summer Fridays) suggest a focus on results and work-life balance, allowing individuals to manage their schedules effectively within the demands of a fast-paced startup.

📝 Enhancement Note: The "US-based remote work model" and "co-working space reimbursement" indicate a flexible approach to how employees structure their remote work. This environment suits proactive individuals comfortable with self-direction and digital collaboration.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: A review of your resume and portfolio to assess qualifications and experience, with a strong emphasis on subscription commerce UX and design system work.

• Hiring Manager Interview: Discussion with the Director of Digital Product to delve deeper into your experience, design philosophy, and fit with the team's needs. Expect questions about your approach to subscription flows, design systems, and collaboration.

• Portfolio Presentation & Design Challenge: A session where you will present your portfolio, likely focusing on 1-2 key projects that demonstrate end-to-end ownership and impact. A design challenge, potentially involving a realistic subscription-related problem, may be given to assess your problem-solving skills, process, and ability to articulate design decisions.

• Cross-Functional Interviews: Meetings with key stakeholders from Product, Engineering, and Creative teams to evaluate collaboration style, technical understanding, and brand alignment.

• Final Round: Potentially with senior leadership to discuss strategic alignment and cultural fit.

Portfolio Review Tips:

• Curate Strategically: Select 2-3 projects that best showcase your expertise in subscription commerce UX, end-to-end design ownership, and design system work. Highlight projects with measurable impact.

• Structure Your Narrative: For each project, clearly articulate the problem statement, your role and process, the design solutions, and the outcomes/impact (use metrics where possible).

• Emphasize Process: Detail your user research methods, wireframing/prototyping approach, and how you collaborated with cross-functional teams.

• Showcase Design System Skills: Include examples of your design system contributions, emphasizing component structure, documentation, and scalability.

• Highlight Collaboration: Explain how you partnered with Product, Engineering, and Creative to achieve successful outcomes.

• Prepare for Figma Deep Dive: Be ready to discuss your Figma file organization, component libraries, and advanced features.

Challenge Preparation:

• Understand Subscription Mechanics: Familiarize yourself with common subscription models, billing cycles, churn reduction tactics, and lifecycle management.

• Practice Problem Solving: Be prepared to analyze a given problem, define user needs, brainstorm solutions, and articulate your design rationale clearly.

• Focus on User-Centricity: Ensure your solutions are rooted in understanding and addressing parent needs and pain points.

• Consider Brand Alignment: Think about how your design solutions would integrate with Bobbie's brand identity and voice.

📝 Enhancement Note: Given the emphasis on a "fast-paced startup environment," expect the interview process to be efficient and focused on assessing practical skills, problem-solving ability, and cultural fit. Be prepared to demonstrate how you can deliver high-quality work quickly and collaboratively.

🛠 Tools & Technology Stack

Primary Tools:

• Figma: Expert-level proficiency required for UI design, prototyping, collaboration, and design system management. This is the central tool for the role.

• Prototyping Tools: Likely integrated within Figma, but familiarity with other tools like InVision or Adobe XD might be beneficial.

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

• Collaboration & Communication: Slack, Zoom, Google Workspace (Docs, Sheets, Slides).

• Project Management: Tools like Jira, Asana, Trello, or Monday.com for managing workflows and tracking deliverables.

Analytics & Reporting:

• Web Analytics: Google Analytics or similar platforms to track user behavior, conversion rates, and funnel performance.

• A/B Testing Tools: Optimizely, VWO, Google Optimize, or integrated platform features for experimental design validation.

• Data Visualization: Potentially Tableau, Looker, or internal dashboards to analyze user data and present findings.

CRM & Automation:

• Subscription/Billing Platforms: Familiarity with platforms like Recharge, Stripe Billing, or similar is a strong plus.

• Lifecycle/CRM Tooling: Experience with platforms such as Klaviyo, Braze, or Mailchimp for managing customer communication and engagement.

• Integration Tools: Understanding of how different systems connect to ensure seamless data flow within the e-commerce ecosystem.

📝 Enhancement Note: Proficiency in Figma is non-negotiable. While experience with specific subscription/billing platforms (Recharge, Stripe Billing) and CRM tools (Klaviyo) is a bonus, the ability to quickly learn and adapt to Bobbie's existing stack will be crucial. A strong understanding of how these tools integrate to support the customer journey is key.

👥 Team Culture & Values

Operations Values:

• Be Radical: Embrace change-making, rule-breaking, and stigma-shattering attitudes. Be unapologetically bold and use your platform for good – this applies to design choices that challenge industry norms.

• Nurture the Tension: Accept that building a company and navigating parenthood involves healthy tension. Embrace the unknown, practice humility, and foster a culture of continuous learning.

• Deliver Ounce by Ounce: Understand the critical importance of details, especially when customers entrust you with feeding their babies. Meticulous attention to detail in design ensures reliability and trust.

• Don’t Assume: Value unique perspectives, withhold judgment, and appreciate the diverse paths that lead people to Bobbie. Celebrate differences and collective strength.

Collaboration Style:

• Cross-functional Integration: Design is not siloed; it's deeply integrated with Product, Engineering, and Creative. Expect constant collaboration and shared ownership.

• Data-Informed Decision Making: Design decisions are backed by research, user feedback, and performance data.

• Brand-Centricity: A strong emphasis on maintaining Bobbie's unique brand voice and visual identity across all digital touchpoints.

• Agile and Iterative: A willingness to adapt, iterate quickly, and embrace change in a fast-paced startup environment.

📝 Enhancement Note: The company's core values are deeply intertwined with its mission. Candidates should be prepared to demonstrate how they embody these values in their work, particularly "Deliver Ounce by Ounce" (attention to detail in critical user flows) and "Be Radical" (innovative design solutions).

⚡ Challenges & Growth Opportunities

Challenges:

• Balancing Innovation with Reliability: Designing engaging experiences while ensuring the critical functionality of subscription management and formula delivery remains flawless.

• Navigating a Fast-Paced Startup: Adapting quickly to evolving priorities, rapid iterations, and potentially ambiguous requirements common in early-stage companies.

• Maintaining Design System Scalability: Ensuring the design system remains robust and efficient as the product and company grow.

• Driving Impact in a Remote Environment: Effectively collaborating and influencing stakeholders without constant in-person interaction.

• Translating Brand into UI: Consistently translating Bobbie's unique brand voice and mission into intuitive and compelling user interfaces.

Learning & Development Opportunities:

• Deepen Subscription Expertise: Gain specialized knowledge in optimizing recurring revenue models and subscriber lifecycle management.

• Design System Mastery: Become an expert in building and scaling design systems for a growing DTC brand.

• Cross-Functional Influence: Develop strong skills in stakeholder management and influencing product strategy across diverse teams.

• Startup Growth Experience: Contribute to and learn from the rapid scaling of a mission-driven company.

• Mentorship: Develop leadership and mentoring skills by guiding external contractors.

📝 Enhancement Note: The challenges presented are inherent to a lead role in a growing startup. Success will depend on adaptability, strong problem-solving skills, and the ability to proactively identify and address potential issues before they impact the user experience or business operations.

💡 Interview Preparation

Strategy Questions:

• "Describe your process for designing a critical subscription flow, such as plan upgrades or cancellations. How do you balance user needs with business objectives?" (Focus on your end-to-end process, research, and metrics.)

• "How do you approach building or maintaining a design system? What are the key components and considerations for ensuring its scalability and adoption?" (Highlight your Figma expertise and system thinking.)

• "Tell us about a time you had to advocate for a design decision that faced pushback from stakeholders. How did you present your case and what was the outcome?" (Demonstrate communication, persuasion, and data-driven argumentation.)

• "How do you ensure accessibility (WCAG) is integrated into your design process from the outset, rather than being an afterthought?" (Showcase your understanding of inclusive design principles.) Company & Culture Questions:

• "Based on what you know about Bobbie, how would you translate our brand values ('Be Radical,' 'Nurture the Tension,' etc.) into the UX/UI of our subscription experience?" (Connect your design approach to company mission and values.)

• "How do you prefer to collaborate with Product Managers, Engineers, and Creative teams? Describe your ideal working relationship." (Highlight your cross-functional collaboration style.)

• "What excites you most about Bobbie's mission and our approach to the infant formula market?" (Show genuine interest and understanding of the company's purpose.) Portfolio Presentation Strategy:

• Tell a Story: Structure your presentation around the narrative of each project: the challenge, your role, the process, the solution, and the impact.

• Quantify Impact: Whenever possible, use metrics (e.g., conversion rate increase, churn reduction percentage, task completion time improvement) to demonstrate the value of your designs.

• Deep Dive on Process: Be ready to explain the 'why' behind your design decisions, from user research insights to interaction patterns.

• Showcase Figma Mastery: Walk through your Figma files to demonstrate organization, component usage, and prototyping capabilities.

• Address Collaboration: Explain how you worked with other teams to bring your designs to life.

📝 Enhancement Note: Prepare specific examples that align with Bobbie's values and the demands of a subscription e-commerce business. Be ready to discuss how you handle ambiguity and contribute to a fast-paced, mission-driven environment.

📌 Application Steps

To apply for this UX/UI Lead position:

• Submit your application through the provided job board link.

• Customize Your Resume: Tailor your resume to highlight your extensive UX/UI design experience, specifically emphasizing your work with subscription commerce, design systems, and end-to-end project ownership. Use keywords from the job description.

• Curate Your Portfolio: Select your strongest 2-3 projects that best demonstrate your expertise in subscription flows, design system contributions, and user research. Ensure each case study clearly outlines the problem, your process, the solution, and the measurable impact.

• Prepare Your Presentation: Practice walking through your portfolio with a focus on clear storytelling, process explanation, and quantifying results. Be ready to discuss your Figma expertise and collaboration approach.

• Research Bobbie: Thoroughly understand Bobbie's mission, values, products, and target audience. Consider how your design philosophy aligns with their "Be Radical" and "Deliver Ounce by Ounce" ethos.

⚠️ 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.