Senior UX Product Designer, Engagement

Senior UX Product Designer, Engagement

This is a hybrid role to the Toronto HelloFresh Headquarters

About the role

HelloFresh is seeking a Senior Product Designer to join our Engagement team , shaping experiences that deepen customers’ relationships with HelloFresh and create more reasons to engage with our products over time.

As a Senior-level individual contributor, you’ll lead complex, high-impact challenges across loyalty, referrals, discovery, cooking experiences, and other engagement initiatives . You’ll combine strong product design craft with experimentation, systems thinking, and commercial awareness to create experiences that are useful, rewarding, and capable of building lasting customer habits.

This is a strategic and hands-on role. You’ll contribute to the future direction of our engagement experiences while continuously identifying opportunities to improve what exists today. You’ll work in an AI-native design environment , using AI throughout the design lifecycle to accelerate discovery, synthesis, prototyping, and execution — while exploring how emerging technology can create more relevant and personalized customer experiences.

At Senior level, we expect you to independently lead ambiguous product challenges, influence product direction, and contribute patterns and practices that make the broader team stronger. You’ll remain deeply involved in the craft, using the quality of your thinking, design, and collaboration to bring others along.

What you’ll do

Lead high-impact UX experiences

Own the end-to-end design of experiences across loyalty, rewards, referrals, discovery, cooking, and other engagement mechanics that strengthen customers’ relationships with our brands.

Design experiences that give customers compelling reasons to return, participate, explore, share, and get more value from HelloFresh over time.

Translate complex customer and business problems into experiences that feel simple, motivating, and relevant while driving measurable outcomes such as engagement, retention, lifetime value, and referral-driven acquisition.

Think beyond individual features or transactions to understand how repeated interactions can build habits, trust, and long-term customer value.

Help shape product direction

Partner with Product, Engineering, Data, Research, Marketing, CRM, and Content Design to identify opportunities across the customer lifecycle.

Connect customer needs, behavioural insights, commercial goals, and emerging technology to develop strong product directions.

Help define how loyalty, referrals, discovery, and other engagement experiences connect into a coherent customer relationship rather than a collection of disconnected features.

Move comfortably between contributing to longer-term vision and delivering tactical improvements that generate measurable impact today.

Bring a strong design perspective to your product area while remaining open to evidence, experimentation, and the expertise of your partners.

Drive experimentation and validated learning

Use quantitative and qualitative insights to identify opportunities, develop hypotheses, and design high-impact experiments.

Partner closely with Product and Data to understand customer behaviour and translate signals such as participation, frequency, retention, redemption, sharing, and conversion into actionable design opportunities.

Explore how different mechanics — from rewards and incentives to personalization and social sharing — influence customer motivation and behaviour.

Look beyond the outcome of individual A/B tests to identify patterns and insights that can inform future product and design decisions.

Balance short-term commercial impact with the quality and sustainability of the longer-term customer relationship.

Work AI-natively

Integrate AI into your day-to-day design practice, from exploration, research synthesis, and ideation through rapid prototyping and design-to-code workflows.

Use tools such as Claude & Claude Code, Gemini, Figma AI, and emerging technologies to shorten the distance between an idea and something customers can experience and validate.

Explore opportunities for AI-native engagement experiences , including personalization, recommendations, adaptive experiences, conversational interactions, and new ways to help customers discover and get value from HelloFresh.

Apply strong design judgment to AI-generated outputs, understanding when AI accelerates quality and when human craft, intuition, and critical thinking matter most.

Raise the bar for design craft

Create polished, intuitive experiences with strong attention to visual hierarchy, interaction design, motion, micro-interactions, content, and overall usability.

Bring a high level of craft to experiences that may need to be motivating, rewarding, or expressive without becoming distracting, confusing, or gimmicky.

Identify opportunities to improve the quality and coherence of the Engagement experiences you work on.

Contribute patterns, practices, and examples that help other designers deliver stronger work.

Give and seek thoughtful critique, using feedback to continuously strengthen the work.

Design systems, not just screens

Think across journeys rather than individual touchpoints, identifying opportunities to create reusable patterns and modular experiences that can scale across loyalty, referrals, rewards, discovery, brands, markets, and customer segments .

Consider how engagement mechanics connect across surfaces and moments rather than treating individual features in isolation.

Partner with our design system teams while contributing Engagement-specific patterns where needed.

Help reduce design debt and fragmentation by creating solutions that make future experimentation faster without sacrificing relevance or quality.

Lead through collaboration

Bring strong perspectives and clear rationale to complex product decisions.

Guide cross-functional partners through ambiguity and trade-offs, advocating for customer-centred solutions while understanding commercial and technical constraints.

Work closely with Marketing and CRM to ensure product experiences and customer communications reinforce one another across the lifecycle.

Build alignment through clear communication, evidence, and strong design rationale rather than formal authority.

Support other designers through critique, collaboration, and sharing new practices and approaches.

What you’ll bring

Senior-level product design experience

Typically 4–6+ years of product design experience , although we care more about the scope, complexity, and impact of your work than years alone.

A strong portfolio demonstrating end-to-end ownership of complex consumer experiences, from understanding the problem through shipped outcomes and learning.

Experience independently navigating ambiguous problems, making sound design decisions, and influencing product direction within your area.

Engagement and experimentation expertise

Strong experience designing B2C consumer products , ideally within e-commerce, subscription, marketplace, loyalty, social, content, or other high-frequency digital experiences.