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.
- You understand how product experiences can influence customer motivation, frequency, habit formation, retention, and advocacy — not just immediate conversion.
- You understand experimentation deeply and can translate behavioural data, customer insights, and business metrics into meaningful design opportunities.
- You can balance commercial outcomes with customer value, trust, and the quality of the longer-term relationship.
Exceptional product design craft
- Strong expertise across interaction and visual design, including hierarchy, information architecture, responsive behaviour, motion, and micro-interactions.
- You can take complex experiences and make them feel simple, and can articulate what separates a functional experience from a great one.
- You understand how thoughtful interaction and visual design can create moments of delight and motivation without compromising clarity or usability.
- You care about the details while understanding when speed, learning, and iteration matter more than perfection.
AI-native design fluency
- AI is already part of how you work, not something you are waiting to adopt.
- You regularly use AI across multiple stages of your design process, whether that’s discovery, synthesis, ideation, prototyping, or execution.
- You’re comfortable experimenting with tools such as Figma AI, Claude, Claude Code, Gemini, or similar emerging technologies.
- You’re interested not only in using AI to work faster, but in understanding how it changes what we can design for customers.
Systems thinking
- You naturally look beyond the individual screen or experiment to understand how experiences connect across the customer lifecycle.
- You have experience creating reusable patterns or modular solutions that can work across journeys, customer contexts, brands, or markets.
- You can balance the benefits of consistency and reuse with the need to design for the specific customer motivation and context at hand.
Strategic thinking and high agency
- You’re comfortable navigating ambiguity, challenging assumptions, and proactively identifying opportunities rather than waiting for perfectly defined briefs.
- You bring conviction to your design decisions while remaining open to evidence, experimentation, and alternative perspectives.
- You can establish a strong direction for your work and then get hands-on to make it real.
Cross-functional leadership
- You’re comfortable working beyond traditional design boundaries: shaping product decisions with Product Managers, exploring technical possibilities with Engineers, working with Data to understand behaviour, and partnering with Research, Content Design, Marketing, and CRM to understand and influence the broader customer experience.
- You know how to build alignment across disciplines and move work forward without relying on formal authority.
Exceptional communication
- You can turn complex problems into clear, compelling narratives and confidently present your thinking to stakeholders at different levels.
- You communicate not only what you designed, but the customer insight, hypothesis, trade-offs, and business rationale behind it.
- You can adapt the depth and format of your communication to the decision that needs to be made.
Let’s cut to the cheese, this is why you'll love it here
- Box Discount - Amazing discounts on 1 box per week! 75% discount on weekly HelloFresh and Chefs Plate meal kits AND 50% off weekly Factor meal box.
- Health & Wellness - Health & Dental benefits from day 1, a Health Spending Account, unlimited access to the Headspace app to meet your self-care needs, and 25% discount on GoodLife fitness memberships!
- RRSP Matching - Competitive RRSP matching program offered
- Vacation & PTO - Time off is also an important part of self-care! We offer generous vacation and PTO to help you create a good work-life balance.
- Family Benefits - A parental leave top-up program for expectant parents.
- Growth & Development - We support your career progression and invest in your continued learning through experiences and initiatives owned by our dedicated L&D team
- Work Hard & Have Fun - From team socials to engaging company days, you’ll have plenty of opportunity to experience the fun!
- Diversity & Inclusion Initiatives - With impactful ERG’s like FreshPride, Women Empowered and LIMES, we are committed to our diversity, equity & inclusion efforts.
- Food Puns - this one is kind of a big dill if you haven’t already noticed. We even have some punny meeting room names!
Flexible Hybrid Approach
At HelloFresh, we know that flexible work arrangements are essential in enabling you to do your best work, while balancing your personal and life needs. Offering remote work flexibility, along with the opportunity to interact and collaborate in the office are all a part of creating a great employee experience.
To meet these needs, we are pleased to provide Flexible Hybrid work. Flexible Hybrid is a people-first approach that is based on choice, trust, personalization, and empowers teams to choose when and how often they work from the office and work from home, in addition to team days and company days. This means a minimum of 2 days in office per week, with most teams in office between 2-3 days a week.
#LI-HYBRID
HelloFresh Canada uses AI-integrated technology to help us process and evaluate applications more efficiently. This includes tools that screen and assess candidate qualifications based on the requirements for this role. While these tools assist our workflow, all final selection decisions are made by our hiring team.
This is a posting for an existing vacancy. We are actively seeking to fill this position.
Toronto, ON Pay Range$120,000—$130,000 CAD
