Digital Product Design Lead

About Bobbie

Bobbie makes European-style organic infant formula manufactured end-to-end in the U.S., because we believe every parent deserves to feed their baby with confidence, without judgment and without compromise. No mystery ingredients. No shortcuts. Just clean, thoughtfully made formula that parents can trust.

But Bobbie has never been just a formula company. When the 2022 national infant formula shortage left parents across the country unable to feed their babies, we closed our storefront to new customers rather than leave a single existing family without formula. We went to Washington. We got loud. And we opened our Heath, Ohio manufacturing facility to make sure something like that could never happen again.

That's who we are, and that's what you'd be joining.

Bobbie for Change

Our advocacy arm, Bobbie for Change, exists because making great formula isn't enough if the systems around parenthood are still broken. We fight for paid federal parental leave, push for legislation to prevent future formula shortages, advocate for feeding equity, and support families navigating impossible situations, including donating formula to parents impacted by breast and gynecologic cancers through the Bobbie Breasties program.

We're a company that genuinely believes becoming a parent makes you an activist. The people who work here feel that too.

The Role

We’re looking for the person who wakes up every day thinking about how to make the Bobbie experience better, and who partners closely with Product, Lifecycle, Creative and Development to make it happen.

You’re obsessed with our customers and driven by insight. You’ll be the voice of parents in every design decision. You’ll spend as much time understanding them (what confuses them, what worries them, what makes them stay or leave) as you spend in Figma, and you’ll turn that understanding into clear problem statements, sharp prioritization and well-crafted experiences.

You’re proactive. You don’t wait for a brief. You spot friction in the data, in support tickets or in a usability session, and you bring the problem, plus a point of view on how to solve it, to the table before anyone asks.

You’ll lead and rebuild our in-house UX/UI function, setting the standards, workflows and design culture the rest of the team builds on. You’ll own our design system and Figma hygiene end to end, starting with a new foundation, and bring personalization into the subscriber journey.

What You’ll Do

Lead the in-house UX/UI function

• Act as Bobbie’s in-house UX/UI lead. Set the design vision, quality bar and ways of working as we rebuild the function.

• Establish and evangelize UX/UI best practices, accessibility standards (WCAG) and design workflows across the product organization, staying current with industry trends and emerging tools.

• Direct our ongoing UX/UI agency partner: set priorities, give clear creative and quality feedback, and raise the bar on their work.

• Mentor designers and contractors, and be the go-to design partner for leadership.

Design across the subscriber journey

• Design wireframes, prototypes and user flows to communicate ideas. Identify and fix UX/UI issues across the conversion funnel: homepage, product, cart and checkout pages.

• Partner with Product Managers and Lifecycle Marketing to shape the subscriber journey, designing key moments across it: signup, plan management, billing, feeding-stage transitions, save flows, cancellation and winback.

• Bring design and customer insight to personalization, working with Product and Lifecycle on experiences that adapt to each family’s stage and needs, onsite and throughout the subscription.

Build and own the design system

• Own Bobbie’s design system end to end. Start by auditing it and rebuilding its foundation so the team can move faster without losing quality.

• Develop and maintain design systems, style guides and UI patterns for consistency across mobile and web, with a mobile-first approach to visual design.

• Own Figma file hygiene and design system integrity (components, tokens, documentation and naming conventions) so the system stays scalable and easy for any collaborator to pick up.

Research and validation

• Plan and run qualitative and quantitative research (usability testing, subscriber interviews, funnel and behavioral analysis) to validate design decisions and improve conversion, retention and satisfaction across the subscription funnel.

• Turn what you learn into clear problem statements and bring them to Product as opportunities, not just design requests.

• Run competitor analysis, gather user feedback and use A/B testing to keep improving design and usability. Always look for new ways to remove friction from our UX.

• Keep Bobbie’s parent community at the core of the UX, designing the subscription journey around their needs, feedback and voice.

Cross-functional collaboration

• Creative: Partner hand in hand to align user experience, visual identity and brand voice, translating brand direction into interfaces that feel unmistakably Bobbie.

• Platform: Work with designers, Product Managers and Engineers early and often to validate technical feasibility, scope tradeoffs and make sure designs ship with fidelity across mobile and web.

• Lifecycle: Design cohesive experiences across owned channels (email, SMS, web) that reduce churn, increase reactivation and support parents through every stage of their subscription.

• Brand and Product Marketing: Partner with Brand on brand and commercial strategy, and with Product Marketing so the subscription experience supports go-to-market priorities and stays true to Bobbie’s positioning.

Project and process leadership

• Clearly explain and justify design decisions, breaking features down into MVPs that deliver immediate value.

• Set clear timelines for UX/UI deliverables, managing dependencies and blockers while leading projects through the design phase.

W hat You Bring

• Customer obsession you can show. A portfolio where you can point to the customer insight behind each decision and what you learned after launch, not just the final screens.

• Proactive problem-solving. Examples of problems you spotted and pushed forward yourself, and the outcome they drove.

• Strategic rigor. You frame problems clearly, weigh tradeoffs against business goals like conversion and retention, and hold your own in roadmap conversations with Product and leadership.

• Experience leading a design function. You’ve built or led an in-house UX/UI practice: setting standards and workflows, directing agencies or contractors, and mentoring designers.

• Senior craft. Deep UX and UI skills across web and mobile, expert Figma skills, and experience building scalable design systems.

• Personalized, data-driven design. Experience designing personalized or data-driven experiences, and using data to shape decisions and measure results.

• Relevant experience. Significant product design experience, ideally in DTC subscription, membership or other recurring-revenue products. Mobile-first design experience is strongly preferred.

• Clear communication. You can tell the story behind a design decision to any audience.

While Also Being

• Passionate — about what we are doing.

• Proactive — can take initiative to get things done.

• Curious — love learning and staying on top of emerging trends.

• Excited about working at an early-stage startup — where you may end up doing all kinds of things!

Bonus points

• Health, baby/parenting, or CPG/ecommerce experience

• Familiarity with Recharge, Shopify, Klaviyo

Why This Role Matters

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