Principal Product Designer

The Role

As a Principal Designer, you will raise the quality bar, ship world‑class member experiences, and drive innovation across SoFi’s SIPS (Save, Invest, Protect, and Spend) ecosystem. You’ll set a 12–24 month design vision, lead with craft, and use AI‑powered tools to move faster without compromising quality. You influence at the org level while staying hands‑on with the work.

• Lead 0–1 company‑level big bets from problem framing to shipped MVP and iteration creating step‑change value for SoFi members.


• Turn strategy into clear bets, roadmaps, and high‑quality product outcomes.


• Own cross‑surface, system‑level experiences that connect SIPS into a coherent, delightful member journey.


• Model IC leadership: no direct reports; high influence.

What You’ll Do

• Vision and strategy




• Define and socialize a clear design vision and north stars for one or more SIPS domains.


• Translate vision into decision principles, experience frameworks, and measurable bets.




• Systems and craft




• Architect patterns and systems (tokens, components, journeys) that scale across web, iOS, and Android.


• Champion accessibility (WCAG 2.2 AA), privacy/security by design, and compliant, member‑first solutions.




• Research and data




• Partner with Research and Data Science to de‑risk decisions, validate value, and instrument for learning.


• Use experiments (A/B, holdouts, guardrails) to improve outcomes with confidence.




• Execution and quality




• Lead from first principles and pixels; run crisp reviews; hold a high bar for detail and polish.


• Unblock ambiguity; simplify complex flows; land production‑ready work faster with AI‑assisted build, testing, and documentation.




• Influence and collaboration




• Build strong partnerships with Product, Engineering, Compliance, Risk, Support, and Marketing/Ops.


• Mentor senior designers; raise org capability through modeling, critique, and improved presentation standards.




• AI‑powered design




• Be a power user of AI‑assisted design and research tools (e.g., Figma AI, Cursor, advanced prototyping, content/UX writing assistants, code‑adjacent tools).


• Establish best practices for prompt design, AI‑accelerated exploration, quick prototyping, and documentation with a human‑in‑the‑loop quality bar.

What You’ll Bring

• Track record leading multi‑team, multi‑quarter initiatives and shipping at scale across mobile and web.


• Mastery in IA, interaction design, and visual systems; you sweat details and can teach others how.


• Strong product sense: you frame problems, make trade‑offs clear, and tie craft to outcomes.


• Comfortable in regulated domains; you partner well with Compliance, Risk/Fraud, and Security.


• Fluency with experimentation, analytics, and instrumentation; you measure what you ship.


• Exceptional storytelling and influence with executives and cross‑functional leaders.


• Deep collaboration skills in distributed teams; you bring clarity, momentum, and calm.


• Tools: Figma and modern prototyping; practical experience with AI‑powered design/research tooling.

Even Better

• Fintech or personal finance experience; data visualization at scale; marketplace/e‑commerce patterns.


• Systems thinking across platform surfaces and shared services.