Lead Product Designer, Consumer Experience

About the role

This role centers on owning the end-to-end design of consumer journeys for A Place For Mom, where the marketplace serves two primary customers: families navigating care decisions and providers delivering care. The Lead Product Designer, Consumer Experience will translate complex, emotionally charged senior care choices into clear, trustworthy, and high-quality product experiences that guide families, caregivers, providers, and APFM teams through deeply personal moments. You will own the connected experience across the full care placement journey, evolving it from initial discovery to confident action. This is a position for a builder who is curious about where product design is going, not only where it has been, and who actively experiments with AI tools to understand where they help, where they fail, and how they can create use without replacing judgment, craft, accessibility, ethics, or deep user understanding. You will partner with Product, Engineering, Research, Marketing, Analytics, Operations, Sales, and business leaders to shape consumer journeys that help families understand their options, build confidence, and take the next best step in a high-stakes senior care decision.

Key facts

What you'll do

Lead design for Consumer Experience by owning end-to-end product design for Consumer workstreams, from discovery and journey mapping through prototypes and production-ready design.

Shape the unified family experience across APFM.com, AgingCare, Care Hub, advisor-connected workflows, and emerging AI-enabled channels that touch care seekers.

Translate emotionally complex, information-heavy senior care decisions into intuitive workflows that help families move forward with confidence and reduce decision paralysis.

Partner with Product, Engineering, Research, Marketing, Analytics, Operations, Sales, and business leaders to define problem framing, success criteria, tradeoffs, and release scope for consumer-focused initiatives.

Design for trust, clarity, accessibility, speed, and usability across moments where families need accurate information and confident next steps in their care search.

Shape product direction with evidence by using research, analytics, care-seeker conversations, marketing insights, funnel data, frontline team input, product data, and business context to guide design decisions.

Identify high-use opportunities where better consumer experiences can improve family outcomes, provider outcomes, and business performance within the marketplace.

Communicate design rationale clearly to product teams, engineering partners, marketing partners, operational stakeholders, and senior leaders to align understanding and expectations.

Help teams understand not only what should ship, but why it matters in the context of the broader senior care journey and marketplace dynamics.

Apply and extend shared APFM patterns so consumer product surfaces feel coherent across channels and touchpoints while preserving distinct consumer needs.

Contribute to shared foundations, including interaction patterns, information architecture, accessibility, UX writing, content quality, and craft standards that elevate the entire system.

Mentor and raise the design bar for other designers through critique, pattern quality, and strong product storytelling, without requiring people-management responsibility.

Increase design use with AI by bringing a builder's mindset to design, using lightweight prototypes, AI-assisted workflows, and scrappy experiments to make ideas tangible earlier.

Experiment with AI tools such as Figma Make, Figma Agents, Claude, ChatGPT, Codex, Cursor, MCP-enabled workflows, and v0 to explore product directions, prototype consumer journeys, synthesize inputs, pressure-test assumptions, and improve the speed and quality of design work.

Help the team recognize where human judgment remains essential, ensuring that technology serves as a force multiplier rather than a replacement for thoughtful design, craft, and deep user empathy.

Requirements

You must possess broad interaction design, information architecture, and systems thinking for complex consumer decisions that involve high emotion and information density.

You must bring experience shaping consumer journeys from acquisition through conversion while maintaining marketplace awareness across providers, operations, and business constraints.

You must apply shared patterns and design systems rigorously, distinguishing consumer-specific needs from marketplace design foundations to avoid inconsistency.

You must contribute to foundational elements such as accessibility, UX writing, and content quality standards that uphold clarity, trust, and usability for all users.

You must actively experiment with AI tools, understanding where they help, where they falter, and how they create use responsibly without compromising ethics, accessibility, or human judgment.

You must have at least 3 years of experience, excluding ten-year baselines tied to emerging tools, to ensure sufficient depth in design leadership and decision-making.

You must be a high-agency builder who moves toward ambiguity, takes ownership without waiting for perfect direction, and uses design, data, and AI-native tools to make the team move faster and raise the quality of the work.

You must care about users, business outcomes, product quality, and team momentum, demonstrating these values through design choices and collaboration.

You must have strong design judgment, but you are not precious about process, knowing when to prototype, when to simplify, when to push for a better system pattern, and when to help the team make a pragmatic decision.

You must be AI-forward without being AI-naive, curious about tools such as Figma Make, Figma Agents, Claude, ChatGPT, Codex, Cursor, MCP-enabled workflows, and v0, and you have likely tried some of them before they were fully ready.

You must understand that these tools can accelerate exploration, synthesis, prototyping, and production, but that they also introduce limitations, quality risks, trust concerns, and new responsibilities for designers.

You must bring strong interaction design, information architecture, systems thinking, and product judgment to complicated consumer decision journeys that span acquisition, education, search, intake, matching, comparison, and conversion.

You must be able to work across acquisition, education, search, intake, matching, comparison, and conversion experiences without losing sight of the broader marketplace and service journey.

Nice to have

None specified.

Practical notes

This is remote work based in the United States; travel is not required, and visa sponsorship is not mentioned.