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Lead Principal Product Designer

PhiaNew York City
On-site Full-time

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Experience Level

Mid to Senior

Qualifications

What You Will OwnDefine and oversee Phia's product design vision and execution from conception through to scaling. Establish high standards for product quality, craftsmanship, and speed across all user interactions. Build, lead, and expand dynamic product design teams in a high-velocity environment. Guide design decisions in uncertain contexts and rapidly convert concepts into finalized products. Collaborate closely with Product, Engineering, and Leadership to refine product strategy and prioritize initiatives. Define and enhance design systems to facilitate quick iterations and uniform user experiences. Encourage bold experimentation while ensuring a cohesive product experience.

About the job

As the Lead Principal Product Designer, you will spearhead the development of Phia's product experience from inception to implementation, crafting a visionary design framework while establishing the necessary systems, teams, and processes to accelerate growth. You will thrive at the intersection of strategic planning and practical execution, collaborating closely with Product, Engineering, and Leadership teams to transform complex challenges into clear, engaging product solutions. This hands-on leadership position is ideal for someone who excels in a fast-paced environment, embraces bold innovations, and has a proven track record of delivering high-quality designs at startup speeds. You will set the standard for design excellence, operational efficiency, and impactful outcomes as Phia evolves from a fledgling startup to a market leader.

About Phia

Phia is revolutionizing the shopping experience by integrating an AI layer that seamlessly connects consumers with brands, creating a personalized shopping agent that translates real-time consumer intent into reliable product discovery. Since its launch in April 2025, Phia has rapidly grown to over 1 million users and has formed partnerships with more than 6,200 retail brands, collectively driving billions in annual gross merchandise volume. Each month, Phia generates millions in sales for its partners, achieving an impressive 11× revenue growth since inception. Our partners benefit from enhanced conversion rates, improved customer acquisition, increased average order value, and significantly reduced return rates.

Phia’s core offering is an AI shopping agent integrated into users’ natural shopping journey, providing real-time insights to empower smarter and more confident purchasing decisions.

As a compact, high-ownership team, Phia operates at a startup pace. If you are passionate about driving rapid product iterations, solving intricate challenges in consumer AI and commerce, and desire clear ownership from the outset, this is the perfect environment for you.

About Phia

Phia is at the forefront of transforming the shopping landscape with its innovative AI technology that connects consumers with brands in real time. With millions of users and thousands of retail partnerships, Phia is dedicated to enhancing the shopping experience through personalized insights and recommendations. As a fast-growing startup, Phia offers a dynamic work environment where creativity and ownership are highly valued.

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