Principal, Product Designer - AI Incubation Lab

About the role

The Principal Product Designer - AI Incubation Lab at Expedia Group leads exploration work on the future of travel powered by AI. This role involves working in a small prototype-oriented team to define clear success metrics and connect them to business outcomes at the organizational level. The designer will develop, formalize, and teach best-in-class problem framing, experimentation, and synthesis practices that combine qualitative research, quantitative data, and AI-driven insights to uncover high-value opportunities.

Responsibilities

• Lead the creation and evolution of an AI-forward customer experience vision and strategy for the AI Incubation Lab, defining clear success metrics and connecting them to business outcomes at the organizational level.
• Develop, formalize, and teach best-in-class problem framing, experimentation, and synthesis practices that combine qualitative research, quantitative data, and AI-driven insights to uncover high-value opportunities.
• Architect foundational experience frameworks, interaction patterns, and enterprise-grade design system components that support rapidly evolving AI-driven products and proofs-of-concept across multiple domains.
• Champion simple, elegant, and trustworthy experiences for AI-enabled workflows, driving a high design quality bar through critique, mentoring, and hands-on collaboration with cross-functional partners.
• Build and nurture an innovation-oriented design culture within the Lab and partner teams, facilitating collaborative concept development, rapid prototyping, and clear communication that links vision, strategy, and execution.
• Safely integrate and operate AI/ML-enabled solutions that improve customer and business outcomes, designing responsibly for automation, augmentation, transparency, and human oversight in AI-driven experiences.

Requirements

Minimum qualifications include a Bachelor’s degree or higher in Design, Human-Computer Interaction, User Experience, or a related field, or equivalent practical experience applying advanced design methods to digital products and services. 10+ years of professional experience in experience design, interaction design, product design, or a closely related discipline, with visible impact at product, platform, or organizational levels. Demonstrated expertise in at least two core design skills (such as interaction design, visual design, service design, or systems thinking), strong capability in at least two others, and the ability to apply this breadth across multiple product domains. Proven track record defining and driving customer experience strategy, design frameworks, and success metrics for multi-team or organization-level initiatives, including collaboration with senior stakeholders. Hands-on experience using data, customer research, and AI-driven systems, tools, or workflows to inform design decisions, including applying AI/ML concepts to real-world products.

Preferred Qualifications

• Experience leading the design of complex AI-enabled or data-rich products from early-stage concept through scaled adoption, including framing problem spaces, validating opportunities, and iterating based on learning.
• Demonstrated ability to architect and evolve cross-product design systems, foundational utilities, and reusable patterns that support rapid incubation and experimentation across multiple teams or platforms.
• Track record of shaping organizational design culture—establishing critique practices, coaching senior designers, and influencing leaders to adopt scalable, evidence-based design processes and standards.
• Expertise integrating qualitative and quantitative methods, experimentation, and business analytics to guide decision-making for AI-infused experiences, including safely integrating and operating AI/ML-enabled solutions that improve outcomes.
• Deep familiarity with AI-driven systems, tools, or workflows in a design context, including leading design for human-AI collaboration patterns (such as copilot experiences, recommendations, or generative interfaces) and advancing AI-informed design practices within an incubation or lab environment.

Benefits and Perks

Expedia Group offers a wide range of benefits to support employees and their families, including medical, dental, and vision coverage, paid time off, an Employee Assistance Program, wellness and travel reimbursement, travel discounts, and International Airlines Travel Agent Network (IATAN) membership. Learn more about life at Expedia Group at https://careers.expediggroup.com/life.

Accommodation Requests

If you need an accommodation or adjustment due to a disability during the application or recruiting process, please submit a request at https://expedia.service-now.com/askeg?id=job_accommodation.

About Expedia Group

Expedia Group includes three flagship consumer brands - Expedia, Hotels.com, and Vrbo - along with a leading B2B travel business and travel advertising offerings. Across our brands and business, we help travelers explore the world with confidence and ease.

Equal Opportunity

Expedia is committed to creating an inclusive work environment with a diverse workforce. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity or expression, sexual orientation, national origin, genetics, disability, age, veteran status, or any other characteristic protected by law. This employer participates in E-Verify. The employer will provide the Social Security Administration (SSA) and, if necessary, the Department of Homeland Security (DHS) with information from each new employee's I-9 to confirm work authorization.