Principal, Product Designer - AI Incubation Lab

About the role

The Principal, Product Designer - AI Incubation Lab at Expedia Group will lead the end-to-end vision, strategy, and UX design execution for AI-driven incubation projects that inform the future of travel across Expedia Group brands. This role involves exploring novel AI-powered product experiences, designing and iterating conceptual, visual, and interaction patterns, producing tangible prototypes and experiments, and collaborating with a small cross-functional incubation team to transform early concepts into higher-fidelity experiences and potential customer-facing experiments.

Responsibilities

• Lead the end-to-end vision, strategy, and UX design execution for AI-driven incubation projects that inform the future of travel across Expedia Group brands.
• Explore, define, and prototype novel AI-powered product experiences, creating experiential artifacts that bring ambiguous opportunities to life for travelers, partners, and internal teams.
• Design and iterate conceptual, visual, and interaction patterns that evolve the Expedia brand experience in response to emerging AI capabilities and future customer needs.
• Produce tangible prototypes and experiments, including “vibe-coded” or coded artifacts, to evaluate ideas with users and stakeholders and to inform strategic decisions.
• Collaborate closely with a small cross-functional incubation team to transform early concepts into higher-fidelity experiences and potential customer-facing experiments, safely integrating AI/ML-enabled solutions that improve outcomes.
• Synthesize and communicate key insights, learnings, and design directions through compelling storytelling to senior leaders and peers, transferring knowledge into current product teams and fostering a fast-paced culture of AI-first innovation.

Requirements

• 12+ years of experience in product or UX design, including substantial experience shipping high-quality digital products or services at scale.
• Bachelor’s degree or higher in a related field (Design, Human-Computer Interaction, User Experience or similar), or equivalent relevant experience.
• Proven ability to take ambiguous, technically complex opportunities and translate them into clear, inspiring, and testable AI-powered product experiences and prototypes.
• Demonstrated expertise in interaction, visual, and systems-level experience design, including creating experiential artifacts (prototypes, coded demos, or similar) that guide strategic product decisions.
• Strong communication and storytelling skills with a track record of influencing cross-functional stakeholders and leadership in a highly collaborative environment.
• Familiarity with AI-driven systems, tools, or workflows and applying AI/ML concepts to real world products, including integrating AI capabilities into end-to-end customer journeys.

Preferred Qualifications

• Experience leading incubation, exploratory, or zero-to-one design initiatives that shaped long-term product or portfolio strategy in a complex ecosystem.
• Background designing and evaluating AI-assisted or AI-first user experiences, including responsible application of AI/ML capabilities to improve decision making, automation, or personalization.
• Demonstrated ability to safely integrate and operate AI/ML-enabled solutions that improve customer and business outcomes, including partnering with product and engineering to define guardrails and evaluation criteria.
• Proven success crafting and evolving design languages, pattern libraries, or interaction models to accommodate emerging AI-driven behaviors across multiple products or brands.
• Depth in creating and running higher-fidelity prototypes and experiments (including data- or behavior-informed prototypes) to validate AI-centric concepts, and demonstrated experience taking products from concept to scaled adoption.