Principal UX Visual Designer, Prime Video Experience Design
About the role
The Principal UX Visual Designer will lead the visual design vision for Prime Video's product experience, architect scalable design systems, and drive high-ambiguity initiatives shaping how hundreds of millions of customers engage with entertainment content.
Key job responsibilities
Define and evolve the visual design language for Prime Video's product experience — including layout systems, color, typography, iconography, illustration, and imagery treatment.
Set the strategic direction for how visual design expresses the Prime Video brand across platforms and surfaces.
Architect and steward the visual foundations of Prime Video's design system (Fable) — defining tokens, component visual standards, patterns, and guidelines that scale across teams and platforms.
Drive the evolution of the system to support new product needs while maintaining coherence.
Create and direct high-fidelity prototypes that bring design concepts to life — communicating vision, validating ideas with stakeholders, and bridging the gap between static comps and production experiences.
Use prototyping as a primary tool for storytelling, alignment, and decision-making at leadership levels.
Lead one or more high-visibility, high-ambiguity design initiatives per year that require senior-level judgment — setting direction where none exists, navigating complex tradeoffs, and delivering breakthrough visual solutions that establish new patterns for the product.
Collaborate closely with motion designers to ensure visual and motion design work as a unified system. Provide visual direction that informs motion behavior, review motion work for brand and visual coherence, and partner on defining how static and dynamic elements integrate within the design system.
Partner with engineering teams to ensure technical feasibility, performance, and fidelity of visual implementations at platform scale. Create detailed design specifications and participate in design QA and Walk the Store sessions to verify production fidelity.
Champion design system adoption across the broader PVXD organization. Define contribution models, lead system-level design reviews, and ensure the system evolves to meet the needs of 35+ designers across five global locations.
Raise the bar for visual design quality across the studio. Lead design critiques, provide mentorship to designers across the team, and model best-in-class craft in systematic visual thinking, prototyping, and brand expression.
Influence product roadmaps and design review cycles by contributing visual design perspectives that shape product strategy and customer experience direction. Use prototypes and visual artifacts to drive alignment at senior leadership levels.
About the team
The PVXD Visual Design Studio is a centralized creative team that provides visual, motion, and artwork design services to the entire Prime Video Experience Design organization. We support designers across five global locations, partnering on feature-level visual design while driving studio-wide initiatives that elevate the craft and coherence of Prime Video's visual identity.
Basic Qualifications
10+ years of design experience
Experience with best practices for User Interface Design, Information Architecture, and Interaction Design
Experience in life cycle design projects from design strategy through execution
Experience in a variety of design, wire-framing, and prototyping tools
Experience in delivering design solutions for projects of large scope and complexity
Experience art directing motion designers, illustrators, writers and content creators
Experience directly working with engineering teams
Strong proficiency in Figma, including component architecture, design tokens, and library management
Preferred Qualifications
Experience designing for entertainment, media, or content-rich consumer products across multiple platforms (mobile, web, TV/living room)
Experience architecting or leading a design system used by 20+ designers across multiple locations
Advanced prototyping expertise — using tools such as ProtoPie, Principle, Figma prototyping, and Rive to create prototypes as a primary communication and decision-making tool at leadership levels
Understanding of motion design principles and how visual design decisions enable or constrain motion behavior
Experience defining visual brand guidelines and translating brand identity into systematic product-level visual language
Track record of influencing product strategy at a senior level without direct authority