We are looking for a Lead Product Designer to own product design for Consumer Experience and help us turn emotionally complex care decisions into clear, trustworthy, high-quality product experiences.

APFM is organizing around the two customers that define our marketplace: families navigating care decisions and providers delivering care. Evolving toward a more connected experience across the full care placement journey.

This role is for someone who is curious about where product design is going, not only where it has been. We do not expect anyone to have ten years of experience with tools that are only beginning to emerge. We do expect you to be actively experimenting with AI tools, learning where they help, where they fail, and how they can create leverage 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.

Who you are:

You are a high-agency builder: someone 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 care about users, business outcomes, product quality, and team momentum. You have strong design judgment, but you are not precious about process. You know 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 are AI-forward without being AI-naive. You are curious about tools like Figma Make, Figma Agents, Claude, ChatGPT, Codex, Cursor, MCP-enabled workflows, v0, or similar tools, and you have probably tried some of them before they were fully ready. You 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 bring strong interaction design, information architecture, systems thinking, and product judgment to complicated consumer decision journeys. You can work across acquisition, education, search, intake, matching, comparison, and conversion experiences without losing sight of the broader marketplace and service journey.

What you will do:

Lead design for Consumer Experience

• Own end-to-end product design for Consumer workstreams, from discovery and journey mapping through prototypes and production-ready design, including the unified family experience across APFM.com, AgingCare, Care Hub, advisor-connected workflows, and emerging AI-enabled channels.
• Translate emotionally complex, information-heavy senior care decisions into intuitive workflows that help families move forward with confidence.
• Partner with Product, Engineering, Research, Marketing, Analytics, Operations, Sales, and business leaders to define problem framing, success criteria, tradeoffs, and release scope.
• Design for trust, clarity, accessibility, speed, and usability across moments where families need accurate information and confident next steps.

Shape product direction with evidence

• Use research, analytics, care-seeker conversations, marketing insights, funnel data, frontline team input, product data, and business context to guide design decisions.
• Identify high-leverage opportunities where better consumer experiences can improve family outcomes, provider outcomes, and business performance.
• Communicate design rationale clearly to product teams, engineering partners, marketing partners, operational stakeholders, and senior leaders.
• Help teams understand not only what should ship, but why it matters.

Raise the design quality bar

• Apply and extend shared APFM patterns so consumer product surfaces feel coherent across channels and touchpoints.
• Help distinguish consumer-specific design needs from reusable marketplace and design-system patterns.
• Contribute to shared foundations, including interaction patterns, information architecture, accessibility, UX writing, content quality, and craft standards.
• Mentor and raise the bar for other designers through critique, pattern quality, and strong product storytelling, without requiring people-management responsibility.

Increase design leverage with AI

• Bring a builder's mindset to design: use lightweight prototypes, AI-assisted workflows, and scrappy experiments to make ideas tangible earlier.
• Experiment with AI tools to explore product directions, prototype consumer journeys, synthesize inputs, pressure-test assumptions, and improve the speed and quality of design work.
• Help the team understand where AI meaningfully improves the consumer experience, and where human judgment, trust, accessibility, and clarity matter more.
• Share what you are learning with Product, Engineering, Research, Marketing, Analytics, Operations, Sales, and design partners so the team gets better together.

Qualifications:

• 7+ years of product design experience on complex consumer web, marketplace, healthcare, search, lead-generation, ecommerce, SaaS, CRM, internal-tool, or operations-facing products.
• Strong portfolio showing end-to-end ownership from ambiguous problem framing through shipped product, including work that influenced product strategy or raised the quality bar across multiple workstreams.
• Excellent interaction design, systems thinking, information architecture, UX writing judgment, and product judgment.
• Demonstrated curiosity and hands-on experimentation with AI tools in the design or product development process.
• Ability to explain not just what you designed, but how you used evidence, tools, prototypes, constraints, and judgment to make better decisions.
• Experience working in fast-moving, ambiguous environments where ownership, pragmatism, and cross-functional trust matter.
• Strong Figma skills and the ability to communicate design intent through flows, prototypes, specs, and crisp design storytelling.
• Comfort partnering deeply with Product Managers, Engineers, Researchers, Marketing, Analytics, operational stakeholders, Sales, and senior leaders to align teams around clear design direction.

Portfolio:

Please include a portfolio that shows your product judgment, craft, and decision-making. We are especially interested in work that shows how you move from ambiguity to clarity. Passion projects, prototypes, AI-assisted experiments, or side projects are welcome if they help us understand how you think, build, and learn outside of a standard case study format.

Compensation:

• Base Salary: $165,000 to $185,000
• Bonus: 10% of annual earnings
• Benefits:
  
  • 401(k) plus match
  • Dental insurance
  • Health insurance
  • Vision Insurance
  • Paid Time Off

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