Principal Product Designer

Serko is building Serko.ai, an AI travel assistant designed to provide personalized, proactive, and flexible business travel experiences. Serko is seeking a Principal Product Designer to own the end-to-end traveller experience, shaping strategy and designing AI-powered web and mobile products from discovery through delivery. The role partners with Product, Engineering, and Data while establishing design systems, accessibility standards, and high-quality execution.

Responsibilities:

• Own the UX Strategy: Define the end-to-end traveller journey, tying design decisions directly to business outcomes and product vision
• Influence at the Table: Partner cross-functionally with Product, Engineering, and Data to drive high-impact decisions in ambiguous space
• Build End-to-End: Lead discovery through delivery to ship world-class UI, UX, and CX across web and mobile
• Scale the System: Define and govern reusable components, design systems, and accessibility standards to maintain quality at scale
• Guard Execution: Collaborate with engineering to bridge design intent and implementation, maintaining an uncompromised quality bar
• Design Intelligent Workflows: Build intuitive AI-augmented experiences—including agentic flows, conversational interfaces, and personalization
• Drive Trust & Legibility: Make complex AI interactions feel natural, transparent, and effortlessly intuitive for users
• Supercharge Productivity: Leverage modern AI tools to accelerate your own workflow from rapid prototyping to pattern generation
• Operate with Autonomy: Take full accountability for the traveller experience with high trust and minimal oversight
• Elevate the Team: Raise the collective craft through constructive critique, capability building, and mentorship as the team grows

Requirements:

• You've done 0-to-1 before and you want to do it again
• You want autonomy and have the ambition to own a major scope end to end, from strategy to execution
• You're comfortable with ambiguity and you're drawn to problems that don't have established patterns yet
• You have the taste to know when something is right, not just done
• And you measure design by outcomes, not output
• Strategic and systems-level. Proven ability to shape product direction, influence roadmap decisions, and align multi-disciplinary stakeholders around a coherent customer vision
• End-to-end craft. A strong portfolio of complex digital products shipped end to end across UX, UI, and CX, with deep design-systems experience
• AI-native instincts. Track record designing AI-powered or data-driven products (conversational interfaces, personalisation, recommendation systems, or agentic experiences) with a feel for making intelligent systems transparent and trustworthy
• Expert tooling. Fluency in Figma and the modern toolchain, UX research, interaction design, information architecture, and accessibility (WCAG), with comfort using data to validate decisions
• AI-forward practice. You actively build AI tools into your own workflow and collaborate closely with engineers to hold design integrity through delivery