Principal Product Designer, Coach

Lead the design and execution of SoFi Coach, an AI-native agentic layer that transforms the platform into a proactive personal wealth manager. Collaborate with leadership to influence cross-company strategy while creating functional prototypes to demonstrate AI-driven user experiences.

Responsibilities

• Lead the SoFi Coach vision: define the interaction patterns and UX strategy for a conversational interface that proactively manages debt, investments, and wealth optimization
• Build to inspire: create functional prototypes and MVPs using AI-native workflows to demonstrate 'magic moments' to stakeholders and engineering partners
• Act as an 'un-invasive innovator': partner with core engineering and product teams to accelerate their AI roadmaps without creating organizational friction
• Push the possible: use technical savvy to challenge the status quo, pushing engineering teams to achieve higher craft and more ambitious execution in AI implementations
• Evolve the craft: help lead the evolution of SoFi’s internal AI-enabled design workflow, creating skills and agents that benefit the entire design organization

Requirements

• 10+ years of experience as a Product Designer, Technical Founder, and/or Design-Engineer
• Proven track record of driving 0-to-1 initiatives for high-scale consumer products
• A 'builder' portfolio: a public or private collection of functional projects you have personally built or contributed to using code and AI tools
• Mastery of AI tooling: power user of Claude Code, Cursor, and similar environments for rapid, iterative development
• Strategic gravitas: experience influencing cross-functional strategy at the executive level in a complex, fast-moving organization
• Technical literacy: strong understanding of software architecture, APIs, and agentic systems

Benefits

• Competitive salary
• Comprehensive benefits package
• Opportunity to work on a high-impact project
• Collaborative and dynamic work environment

Key Skills