Principal UX Designer

THE SHORT VERSION

Grove is rebuilding its store. We are repositioning the entire company on Human Health — the idea that the products in your home shape the health of the people living in it. That position changes what we sell, how we talk about it, and what shopping at Grove should feel like. Our current site was built for a different Grove. It needs to be rebuilt.

We're hiring a Principal UX Designer to lead the design of that rebuild. This is a senior individual contributor role reporting to the Head of Product Management & UX, who sets the overall vision for the customer experience. Your job is to turn that vision into a design direction concrete enough for Product and Engineering to build against — across the core flows, across the teams doing the work — and to see it through to launch.

This is the rare moment where a designer gets a blank page on a real business. Grove is a public company with millions of customers, a working commerce engine, and a leadership team that has decided to change direction. You will not spend a year building consensus for change. The change is already the mandate. Your job is to define what it looks like and get it live.

We're looking for someone who can hold the direction in one hand and a Figma file in the other. Someone who has done the rebuild before and wants to do it again with more room to swing.

WHAT YOU'LL OWN

Vision and strategy for the Core-Site Experience. In partnership with Sr. Director of Product, you will define, you will define what Grove's store should be and make that vision concrete enough that Product, Engineering, and leadership can build against it. You'll set the design principles, defend them in the room, and translate the Human Health positioning into an experience customers can feel on the first screen.

Design direction for the Core-Site rebuild. You'll translate the Human Health positioning into a design approach the teams can execute against, and set the design principles that hold the rebuild together. You'll make the calls on direction independently, and bring the cross-system trade-offs to your manager rather than deciding them alone.

The core flows, end to end. Homepage through category, search, product detail, cart, and checkout — you define how they hold together and how each one gets built. That includes the design system patterns that make the consistency real in code, designed for other people to implement, not just for you to hand off. 

AI prototyping in the design practice. Today, strategic conversations happen against slides and get decided too late. You'll use AI prototyping in your own work every week, and partner with Engineering and the other UX Designers on the shared components and patterns that let the team put a real prototype on the table in days. When it works, we argue about a real experience early, while the argument is still cheap.

Walk The Store. You'll take part in the recurring series where the CEO and leadership team walk the live customer experience together, bring the design point of view into that room, and turn what surfaces there into prioritized work on the rebuild.

Craft across the design team. You'll mentor the designers around you, define what good looks like in practice, and raise the bar on craft. Grove should be a place where strong designers want to work, and you're a reason why.

ABOUT YOU

You've done the rebuild. You've taken a real commerce experience apart and put it back together. You're comfortable when the answer is "start over," and you know how to sequence a rebuild so the business keeps running while you do it.

You hold the direction and go make it. You can carry a multi-quarter initiative and a two-week sprint in your head at the same time. You put pen to paper. You sit with Product and Engineering, cut scope, solve the hard state, and see it through to launch.

You have real e-commerce depth. You've designed at scale for consumers who are shopping, comparing, and deciding. You know how merchandising, search, and subscription mechanics shape an experience, and you design with the commercial reality in view. You understand the systems underneath well enough to know what your design choices cost to build.

You prototype with AI. You use it in your own work every week. You know what today's tools can and can't do, and you bring the rest of the design team along with you.

You can hold your own with senior leadership. You can present work to executives, advise on trade-offs and sequencing, take hard feedback without losing the thread, and change minds by putting better work on the screen.

You raise the people around you. You mentor generously, critique honestly, and make other designers better without needing the org chart to say you can.

Craft is non-negotiable. Interaction design, information architecture, visual design, and systems thinking — you're strong across all four, and fast in Figma.

EVEN BETTER IF YOU HAVE

• Experience designing for subscription or replenishment commerce, where the relationship matters more than the transaction
• Background in health, wellness, CPG, or sustainability — or a personal conviction about what goes into the products we bring home
• Experience standing up or rebuilding a design system that engineering actually adopted
• Experience in a public company or a turnaround, where the pace is high and the scrutiny is real
• Research fluency — you can run your own study when you need an answer and no one else is going to get it for you

WHY THIS ROLE

• A commerce experience used by millions of U.S. households is being rebuilt, and you're the designer leading how it gets rebuilt.
• The mandate for change already exists. You won't spend your first year making the case for it.
• Regular exposure to the CEO and leadership team through Walk The Store, with a direct line from what we see to what gets built.
• AI tools are part of the daily workflow here, not a side experiment you have to justify.
• Grove is a Certified B Corp genuinely building a more sustainable consumer economy. The mission is real.

WHAT'S IN IT FOR YOU

• This full-time, exempt position is remote for candidates based in the following states: California, Maine, Pennsylvania, Nevada, North Carolina, Texas, Colorado, Washington, Illinois, New York, Missouri, and Massachusetts.
• Competitive benefits - medical, vision, dental 
• Equity - shared success is core to our mission 
• Flexible Paid Time Off - we care most about results
• Free VIP membership and 50% employee discount
• Working for a company that believes that a small group of people can change the world for the better by creating products and funding initiatives that help the planet!

COMPENSATION

The salary range for this role is $180,000-210,000. Our compensation bands are determined based on market-specific cost of living data, meaning that the top of our salary range is reserved for the most experienced candidates in the highest cost of living areas across the country. In addition to the base salary, this role is eligible for an annual incentive target and equity.