Principal Product Designer, Growth Experiences, Kiro

Kiro is looking for a Principal Product Designer to define and own the end-to-end experience strategy that turns developers into engaged Kiro users. Starting with the marketing website and extending through onboarding, learning, and continuous product discovery, you'll design the full growth journey. From a developer's first encounter with Kiro to the moment they're confidently building with AI-assisted tools and beyond.This is a strategic IC role for someone who thinks in systems, not just screens. You'll set the vision for how Kiro communicates its value, architect the experience across every touchpoint in the growth funnel, and drive measurable impact on adoption. You'll partner directly with the VP and Director of Product on a weekly basis, influence how senior leadership thinks about experience as a growth lever, and establish the frameworks and principles that guide how the organization makes design decisions at scale.This role sits at the intersection of marketing, product, and growth and requires someone who can move fluidly between all three. You'll shape how content is structured, sequenced, and surfaced across the funnel. You'll translate complex AI and developer tool capabilities into clear, compelling experiences that guide developers from curiosity to competence. And you'll build the experimentation engine to continuously learn what works.This is a role for a design leader who thrives on defining ambiguous, high-impact problem spaces, and someone who can take a VP-level vision and turn it into a coherent, measurable experience strategy, then rally cross-functional teams to bring it to life.Key job responsibilities- Own the full growth experience strategy from the marketing website through onboarding, learning, and product discovery. Designing a seamless journey that drives developer adoption- Architect the content experience: Shape information architecture and content flow across the funnel. How Kiro's story is structured, sequenced, and surfaced at each stage (partnering with Product Marketing on messaging)- Design for conversion and activation: Create user journeys, page flows, and interactions that move developers from awareness to hands-on engagement with Kiro- Translate technical capabilities into developer value: Make complex AI and developer tool functionality clear and accessible to developers at every level, from AI-curious to AI-native- Build the experimentation engine: Define hypotheses, run tests, and iterate relentlessly using data and research to optimize the funnel- Influence senior leadership: Shape how executives think about the growth experience as a strategic lever - Establish organizational frameworks: Set design principles, measurement strategies, and decision-making frameworks that enable the team to move independently with high judgment- Lead a cross-functional pod: Serve as the single-threaded owner of the growth experience across Product Marketing, PM, Engineering, Visual Design, and Research. - Bridge marketing and product: Close the gap between the external story and the signed-in experienceAbout the teamYou'll join a senior, tight-knit UX team within the AWS Agentic organization, a startup-paced group building at the forefront of agentic AI and developer tools on top of AWS's biggest investments like Amazon Bedrock. Design isn't a support function here: experience and quality are written into our annual strategic plan as core pillars of the business.The team is small by design to move fast with high autonomy. Your peers are Principal, Director, and VP-level leaders. You'll meet weekly with the VP and Director of Product.You'll have a dedicated Visual Design partner, Research partners, and quantitative science teams to inform your decisions.Basic qualifications- 10+ years of design experience- Available online portfolio demonstrating growth-oriented, marketing-adjacent product design work- Experience with information architecture, interaction design, and full-journey experience strategy- Experience leading design from strategy through execution in digital-first environmentsPreferred qualification - Experience in startup or emerging product environments where you defined the problem space, not just solved it- Background spanning both marketing and product design - Full-funnel thinking from discovery to activation to retention, with a track record of measurable growth impact- Experience building and running experimentation programs to optimize user journeys- Comfort presenting to and influencing executive leadership- Experience with modern design and prototyping tools, web platforms, and analytics/experimentation tools- Familiarity with developer tools, AI products, or technical audiencesAmazon is an equal opportunity employer and does not discriminate on the basis of protected veteran status, disability, or other legally protected status.Our inclusive culture empowers Amazonians to deliver the best results for our customers. If you have a disability and need a workplace accommodation or adjustment during the application and hiring process, including support for the interview or onboarding process, please visit for more information. If the country/region you’re applying in isn’t listed, please contact your Recruiting Partner.The base salary range for this position is listed below. Your Amazon package will include sign-on payments and restricted stock units (RSUs). Final compensation will be determined based on factors including experience, qualifications, and location. Amazon also offers comprehensive benefits including health insurance (medical, dental, vision, prescription, Basic Life & AD&D insurance and option for Supplemental life plans, EAP, Mental Health Support, Medical Advice Line, Flexible Spending Accounts, Adoption and Surrogacy Reimbursement coverage), 401(k) matching, paid time off, and parental leave. Learn more about our benefits at .USA, WA, Seattle - 164,000.00 - 221,800.00 USD annually