Director UX Design

About HelloFresh HelloFresh Group reaches more than 6 million customers across 16 markets through a portfolio of 8 consumer brands — from meal kits and ready-to-eat meals to pet food and specialty products. HelloTech, our global technology division, builds the digital consumer experience across Berlin, Warsaw, and North America: the apps, the personalization, the discovery moments, and everything in between that turns food into something people genuinely look forward to. Design is core to how we compete.

Our Consumer UX team designs end-to-end experiences across all 8 brands, and we hold a high quality bar — internally, our “zest-appeal” framework defines design excellence from baseline usability through to best-in-class, surprise-and-delight craft. We are also moving fast to an AI-native way of working, where AI rethinks discovery, prototyping, and the path from design to code. Experience quality and innovation are leadership priorities all the way to the group president.

About The Role

This year we are doubling down on craft, execution, and design leadership. In a world where it is easier than ever to get software to 75% built, it is the last 25% — the polish, the motion, the detail customers actually feel — that decides whether a consumer experience is merely useful or genuinely loved. Millions of people open our apps every week to feed themselves and their families; the final 10% is the difference between a transaction and a habit.

This is a build-and-scale role, not a maintenance one. We are hiring a design leader to own a consumer experience domain within the Consumer mega alliance, raise the quality bar across it, grow a high-performing team, and build the design-technology and AI-native capability that turns ambitious ideas into beautifully executed, shipped products. We need a maker and a leader who leads through the work — not a strategy-only or people-management-only role.

The level — Director or Senior Director — will be set by the candidate’s experience and the final scope of the domain. We are open to both.

What You’Ll Do

: The Recipe Lead from the front. Lead, coach, and inspire a multidisciplinary team — UX, UI, content, and localization — across multiple consumer surfaces. Stay hands-on in the work: review designs, jump into critiques, and drive clarity.

Turn ambiguity into clarity. Solve problems from first principles, not templates. Help your team make hard decisions, focus on outcomes over process, and install just the right amount of structure and rigour to ship great work at speed.

Set and uphold an extremely high craft bar. From UX flow to polished UI — layout, typography, motion, micro-interaction, and visual storytelling. Be the design-quality amplifier who notices the details others miss and pushes work to where it needs to be, coaching the team to our quality tenets.

Own a consumer experience domain end-to-end. Take accountability for the quality and delivery of experiences across the customer journey, from problem framing to shipped product across our brands and 16 markets. Drive design excellence through every detail.

Build design-technology capability. Champion and scale our design system (Zest) and modern UI foundations. Close the gap between design and engineering through prototyping, design-to-code workflows, and component quality — making design and engineering faster together.

Make us AI-native. Treat AI as an active part of how design gets done — accelerating discovery, generating and validating prototypes, and shortening design-to-delivery. Define the quality bar AI-assisted workflows must meet, and help the company rewrite how consumer products get built in the AI era.

Partner deeply with Product and Engineering. Align on priorities, make tradeoffs, unblock delivery, and move fast. Advocate clearly and persistently for the right experience, and raise the ambition of the partners around you.

What You’ll Bring: The Ingredients Team leadership.