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A Place for Mom is building the future of senior care, and design is central to how families, caregivers, providers, and APFM teams navigate that experience. We are looking for a Lead Product Designer to own product design for Consumer Experience and help us turn emotionally complex care decisions into clear, trustworthy, high-quality product experiences. APFM is organizing around the two customers that define our marketplace: families navigating care decisions and providers delivering care. Evolving toward a more connected experience across the full care placement journey. This role is for someone who is curious about where product design is going, not only where it has been. We do not expect anyone to have ten years of experience with tools that are only beginning to emerge. We do expect you to be actively experimenting with AI tools, learning where they help, where they fail, and how they can create leverage without replacing judgment, craft, accessibility, ethics, or deep user understanding. You will partner with Product, Engineering, Research, Marketing, Analytics, Operations, Sales, and business leaders to shape consumer journeys that help families understand their options, build confidence, and take the next best step in a high-stakes senior care decision. Who you are: You are a high-agency builder: someone who moves toward ambiguity, takes ownership without waiting for perfect direction, and uses design, data, and AI-native tools to make the team move faster and raise the quality of the work. You care about users, business outcomes, product quality, and team momentum. You have strong design judgment, but you are not precious about process. You know when to prototype, when to simplify, when to push for a better system pattern, and when to help the team make a pragmatic decision. You are AI-forward without being AI-naive. You are curious about tools like Figma Make, Figma Agents, Claude, ChatGPT, Codex, Cursor, MCP-enabled workflows, v0, or similar tools, and you have probably tried some of them before they were fully ready. You understand that these tools can accelerate exploration, synthesis, prototyping, and production, but that they also introduce limitations, quality risks, trust concerns, and new responsibilities for designers. You bring strong interaction design, information architecture, systems thinking, and product judgment to complicated consumer decision journeys. You can work across acquisition, education, search, intake, matching, comparison, and conversion experiences without losing sight of the broader marketplace and service journey. What you will do: Lead design for Consumer Experience - Own end-to-end product design for Consumer workstreams, from discovery and journey mapping through prototypes and production-ready design, including the unified family experience across APFM.com http://APFM.com, AgingCare, Care Hub, advisor-connected workflows, and emerging AI-enabled channels. - Translate emotionally complex, information-heavy senior care decisions into intuitive workflows that help families move forward with confidence. - Partner with Product, Engineering, Research, Marketing, Analytics, Operations, Sales, and business leaders to define problem framing, success criteria, tradeoffs, and release scope. - Design for trust, clarity, accessibility, speed, and usability across moments where families need accurate information and confident next steps. Shape product direction with evidence - Use research, analytics, care-seeker conversations, marketing insights, funnel data, frontline team input, product data, and business context to guide design decisions. - Identify high-leverage opportunities where better consumer experiences can improve family outcomes, provider outcomes, and business performance. - Communicate design rationale clearly to product teams, engineering partners, marketing partners, operational stakeholders, and senior leaders. - Help teams understand not only what sh