About Instacart
Instacart is transforming the grocery industry by helping people access the food they love while creating flexible earning opportunities for shoppers. As a four-sided marketplace (Consumers, Shoppers, Retailers, Advertisers), we design for complexity at scale—serving millions while shaping the future of how people feed themselves and their families.
Instacart operates as a Flex First company, allowing employees to work where they perform best while staying connected through in-person gatherings. This role is remote within Canada (Ontario, Alberta, British Columbia, Nova Scotia), with the design pillar lead based in NYC.
About the Role
We’re hiring a Staff Product Designer to join the Lifecycle & Growth team and lead experience design across Instacart’s subscription and growth ecosystem. This is a highly strategic, high-impact role that shapes how users:
• First encounter Instacart
• Build habits
• Adopt IC+ subscription
• Develop long-term loyalty and trust
You’ll blend brand-forward storytelling with strategic product thinking, partnering closely with Product, Engineering, Marketing, Brand, Research, and Data Science to drive measurable business outcomes.
What You’ll Do
Lifecycle & Growth Experience Leadership
• Design end-to-end lifecycle journeys—from onboarding to repeat behavior to subscription graduation
• Lead briefs across the core grocery app (home, browse, cart, checkout, post-order)
• Define journey frameworks (first 3 orders, habit formation, subscription adoption)
Experience Strategy & Principles
• Codify experiential principles (functional + emotional)
• Translate principles into scalable patterns, hierarchies, and interaction rules
• Define beats, rhythms, and “jobs to be done” at each lifecycle stage
AI-Driven Concept Development
• Use AI-assisted prototyping tools (e.g., Claude Code, Loveable, Cursor, ChatGPT)
• Provide strong art direction and experiential intent for AI-generated flows
• Ensure outputs align with Instacart’s design system and brand
Information Architecture & Merchandising Strategy
• Define content structure, hierarchy, and naming systems
• Establish clarity across dense surfaces (home feeds, carousels, merchandising modules)
• Balance user needs, partner visibility, and business priorities
Research & Insights
• Partner with Research or lead discovery initiatives
• Translate insights about meals, nutrition, health, and repeat behavior into flows and journey maps
Leadership & Influence
• Raise the bar for journey-based thinking across teams
• Mentor peers and guide multi-disciplinary design collaboration
• Deliver structured, compelling strategic storytelling for executive reviews
Minimum Qualifications
• 15+ years of consumer-facing digital product design experience (web + mobile)
• Strong portfolio demonstrating complex, multi-step, end-to-end journeys (including CRM & marketing touchpoints)
• Deep expertise in at least two disciplines (UX/product design, visual design, content design, research, design strategy)
• Proven leadership in cross-functional, multi-stakeholder environments
• Strong brand-centric product thinking with measurable business impact
• Fluency in Figma and Google Slides
• Experience with generative and AI tools in design workflows
Preferred Qualifications
• Marketplace, eCommerce, grocery, CPG, or subscription product experience
• Experience designing onboarding, activation, and retention journeys
• Experience designing high-density, high-visibility surfaces (home feeds, merchandising, personalization)
• Design system evolution at scale
• Experience influencing distributed cross-functional teams
Compensation (Canada)
Base Salary Range: $198,000 – $209,000 CAD
Eligible for new hire equity grants and annual refresh grants.
Why This Role Is Unique
This is a rare opportunity to shape the emotional and strategic arc of a billion-dollar marketplace. You won’t just design screens—you’ll design relationships, habits, and long-term customer value at massive scale.
If you’re passionate about behavior, food culture, systems thinking, lifecycle design, and AI-assisted product evolution—this is your table.
