Principal UX Visual Designer, Prime Video Experience Design

Principal UX Visual Designer, Prime Video Experience Design
Job ID: 10453882 | Amazon.com Services LLC

Prime Video is seeking a Principal UX Visual Designer to join our centralized visual, motion, and artwork design studio within Prime Video Experience Design (PVXD). In this role, you will be the senior visual design leader responsible for defining and scaling the visual experience across Prime Video's product landscape — spanning living room, mobile, web, and tablet surfaces across global markets.

As a senior individual contributor, you will set the visual design vision for Prime Video's product experience, architect scalable design systems, and drive high-ambiguity initiatives that shape how hundreds of millions of customers engage with entertainment content. This is not a traditional UI design role — you will operate at the intersection of brand expression, systems architecture, and experience prototyping, partnering closely with motion designers, interaction designers, design technologists, researchers, product managers, and engineering leaders to deliver world‑class experiences.

Key Job Responsibilities

Visual Design Vision & Strategy: Define and evolve the visual design language for Prime Video's product experience — including layout systems, color, typography, iconography, illustration, and imagery treatment. Set the strategic direction for how visual design expresses the Prime Video brand across platforms and surfaces.

Design System Architecture: Architect and steward the visual foundations of Prime Video's design system (Fable) — defining tokens, component visual standards, patterns, and guidelines that scale across teams and platforms. Drive the evolution of the system to support new product needs while maintaining coherence.

Prototyping & Experience Visualization: Create and direct high-fidelity prototypes that bring design concepts to life — communicating vision, validating ideas with stakeholders, and bridging the gap between static comps and production experiences. Use prototyping as a primary tool for storytelling, alignment, and decision‑making at leadership levels.

High‑Ambiguity Problem Solving: Lead one or more high‑visibility, high‑ambiguity design initiatives per year that require senior‑level judgment — setting direction where none exists, navigating complex tradeoffs, and delivering breakthrough visual solutions that establish new patterns for the product.

Motion Design Partnership: Collaborate closely with motion designers to ensure visual and motion design work as a unified system. Provide visual direction that informs motion behavior, review motion work for brand and visual coherence, and partner on defining how static and dynamic elements integrate within the design system.

Engineering Collaboration & Hand‑off: Partner with engineering teams to ensure technical feasibility, performance, and fidelity of visual implementations at platform scale. Create detailed design specifications and participate in design QA and Walk the Store sessions to verify production fidelity.

Design System Evangelism: Champion design system adoption across the broader PVXD organization. Define contribution models, lead system‑level design reviews, and ensure the system evolves to meet the needs of 35+ designers across five global locations.

Mentorship & Craft Elevation: Raise the bar for visual design quality across the studio. Lead design critiques, provide mentorship to designers across the team, and model best‑in‑class craft in systematic visual thinking, prototyping, and brand expression.

Strategic Influence: Influence product roadmaps and design review cycles by contributing visual design perspectives that shape product strategy and customer experience direction. Use prototypes and visual artifacts to drive alignment at senior leadership levels.

Accessibility & Inclusive Design: Advocate for accessible, inclusive visual design that meets global standards and serves diverse audiences — ensuring visual systems account for contrast, readability, and adaptability across contexts.

Basic Qualifications

10+ years of design experience

Have an available online portfolio

Experience with best practices for User Interface Design, Information Architecture, and Interaction Design

Experience in life cycle design projects from design strategy through execution

Experience in a variety of design, wire‑framing, and prototyping tools

Experience in delivering design solutions for projects of large scope and complexity

Experience art directing motion designers, illustrators, writers and content creators

Experience directly working with engineering teams

Strong proficiency in Figma, including component architecture, design tokens, and library management

Preferred Qualifications

Experience designing for entertainment, media, or content‑rich consumer products across multiple platforms (mobile, web, TV/living room)

Experience architecting or leading a design system used by 20+ designers across multiple locations

Advanced prototyping expertise — using tools such as ProtoPie, Principle, Figma prototyping, and Rive to create prototypes as a primary communication and decision‑making tool at leadership levels

Understanding of motion design principles and how visual design decisions enable or constrain motion behavior

Experience defining visual brand guidelines and translating brand identity into systematic product‑level visual language

Track record of influencing product strategy at a senior level without direct authority

Amazon is an equal opportunity employer and does not discriminate on the basis of protected veteran status, disability, or other legally protected status.

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 https://amazon.jobs/en/benefits.

USA, WA, SEATTLE - 164,000.00 - 221,800.00 USD annually

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