Dir, Principal Conversation Designer

TIAA is looking for Dir, Principal Conversation Designer to join Experience Design team. The Principal Conversation Design role is responsible for leading the effort to shape and craft simple, approachable, and straightforward language, hierarchy, and voice & tone for our digital experiences. In partnership with designers, product owners, and technologists, this position plays a critical lead role in shaping our end-to-end experiences with meaningful contributions to the foundational components of conversation design. This role supports our efforts to guide, inform and educate our clients to make the best choices for their future financial security, supporting our participants to and through their retirement.

The Principal Conversation Designer, you will support our conversational AI design initiatives, developing frameworks and dialogue flows that enhance how we engage with clients and participants. You'll contribute to AI conversation design guidelines and best practices, collaborate with product and development teams on AI assistant capabilities, work cross-functionally to enhance conversational experiences, and play a key role in shaping TIAA's AI-powered conversational interfaces.

Key Responsibilities and Duties

Lead and collaborate with design, product, development, and marketing teams to develop clear and concise conversational content to reach business goals and TIAA’s internal and external audiences.

Conduct content audits and content gap analyses to ensure that user experiences are consistent and in line with industry’s best practices and enterprise needs.

Lead and collaborate with UX design and content strategy to build consistency and clarity across experiences.

Work with research to analyze audience needs, preferences, objectives, and methods. Study and understand how participants and B2B audiences consume content to plan for retirement.

Plan, write and present conversational flows, dialogue, intent-level prompts, and global prompts for existing and emerging mobile and web experiences, including user intent mapping, happy paths, edge cases, and fallback strategies.

Identify and help solve problems in new and existing user experiences to ensure ease of use in a complex, fast-paced, deadline-driven financial environment.

Create consistent, on-brand messaging that clearly articulates the benefits of TIAA products and services, while streamlining operational tasks for internal and external audiences.

Establish trusted advisory stakeholder relationships, acting as SME for TIAA related products and services in specific verticals.

Conduct SME interviews to identify and define user intents across conversational experiences.

Test conversational interactions, monitor live performance, and iterate on intent recognition and response quality.

Educational Requirements

University (Degree) Preferred

Work Experience

5+ Years Required; 7+ Years Preferred

Career Level
9IC

Required Skills

5+ years of conversation design, content strategy, content design and/or UX writing experience

Extensive knowledge of how GenAI- and LLM-powered chatbots that use prompt stacking work, as well as experience with conversation design tools (e.g., Figma, Dialogflow, Voiceflow, Lex, or similar)

Demonstrated ability to create conversation flows, dialogue patterns, prompt libraries, and a demonstrable understanding of UX for conversationally driven experiences.

Understanding of natural language processing (NLP) concepts and conversation design principles

Knowledge of AI assistant capabilities, limitations, and best practices

Experience collaborating and leading efforts with cross-functional teams including product, development, engineering, legal, and compliance

Related Skills

Accountability

Adaptability

Collaboration

Communication

Consultative Communication

Continuous Improvement Mindset

Creative Thinking

Critical Thinking

Innovation

Prototyping

Relationship Management

Test & Learn Mentality

User Experience Design

Posting Information
Anticipated Posting End Date: 2026-07-12

Base Pay Range: $167,000/yr - $247,000/yr

Actual base salary may vary based on relevant experience, time in role, base salary of internal peers, prior performance, business sector, and geographic location. In addition to base salary, the competitive compensation package may include a participation in an incentive program linked to performance.

Benefits
TIAA offers a comprehensive Total Rewards package designed to make a positive difference in the lives of its associates and their loved ones. Benefits include a superior retirement program, highly competitive health, wellness and work life offerings, and many more. For more information see the Benefits Summary.

Equal Opportunity
We are an Equal Opportunity Employer. TIAA does not discriminate against any candidate or employee on the basis of age, race, color, national origin, sex, religion, veteran status, disability, sexual orientation, gender identity, or any other legally protected status. Our full EEO & Non-Discrimination statement is on our careers home page. You can read more about your rights and view government notices here.

Accessibility Support
TIAA offers support for those who need assistance with our online application process to provide an equal employment opportunity to all job seekers, including individuals with disabilities. If you are a U.S. applicant and desire a reasonable accommodation to complete a job application, please contact our accessibility support team at the following options:

Phone: (800) 842-2755

Email: accessibility.support@tiaa.org

Drug and Smoking Policy
TIAA maintains a drug-free and smoke-free workplace.

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