Principal Product Designer – Loyalty & Credit | DICK’S Sporting Goods

DICK’S Sporting Goods is undertaking a significant expansion of its product design capabilities, with a focus on enhancing the omni-channel experience for its loyalty program members and athletes. The company is actively recruiting for multiple Principal Product Designer roles, signaling a commitment to technology-driven retail excellence and a deeper integration of digital and in-store experiences.

The push for enhanced product design comes as DICK’S aims to strengthen its relationship with customers beyond the traditional sales floor, focusing on service and performance offerings that drive engagement and improve athletic performance. These efforts are centered around a newly formed “Athlete Experience” initiative, with the Principal Product Designer roles supporting the Services & Performance Activation Squad and the Loyalty & Credit Squad.

The roles, which are primarily remote, require a seasoned professional with a deep understanding of product design, human-centered design practices, and the software development lifecycle. Candidates are expected to be proficient in Scrum and lean Product Management methodologies, and possess a proven ability to influence cross-functional teams and senior leadership without formal authority. The targeted pay range for these positions is $95,200 to $158,800 annually, alongside potential incentives, equity, and benefits.

Omni-Channel Focus and Customer Journey Mapping

A core responsibility of the Principal Product Designer will be leading omni-channel experience design, particularly for the Loyalty & Credit Squad. This involves shaping the entire lifecycle of loyalty program members – from acquisition and onboarding to engagement, earning/burning rewards, and customer service. The company is looking for individuals who can translate cultural and economic trends, business requirements, and athlete insights into seamless and trusted customer interactions.

The emphasis on journey management is significant. Designers will work alongside Experience Leads to document comprehensive customer journeys, integrating this information into both macro and micro journey frameworks. This suggests a move towards a more holistic understanding of the customer experience, extending beyond individual touchpoints to encompass the entire relationship with DICK’S Sporting Goods.

Human-Centered Design and Data-Driven Decision Making

DICK’S Sporting Goods is clearly prioritizing a human-centered design approach. The Principal Product Designer will be expected to champion these principles throughout the organization, expanding teammate understanding and involvement in critical HCD activities. This includes guiding teams on how to leverage mixed-methods research to identify user needs and problems, and how to validate solutions through experimentation, prototype testing, and A/B testing.

The company also stresses the importance of data-driven decision-making. Designers will be expected to collaborate with Data & Analytics partners to leverage data insights and inform design strategy. This suggests a commitment to measuring the impact of design changes and continuously iterating based on performance metrics. Specifically, the company aims to lift enrollment, activation, repeat engagement, and lifetime value through improved product experiences.

Leadership and Collaboration

Beyond individual design contributions, the Principal Product Designer will play a leadership role within the organization. Responsibilities include coaching and mentoring other product designers, facilitating stakeholder engagement, and improving business proficiency through partnership. The role also requires the ability to effectively explain the value of discovery and experimentation to stakeholders, and to define a clear discovery strategy for the program.

The company is seeking individuals who can demonstrate a proven ability to influence without authority, and to organize, motivate, and mobilize teams towards a common goal. Indirect or direct management experience is considered a plus. The role also involves providing thought leadership and supporting career development opportunities for other designers.

Technical Proficiency and Design Systems

Candidates should be proficient in visual design principles and UI design, and have experience utilizing design systems like Homefield – DICK’S Sporting Goods’ in-house system – to create and communicate designs to software engineers. A strong understanding of the software development lifecycle is also essential.

Strategic Alignment and Long-Term Vision

The Principal Product Designer will be involved in defining short- and long-term strategies and visions for their respective squads and product teams. This requires a strong understanding of industry trends and retail concepts, and the ability to identify new product opportunities within the portfolio. The role also emphasizes the importance of aligning design efforts with the broader enterprise operating model.

DICK’S Sporting Goods’ investment in product design reflects a broader trend in the retail industry towards prioritizing customer experience and leveraging technology to create more engaging and personalized shopping journeys. The company’s focus on omni-channel integration and data-driven decision-making positions it to compete effectively in an increasingly competitive market.

The company notes that the position is not eligible for immigration sponsorship and that virtual interviews will require cameras to be on and prohibit the use of AI tools. A satisfactory background check, including ID verification, is required as a condition of employment.