Principal UX Designer, Prime Video Experience Design (PVXD)

Prime Video is seeking a Principal UX Designer for an experimental, forward-thinking design lab exploring the frontier of generative AI, conversational experiences, and emergent entertainment technologies. This is not a traditional design role; it's a creative partnership at the edge of what's possible. You'll be pushing the boundaries of what Prime Video can become in an AI-first world. You'll hypothesize bold experiences — from conversations with AI characters inspired by entertainment properties to generative video and dynamic, personalized content — and bring them to life through rapid prototyping and iterative experimentation.

Design end-to-end experiences at the edge of emerging technology — from AI conversational characters to generative video and dynamic content experiences; Partner closely with the team on ideation, prototyping, and risk-taking. This is high-ambiguity work; you thrive in ambiguity; Hypothesize bold, testable ideas. Design for learning, not just execution: what can we learn from prototyping this experience?; Be an eager coder and prototyper — you're not just sketching; you're building interactive experiences that bring ideas to life quickly; Demonstrate fluency with emergent generative tools and platforms: Runway, Luma AI, generative imagery and video tools; Push the boundaries of what we can design with generative AI — conversation design, visual generation, adaptive experiences; Design conversational experiences that feel human, engaging, and true to character — whether that's dialogue with an AI character or natural interactions with an AI assistant; Partner with LLM/Science teams on conversation design, prompt engineering for character voice, and user intent flows; Bring strong design flair and craft to AI experiences — they should feel premium, not experimental; Be a thought leader on how Prime Video should evolve in an AI-first world. Don't just execute; push back and advocate for bold directions; Present work and strategic thinking to leadership. Help the organization see what's possible, not what's safe; Mentor and inspire other designers on the broader team — pull the frontier back into the core product; Raise the bar for how AI and generative technology are designed into experiences; Work independently on meaty, complex projects end-to-end, but also ideate and prototype rapidly with leadership; Partner with Product, Engineering, and Science teams to help them visualize new possibilities; Connect learnings from Vault 76 back to the broader Prime Video experience roadmap