Product Design Lead

At Frasers Group we’re rethinking retail. Through digital innovation and unique store experiences, we’re serving our consumers with the world’s best sports, premium and luxury brands globally. As a leader in the industry, we’re elevating the retail experience for our consumers through our collection of established brands, including Sports Direct, FLANNELS, USC, Frasers, and GAME.

Why join us?

Our vision – we are building the worlds most admired and compelling brand ecosystem

Our purpose – we are elevating the lives of the many with access to the world’s best brands and experiences

At Frasers Group, we fear less and do more. Our people are forward thinkers who are driven to operate outside of their comfort zone to change the future of retail, embracing challenges along the way. The potential to elevate your career is massive, the experience unrivalled. To be able to make the most of it you need to live and breathe our principles:

• Think without limits – Think, think fast, think fearlessly
• Own it and back yourself - Own the basics, own your role and own the results
• Be relevant - Relevant to our people, our partners and the planet

Are you ready to join the Fearless?

As Product Design Lead at Frasers Group, you will be responsible for shaping and governing the end-to-end product design experience across our web and app platforms. You will lead and develop a high-performing team of product designers, delivering best-in-class experiences that directly support business growth and customer outcomes.

You will own and evolve our design system to enable accessible, scalable, and consistent experiences across digital products. Research, testing, and experimentation will be embedded throughout the product development lifecycle to ensure insight-led decision making.

In parallel, you will guide the design of AI-enabled and automated experiences, ensuring they are intuitive, trustworthy, and optimised for both customer and agentic users.

This role blends people leadership with UX strategy and design governance. You will partner closely with Product, Engineering, Data, and senior stakeholders to translate user needs and business goals into high-quality, omnichannel digital experiences that drive engagement, loyalty, and growth.

Key Responsibilities:

Design Leadership & Governance

• Lead the UX vision across web and mobile platforms, ensuring experiences align with customer needs and business objectives.
• Own and govern Frasers Group’s design system, driving consistency, scalability, quality, and accessibility across all digital products.
• Champion design standards, usability, and inclusive design best practices across the organisation.
• Team Leadership & Development
• Lead, mentor, and manage a team of Product Designers across web and app platforms.
• Foster a strong design culture focused on collaboration, experimentation, and continuous improvement.

Strategy & Stakeholder Collaboration

• Lead strategic design initiatives in partnership with Product, Engineering, Data, and senior stakeholders.
• Influence product strategy through insight-led, customer-centred design thinking.
• Collaborate with external agencies and partners, providing UX/UI leadership and ensuring alignment with Frasers Group standards.

Research, Experimentation & Optimisation

• Lead UX research to identify customer pain points, opportunities, and areas for innovation.
• Define and drive experimentation roadmaps from a design perspective, supporting continuous learning and optimisation.
• Ensure research and experimentation insights are translated into clear, actionable design improvements.
• Adopt and embed AI to improve design workflows and on-site customer experiences.

Tools, Budget & Operations

• Own and manage design tools and user testing partners, ensuring they support efficient, high-quality delivery.
• Continuously improve design processes, workflows, and ways of working across the team.

• Best-in-class, user-centred product experiences across web and app that balance customer needs with business objectives.
• A robust, well-governed design system consistently adopted across digital products.
• Measurable improvements in user experience, conversion, and customer engagement driven by research and experimentation.
• Strong cross-functional collaboration and effective partnerships with internal teams and external agencies.
• Proven track record in senior product design roles, supported by a strong design portfolio.
• Deep understanding of e-commerce, UX strategy, and digital product development in agile environments.
• Expert-level knowledge of design systems for high-traffic, complex products.
• Significant hands-on experience designing end-to-end interfaces across web and mobile.
• Practical experience designing AI-enabled and automated products, including agentic, assistive, and intelligent interfaces.
• Strong understanding of technical UX and complex user flows, with the ability to translate system logic and data into clear user journeys.
• Expertise in interaction, visual, and motion design.
• High proficiency in Figma and prototyping tools.
• Excellent communicator, able to translate technical, AI, and commercial concepts into clear and engaging user experiences.

Along with your benefits package we also offer a wide range of perks for our colleagues:

Frasers Champion- Our employees are at the heart of our business and we ensure individuals are recognised every single month for their hard work. Frasers Champion is a peer nominated scheme where 8 winners will receive double their pay for a month where they have lived the Frasers Group values.

Retail Reconnect – In order to build the planets most admired and compelling brand ecosystem, all employees must understand our business, product and customers. Each financial year, head office employees will gain insights by spending one to two days in one of our stores or the warehouse. The goal is to learn how the work you do impacts our teams on the frontline, and to bring ideas back to the office which will improve how we work.

Fearless 1200 – Fearless 1200 is our way of recognising our growth. It’s bold, ambitious, and designed to reward colleagues across the business for living our values and delivering impact. Fearless 1200 links how we perform to how we're rewarded – check out the video link below to find out more.

Employee Welfare

Frasers Fit – Our Everlast Gyms Team are on a mission to make our workforce the best, and fittest on the planet! We run free gym classes for employees as well as discounted memberships to our clubs. Frasers Fit is our wellbeing programme which aims to support and improve colleagues Physical, Financial & Mental wellbeing. The app is accessible for every employee and includes training, nutrition and lifestyle advice- all completely free.

Retail Trust – We know that its not just about physical health, mental wellness is equally important which is why all of our employees get free access and support from the Retail Trust charity. This includes a 24 hour wellbeing helpline, wellness hub, counselling and financial/legal support.

What’s next?

Our Recruitment Team will be reviewing applications and all candidates will receive a response, whether you are successful or unsuccessful. Shortlisted applicants may be asked to confirm a few key details before being booked in for a first stage interview with the Recruiter - this will be behaviourally focussed and centred around how you align with our Culture and Values. If successful we anticipate one or two further interview stages with the Hiring Manager/wider team which will be more technically focussed and could include a presentation/task so we can see your skills in action.