Principal Guest Experience Designer

Company
Alaska Airlines
The Team

Guided by our purpose, core values, and leadership principles, we are creating an airline people love. Our corporate teams set the strategies and operational plans to ensure the success of our company. Whether we use our expertise in accounting, human resources, finance, planning, legal, marketing, or any of our operational divisions, our shared passion for travel and our guests is what motivates us to achieve excellence each day. If you share our passion for creating an airline people love, we want to hear from you.

Role Summary

The Principal Guest Experience Designer is the sole subject matter expert in guest experience design for an assigned enterprise portfolio at Alaska Airlines and Hawaiian Airlines, with shared accountability for a coherent guest experience across portfolios. As an individual contributor, this role defines the long-term experience strategy across interconnected guest journeys, digital products, and channels; exercises considerable latitude and initiative to solve complex, ambiguous challenges; and influences senior leaders to align priorities, roadmaps, and investments within the portfolio and across the broader guest journey.

Key Duties

• As the lead subject matter expert in guest experience design for an assigned enterprise portfolio, define future-state experience architecture and long-term strategic design direction across end-to-end guest journeys, digital products, and channels.
• Exercise considerable latitude and initiative to identify systemic guest-experience gaps spanning teams, technologies, or business areas, and lead strategic discovery when the problem, solution, or ownership is not yet defined.
• Translate guest insight, business strategy, market shifts, and emerging capabilities into experience principles, future-state concepts, and recommendations to influence portfolio and roadmap decisions.
• Lead experience direction for high-impact or transformative initiatives spanning multiple product teams or business areas, and create alignment around the intended end-to-end guest experience.
• Establish frameworks and standards to help teams make consistent experience decisions while balancing guest, business, operational, and technology needs.
• Define cross-journey measures and evaluation approaches, and use research, experimentation, and available behavioral or operational data to assess strategic outcomes and guide investment decisions.
• Make decisions on experience architecture, principles, and strategic design approaches and influence senior Product, Engineering, Analytics, and Business leaders when competing priorities or local decisions create fragmentation.
• Provide functional leadership, critique, and mentorship across the design practice; partner with other principals to resolve cross-portfolio dependencies and maintain a coherent end-to-end guest experience; and lead the evolution of design systems, governance, and ways of working.

Job-Specific Experience, Education & Skills

Required

• 7 years of experience in guest experience design, product design, user experience design, service design, or a related discipline.
• Bachelor’s degree with a focus in industrial design, marketing, business, or related field, or an additional two years of relevant training/experience in lieu of this degree.
• Demonstrated experience leading highly complex, ambiguous, or cross-portfolio experience work and shaping direction across multiple products, journeys, or business areas.
• Experience defining future-state experience architecture, principles, strategic concepts, and evaluation approaches using research, experimentation, and behavioral or operational data.
• Experience influencing senior Product, Engineering, Analytics, operational, and business leaders to align priorities, roadmaps, tradeoffs, and investments around an end-to-end experience vision.
• Working knowledge of accessibility standards, design systems, and responsive digital experiences.
• Proficiency with modern design, collaboration, and prototyping tools, such as Figma, Miro, or comparable platforms.
• Demonstrated systems thinking and experience designing complex experiences where digital interfaces connect with human operations, service processes, or physical environments.
• Ability to combine qualitative guest insights with quantitative product data from analytics, experimentation, or behavioral tools to inform design decisions and measure outcomes.
• Ability to connect experience strategy and design decisions to guest needs, business priorities, operational realities, and measurable enterprise outcomes.
• Exceptional communication, storytelling, facilitation, and executive presentation skills, with the ability to build alignment across diverse senior stakeholders and mentor design practitioners.
• High school diploma or equivalent.
• Minimum age of 18.
• Must be authorized to work in the U.S.

Preferred

• Experience designing e-commerce, travel, or other large-scale consumer experiences.
• Experience using behavioral, operational, or product-performance data to improve guest journeys.
• Experience designing experiences that cross digital channels or connect digital and operational touchpoints.

Job-Specific Leadership Expectations

Embody our values to own safety, do the right thing, be caring and kind, and deliver performance.

Salary Range
$141,250-$211,900 / year
Salary Details

Pay will be based on multiple factors, including and not limited to location, relevant experience/level and skillset while balancing internal equity relative to other Alaska/Hawaiian/Horizon employees. Alaska/Hawaiian/Horizon is committed to fair, unbiased compensation along with competitive benefits in all locations in which we operate.

Note: We don’t typically hire at the top of the range.

Total Rewards

Alaska Airlines, Hawaiian Airlines and Horizon Air pay and benefits can vary by company, location, number of regularly scheduled hours worked, length of employment, and employment status.

• Free stand-by travel privileges on Alaska Airlines, Hawaiian Airlines & Horizon Air
• Comprehensive well-being programs including medical, dental and vision benefits
• Generous 401k match program
• Annual bonus plans
• Generous holiday and paid time off

For more information about Alaska/Hawaiian/Horizon Total Rewards please visit our career site and view benefits.

Regulatory Information

Equal Employment Opportunity Policy Statement  
It is the policy of Alaska Airlines, Hawaiian Airlines and Horizon Air to comply with all applicable federal, state and local laws governing nondiscrimination in employment and to ensure equal opportunity in all terms, conditions, and benefits of employment or potential employment.

We also prohibit discrimination and harassment against any employee or applicant for employment because of race, color, religion, sex, national origin, age, disability, veteran status, genetic information and other legally protected categories.

We have established an EEO Compliance Program under Section 503 of the Rehabilitation Act of 1973 (“Section 503”) and the Vietnam Era Veteran’s Readjustment Assistance Act of 1974 (“VEVRAA”).  All applicants and employees are treated without regard to their race, color, religion, sex, national origin, disability or protected veteran status. In addition, we have established an audit and reporting system to allow for effective measurement of its equal employment opportunity activities.

To implement this policy, we will:

(1) Recruit, hire, train and promote qualified persons in all job titles, without regard to race, color, religion, sex, national origin, age, disability, veteran status, genetic information and any other legally protected categories;

(2) Ensure that employment decisions are based only on valid job requirements; and

(3) Ensure that all personnel actions and employment activities such as compensation, benefits, promotions, layoffs, return from layoff, Alaska Airlines, Hawaiian Airlines and Horizon Air sponsored programs, and tuition assistance will be administered without regard to race, color, religion, sex, national origin, age, disability, veteran status, genetic information and other legally protected categories.

Employees and applicants for employment will not be subjected to harassment, intimidation, threats, coercion or discrimination because they have engaged or may engage in (1) filing a complaint, (2) opposing any act or practice made unlawful by, or exercising any other right protected by, any Federal, State or local law requiring equal opportunity, including Section 503 and the equal opportunity provisions of VEVRAA, or (3) assisting or participating in any investigation, compliance evaluation, hearing, or any other activity related to the administration of any Federal, State or local law requiring equal opportunity, including Section 503 and the equal opportunity provisions  of VEVRAA.

Government Contractor & Department of Transportation (DOT) Regulations 
Alaska Airlines, Hawaiian Airlines & Horizon Air are regulated by the Department of Transportation (DOT – regulations, 49 CFR part 40) and all applicants are advised that post-offer and/or pre-employment drug testing will be conducted to determine the presence of marijuana, cocaine, opioids, phencyclidine (PCP) and amphetamines or a metabolite of these drugs prior to any offer or employment or transfer into a safety-sensitive position. Failure to submit to testing or positive indications of drug use will render the applicant ineligible for employment with Alaska Airlines/Hawaiian Airlines/Horizon Air and any employment offer will be withdrawn.

Apply by 7:00 PM Pacific Time on
11/16/2026
FLSA Status
Exempt
Employment Type
Full-Time
Regular/Temporary
Regular
Requisition Type
Management
Location
Seattle - Hub
L:
#LI-B

The Principal Guest Experience Designer is the sole subject matter expert in guest experience design for an assigned enterprise portfolio at Alaska Airlines and Hawaiian Airlines, with shared accountability for a coherent guest experience across portfolios. As an individual contributor, this role defines the long-term experience strategy across interconnected guest journeys, digital products, and channels; exercises considerable latitude and initiative to solve complex, ambiguous challenges; and influences senior leaders to align priorities, roadmaps, and investments within the portfolio and across the broader guest journey.

• As the lead subject matter expert in guest experience design for an assigned enterprise portfolio, define future-state experience architecture and long-term strategic design direction across end-to-end guest journeys, digital products, and channels.
• Exercise considerable latitude and initiative to identify systemic guest-experience gaps spanning teams, technologies, or business areas, and lead strategic discovery when the problem, solution, or ownership is not yet defined.
• Translate guest insight, business strategy, market shifts, and emerging capabilities into experience principles, future-state concepts, and recommendations to influence portfolio and roadmap decisions.
• Lead experience direction for high-impact or transformative initiatives spanning multiple product teams or business areas, and create alignment around the intended end-to-end guest experience.
• Establish frameworks and standards to help teams make consistent experience decisions while balancing guest, business, operational, and technology needs.
• Define cross-journey measures and evaluation approaches, and use research, experimentation, and available behavioral or operational data to assess strategic outcomes and guide investment decisions.
• Make decisions on experience architecture, principles, and strategic design approaches and influence senior Product, Engineering, Analytics, and Business leaders when competing priorities or local decisions create fragmentation.
• Provide functional leadership, critique, and mentorship across the design practice; partner with other principals to resolve cross-portfolio dependencies and maintain a coherent end-to-end guest experience; and lead the evolution of design systems, governance, and ways of working.