Principal User Experience Designer, Growth

About Us

Finance of America helps homeowners 55+ access the equity they’ve built while staying in full control of their home and their financial future. Through a range of reverse mortgage solutions, we help customers shape the retirement they’ve earned while continuing to evolve how we serve and work together.

Joining Finance of America now means stepping into a period of momentum and growth, with teams actively shaping what comes next and opportunities to make an impact and grow your career.

To learn more about us, visit www.financeofamerica.com

Purpose of Role

Responsible for owning and improving the conversion performance across our digital experiences, identifying opportunities, shaping the roadmap, and delivering high-impact solutions. Defines ands drives the strategy, design, and optimization of experiences that improve activation, progression, and lead generation within high-consideration financial journeys.

Key Responsibilities and Expectations

• Defines and drives the conversion optimization strategy across digital entry points and customer journeys.

• Identifies and prioritizes opportunities to improve user flows, reduce friction, and increase activation and conversion rates.

• Translates business objectives and user insights into a clear, data-driven roadmap of experience improvements.

• Leads the design and evolution of landing pages, lead forms, and mid-funnel user experiences.

• Establishes and executes a scalable experimentation and testing strategy to validate hypotheses and improve performance.

• Partners with analytics teams to define success metrics, interpret behavioral data, and measure impact of design changes.

• Applies advanced interaction design, user experience principles, and persuasive design techniques to deliver high-impact solutions.

• Collaborates with Product, Marketing, and Engineering to align on experience strategy and influence decision-making without direct authority.

• Develops and scales reusable design frameworks, patterns, and components to improve consistency and efficiency.

• Contributes to and evolves the enterprise design system to support scalable and high-performing experiences.

• Identifies gaps and opportunities across the broader end-to-end customer journey and recommends strategic improvements.

• Communicates design concepts, strategies, and results effectively to stakeholders and leadership.

• Performs other duties as assigned.

Reports To

SVP, User Experience Design

Qualifications

Qualifications - Experience/Skills/Competencies

• Minimum of 10 years of experience in UX design, product design, or growth design.

• Demonstrated success improving conversion rates, funnel performance, or user engagement metrics.

• Experience designing and executing experimentation programs, including A/B and multivariate testing.

• Strong ability to analyze and interpret behavioral analytics and user data to inform design decisions.

• Advanced proficiency in interaction design, user experience principles, and systems thinking.

• Ability to influence cross-functional stakeholders and drive alignment without direct authority.

• Strong portfolio demonstrating measurable business impact and user-centered design solutions.

• Proficiency with design tools such as Figma and other modern UX platforms.

• Experience incorporating AI tools into design workflows preferred.

• Excellent communication, storytelling, and presentation skills.

Qualifications - Education - Required

Bachelor's Degree or comparable qualifications

Qualifications - Education - Field(s)/Profession(s)

Design, Human-Computer Interaction, Psychology, or related field.

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Additional Information

The above statements are intended to describe the general nature and level of work being performed by people assigned to this classification. They are not to be construed as an exhaustive list of all responsibilities, duties, and skills required of personnel so classified. 

Finance of America is an Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, color, sex (including pregnancy), sexual orientation, religion, creed, age, national origin, physical or mental disability, gender identity and/or expression, marital status, veteran status or other characteristics protected by law.