Principal Content Designer

Expedia Group brands power global travel for everyone, everywhere. We design cutting‑edge tech to make travel smoother and more memorable, and we create groundbreaking solutions for our partners. Our diverse, vibrant, and welcoming community is essential in driving our success.

Why Join Us?

To shape the future of travel, people must come first. Guided by our Values and Leadership Agreements, we foster an open culture where everyone belongs, differences are celebrated and know that when one of us wins, we all win.

We provide a full benefits package, including exciting travel perks, generous time‑off, parental leave, a flexible work model (with some pretty cool offices), and career development resources, all to fuel our employees’ passion for travel and ensure a rewarding career journey. We’re building a more open world. Join us.

Principal Content Designer, AI

Are you passionate about shaping the future of AI‑driven user experiences? Do you want to define how people interact with intelligent systems in ways that are clear, trustworthy, and inclusive?

At Expedia Group, we’re building AI‑powered products that help millions of people accomplish more with confidence. As a Principal Content Designer specializing in AI, you’ll set the vision and standards for how human‑centered content is conceived, designed, and governed across our AI experiences; spanning conversational interfaces, generative outputs, and adaptive product flows. This role brings rigor to ambiguous problem spaces and establishes repeatable, scalable practices that elevate quality across the organization.

Note: This is not a marketing or communications role. Principal Content Designers are senior ICs with deep expertise in product content design and UX content strategy.

In this role, you will:
Reporting to the Head of Content Design, you’ll define the content experience and the approach to content design for AI‑driven products across Expedia Group. As a craft leader and strategic partner, you will:

• Define principles for clarity, transparency, and trust in AI interactions (source attribution, confidence indicators, safety messaging, and graceful failure states).
• Establish patterns for multi‑turn conversations, prompt–response flows, and adaptive UI copy that scales across surfaces.
• Create prompt frameworks, interaction guidelines, and reusable content patterns for LLM‑powered features, copilots, recommendation systems, and personalization.
• Translate complex model behavior into understandable content that helps users predict system outcomes and make informed choices.
• Collaborate with product designers, researchers, AI/ML engineers, data scientists, and legal/compliance partners to shape end‑to‑end content solutions.
• Lead workshops and design sprints to align on AI use cases, ethical guardrails, and success criteria.
• Define standards for inclusive, bias‑aware language and set guidance for sensitive scenarios and safety mitigations.
• Partner with Privacy, Security, and Responsible AI teams to ensure content governance for model outputs, data use, and user controls.
• Contribute frameworks and components to the design system that support AI interactions (disclosure patterns, feedback loops, interactive guidance, etc.).
• Propose, build, and socialize scalable artifacts—playbooks, pattern libraries, prompt catalogs, taxonomies, and decision trees.
• Establish content quality metrics and evaluation methods (task success, satisfaction, comprehension, error reduction).
• Partner on experimentation plans and use insights to refine content and prompts.
• Mentor designers and partner teams.
• Evangelize best practices for AI content design across the org.
• Connect vision, strategy, and action through compelling storytelling—bringing clarity to complex, cross‑functional initiatives.

Minimum Qualifications

We don’t expect you to be a specialist in everything listed here, but we do ask for principal‑level expertise in the methods you apply and evidence you can scale your thinking through frameworks and systems. When applying to this role, please include a portfolio of shipped work demonstrating your process, frameworks, and impact, ideally including AI interactions or adaptive systems.

• 8+ years in UX content strategy and/or product content design, including shipped work in AI‑enabled products or complex, dynamic content systems.
• Proven success designing for large‑scale, systemic content challenges (platforms, ecosystems, or multi‑sided marketplaces).
• Content mapping and modeling; information architecture; UX writing; conversation design; microcopy for decision‑making; storytelling and persuasion.
• Ability to audit, analyze, architect, and present content solutions independently using established (and self‑developed) frameworks.
• Working knowledge of LLMs and ML concepts (prompt design, model limitations, hallucinations, confidence thresholds, evaluation signals).
• Experience defining content guardrails for AI outputs (disclosures, refusals, fallbacks) and designing human‑in‑the‑loop workflows.
• Experience contributing to an enterprise design system and building reusable patterns for content and interaction.
• Comfort with modularity, localization, accessibility, and reuse strategies that ensure consistency and scale across products and regions.
• Skilled at partnering with senior leaders across product, design, engineering, research, data science, legal/compliance, and marketing to drive clear outcomes.
• Inclusive, empathetic communicator who meets every user where they are and advocates for responsible, human‑centered AI.
• Expert facilitator and presenter; able to lead workshops, articulate tradeoffs, and align stakeholders around principles and measures of quality.

Preferred Qualifications

• Experience designing for agents, chat assistants, or recommendation engines.
• Familiarity with content evaluation methods for AI (offline evals, human ratings, taxonomy development).
• Multilingual content design and localization for AI outputs.
• Comfort with analytics tooling and experimentation for content performance.

The total cash range for this position in Seattle is $224,000.00 to $313,500.00. Employees in this role have the potential to increase their pay up to $358,500.00, which is the top of the range, based on ongoing, demonstrated, and sustained performance in the role.

The total cash range for this position in Chicago is $208,000.00 to $291,500.00. Employees in this role have the potential to increase their pay up to $333,000.00, which is the top of the range, based on ongoing, demonstrated, and sustained performance in the role.

The total cash range for this position in Austin is $224,000.00 to $313,500.00. Employees in this role have the potential to increase their pay up to $358,500.00, which is the top of the range, based on ongoing, demonstrated, and sustained performance in the role.

Starting pay for this role will vary based on multiple factors, including location, available budget, and an individual’s knowledge, skills, and experience. Pay ranges may be modified in the future.

Expedia Group is proud to offer a wide range of benefits to support employees and their families, including medical/dental/vision, paid time off, and an Employee Assistance Program. To fuel each employee’s passion for travel, we offer a wellness & travel reimbursement, travel discounts, and an International Airlines Travel Agent (IATAN) membership. View our full list of benefits.

Accommodation requests If you need assistance with any part of the application or recruiting process due to a disability, or other physical or mental health conditions, please reach out to our Recruiting Accommodations Team through the Accommodation Request.

We are proud to be named as a Best Place to Work on Glassdoor in 2024 and be recognized for award‑winning culture by organizations like Forbes, TIME, Disability:IN, and others.

Expedia Group's family of brands includes: Brand Expedia®, Hotels.com®, Expedia® Partner Solutions, Vrbo®, trivago®, Orbitz®, Travelocity®, Hotwire®, Wotif®, ebookers®, CheapTickets®, Expedia Group™ Media Solutions, Expedia Local Expert®, CarRentals.com™, and Expedia Cruises™.

Expedia is committed to creating an inclusive work environment with a diverse workforce. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity or expression, sexual orientation, national origin, genetics, disability, age, or veteran status. This employer participates in E‑Verify. The employer will provide the Social Security Administration (SSA) and, if necessary, the Department of Homeland Security (DHS) with information from each new employee’s I‑9 to confirm work authorization.

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