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.

Our vision – we are building the world’s 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.

• 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.
• 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.
• 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.
• 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.
• 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…