Role Summary

We are looking for an experienced UX/UI CoE Lead to set the vision and strategy for user experience design across PASHA Insurance's digital ecosystem. This role combines leadership, strategic thinking, and hands-on design expertise to institutionalize best-in-class UX/UI practices, promote design thinking culture, and deliver measurable impact to customer satisfaction and business performance.

Key Responsibilities

• Establish and lead the UX/UI Center of Excellence within the IT Transformation department.
• Define UX/UI standards, design principles, and governance frameworks applicable across products and teams.
• Develop and evolve a company-wide Design System ensuring scalability, consistency, and accessibility.
• Partner with Product Managers, Developers, QA, and Business Analysts to drive human-centered solutions across customer journeys (quote & buy, policy servicing, claims, etc.).
• Oversee design of digital products including public website, mobile app, customer portals, and B2B tools.
• Lead UX research efforts: usability testing, customer interviews, A/B testing, and data-informed iteration.
• Mentor and grow internal design capabilities by developing career paths, conducting reviews, and enabling skills development.
• Align design strategy with business KPIs such as online conversion rate, task completion, and customer satisfaction (CSI/NPS).
• Contribute to cross-functional digital transformation initiatives and represent UX in strategic decision-making forums.

Qualifications

• 6+ years of UX/UI design experience, with at least 2 years in a leadership role.
• Proven expertise in building and scaling Design Systems and design operations.
• Strong portfolio showcasing end-to-end design process and measurable impact.
• Hands-on experience with Figma and modern prototyping tools.
• Deep understanding of UX metrics, accessibility and responsive design.
• Familiarity with Agile/Scrum and cross-functional collaboration.
• Strong communication skills in Azerbaijani and English.

Preferred Experience

• Background in insurance, fintech, or other B2C industries.
• Experience working with analytics platforms (e.g. GA4, Hotjar) to inform design.
• Exposure to CX strategy, service design, or customer journey mapping.

Preferred Experience

• Background in insurance, fintech, or other B2C industries.
• Experience working with analytics platforms (e.g. GA4, Hotjar) to inform design.

Working Conditions

• Establish and lead the UX/UI Center of Excellence within the IT Transformation department.
• Define UX/UI standards, design principles, and governance frameworks applicable across products and teams.
• Develop and evolve a company-wide Design System ensuring scalability, consistency, and accessibility.
• Partner with Product Managers, Developers, QA, and Business Analysts to drive human-centered solutions across customer journeys (quote & buy, policy servicing, claims, etc.).
• Oversee design of digital products including public website, mobile app, customer portals, and B2B tools.
• Lead UX research efforts: usability testing, customer interviews, A/B testing, and data-informed iteration.
• Mentor and grow internal design capabilities by developing career paths, conducting reviews, and enabling skills development.
• Align design strategy with business KPIs such as online conversion rate, task completion, and customer satisfaction (CSI/NPS).
• Contribute to cross-functional digital transformation initiatives and represent UX in strategic decision-making forums.

Language Skills

• Azerbaijani, English

Please send your CV to the e-mail address in the Apply for job button by mentioning the name of the position you are applying for in the "subject" section.

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