Digital Product Designer - Design System

Job Description

WHAT YOU’LL DO

As a Digital Product Designer in the Design System team, you’ll play a key role in evolving and scaling H&M’s customer-facing design system across app and web. You will help create a cohesive visual language that strengthens H&M brand expression while enabling product teams to deliver high-quality experiences efficiently and consistently.

This is a role for someone with exceptional UI craft and strong systems thinking. You understand that great design systems are more than components and documentation — they are the foundation that brings coherence, quality and brand differentiation across every digital touchpoint.

You’ll work at the intersection of brand, design and technology, translating design principles and brand identity into scalable foundations, tokens, components and guidelines that work seamlessly across iOS, Android and web. You have a sharp eye for visual detail, understand what elevates a digital experience and can balance aesthetic excellence with platform-specific best practices.

You will:

• Drive the evolution of H&M’s design system foundations, visual language and component library across app and web.
• Translate brand identity into scalable design foundations, guidelines and reusable patterns.
• Create alignment and visual coherence across iOS, Android and web while respecting platform-specific conventions.
• Define and refine design tokens, typography systems, spacing systems, colour systems and interaction principles.
• Partner closely with designers, engineers and product teams to ensure consistent implementation and adoption.
• Provide guidance and direction on visual quality, UI patterns and brand alignment across product teams.
• Champion accessibility best practices and ensure inclusive design is embedded into system foundations.
• Facilitate design reviews, workshops and discussions that drive alignment across a large product organisation.
• Stay up to date with emerging design, fashion, digital and consumer experience trends and identify opportunities to evolve the design system.
• Contribute to design system governance, documentation and community engagement across the organisation.

The role is based in Stockholm, with an expectation of being onsite at least 4 days per week.

WHO YOU’LL WORK WITH

You will join the Digital Product Design organisation at H&M and become part of the Fabric Design System Product team.

You’ll work closely with experience designers, design leads, engineers and product teams across app and web. You will collaborate with colleagues in Design, Product, Engineering and Brand to ensure H&M delivers a consistent, high-quality customer experience across all digital touchpoints.

You will also act as a trusted expert and partner to the wider design community, helping teams make informed decisions about visual design, interaction patterns and brand expression.

WHO YOU ARE

We are looking for people with:

• Extensive experience designing and evolving design systems for large-scale digital products.
• Exceptional UI and visual design skills with a strong portfolio demonstrating attention to detail and design craft.
• Deep understanding of cross-platform design across iOS, Android and web and their native patterns.
• Strong experience translating brand principles and visual identities into scalable digital systems.
• Expertise in typography, colour, spacing, layout and visual hierarchy.
• Experience defining and implementing design tokens and system foundations.
• Strong understanding of accessibility and inclusive design practices, including WCAG guidelines.
• Experience collaborating closely with engineers and understanding the realities of implementation.
• Experience influencing and aligning multiple stakeholders across a matrix organisation.
• Proven experience working with Figma and modern design system tooling.

Extra consideration will be given to candidates who have:

• Experience working with premium consumer brands or fashion brands in e-commerce.
• Experience building and scaling design systems across both mobile and web platforms.
• Experience defining design principles, governance models or contribution frameworks.
• Experience working within large international product organisations.

And people who are:

• Passionate about visual quality and design excellence.
• Naturally curious about trends in fashion, digital design and consumer behaviour.
• Skilled at identifying the small details that elevate an experience from good to exceptional.
• Comfortable balancing creativity, brand expression and system scalability.
• Collaborative, generous and motivated by raising the quality of work around them.
• Confident providing design direction while building trust and alignment across teams.
• Energised by creating clarity and consistency in complex environments.
• Driven by customer value, craftsmanship and continuous improvement.

Additional Information

WHO WE ARE

H&M Group is a global company of strong fashion brands and ventures. Our goal is to prove that there is no compromise between exceptional design, affordable prices, and sustainable solutions. We want to liberate fashion for the many, and our customers are at the heart of every decision we make.

We are thousands of passionate and talented colleagues united by a shared culture and strong values. Together, we aim to use our scale and knowledge to push the industry towards a more inclusive and sustainable future.

WHY YOU’LL LOVE WORKING HERE

At H&M Group, we are proud to be a vibrant and welcoming company. We offer:

• Global career and development opportunities
• A value‑driven culture where you are encouraged to be yourself
• Staff discount cards and benefits
• Wellness and wellbeing benefits
• Parental support
• Opportunities to experiment, grow, and create tangible impact in a large‑scale tech organization

Here, you are encouraged to be yourself, experiment, and grow — and as you flourish, so do we.

JOIN US

Our uniqueness comes from our inclusive and collaborative culture, our strong values, and the growth opportunities we create. But most of all, it’s our people who make us who we are.

Take the next step in your career — the journey starts here.