British American Tobacco

The Opportunity

FUNCTION: Research & Development
LOCATION: Globe House - London, UK


What are the key objectives and expectations from this role?

This position is within the New Categories R&D Department and reports to the Head of Device UX Design within the Design organization, led by the Group Head of Design.

As a Senior Product UI/UX Designer, you will be responsible for crafting visually appealing and intuitive user interfaces for our small smart electronic devices. As part of the Device UX Design team, you will translate user needs and business requirements into elegant and user-friendly interface designs that enhance the overall user experience.

The job holder will be part of a cross functional team collectively responsible for implementation of device UI solutions, working collaboratively with industrial design, brand, insights, and R&D teams also involved in the development of new products.


Key objectives are:

• Drive the evolution of strong graphic user interface and interaction design for both Heated Product and Vapour devices.

• Collaborate and integrate, building information architecture and Userflows for display and LED based product user interfaces.

• Ensure consistency in visual design language and brand identity across all user interface elements.

• Engage with industrial designers, and R&D hardware and software teams to implement proposals effectively.

• Apply unique knowledge and expertise to a broader context across design disciplines i.e., User experience in the context of Industrial Design.

• Stay updated on industry trends and best practice in UI/UX design, incorporating innovative tools and techniques used in the design of our products.


Key success factors include:

• Strong understanding of user-centered design principles and best practice in UI/UX design.

• Proficient skills in concept generation, visualization, and rapid prototyping of GUIs.

• Excellent visual design skills with an eye for detail and aesthetics.

• Ability to lead multiple design projects concurrently, from early concept development through final production and deployment.

• Ability to communicate design concepts effectively and collaborate with cross-functional teams.

• Adaptability to work in a fast-paced environment and manage multiple projects simultaneously.

• Passion for creating exceptional user experiences that meet both user needs and business goals.

Reports to Head of Device UX Design

Number of Direct Reports 0


Core Relationships Internal – working within Design and with key stakeholders across BAT functions responsible for delivering products:

• Design

• Category (Heated Products and Vapour)


• Research & Development (firmware and hardware)

• Operations



• UI Design agencies

• Usability research agencies


Geographic Scope Global

Travel Required Up to 10% of time



• Develop physical and digital user interface designs for small smart electronic devices that align with project requirements and brand guidelines.

• Evolve the graphic iconography, visual, auditory, haptic design on various types of device - screen and LED based user interfaces.

• Create wireframes, prototypes, and mock-ups that effectively convey design concepts and interactions.

• Support user research, usability testing, and gather feedback to iterate and improve interface designs based on user preferences and behaviour.

• Work closely with developers to ensure the feasibility of implementing interface designs across various platforms.

• Keep stakeholders informed of project progress and seek input to ensure alignment with business goals and user needs.

• Engaging with industrial design, brand, research, and engineers across our 4D development process.



Experience Required

• Strong experience in UX/UI design, with a focus on designing user interfaces for digital electronic products.

• Highly proficient in design tools: Adobe After Effects & Illustrator, Figma & Protopie or similar software.

• Strong portfolio showcasing expertise in creating visually appealing and user-friendly interface designs.

• Experience collaborating with cross-functional teams, including UX/UI designers, developers, and product managers.

• Knowledge of user-centered design principles, usability testing methodologies, and accessibility standards.

Technical / Functional / Leadership Skills Required

• Proven experience in using common UI design tools: Figma, Adobe After Effects, Protopie software.

• Skilled in developing strong partnerships with leaders and diverse teams, inspiring them to be fully engaged to delivering superior products.

• Good project management skills, able to manage multiple projects in parallel.

Education / Qualifications / Certifications Required

• Bachelor\'s degree in interaction design, graphic design, or a related field.



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