The Trade Desk is seeking a Principal Design Researcher to lead customer research shaping next-generation product vision focused on the Kokai customer journey, Core and Signature use cases, and AI. This senior individual contributor role involves end-to-end research leadership, building customer stories, and partnering with Product, Engineering, Data Science, and UX leadership. Responsibilities include leading hands-on research from discovery to post-launch, mapping customer journeys, testing concepts, designing research programs, mentoring researchers, and representing the company at industry events. Requirements include 10+ years in user or design research, experience with customer journey mapping, strong qualitative and quantitative research skills, executive presence, and experience in adtech or enterprise SaaS preferred. Benefits include comprehensive healthcare, retirement plans, disability coverage, life insurance, tuition reimbursement, parental leave, sick and vacation time, paid holidays, stock purchase plan, and variable incentives. Base salary range is $243,800 to $304,700 USD. The role is located in San Francisco, California.
What you'll do
Lead research to uncover customer needs and opportunities across Kokai customer journey, Core and Signature use cases, and AI
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Translate ambiguous problems into clear research questions and evidence-based product vision
Build and maintain customer stories to ground product and design decisions
Bring evidence-based perspective on human-AI collaboration and complex customer journeys
Partner with UX Leadership and Product to align research agenda with company strategy
Lead hands-on research from discovery through evaluative research and post-launch measurement
Map end-to-end Kokai customer journey identifying friction, delight, and opportunity
Test early concepts with customers and align stakeholders
Design research programs exploring trust, adoption, and workflow adaptation
Maintain and evolve customer stories as needs shift
Partner with Data Science and Engineering to align product direction and customer understanding
Share research methods and findings to support broader design team
Support researchers and designers with methodological guidance
Ensure research accounts for accessibility, inclusion, and usability
Contribute to shared vocabulary and frameworks for customer-grounded decisions
Act as primary research voice in strategy conversations with leadership
Identify high-value opportunities grounded in research evidence
Build trusted relationships with senior stakeholders
Represent customer perspective in technical and data science discussions
Partner with research leadership to align methodology and priorities
Mentor researchers and designers on research practices and journey mapping
Lead by example with visible, hands-on research
Help team build fluency in using customer stories and research evidence
Represent The Trade Desk at industry events and design conferences
Contribute to UX research community conversations and thought leadership
Requirements
Bachelor's degree in Human-Computer Interaction, Cognitive Science, Psychology, Design, or related field (Master's or PhD preferred)
10+ years of experience in user research or design research
Proven track record leading end-to-end research shaping next-generation product direction
Experience with customer journey mapping and defining core use cases and customer stories
Strong command of qualitative and quantitative research methods
Experience or working knowledge of research methods for AI-powered or intelligent product experiences (preferred)
Strong methodological instincts and experience designing mixed-methods research programs
Strong executive presence with experience presenting to VP-level and senior leadership
Exceptional communication and storytelling skills
Experience partnering with Product, Data Science, and Engineering teams
Ability to navigate ambiguity and drive clarity in complex environments
Experience in adtech, martech, or enterprise SaaS with complex, data-dense interfaces (preferred)
Published thought leadership, talks, or case studies on customer research or product direction (preferred)
Portfolio demonstrating research-driven product vision and measurable impact
Tech stack
AIHuman-Computer InteractionCognitive SciencePsychologyDesignQualitative ResearchQuantitative ResearchCustomer Journey MappingMixed-Methods Research
Benefits
Comprehensive healthcare (medical, dental, vision) with premiums paid in full for employees and dependentsRetirement benefits including 401k plan and company matchShort and long-term disability coverageBasic life insuranceWell-being benefitsReimbursement for certain tuition expensesParental leaveSick time of 1 hour per 30 hours workedVacation time up to 120 hours in first year, 160 hours thereafterAround 13 paid holidays per yearEmployee Stock Purchase Plan with discounted stock purchaseVariable compensation-based incentives and commissions depending on role
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