Product Designer, Content Foundations - Instagram Design Systems

Instagram; New York (NY); On-site; USD 170,000 - 236,000; Full time

Job summary

Instagram is seeking a senior content design leader to own and evolve content standards across human-facing experiences and AI workflows. You will define voice, tone, naming, terminology, and information architecture while codifying reusable content patterns for product systems.

Applicants should have 8+ years in content design or UX writing with demonstrated systems impact and a portfolio showing broad adoption across teams.

Qualifications

• Bachelor’s degree in Design, HCI, CS, or related field.
• 8+ years in content design or UX writing with demonstrated systems impact.
• Portfolio showing systems-level content design across teams and adoption beyond individual screens.
• Experience owning voice and tone for a product at scale, including naming, terminology, and IA decisions.

Responsibilities

• Own Instagram content standards, serving as the single source of truth for voice, tone, naming, terminology, and information architecture.
• Codify reusable content patterns for components and product systems as new paradigms emerge.
• Maintain parity between human-facing and AI-readable standards, including structure of reference material.
• Audit reference materials for redundancy and contradiction, aligning updates with Meta and industry practices.
• Set the quality bar for AI-generated content by defining unambiguous criteria and rubrics.
• Create evaluation tooling and benchmarks, including golden sets, eval agents, and voice-and-tone evaluation.
• Onboard and upskill the organization on content practices by integrating content education and skills into the design workflow.
• Provide ongoing education, consultation, and support for content-focused special projects.

Skills

Content design systems

UX writing

Information architecture

Voice and tone

AI workflows

Education

Bachelor’s degree in Design/HCI/CS

Job description

Own and evolve Instagram’s content design system standards across both human-facing experiences and AI-readable workflows.

Responsibilities

• Own Instagram content standards, serving as the single source of truth for voice, tone, naming, terminology, and information architecture
• Codify reusable content patterns for components and product systems as new paradigms emerge
• Maintain parity between human-facing and AI-readable standards, including structure of reference material
• Audit reference materials for redundancy and contradiction, then align updates with the rest of Meta and broader industry practices
• Set the quality bar for AI-generated content by defining unambiguous criteria and rubrics
• Create evaluation tooling and benchmarks, including golden sets, eval agents, and voice-and-tone evaluation to prevent quality drift
• Onboard and upskill the organization on content practices by integrating content education and skills into the overall design workflow
• Provide ongoing education, consultation, and support for content-focused special projects

Requirements

• Bachelor’s degree in Design, Human-Computer Interaction, Computer Science, or a related field
• 8+ years of content design, product design, or UX writing experience, with demonstrated organization-level systems impact
• Portfolio demonstrating systems-level content design work, including content standards, guidelines, terminology systems, and adoption across teams (not limited to individual screens)
• Experience owning voice and tone for a product at scale, including naming, terminology, and information architecture decisions
• Experience with AI-powered products, agentive workflows, or writing structured reference material for models

Preferred Qualifications

• Ability to integrate AI tools to optimize or redesign workflows and drive measurable impact (efficiency gains, quality improvements)
• Experience building enablement materials for a design or cross-functional organization (curriculum, templates, or onboarding)
• Experience applying responsible, ethical AI practices (risk assessment, bias mitigation, quality and accuracy reviews)
• Track record of standards or guidelines being adopted by teams outside your own organization
• Demonstrated rigor in measuring content quality, including building golden sets, reviewing results, and acting on findings
• Ongoing AI skill development (prompt/context engineering, agent orchestration) and staying current with emerging AI technologies
• Proven ability to translate a broad, ambiguous mandate into a sequenced plan without waiting for a roadmap

Location: New York, NY (onsite)

Salary: USD 170,000 - 236,000 per year