Product Designer, Content Foundations - Instagram Design Systems

We’re looking for a systems designer to own standards for Instagram’s design system — the voice, tone, naming, information architecture and content patterns that keep the app feeling like one product across every surface.

This is a horizontal, systems-level role. You set the standards that other teams build on, and you are the connective tissue between product teams and our tooling. Writing is becoming every designer’s job, and AI is doing more of the first draft — which makes thorough and well governed standards essential for maintaining quality.

You’ll also drive foundations of our AI-generated design workflows: materials that feed our agents, the wiring that invokes them, and the quality of what comes out. Today that means a human-facing standards surface and an AI-readable one that stays in sync, an independent agent integrated into prototyping tools.

The ideal candidate is an experienced design systems thinker with a depth of expertise in content, who is genuinely energized by standards work and scaling quality.

Responsibilities

• Own IG content standards. Define and maintain voice, tone, naming, and terminology as the single source of truth, and codify reusable patterns for components and product systems as new paradigms emerge
• Keep human-facing and AI-readable standards in parity. Own the structure of our reference material, audit it for redundancy and contradiction, and align it with the rest of Meta and the broader industry
• Build the quality bar for AI-generated content. Stand up unambiguous criteria and rubrics, golden sets for benchmarking, eval agents, and voice-and-tone evaluation to avoid quality drift
• Onboard and upskill the organization on content. Fold content education and skills into the overall design workflow, and support ongoing education, consultation, and special projects

Minimum qualifications

• 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
• A portfolio showing systems-level design work focused on content standards, guidelines, terminology systems, and design system content — and its adoption, not just 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

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