Digital Experience Designer

ABOUT PRETTYFIT

prettyFIT is a contemporary women’s fashion footwear brand dedicated to empowering women through stylish, trend-forward shoe collections. Our digital presence is at the heart of how we connect with our customers — and we are looking for a creative, commercially minded Digital Experience Designer to help us deliver a world-class online shopping experience.

ROLE OVERVIEW

The Digital Experience Designer is a pivotal role at the intersection of design, technology, and commerce. You will be responsible for the end-to-end digital experience on the prettyFIT website — ensuring every page is visually cohesive, intuitively navigable, and optimized to convert browsers into buyers. Working closely with the Marketing, Merchandising, and Digital teams, you will champion the customer at every stage of their online journey, across both desktop and mobile platforms.

KEY RESPONSIBILITIES

1.  Website Design & Visual Cohesion

•      Manage and maintain a cohesive, brand-aligned visual design language across all website pages — homepage, category pages, product detail pages, campaign landing pages, and promotional hubs.

•      Develop and manage a consistent design system including typography, color palette, spacing, iconography, and component libraries to ensure uniformity across all digital touchpoints.

•      Translate seasonal campaigns and brand direction into compelling, on-brand digital experiences that reflect the prettyFIT aesthetic.

•      Collaborate with the Marketing team to deliver timely creative assets for new arrivals, sales events, festive campaigns, and brand initiatives.

2.  UX/UI — Desktop & Mobile Experience

•      Continuously refine intuitive user interfaces for both desktop and mobile platforms, ensuring a seamless and enjoyable shopping experience across all screen sizes.

•      Map and optimise the full customer journey — from homepage discovery through to product browsing, cart, checkout, and post-purchase — identifying and resolving friction points at every stage.

•      Ensure full mobile responsiveness and a best-in-class mobile-first design approach, reflective of high mobile commerce adoption.

3.  Web Content Management

•      Manage day-to-day content updates on the e-commerce CMS (e.g. Shopify), including uploading new product imagery, updating banners, refreshing promotional content, and maintaining landing pages.

•      Oversee the timely rotation of website graphics and promotional assets in line with the marketing calendar — sales, launches, seasonal events, and collaborations.

•      Liaise with external photographers and creative suppliers to ensure product imagery and visual content consistently meet website specifications and brand standards.

4.  Conversion Optimisation

•      Take ownership of conversion rate optimisation (CRO) across the website — analysing performance data, identifying drop-off points, and implementing design-led solutions to improve key metrics.

•      Monitor and interpret website analytics (Google Analytics or equivalent) and translate data insights into actionable design and content enhancements.

•      Work collaboratively with the Digital Marketing team to align landing page experiences with paid media, SEO, email, and social campaigns — ensuring message-to-experience consistency.

•      Track and report on key performance indicators including conversion rate, bounce rate, average session duration, and add-to-cart rate, presenting findings and recommendations to stakeholders regularly.

REQUIREMENTS & QUALIFICATIONS

Essential

•      Diploma or Degree in UX/UI Design, Interaction Design, Digital Media, or a related discipline.

•      Minimum 3 years of hands-on experience in UX/UI or digital experience design, ideally within an e-commerce or retail environment.

•      Good working knowledge of Adobe tools (Photoshop, Illustrator, XD), visual asset creation and UI production.

•      Demonstrated experience working with an e-commerce CMS platform, with Shopify experience strongly preferred.

•      Solid understanding of responsive and mobile-first design principles.

•      A strong portfolio showcasing end-to-end UX/UI projects with measurable outcomes, preferably in fashion, lifestyle, or retail.

•      Working knowledge of HTML and CSS for minor front-end edits and developer handoff.