Freelance Web Designer: DTC Shopify

📍 Job Overview

Job Title: Freelance Web Designer: DTC Shopify

Company: KittySpout

Location: Brasília, Brazil (Remote)

Job Type: CONTRACTOR

Category: Web Design / E-commerce Operations

Date Posted: 2026-11-03

Experience Level: 5+ Years

Remote Status: Fully Remote

🚀 Role Summary

• Spearhead a comprehensive website revamp for two Direct-to-Consumer (DTC) pet brands, focusing on enhancing visual appeal and brand uniqueness while optimizing for conversion.

• Develop and implement a robust Figma design system, including mobile-first components and templates, to ensure brand consistency and facilitate future scalability.

• Collaborate closely with the Head of Brand & Community and the CRO Lead to integrate conversion-led design principles and conduct A/B testing for new website sections.

• Leverage AI-first design methodologies and tools to accelerate the design process, explore creative directions, and build a system that can be extended by AI post-handover.

• Deliver high-quality digital assets and documentation that empower the internal web team to maintain and expand the design system efficiently.

📝 Enhancement Note: This role is a freelance contract position with a high degree of autonomy and direct impact on brand perception and revenue. The emphasis on AI-first design and the creation of an extensible Figma design system indicates a forward-thinking approach to web development and operations, requiring a designer adept at both aesthetic excellence and technical scalability.

📈 Primary Responsibilities

• Conduct thorough reviews of existing websites, brand guidelines, and competitive landscapes to propose 2-3 distinct web design directions for each of the two DTC brands.

• Architect and build a comprehensive, mobile-first Figma design system encompassing typography, color palettes, spacing, components, and reusable section templates for both brands.

• Design 8-10 signature website sections per brand (e.g., hero, product benefits, social proof, comparison, bundles, brand story) for both mobile and desktop views.

• Ensure every designed section incorporates clear visual hierarchy, a primary call-to-action, prominent benefits and proof points, and optimized, thumb-friendly mobile layouts.

• Actively participate in A/B testing of major new sections in collaboration with the CRO Lead to measure and validate conversion rate improvements.

• Prepare and deliver clean Figma files, concise usage guidelines (do's, don'ts, and examples), and necessary assets for seamless handover.

• Conduct a walkthrough of the design system and handover documentation to enable the internal team's use of AI tools for extending the design system.

• Review and provide feedback on the first new sections built by the internal team using AI from the provided system to ensure adherence to brand aesthetics and quality standards.

• Collaborate effectively with the Head of Brand & Community and the CRO Lead, providing proactive feedback and pushing for innovative solutions when appropriate.

📝 Enhancement Note: The responsibilities highlight a need for a designer who can operate strategically, understanding not just aesthetics but also conversion metrics and the practical application of design systems in a fast-paced, AI-integrated workflow. The accountability for brand direction and the final sign-off by the CEO underscores the significant influence and trust placed in this role.

🎓 Skills & Qualifications

Education: While no specific degree is mandated, a strong understanding of graphic design principles, user experience (UX), and user interface (UI) design is essential, often gained through formal education, bootcamps, or extensive self-study and practical experience.

Experience: A minimum of 5 years of professional website design experience is a mandatory requirement. This experience must include a proven track record in designing and launching live e-commerce websites, with a strong preference for Shopify platforms.

Required Skills:

• Web Design Expertise: 5+ years of demonstrable experience in creating high-impact web designs.

• E-commerce & Shopify Proficiency: Proven ability to design for e-commerce platforms, with a strong preference for Shopify.

• Figma Mastery: Advanced proficiency in Figma for design, prototyping, and building comprehensive design systems.

• AI-First Design: Extensive experience utilizing AI tools for image generation, layout exploration, and rapid asset production in the design workflow.

• Design Systems Development: Expertise in creating clear, extensible design systems in Figma that are easily understood and utilized by developers and AI tools.

• Conversion-Led Design (CRO): Deep understanding of conversion principles, including visual hierarchy, call-to-action optimization, benefit-driven messaging, and user psychology for driving sales.

• Mobile-First Design: Ability to design and optimize user experiences for mobile devices as the primary focus.

• Brand Elevation: Demonstrated experience in elevating existing brand aesthetics to a more premium and distinctive level without compromising core brand identity.

• English Fluency: Excellent written and verbal communication skills in English.

• Fast Feedback Turnaround: Ability to respond to feedback and iterate on designs rapidly, often within the same business day.

Preferred Skills:

• DTC Brand Experience: Prior experience designing for Direct-to-Consumer brands.

• Pet Industry Familiarity: Understanding of the pet product market and its consumer base.

• User Experience (UX) & User Interface (UI): Strong foundational knowledge and practical application of UX/UI best practices.

• Prototyping Skills: Ability to create interactive prototypes in Figma to demonstrate user flows and design concepts.

• Digital Marketing Acumen: Understanding of how web design impacts digital marketing efforts and overall customer acquisition strategies.

• Data-Driven Design: Experience using data and A/B testing results to inform design decisions.

📝 Enhancement Note: The emphasis on "real taste," "premium and distinctive," and "elevating existing brands" suggests that KittySpout is looking for a designer with a sophisticated aesthetic sense, capable of nuanced brand evolution rather than a complete overhaul. The AI-First Design requirement is a critical differentiator, indicating a need for a candidate who is not only skilled in traditional design but also embraces and masters cutting-edge tools for efficiency and innovation.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Live E-commerce Sites: A portfolio showcasing live e-commerce websites, with a strong preference for Shopify implementations, demonstrating commercial success and aesthetic quality.

• Demonstration of Taste & Creativity: Examples that clearly exhibit a high level of design taste, creativity, and the ability to produce work that stands out in a crowded market (specifically the pet industry).

• Brand Elevation Case Studies: Specific projects that highlight your experience in taking established e-commerce brands and successfully elevating their website's look and feel to be more premium and distinctive, while retaining core brand elements.

• Design System Examples: Evidence of your ability to build robust, well-documented, and extensible design systems within Figma. This should include examples of component libraries, style guides, and templates.

• Conversion-Focused Designs: Projects that illustrate your understanding and application of conversion rate optimization principles in web design, showcasing how your designs have contributed to improved performance metrics.

Process Documentation:

• Workflow Design & Optimization: Be prepared to discuss your process for reviewing existing sites, gathering requirements, and developing design directions. This includes how you approach iterative design based on feedback and A/B testing results.

• Implementation & Automation Methods: Showcase your methods for building design systems that are easily implementable by developers and extendable by AI tools. This includes the structure and documentation of your Figma files.

• Measurement & Performance Analysis: Be ready to articulate how you integrate conversion metrics and A/B test outcomes into your design process and how you measure the success of your designs against agreed-upon targets.

📝 Enhancement Note: The portfolio is paramount for this role. KittySpout explicitly states they are looking for "real taste" and examples of "elevating existing brands." Candidates should curate their portfolios to prominently feature projects that demonstrate these specific capabilities, alongside their proficiency in Figma, AI design tools, and conversion-focused e-commerce design.

💵 Compensation & Benefits

Salary Range: USD $35 – $70 per hour. This range is dependent on the candidate's experience, the strength of their portfolio, and their demonstrated proficiency with AI-first design methodologies and conversion optimization.

Benefits:

• Freelance Contract: Opportunity to work on a flexible, ongoing contract basis.

• Remote Work: Fully remote position, allowing for work from any location.

• Direct Impact: High visibility role with the opportunity to significantly influence brand perception and business growth for a rapidly scaling DTC company.

• Collaborative Environment: Work directly with senior leadership, including the CEO and Head of Brand & Community, in a lean, fast-paced team.

• Ongoing Work Potential: The initial website revamp project is estimated at 40-80 hours over 4-8 weeks, with the potential for continued design work as the company scales and introduces new sections or brands.

• Exposure to AI-Driven Operations: Gain valuable experience in an AI-first design workflow, which is increasingly becoming a key differentiator in the digital design space.

Working Hours: The role requires flexibility, with an expectation of same-day feedback turnaround and the ability to present initial directions within two weeks. While the first project is estimated at 40-80 hours, the ongoing nature suggests a need for consistent availability and responsiveness. The company values "Speed Is King" and "Work Smart," implying a focus on efficient output rather than strict 9-to-5 adherence.

📝 Enhancement Note: The salary range is competitive for experienced freelance web designers, especially those specializing in e-commerce and with AI proficiency. The benefits are primarily centered around the nature of freelance work, flexibility, and the significant impact and learning opportunities within a high-growth DTC environment.

🎯 Team & Company Context

🏢 Company Culture

Industry: Direct-to-Consumer (DTC) Pet Products. KittySpout operates in the rapidly growing pet industry, a market known for its passionate consumer base and increasing demand for premium, specialized products. This context means designs need to resonate with pet owners who often view their pets as family members.

Company Size: A lean, senior team within a profitable, rapidly scaling company ($50M+ annual revenue, targeting $100M+). This indicates an environment where individual contributions have a significant impact and where processes are likely agile and evolving.

Founded: The founding date isn't specified, but the company is described as profitable and scaling, suggesting a mature yet growth-oriented business. The recent launch of a second brand indicates strategic expansion and ambition.

Team Structure:

• Lean & Senior: Composed of experienced professionals who move quickly and have high autonomy.

• Cross-functional Collaboration: The designer will work closely with the Head of Brand & Community and the CRO Lead, requiring strong communication and collaboration skills.

• Direct Leadership Access: Opportunity to work directly with the founder, indicating a flat hierarchy and direct influence.

Methodology:

• Will-to-Win: A strong drive to achieve goals, with a pragmatic approach where no task is too small if it contributes to success.

• Creativity with Constraints: Emphasis on using creativity to achieve more with fewer resources, especially in terms of speed and efficiency.

• Data-Driven Decisions: Reliance on data, particularly A/B testing results, to inform design choices and strategy refinement.

• AI Integration: Proactive use of AI tools to enhance speed, explore directions, and build scalable systems.

Company Website: [KittySpout.com - Note: Actual company website not provided, assumed based on context.]

📝 Enhancement Note: KittySpout's culture is clearly defined by its values: "Better Everyday," "Speed Is King," "Work Smart," and "Overdeliver." This is not a traditional corporate environment; it's fast-paced, results-oriented, and values initiative, creativity, and efficiency. Candidates who thrive in ambiguity, enjoy hands-on work, and are motivated by direct impact will be a good fit.

📈 Career & Growth Analysis

Operations Career Level: This is a senior-level freelance role focused on specialized design operations, specifically web design for e-commerce. While not a traditional internal operations role, it requires a deep understanding of how design impacts operational efficiency (through design systems) and revenue generation (through CRO).

Reporting Structure: The designer will report to and collaborate closely with the Head of Brand & Community and the CRO Lead. This provides direct exposure to brand strategy and performance marketing operations.

Operations Impact: The primary impact of this role is on the customer acquisition and conversion funnel. By elevating the web presence and optimizing page designs for conversion, the designer directly contributes to increased revenue, improved customer perception, and more efficient scaling of the DTC brands. The creation of an extensible design system also impacts operational efficiency by streamlining future web development and content creation processes, especially with AI integration.

Growth Opportunities:

• Specialization in DTC & E-commerce: Deepen expertise in the unique design challenges and opportunities within the DTC e-commerce space, particularly in the pet industry.

• AI-Driven Design Mastery: Become highly proficient in leveraging AI tools within a professional design workflow, positioning oneself at the forefront of design innovation.

• Design System Expertise: Gain significant experience in building and implementing scalable design systems that support rapid growth and AI-driven content generation.

• CRO Collaboration: Enhance understanding of conversion rate optimization principles through direct collaboration with a dedicated CRO Lead, translating design choices into measurable business outcomes.

• Ongoing Project Pipeline: The potential for continuous work on new sections and future brand expansions offers a stable freelance income stream and sustained professional development.

• Direct Influence: Work directly with founders and senior leadership, offering opportunities to influence strategic decisions related to brand and digital presence.

📝 Enhancement Note: For a freelance role, "growth" is defined by skill enhancement, portfolio development, and the potential for ongoing, high-impact projects. This role offers significant opportunities to build expertise in critical, modern areas of digital operations and design.

🌐 Work Environment

Office Type: Fully Remote. This role operates entirely outside of a traditional office setting, offering maximum flexibility in terms of work location.

Office Location(s): While the company is based in Brazil (headquarters likely in Brasília, given the location data), the role is remote and open to candidates who can work effectively in a distributed team. The requirement for English fluency suggests that communication will primarily be digital and asynchronous or via video calls, transcending geographical boundaries.

Workspace Context:

• Independent Work: Expect a high degree of autonomy and self-direction. Success relies on disciplined time management and proactive communication.

• Digital Collaboration Tools: The team utilizes tools like Figma for design collaboration and likely other project management and communication platforms (e.g., Slack, email) for remote teamwork.

• Cross-Functional Interaction: Regular interaction with brand and CRO teams will be crucial, requiring a collaborative spirit even in a remote setting. The designer needs to be comfortable presenting ideas and receiving constructive feedback digitally.

• AI Integration: The work environment actively incorporates AI tools, requiring the designer to be comfortable with and adept at using these technologies as part of their daily toolkit.

Work Schedule: Flexible, but with expectations for fast feedback turnaround and timely delivery. The emphasis on "Speed Is King" and "Work Smart" suggests that efficiency and responsiveness are prioritized over rigid adherence to a specific daily schedule. Candidates should be prepared for potential synchronous meetings across different time zones if necessary, though asynchronous communication is likely the norm.

📝 Enhancement Note: The remote, freelance nature of this role requires a candidate who is highly self-motivated, organized, and an excellent communicator in a virtual environment. The "no politics or corporate chicanery" statement suggests a preference for direct, transparent, and efficient communication channels.

📄 Application & Portfolio Review Process

Interview Process:

1. Application & Screening: Initial review of applications, focusing on experience, portfolio relevance, and alignment with company values.

2. Portfolio Review: A critical stage where the quality, taste, and relevance of the candidate's e-commerce and brand elevation work will be thoroughly assessed.

3. Paid Test: A one-section design task for one of the brands, performed at the candidate's hourly rate. This assesses practical skills, speed, and ability to work within brand constraints and conversion principles.

4. Final Interview: A discussion, likely with senior leadership (CEO, Head of Brand & Community), to assess cultural fit, strategic thinking, and overall suitability for the role.

5. Project Kickoff: Successful candidates will move directly into the first project.

Portfolio Review Tips:

• Curate for Impact: Select projects that most strongly demonstrate your ability to elevate existing brands, create premium aesthetics, and design for conversion on Shopify.

• Showcase Design Systems: Include examples of your Figma design systems, highlighting their structure, component libraries, and ease of use.

• Highlight AI Integration: If possible, showcase how you've used AI tools in your design process to achieve faster results or explore unique directions.

• Quantify Results: Where possible, provide metrics or case study details demonstrating the conversion impact of your designs.

• Clarity and Taste: Ensure your portfolio is well-organized, visually appealing, and reflects a sophisticated design sensibility. Be prepared to articulate your design choices and the rationale behind them.

Challenge Preparation:

• Understand the Brand: Thoroughly research KittySpout's existing brands, their products, target audience, and competitor landscape. Identify areas for aesthetic and conversion improvement.

• Prepare for AI Discussions: Be ready to discuss your specific experience with AI design tools, how you integrate them into your workflow, and your vision for their role in extending design systems.

• Focus on Conversion Principles: Refresh your knowledge of key CRO elements (e.g., hierarchy, CTAs, social proof, benefits presentation) and be prepared to explain how you apply them.

• Demonstrate Collaboration: Prepare examples of how you've collaborated with brand managers and performance marketers, and how you handle constructive feedback and push back with better ideas.

• Figma Proficiency: Ensure you are comfortable demonstrating your Figma skills and explaining your approach to building scalable design systems.

📝 Enhancement Note: The paid test is a significant part of the hiring process. Candidates should treat it as a real project, allocating appropriate time and effort to deliver high-quality work that aligns with the company's values and objectives. This is their opportunity to prove their practical skills and fit.

🛠 Tools & Technology Stack

Primary Tools:

• Figma: The core tool for design, prototyping, and building the design system. Advanced proficiency is essential.

• AI Design Tools: A broad category, likely including AI image generators (e.g., Midjourney, DALL-E), AI layout assistants, and potentially AI site-building plugins or platforms that integrate with Figma or Shopify. Experience here is critical.

• Shopify Platform: Understanding of Shopify's design constraints, capabilities, and best practices for theme development and customization is highly preferred.

Analytics & Reporting:

• Conversion Rate Optimization (CRO) Tools: While the designer may not directly manage these, understanding how tools like Google Optimize, VWO, or Optimizely are used for A/B testing is crucial for designing conversion-focused elements.

• Web Analytics: Familiarity with platforms like Google Analytics to understand user behavior, traffic sources, and conversion funnels that inform design decisions.

CRM & Automation:

• E-commerce Platforms: Deep knowledge of Shopify's back-end and front-end capabilities related to design implementation.

• Project Management Tools: Likely platforms such as Asana, Trello, or Monday.com for managing freelance projects and communication, though not explicitly stated.

📝 Enhancement Note: The explicit mention of "AI-First Design" and the need for a design system that AI can extend points to a technology stack that is rapidly evolving. Candidates should be prepared to discuss their experience with emerging AI design tools and how they envision these tools integrating with traditional design workflows and platforms like Shopify.

👥 Team Culture & Values

Operations Values:

• Better Everyday: A commitment to continuous improvement, using data from split tests and user feedback to refine the design system and individual designs. This means designs are not static but evolve based on performance.

• Speed Is King: A high-velocity environment where rapid iteration, quick feedback loops, and timely delivery are paramount. This requires designers who can work efficiently and respond promptly.

• Work Smart: Emphasis on leveraging technology, particularly AI, to maximize output and efficiency. This also extends to smart process design, ensuring the design system itself is efficient to use and extend.

• Overdeliver: A drive to exceed expectations, not just by creating beautiful pages but by building a lasting, scalable design system that empowers the team for years to come. This implies a focus on documentation, usability, and long-term value.

Collaboration Style:

• Direct & Proactive: The culture encourages taking direction but also pushing back with better ideas. This implies a collaborative style that is communicative, data-informed, and solution-oriented.

• Hands-on & Active: Team members are expected to be actively involved and contribute directly, rather than delegating or operating passively.

• Results-Oriented: Focus is on achieving business goals (scaling, conversion, premium branding) through creative and efficient means.

• No Politics: A preference for straightforward, transparent communication and decision-making, free from bureaucratic hurdles.

📝 Enhancement Note: Cultural fit is described as the " #1 factor." Candidates should carefully consider if this high-intensity, results-driven, and innovation-focused environment aligns with their work preferences. Demonstrating alignment with these values during the interview process will be crucial.

⚡ Challenges & Growth Opportunities

Challenges:

• Balancing Aesthetics and Conversion: The core challenge is to elevate brand aesthetics to a premium, unique level without compromising, and ideally enhancing, conversion rates. This requires a nuanced approach to design.

• Elevating Existing Brands: Working within established branding requires skill in nuanced evolution rather than a complete overhaul, demanding creativity to enhance without losing brand recognition.

• AI Integration Learning Curve: While experience with AI is required, integrating it seamlessly into a freelance workflow and ensuring the output meets high standards can present ongoing challenges.

• Remote Collaboration Dynamics: Maintaining effective communication, receiving clear feedback, and ensuring project alignment in a fully remote, fast-paced setting requires strong organizational and interpersonal skills.

• Scalability of Design System: Creating a design system that is robust enough for immediate needs and flexible enough for future AI-driven expansion requires foresight and meticulous planning.

Learning & Development Opportunities:

• Advanced AI Design Skills: Continuous learning and application of cutting-edge AI tools for design exploration, asset generation, and workflow optimization.

• Deep E-commerce CRO Insights: Gaining practical experience in how design directly impacts conversion metrics through close collaboration with a CRO Lead and A/B testing.

• Scalable Design System Architecture: Developing expertise in building design systems that are not only functional but also designed for future adaptability and AI integration.

• DTC Growth Strategy: Understanding the operational and marketing strategies behind scaling a successful DTC brand, providing valuable context for design decisions.

• Portfolio Enhancement: Successfully completing this project will add a high-impact case study to the designer's portfolio, demonstrating expertise in brand elevation, AI design, and e-commerce optimization.

📝 Enhancement Note: The challenges presented are significant but come with substantial learning opportunities. Candidates who view these challenges as opportunities for growth and skill development will be well-suited for this role.

💡 Interview Preparation

Strategy Questions:

• Brand Elevation Approach: "Describe your process for taking an existing e-commerce brand and making its website more premium and distinctive. How do you balance elevating the aesthetic with retaining brand recognition and ensuring conversion?" (Prepare specific examples from your portfolio.)

• AI in Design Workflow: "How do you currently integrate AI tools into your web design process? Can you provide an example of how AI helped you explore directions or deliver assets faster for a client?" (Be ready to discuss specific tools and methodologies.)

• Design System Philosophy: "What are the key principles you follow when building a Figma design system, especially one intended to be extended by AI? How do you ensure clarity and usability for both human developers and AI tools?" (Discuss component structure, documentation, and usage rules.)

• Conversion-Driven Design: "Walk us through a design you created that was specifically optimized for conversion. What elements did you focus on, and how did you ensure they supported the user's journey towards a purchase?" (Use a specific project as a case study.)

Company & Culture Questions:

• Cultural Alignment: "Our values are 'Better Everyday,' 'Speed Is King,' 'Work Smart,' and 'Overdeliver.' How do these values resonate with your work style, and can you give an example of how you've embodied one or more of them in a past project?" (Research the company's description thoroughly.)

• Collaboration Experience: "Describe a time you collaborated with a CRO specialist or a brand manager. How did you handle feedback, and how did you ensure alignment on project goals?" (Highlight your ability to take direction and offer informed opinions.)

• Remote Work Success: "What strategies do you employ to stay productive, manage your time effectively, and communicate proactively in a fully remote freelance role?" (Demonstrate self-discipline and strong communication skills.)

Portfolio Presentation Strategy:

• Storytelling: Structure your portfolio presentation around compelling narratives for each key project. Explain the client's problem, your proposed solution, your design process (including AI and CRO considerations), and the outcome.

• Focus on Impact: Emphasize the "why" behind your design choices and the tangible results achieved (e.g., improved conversion rates, enhanced brand perception, efficient system development).

• Showcase Figma & AI: Be prepared to briefly demo or walk through key aspects of your Figma files and explain how AI was integrated into specific projects.

• Conciseness: Given the fast-paced nature, be prepared to present your strongest examples efficiently, focusing on the most relevant aspects for KittySpout's needs.

• Enthusiasm & Fit: Convey your passion for design, your understanding of the DTC pet market, and your excitement about KittySpout's mission and culture.

📝 Enhancement Note: The interview process includes a paid test, which is a crucial practical assessment. Prepare thoroughly for this test as if it were a small, real client project. Also, be ready to articulate how your specific skills and experience directly address KittySpout's unique requirements, particularly regarding AI-first design and brand elevation.

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📌 Application Steps

To apply for this freelance Web Designer position:

• Submit your application via the provided link on Workable.

• Curate Your Portfolio: Ensure your portfolio prominently features live e-commerce (ideally Shopify) websites that showcase exceptional taste, successful brand elevation, and conversion-focused design. Include examples of Figma design systems you've built.

• Highlight AI & CRO Experience: In your resume and cover letter, specifically detail your experience with AI-first design tools and your understanding of conversion rate optimization principles. Quantify achievements where possible.

• Prepare for the Paid Test: Understand that a paid design test (one section for one of the brands) is part of the hiring process. Be ready to dedicate time to this task at your stated hourly rate.

• Research KittySpout: Thoroughly understand KittySpout's brands, products, values, and the pet industry. Prepare to articulate how your skills align with their specific needs and culture.

⚠️ Important Notice: This enhanced job description includes AI-generated insights and operations industry-standard assumptions. All details should be verified directly with the hiring organization before making application decisions.