Freelance Web Designer: DTC Shopify

📍 Job Overview

Job Title: Freelance Web Designer: DTC Shopify

Company: KittySpout

Location: Belgrade, Vojvodina, Serbia (Remote)

Job Type: CONTRACTOR

Category: Web Design / E-commerce Operations

Date Posted: 2026-11-03

Experience Level: 5-10 Years

Remote Status: Fully Remote

🚀 Role Summary

• Spearhead a comprehensive website revamp for two premium Direct-to-Consumer (DTC) pet brands, focusing on elevating brand perception and enhancing user experience.

• Develop and maintain a scalable Figma design system to ensure brand consistency and facilitate AI-driven content creation for new website sections.

• Collaborate closely with the Head of Brand & Community and the CRO Lead to integrate conversion-optimized design principles and A/B testing strategies into all web assets.

• Leverage AI-first design methodologies and tools to accelerate the design process, explore creative directions, and deliver high-quality assets efficiently.

• Own the brand direction and visual identity for the website, ensuring a distinctive, premium, and competitive look and feel within the pet industry.

📝 Enhancement Note: While the role is titled "Web Designer," the responsibilities and emphasis on conversion, design systems, and collaboration with CRO indicate a strong alignment with operations-focused design roles, particularly within e-commerce. The "AI-First Design" requirement is a significant differentiator, pointing towards a need for forward-thinking designers who can integrate emerging technologies into their workflow to drive efficiency and innovation. The company's focus on scaling to $100M+ and its lean, senior team structure suggest a high-impact, fast-paced environment where operational efficiency in design is paramount.

📈 Primary Responsibilities

• Conduct thorough reviews of existing websites, brand guidelines, and competitor landscapes to propose 2-3 distinct web design directions for each brand within the first two weeks of engagement.

• Construct a robust, mobile-first web design system in Figma, encompassing typography, color palettes, spacing, reusable components, and section templates for both KittySpout brands.

• Design 8-10 signature website sections per brand (e.g., hero banners, product benefits, social proof, comparison modules, bundle offers, brand story narratives) for both mobile and desktop viewports.

• Implement conversion-led design principles across all pages, ensuring clear visual hierarchy, prominent calls-to-action, benefit-driven messaging, and compelling proof points.

• Collaborate with the CRO Lead to design and implement major new sections as A/B tests, meticulously tracking and analyzing performance metrics to optimize conversion rates and revenue per visitor.

• Prepare and deliver clean Figma files, concise usage guidelines (do's, don'ts, and examples), and necessary assets, accompanied by a comprehensive walkthrough to empower the internal team to extend the design system using AI tools.

• Review and provide feedback on the initial new sections built by the internal team using the design system and AI, ensuring adherence to brand standards and design integrity.

• Maintain clear and proactive communication with the Head of Brand & Community and CRO Lead, providing rapid feedback turnaround (same-day) and presenting initial design directions within two weeks.

📝 Enhancement Note: The detailed breakdown of responsibilities, particularly the emphasis on "Brand direction," "Design system," "Signature sections," "Conversion-led design," and "Handover so AI can extend it," clearly outlines the operational deliverables expected from this role. These responsibilities go beyond typical freelance design tasks, requiring strategic thinking, system design, and an understanding of how design integrates with business objectives and future content creation workflows.

🎓 Skills & Qualifications

Education: While no specific degree is mandated, a strong educational background in Graphic Design, Web Design, UI/UX Design, or a related field is implied by the experience requirements.

Experience: A minimum of 5 years of professional website design experience is essential, with a proven track record in e-commerce, ideally within the Shopify ecosystem. Experience in elevating existing brands to a more premium and distinctive level is a critical requirement.

Required Skills:

• Web Design Expertise: 5+ years of hands-on experience designing visually appealing and high-converting websites.

• E-commerce & Shopify Proficiency: Demonstrated experience designing for e-commerce platforms, with a strong preference for Shopify.

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

• AI-First Design Integration: Extensive experience using AI tools for image generation, layout exploration, and accelerating design workflows.

• Conversion Rate Optimization (CRO) Principles: Deep understanding of what drives conversions, including visual hierarchy, compelling calls-to-action, benefit articulation, and social proof.

• Design System Development: Proven ability to create clear, scalable, and extendable design systems in Figma.

• Mobile-First Design: Expertise in designing user interfaces optimized for mobile devices, with a seamless transition to desktop.

• Brand Strategy Acumen: Ability to interpret and build upon existing brand guidelines to create a more unique and premium aesthetic.

• Collaboration & Communication: Excellent verbal and written communication skills in English, with the ability to take direction, provide constructive feedback, and work effectively with cross-functional teams.

• Agile & Fast-Paced Work Ethic: Demonstrated ability to work efficiently, meet tight deadlines, and turn around feedback rapidly.

Preferred Skills:

• Experience within the DTC pet brand industry.

• Familiarity with A/B testing methodologies and tools.

• Experience with web development handoff processes.

• Strong understanding of SEO best practices as they relate to web design.

📝 Enhancement Note: The emphasis on "AI-First Design" and "Design Systems" suggests that candidates who can articulate how they use AI to enhance productivity and how they structure design systems for future scalability and AI extension will be highly favored. The "Elevating Existing Brands" requirement points to a need for designers who can balance aesthetic improvement with maintaining brand equity and conversion performance.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Live E-commerce Websites: A robust portfolio showcasing live e-commerce sites, ideally built on Shopify, that demonstrate exceptional taste, creativity, and a modern aesthetic superior to average industry offerings.

• Brand Elevation Case Studies: Specific examples within the portfolio that illustrate successful elevation of existing e-commerce brands, detailing the process of making their sites more premium and distinctive without compromising core functionality or brand identity.

• Design System Examples: Visual evidence or case studies of design systems created, highlighting their structure, component libraries, and scalability, with an emphasis on how they facilitate efficient design and development.

• AI-Assisted Design Workflow: Demonstrations or descriptions of how AI tools were integrated into the design process to achieve faster turnaround times, explore diverse creative directions, or generate assets.

• Conversion-Focused Design: Projects that clearly showcase an understanding of conversion principles, perhaps with metrics or explanations of design choices made to improve key performance indicators (KPIs) like conversion rate or average order value.

Process Documentation:

• Workflow Design & Optimization: The portfolio should implicitly or explicitly demonstrate a structured approach to designing websites, from initial concept and research through to final asset delivery, with an emphasis on iterative refinement.

• System Implementation & AI Extension: Evidence of creating design systems that are not only comprehensive but also designed with the intent that they can be easily extended by developers and AI tools post-handover. This could include documentation samples or explanations of system architecture.

• Measurement & Performance Analysis: Examples of how design decisions were informed by data or how designs were tested for performance (e.g., A/B tests, conversion rate improvements).

📝 Enhancement Note: The emphasis on a "Figma design system" and "AI to extend it" means candidates should be prepared to showcase not just final designs, but the underlying structure and philosophy behind their design systems. A portfolio that includes examples of component libraries, style guides, and explanations of how these systems facilitate collaboration and future development will be highly valued.

💵 Compensation & Benefits

Salary Range: USD $35 – $70 per hour.

• Methodology: This range is based on industry standards for experienced freelance web designers with specialized e-commerce and AI design skills, particularly for roles requiring a high degree of autonomy and impact. The upper end reflects significant experience, exceptional portfolio quality, and proficiency in AI-first design and complex design systems. The lower end accounts for strong foundational skills and a solid, albeit less extensive, portfolio.

The rate is benchmarked against similar freelance roles in tech-forward markets, considering the remote nature of the position.

Benefits: As a freelance contractor, standard employee benefits are not typically provided. However, the role offers unique advantages:

• Flexibility: Fully remote, contract-based work allows for significant control over schedule and location.

• Ongoing Work Potential: The initial project is a substantial revamp, with explicit mention of "more design work after it as we keep raising the bar," suggesting potential for long-term engagement.

• High Impact Role: Direct collaboration with senior leadership, including the founder, on critical growth initiatives for a rapidly scaling company.

• Cutting-Edge Technology: Opportunity to work with and develop expertise in AI-first design methodologies.

• Autonomy: Freedom to shape brand aesthetics and design systems with significant creative input.

Working Hours: Approximately 40–80 hours over 4–8 weeks for the initial website revamp project. While specific daily hours are not dictated, the culture emphasizes "Speed Is King" and "turn feedback around the same day," implying a need for availability and responsiveness during core working periods. The role is freelance, allowing for flexible scheduling as long as project deadlines and feedback responsiveness are met.

📝 Enhancement Note: The hourly rate range is explicitly provided. The benefits section focuses on the advantages inherent to this type of freelance, high-impact role, rather than traditional employee benefits. The working hours indicate a project-based commitment with an expectation of prompt communication.

🎯 Team & Company Context

🏢 Company Culture

Industry: E-commerce (Direct-to-Consumer - DTC), Pet Products. KittySpout operates in the rapidly growing premium pet care market, leveraging Shopify, Amazon, and Chewy for sales channels.

Company Size: Described as a "lean, senior team" that is "100% remote." Given their $50M+ annual revenue and scaling to $100M+, the core team is likely small but highly impactful, comprised of experienced professionals.

Founded: The company was founded with a vision to create profitable, premium DTC brands. The recent launch of a second brand indicates strategic expansion and a growth-oriented mindset.

Team Structure:

• Operations Focus: The role reports to the Head of Brand & Community and collaborates with the CRO Lead, indicating a cross-functional structure where design is integrated with brand strategy and performance marketing.

• Direct Access: As a remote, lean team, there's likely direct access to senior leadership, including the founder, fostering a collaborative and results-driven environment.

• Specialization: While lean, the team comprises senior individuals with specialized expertise, suggesting a high level of competence and efficiency in each function.

Methodology:

• Data-Driven Decisions: The company emphasizes using data to make decisions, evidenced by the CRO Lead's involvement and the requirement for split-testing new designs.

• Agile & Iterative: The culture values speed, efficiency, and continuous improvement ("Better Everyday"). Designs are expected to be tested and refined based on performance data.

• AI Integration: A core tenet of their methodology is leveraging AI to accelerate workflows, explore creative possibilities, and enable faster iteration and scaling.

• Lean & Resourceful: The "do more with less" approach suggests a focus on smart solutions and efficient execution.

Company Website: https://www.kittyspout.com/ (Note: This is a placeholder based on the company name, actual URL might differ.)

📝 Enhancement Note: The description of KittySpout as a "profitable, premium DTC pet brand" scaling rapidly provides crucial context. The emphasis on a "lean, senior team," "100% remote," and a "will-to-win" culture, combined with values like "Better Everyday," "Speed Is King," "Work Smart," and "Overdeliver," paints a picture of a high-performance, results-oriented environment that attracts proactive and ambitious individuals.

📈 Career & Growth Analysis

Operations Career Level: This role is positioned as a highly experienced freelance Web Designer with a significant operational impact. While not a permanent employee, the scope of work—leading a full website revamp, creating a foundational design system, and driving conversion optimization—places it at a senior or lead-level within the design discipline, with strong ties to e-commerce operations.

Reporting Structure: The designer will report to the Head of Brand & Community and work closely with the CRO Lead. This indicates a collaborative, project-driven reporting line rather than a traditional hierarchical structure.

Operations Impact: The designer's work directly impacts revenue by enhancing website conversion rates, improving brand perception to attract higher-value customers, and creating a scalable design foundation that enables faster content deployment and A/B testing. The success of the revamp is measured by conversion rate improvements and revenue per visitor, underscoring the operational significance of design.

Growth Opportunities:

• Long-Term Engagement: Successful completion of the initial revamp project and positive cultural fit can lead to ongoing design work as the company continues to scale and iterate on its web presence.

• Skill Specialization: Deepening expertise in AI-first design, conversion-driven e-commerce design, and scalable design systems, which are high-demand skills in the current market.

• Portfolio Enhancement: The opportunity to work on high-revenue DTC brands ($50M+ scaling to $100M+) provides significant portfolio-building value.

• Strategic Influence: Direct collaboration with founders and senior leads offers insights into business strategy and the opportunity to influence key growth initiatives.

• Industry Exposure: Gaining experience in the competitive and rapidly evolving pet DTC market.

📝 Enhancement Note: The "Freelance" nature of the role means traditional career ladders are not applicable. However, the description highlights opportunities for continuous engagement, skill development in cutting-edge areas like AI design, and significant influence on business outcomes, which are key drivers for experienced freelance professionals.

🌐 Work Environment

Office Type: Fully remote. This means the designer will work from their own location, with no requirement for a physical office presence.

Office Location(s): While the company is fully remote, the job posting lists "Belgrade, Vojvodina, Serbia" as a location. This may indicate a legal or administrative base, or simply that the role is being advertised to candidates in that region, but the work itself is performed remotely by the contractor.

Workspace Context:

• Independent Work: The role requires a self-disciplined individual capable of managing their own workspace and schedule effectively.

• Digital Collaboration Tools: Expect heavy reliance on digital communication and collaboration tools (e.g., Figma, Slack, project management software) for seamless interaction with the remote team.

• Fast-Paced & Dynamic: The environment is described as fast-moving, requiring adaptability and a proactive approach to problem-solving. The culture values "Speed Is King" and a "will-to-win."

• Technology-Enabled: The company's explicit focus on AI integration means the designer will be working in a technologically advanced environment, utilizing modern design and productivity tools.

Work Schedule: The role is freelance, offering flexibility in terms of when work is done, provided project milestones and deadlines are met. However, the emphasis on "turn feedback around the same day" implies a need for availability during typical business hours for communication and collaboration with the US-based (or equivalent time zone) team. The initial project is estimated at 40-80 hours over 4-8 weeks.

📝 Enhancement Note: The "fully remote" aspect is central, emphasizing the need for self-management and strong digital communication skills. The mention of Belgrade might be administrative or target demographic rather than a physical requirement. The "fast-paced" and "AI-First" descriptors suggest a modern, efficient digital workspace.

📄 Application & Portfolio Review Process

Interview Process:

• Application & Screening: Initial submission of resume and portfolio. This stage focuses on assessing experience, taste, and alignment with core requirements like AI design and conversion focus.

• Paid Test Project: Candidates will complete a paid test project, which involves designing "one real section for one of our brands." This is a critical step to evaluate practical skills, design approach, speed, and cultural fit in a real-world scenario.

• Final Interview: This stage likely involves a deeper discussion about the candidate's approach to the test project, their strategic thinking, cultural alignment with KittySpout's values, and overall fit for ongoing collaboration.

Portfolio Review Tips:

• Showcase Taste & Uniqueness: Highlight projects that demonstrate a strong aesthetic sensibility and the ability to make brands stand out, especially within competitive markets like pet e-commerce.

• Detail Brand Elevation: For relevant projects, clearly articulate the "before" and "after," explaining how existing branding was enhanced to feel more premium and distinctive. Quantify impact where possible.

• Highlight AI Integration: Include examples or descriptions of how AI tools were used to accelerate design, generate concepts, or produce assets. Be specific about the tools and workflows.

• Demonstrate Design System Expertise: Present clear examples of design systems, focusing on their structure, component library, and how they facilitate scalability and future development (especially for AI extension).

• Emphasize Conversion-Led Design: For e-commerce projects, explain the rationale behind design choices, linking them to CRO principles and desired outcomes (e.g., improved conversion rates, user flow optimization). Use metrics if available.

• Figma Proficiency: Ensure your portfolio clearly shows your work in Figma, whether through mockups, prototypes, or examples of design system components.

• Conciseness & Clarity: Given the fast-paced culture, present your work clearly and concisely. Be prepared to walk through key projects efficiently.

Challenge Preparation:

• Understand the Test Project: Fully grasp the scope and objectives of the paid test project. Treat it as a real client engagement.

• Research KittySpout: Thoroughly understand KittySpout's current brands, product offerings, target audience, and competitor landscape. Identify areas for aesthetic and conversion improvement.

• Practice AI Workflows: Be ready to demonstrate your AI design process during the test project or interview. Have examples of AI-generated assets or concepts you've developed.

• Articulate Your Process: Be prepared to explain your design process, decision-making rationale, and how you integrate feedback and data.

• Cultural Alignment: Reflect on KittySpout's core values (Better Everyday, Speed Is King, Work Smart, Overdeliver) and prepare examples of how you embody these principles in your work.

📝 Enhancement Note: The "Paid Test" is a significant part of the hiring process, emphasizing practical application. Candidates should view this as an opportunity to demonstrate not just design skill but also their ability to work within the company's operational framework (speed, AI integration, conversion focus).

🛠 Tools & Technology Stack

Primary Tools:

• Figma: The core tool for UI 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 tools, and potentially AI-assisted website builders or content generators. Experience here is critical.

• E-commerce Platforms: Deep understanding of Shopify's design capabilities, limitations, and best practices for theme customization and conversion optimization.

• Prototyping Tools: Figma's native prototyping capabilities are key, but familiarity with other related tools might be beneficial.

Analytics & Reporting:

• Conversion Metrics: Understanding of key e-commerce metrics such as Conversion Rate (CR), Revenue Per Visitor (RPV), Average Order Value (AOV), Bounce Rate, and Click-Through Rate (CTR).

• A/B Testing Tools: Familiarity with how designs are implemented and tested within A/B testing frameworks (e.g., Google Optimize, VWO, Optimizely, or platform-native tools).

• Analytics Platforms: While not directly designing reports, an understanding of how designs impact data tracked in platforms like Google Analytics is beneficial.

CRM & Automation:

• Shopify Ecosystem: Familiarity with Shopify apps and integrations that impact the customer journey and conversion funnel.

• Data-Driven Design: Ability to interpret data provided by the CRO Lead to inform design decisions and iterative improvements.

📝 Enhancement Note: The explicit mention of "Figma" and "AI" tools highlights the primary technical requirements. The emphasis on conversion implies a need for designers who understand how their work feeds into analytics and CRO strategies, even if they aren't directly managing those systems.

👥 Team Culture & Values

Operations Values:

• Better Everyday: A continuous improvement mindset, applying learnings from split tests and user feedback to refine the design system and individual designs. This means being open to iteration and data-informed adjustments.

• Speed Is King: A commitment to rapid execution, fast feedback loops, and efficient workflows. This value translates to delivering designs and revisions promptly.

• Work Smart: Leveraging AI and efficient design practices to achieve more with less. This implies creativity in problem-solving and resourcefulness.

• Overdeliver: Going beyond basic requirements to provide a system and designs that offer long-term value and scalability, ensuring the team can build upon the foundation for years.

Collaboration Style:

• Cross-Functional Integration: Close collaboration with Brand & Community and CRO leads, requiring effective communication and the ability to integrate diverse perspectives into the design process.

• Constructive Pushback: While taking direction, the role expects designers to "push back with better ideas when you have them," indicating a culture that values informed opinions and strategic contributions.

• Data-Informed: Collaboration is guided by data and performance metrics, ensuring design decisions are strategically aligned with business objectives.

• Remote Teamwork: Emphasis on clear digital communication and proactive engagement to maintain team cohesion and project momentum in a remote setting.

📝 Enhancement Note: The company's four core values are explicitly stated and deeply integrated into the job description. Candidates should prepare to demonstrate how their work ethic and approach align with these values, particularly "Work Smart" (AI integration) and "Overdeliver" (design system longevity).

⚡ Challenges & Growth Opportunities

Challenges:

• Elevating an Existing Brand: The primary challenge is to make established brands more unique and premium without a full rebrand, requiring a nuanced understanding of brand equity and subtle aesthetic enhancements.

• Balancing Aesthetics and Conversion: Striking the right balance between creating a visually distinctive and elevated look and ensuring every page is optimized for conversion requires strategic design thinking.

• AI Integration Mastery: Effectively leveraging AI tools to accelerate design and produce high-quality, brand-consistent assets requires continuous learning and adaptation.

• Scalable Design System for AI: Creating a design system that is not only robust for human developers but also easily extendable by AI tools presents a unique technical and conceptual challenge.

• Fast-Paced Remote Collaboration: Maintaining high productivity and effective communication within a lean, remote, and fast-moving team requires strong self-management and communication skills.

Learning & Development Opportunities:

• AI Design Specialization: Becoming an expert in cutting-edge AI-first design workflows and tools.

• E-commerce CRO Expertise: Deepening knowledge in conversion rate optimization by working directly with a CRO Lead and seeing the impact of design on key metrics.

• Design System Architecture: Gaining experience in building highly scalable and adaptable design systems for both human and AI consumption.

• DTC Growth Strategy: Understanding the operational and strategic levers that drive growth for successful Direct-to-Consumer brands.

• Portfolio Expansion: Working on high-revenue ($50M+ scaling to $100M+) brands provides significant value for future career opportunities.

📝 Enhancement Note: The challenges are directly tied to the unique requirements of the role, particularly the AI integration and the specific goal of elevating existing brands. The growth opportunities focus on acquiring highly sought-after skills in modern e-commerce design and operations.

💡 Interview Preparation

Strategy Questions:

• "How would you approach elevating the visual identity of an established DTC brand like KittySpout, ensuring it feels more premium and unique without a full rebrand?" (Focus on your process for analyzing existing assets, identifying opportunities for subtle enhancement, and proposing a phased approach.)

• "Describe your experience using AI tools in your web design workflow. Can you provide an example of how AI helped you work faster or explore more creative directions for a project?" (Be ready to detail specific AI tools used, workflows, and tangible outcomes.)

• "Walk us through the process of creating a scalable design system in Figma. How would you structure it to be easily extended by AI tools for building new website sections?" (Focus on componentization, clear documentation, and considerations for AI interpretability.)

• "How do you integrate conversion rate optimization principles into your design process from the outset? Can you share an example where your design choices directly led to improved conversion metrics?" (Highlight your understanding of visual hierarchy, CTAs, proof points, and how you collaborate with CRO specialists.) Company & Culture Questions:

• "How do you align with our core values: Better Everyday, Speed Is King, Work Smart, and Overdeliver?" (Prepare specific examples from your past work that demonstrate these values.)

• "What interests you about working with DTC pet brands specifically?"

• "How do you manage your time and stay productive in a fully remote, freelance capacity, especially when working with a fast-paced team?" Portfolio Presentation Strategy:

• Curate Selectively: Choose 3-5 of your strongest e-commerce projects that best demonstrate taste, conversion focus, and ideally, experience with brand elevation or design systems.

• Structure Your Case Studies: For each project, clearly outline:

  • The client and their challenge.
  • Your role and responsibilities.
  • Your design process (including AI usage, if applicable).
  • Key design decisions and rationale (especially regarding conversion and brand elevation).
  • The final outcome and impact (metrics if available).

• Showcase Figma & AI: Be prepared to share your Figma files or present interactive prototypes. If possible, demonstrate how AI was used in the creation process.

• Focus on Scalability: When presenting design systems, emphasize their structure, component library, and potential for future expansion, particularly by AI.

• Practice Your Narrative: Rehearse your presentation to be clear, concise, and engaging, ensuring you can articulate your value proposition effectively within a limited timeframe.

📝 Enhancement Note: The interview preparation focuses on aligning candidate responses with the specific requirements and values of KittySpout, especially the AI-first approach, conversion focus, and the unique challenge of elevating existing brands. The portfolio presentation strategy emphasizes demonstrating practical application and strategic thinking.

📌 Application Steps

To apply for this freelance Web Designer position:

1. Submit Your Application: Apply via the provided link, ensuring your resume and portfolio are up-to-date and readily accessible.

2. Tailor Your Portfolio: Curate your portfolio to prominently feature your strongest e-commerce design work, paying special attention to projects that showcase:

• Exceptional taste and creativity in web design.
• Experience with Shopify platforms.
• Successful elevation of existing brands to a more premium feel.
• Proficiency in AI-first design workflows and tools.
• Demonstrated understanding of conversion-led design principles.
• Examples of design systems you've built.

1. Optimize Your Resume: Highlight your 5+ years of experience, specific skills in Figma, AI design, e-commerce, and CRO. Use keywords from the job description to ensure ATS compatibility and clearly state your freelance status and availability.

2. Prepare for the Paid Test: Understand that a paid test project is a key part of the hiring process. Be ready to dedicate time to this practical assessment, treating it as a genuine client engagement to showcase your skills, speed, and alignment with KittySpout's values.

3. Research KittySpout: Thoroughly familiarize yourself with KittySpout's brands, products, and current website. Understand their market position and the competitive landscape. This research will be invaluable for the test project and interviews.

⚠️ Important Notice: This enhanced job description includes AI-generated insights and operations industry-standard assumptions. All details, especially regarding compensation, specific project scope, and long-term engagement potential, should be verified directly with KittySpout during the application and interview process.