Freelance Web Designer: DTC Shopify

📍 Job Overview

Job Title: Freelance Web Designer: DTC Shopify

Company: KittySpout

Location: Lisbon, Portugal (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 distinct Direct-to-Consumer (DTC) pet brands, focusing on elevating brand perception and enhancing conversion rates.

• Develop and maintain a robust Figma design system that ensures brand consistency and allows for AI-driven extension of new website sections.

• Collaborate closely with the Head of Brand & Community and the CRO Lead to integrate conversion optimization principles into every design element and user journey.

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

• Deliver a well-documented and extensible design system that empowers the internal team to build new sections autonomously using AI tools, fostering long-term scalability and brand coherence.

📝 Enhancement Note: While the role is titled "Web Designer," the emphasis on conversion optimization, working with a CRO Lead, and building a design system for AI extension strongly positions this as a role within the broader GTM Operations or Digital Operations sphere, requiring a blend of creative design and strategic e-commerce operations execution.

📈 Primary Responsibilities

• Conduct a thorough review of existing websites, brand guidelines, and competitor landscapes to present 2-3 distinct web design directions for each brand within the initial two weeks.

• Construct a comprehensive, mobile-first web design system in Figma, meticulously defining typography, color palettes, spacing, and reusable components for both brands, ensuring clear differentiation.

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

• Implement conversion-driven design principles for every section, ensuring clear visual hierarchy, a single primary call-to-action, prominent display of benefits and social proof, and optimized mobile layouts for speed and usability.

• Facilitate the launch of major new sections as A/B split tests in collaboration with the CRO Lead, to rigorously measure and improve conversion rates and revenue per visitor.

• Prepare and deliver clean Figma files, concise usage guidelines (including do's, don'ts, and illustrative examples), essential assets, and conduct a brief walkthrough session to enable the internal team's AI-driven extension of the design system.

• Provide design oversight for newly built sections by the internal team, ensuring they accurately adhere to the established design system and brand aesthetics.

📝 Enhancement Note: The responsibilities highlight a strong focus on process, systemization, and measurable outcomes (conversion rates, split testing), indicating a need for an operations-minded designer who can contribute to the strategic execution of e-commerce growth initiatives.

🎓 Skills & Qualifications

Education: While no specific degree is mandated, a strong foundation in graphic design, digital design, UI/UX, or a related field is expected, demonstrated through a robust portfolio.

Experience: 5+ years of professional experience in website design, with a significant emphasis on e-commerce platforms.

Required Skills:

• E-commerce Web Design: Proven expertise in designing visually appealing and high-converting websites, with a strong preference for Shopify environments.

• Figma Proficiency: Advanced skills in Figma for UI/UX design, prototyping, and building comprehensive design systems.

• AI-First Design: Demonstrated experience and comfort using AI tools (image generation, layout assistance, content creation) daily to expedite the design workflow and explore creative directions.

• Design Systems Development: Ability to create clear, well-structured, and extensible design systems in Figma that can be easily understood and utilized by developers and AI tools.

• Conversion Rate Optimization (CRO) Principles: Deep understanding of conversion-focused design elements, including visual hierarchy, compelling calls-to-action, benefit-driven messaging, and user journey optimization.

• Mobile-First Design: Expertise in designing responsive and optimized experiences for mobile devices, ensuring seamless user interaction across all screen sizes.

• Brand Elevation: Experience in taking existing e-commerce brands and enhancing their visual identity to appear more premium and distinctive without compromising their core appeal.

• English Fluency: Excellent verbal and written communication skills in English to facilitate clear collaboration and feedback.

• Agile Collaboration: Ability to work effectively in a fast-paced, remote environment, providing prompt feedback and iterating quickly on design concepts.

Preferred Skills:

• Direct-to-Consumer (DTC) brand experience.

• Experience within the pet industry.

• Familiarity with A/B testing methodologies and analytics platforms.

• Understanding of web development principles and how design translates to implementation.

📝 Enhancement Note: The emphasis on "AI-First Design" and "Design Systems" suggests that candidates who can demonstrate efficiency and scalability through technology will be highly favored. This aligns with modern operations practices focused on leveraging tools to drive productivity.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• A curated portfolio showcasing live e-commerce websites, with a strong preference for Shopify implementations that exhibit exceptional taste, creativity, and a premium aesthetic.

• Evidence of successfully elevating existing e-commerce brands, demonstrating the ability to refine and enhance brand identity and user experience without losing core brand equity.

• Case studies or examples that illustrate a deep understanding of conversion-driven design principles, detailing how design choices directly impacted key e-commerce metrics.

• Demonstrations of design system creation in Figma, highlighting component structure, style guides, and their application across multiple projects.

• Examples of AI tools integrated into the design workflow, showcasing how AI was used to accelerate concept generation, asset creation, or iteration. Process Documentation:

• While not explicitly required to submit formal process documentation, candidates are expected to articulate their design process clearly, especially concerning how they build design systems and integrate AI tools.

• The ability to define clear usage rules and provide concise documentation for the Figma design system is a critical deliverable for this role.

📝 Enhancement Note: For operations roles, a portfolio is often a critical component. This section emphasizes that for this design role, the portfolio needs to demonstrate not just aesthetic capabilities but also strategic thinking around conversion, systemization, and the adoption of new technologies like AI, which are key operational considerations.

💵 Compensation & Benefits

Salary Range: USD $35 – $70 per hour (based on experience and portfolio quality).

Benefits:

• Freelance Contract: Opportunity to work on an ongoing basis with potential for continued projects beyond the initial revamp.

• Fully Remote: Work from anywhere, offering maximum flexibility.

• Impactful Role: Direct collaboration with founders and senior leadership, with a significant influence on business scaling.

• Fast-Paced Environment: Engaging work with a passionate, results-oriented team.

• Competitive Hourly Rate: Compensation reflects the high level of experience and specialized skills required.

Working Hours: Approximately 40-80 hours over a 4-8 week period for the initial website revamp project. Availability for quick feedback turnaround is expected, aligning with the company's "Speed Is King" value. The role is freelance, implying flexibility in daily scheduling as long as project milestones and responsiveness are met.

📝 Enhancement Note: The hourly rate range provided is competitive for experienced freelance web designers specializing in e-commerce and conversion. The "ongoing" nature of the work and direct impact on a rapidly scaling DTC brand are significant draws for contract professionals seeking high-visibility projects.

🎯 Team & Company Context

🏢 Company Culture

Industry: Premium Direct-to-Consumer (DTC) Pet Brand. The company operates in the rapidly growing pet industry, focusing on high-quality products and a premium brand experience.

Company Size: A lean, senior team within a rapidly scaling business (currently $50M+ in annual revenue, targeting $100M+). This implies a dynamic environment where individual contributions have a substantial impact.

Founded: The founding date is not specified, but the company has achieved significant revenue milestones and launched a second brand, indicating established growth and strategic expansion.

Team Structure:

• The designer will report to the Head of Brand & Community and collaborate closely with the CRO Lead.

• The team is described as "lean, senior," suggesting experienced professionals who move quickly and operate with a high degree of autonomy.

• Cross-functional collaboration is central, with direct interaction with founders and other senior team members. Methodology:

• Data-Driven Decisions: Operations and design choices are informed by data, particularly through split testing and conversion rate analysis.

• Agile & Efficient: The team prioritizes speed, creativity, and efficiency, aiming to "do more with less."

• AI Integration: Proactive adoption of AI tools to enhance productivity and explore new possibilities in design and development.

• Continuous Improvement: A commitment to "Better Everyday," using test results to refine systems and processes.

Company Website: [KittySpout Company Website URL - Not provided, but implied to bekittyspout.com or similar]

📝 Enhancement Note: The company culture emphasizes a "will-to-win," speed, smart work, and over-delivery. This is characteristic of high-growth startups and DTC brands where operational efficiency and a proactive, results-oriented mindset are paramount.

📈 Career & Growth Analysis

Operations Career Level: This freelance role is at a senior individual contributor level, requiring significant autonomy and expertise. While not a traditional permanent operations role, it offers the chance to shape the digital presence of a scaling DTC brand, providing operational experience in e-commerce strategy and execution.

Reporting Structure: The designer will report to the Head of Brand & Community and work closely with the CRO Lead. This structure places the role at the intersection of brand strategy and performance marketing operations.

Operations Impact: The designer's work will directly impact the company's revenue growth by elevating brand perception, improving website conversion rates, and establishing a scalable design system that supports future digital initiatives. This role is crucial for enhancing the customer acquisition and retention funnel from a visual and user experience perspective.

Growth Opportunities:

• Expanded Project Scope: Successful completion of the initial revamp can lead to ongoing design projects, potentially involving new feature development, landing page optimization, or creative asset production.

• Skill Specialization: Deepen expertise in AI-assisted design, conversion-focused e-commerce, and design system architecture within a high-growth DTC context.

• Strategic Contribution: Contribute to the strategic direction of the brands' digital presence, working directly with leadership to define and execute visual and conversion strategies.

• Portfolio Enhancement: Build a strong case study showcasing significant improvements in brand perception and e-commerce performance for a rapidly scaling DTC business.

📝 Enhancement Note: For freelance roles, "growth" often translates to increased project scope, higher rates, and the development of specialized skills that command a premium in the market. This role offers a clear path for a designer to become a strategic partner in a scaling e-commerce operation.

🌐 Work Environment

Office Type: Fully remote.

Office Location(s): While the company has a presence in Lisbon, Portugal, this role is entirely remote, allowing the designer to work from any location.

Workspace Context:

• Collaborative & Remote: The environment requires strong asynchronous communication skills and the ability to collaborate effectively with a distributed team.

• Tool-Centric: Emphasis on digital tools like Figma and AI platforms for design and communication.

• High-Impact Focus: The workspace is geared towards achieving tangible business results, with a direct connection between design efforts and revenue outcomes.

Work Schedule: The role is freelance with an estimated 40-80 hours for the initial project over 4-8 weeks. While specific daily hours are flexible, prompt turnaround for feedback and adherence to project deadlines are critical. This requires the designer to manage their schedule effectively to meet project demands and maintain alignment with the team's pace.

📝 Enhancement Note: The remote-first, fast-paced nature of KittySpout's operations means the ideal candidate will be self-motivated, highly organized, and comfortable with digital collaboration tools and asynchronous communication.

📄 Application & Portfolio Review Process

Interview Process:

• Application & Screening: Initial review of applications and portfolios to assess experience, taste, and alignment with required skills.

• Paid Test Project: A practical assessment involving designing one real section for one of the brands, paid at the candidate's hourly rate. This allows both parties to evaluate working style and output quality.

• Final Interview: A discussion likely focused on strategic thinking, cultural fit, collaboration approach, and how the candidate's vision aligns with the company's goals.

• Project Kickoff: For successful candidates, the process culminates in starting the first project.

Portfolio Review Tips:

• Showcase Shopify Expertise: Clearly highlight your experience designing and optimizing Shopify stores, demonstrating an understanding of the platform's capabilities and limitations.

• Demonstrate Brand Elevation: Include examples where you’ve successfully enhanced an existing brand’s visual identity and user experience, explaining your strategic approach and the outcomes.

• Quantify CRO Impact: If possible, provide metrics or case study details showing how your designs have improved conversion rates, average order value, or other key e-commerce performance indicators.

• Highlight AI Integration: Explicitly show how you've used AI tools in your design process, detailing the tools used and the benefits gained in terms of speed or creative exploration.

• Present Design Systems: Provide clear examples of design systems you've built in Figma, explaining their structure, components, and how they ensure consistency and scalability.

• Articulate Your Process: Be prepared to walk through your design process, from initial concept to final handover, emphasizing your collaboration style and problem-solving approach.

Challenge Preparation:

• Paid Test Project Focus: Understand that the paid test is a critical evaluation. Treat it as a real project, applying the same rigor and attention to detail as you would for a high-value client.

• Understand the Brand: Thoroughly research KittySpout's existing brands, their target audience, and their competitive landscape.

• Embrace AI: Be ready to demonstrate your proficiency with AI design tools during the test project and potentially in interviews.

• Conversion Mindset: Approach the test project with a strong focus on conversion principles, as this is a key requirement.

📝 Enhancement Note: The inclusion of a paid test project is a strong indicator that the company values practical application and efficiency. Candidates should prepare to demonstrate their skills in a real-world scenario, mirroring the company's operational focus on tangible results.

🛠 Tools & Technology Stack

Primary Tools:

• Figma: The core design tool for UI/UX, prototyping, and design system development. Advanced proficiency is essential.

• AI Design Tools: Candidates are expected to be "very experienced" with AI tools for image generation, layout exploration, and potentially content creation. Specific tools may vary but include platforms like Midjourney, Stable Diffusion, or AI-powered design assistants.

Analytics & Reporting:

• While the designer isn't solely responsible for analytics, understanding how to design for conversion tracking and interpreting A/B test results (in collaboration with the CRO Lead) is crucial. Familiarity with platforms like Google Analytics or Shopify's built-in analytics may be beneficial. CRM & Automation:

• Not directly applicable to the core design tasks, but an understanding of how website design impacts CRM data capture (e.g., lead forms) and marketing automation workflows is a plus.

📝 Enhancement Note: The explicit mention of AI tools and Figma highlights the company's commitment to modern, efficient design operations. Candidates proficient in these areas will be well-positioned.

👥 Team Culture & Values

Operations Values:

• Better Everyday: A commitment to continuous improvement, using data from split tests to refine the design system and overall website performance.

• Speed Is King: A fast-paced approach to work, with rapid feedback loops and quick iteration on designs and concepts.

• Work Smart: Leveraging AI and efficient design practices to achieve more with less, maximizing productivity.

• Overdeliver: Aiming to provide a design system and solutions that not only meet immediate project needs but also offer long-term value and scalability for the company.

Collaboration Style:

• Direct & Efficient: Collaboration is expected to be straightforward, with clear communication and a focus on achieving shared goals.

• Data-Informed & Creative: Designs should be grounded in conversion principles and data insights, but also incorporate creativity and strategic thinking to elevate the brand.

• Proactive & Opinionated: While taking direction, candidates are encouraged to push back with better ideas, demonstrating ownership and strategic input.

• Remote & Asynchronous: The team operates remotely, requiring strong asynchronous communication skills and the ability to manage tasks independently while staying connected.

📝 Enhancement Note: The company's values are deeply embedded in operational efficiency, continuous improvement, and a results-driven mentality. Candidates who align with these values will likely thrive in this environment.

⚡ Challenges & Growth Opportunities

Challenges:

• Balancing Brand Elevation and Conversion: The core challenge is to make the websites more unique and premium without compromising their effectiveness in driving sales. This requires a delicate balance between aesthetics and performance.

• AI Integration Learning Curve: Effectively integrating AI tools into a design workflow requires experimentation and adaptation, potentially involving new workflows and problem-solving approaches.

• Working with Existing Branding: Building upon established brand guidelines to create a more unique and elevated look, rather than starting from scratch, requires strategic design thinking.

• Remote Collaboration Dynamics: Maintaining seamless communication and collaboration within a fully remote team, especially with tight deadlines and rapid feedback loops.

Learning & Development Opportunities:

• Advanced AI Design Application: Gain hands-on experience applying cutting-edge AI tools in a commercial design context, potentially becoming an expert in AI-assisted e-commerce design.

• DTC E-commerce Strategy: Deepen understanding of the operational strategies and conversion tactics specific to scaling DTC brands.

• Design System Architecture: Enhance skills in building robust, scalable design systems that can be extended and maintained by AI and internal teams.

• High-Growth Business Exposure: Work directly with founders and senior leaders in a rapidly scaling company, gaining insights into business strategy and operational execution at a high level.

📝 Enhancement Note: The challenges presented are typical of growth-stage DTC companies, requiring adaptability and a proactive approach. The growth opportunities are significant for a designer looking to specialize in high-impact e-commerce operations and cutting-edge design technologies.

💡 Interview Preparation

Strategy Questions:

• "How would you approach elevating an existing e-commerce brand's look and feel while ensuring it remains conversion-optimized and distinct from competitors?" (Focus on process, research, and balancing aesthetics with performance.)

• "Describe your experience using AI tools in web design. Can you walk us through a specific example of how AI helped you deliver faster or explore more creative directions?" (Prepare a specific case study or example.)

• "How do you typically build a design system in Figma, and what are the key considerations for making it extensible for developers and AI tools?" (Detail your methodology and principles.)

• "Given our focus on 'Speed Is King' and 'Work Smart,' how would you manage your workflow and communication to meet tight deadlines and provide rapid feedback?" (Discuss time management, communication tools, and proactive problem-solving.) Company & Culture Questions:

• "What excites you most about KittySpout and the opportunity to work with our brands?" (Research the company and demonstrate genuine interest.)

• "Our core values are 'Better Everyday,' 'Speed Is King,' 'Work Smart,' and 'Overdeliver.' How do you see yourself embodying these values in this role?" (Provide specific examples of how you've demonstrated these in past roles.)

• "How do you handle constructive feedback or pushback on your design concepts, especially when collaborating with brand and CRO leads?" (Showcase your ability to take direction while also contributing strategically.) Portfolio Presentation Strategy:

• Structure Your Presentation: Organize your portfolio to clearly showcase relevant e-commerce projects, AI integration examples, and design system work.

• Tell a Story: For each project, explain the problem, your approach, the tools used (especially AI), your design decisions, and the measurable outcomes (if available).

• Highlight Conversion Focus: Explicitly point out how your design choices support conversion goals (e.g., clear CTAs, benefit-driven copy placement, optimized layouts).

• Demonstrate AI Capabilities: Be ready to discuss specific AI tools and techniques you employed and their impact on your workflow and output quality.

• Showcase Design System Clarity: Present your Figma design system examples, emphasizing their structure, ease of use, and potential for AI extension.

• Prepare for the Paid Test: Treat your portfolio as a precursor to the paid test project, demonstrating the same level of quality and strategic thinking.

📝 Enhancement Note: The interview process emphasizes practical application (paid test) and alignment with the company's operational values and strategic goals. Candidates should prepare to demonstrate their skills, strategic thinking, and cultural fit.

📌 Application Steps

To apply for this freelance web design position:

• Submit your application through the provided link on Workable.

• Tailor Your Resume: Highlight your 5+ years of web design experience, specifically mentioning e-commerce, Shopify, Figma, AI design tools, and conversion rate optimization. Quantify achievements where possible.

• Curate Your Portfolio: Ensure your portfolio prominently features live e-commerce sites (ideally Shopify), examples of brand elevation, AI design integration, and design system work. Prepare to discuss your process and results.

• Prepare for the Paid Test: Understand the paid test is a critical evaluation. Be ready to dedicate focused time to deliver a high-quality section for one of the brands, showcasing your skills and alignment with the company's values.

• Research KittySpout: Familiarize yourself with the company's existing brands, their market position, and their stated values to articulate your fit during interviews.

⚠️ 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.

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