Lead UX/UI Designer - Freelance ou Portage Salarial
π Job Overview
Job Title: Lead UX/UI Designer - Freelance ou Portage Salarial
Company: Ahead Digital
Location: Tremblay-en-France, Γle-de-France, France
Job Type: Temps complet (Full-time)
Category: UX/UI Design Leadership, E-commerce Operations
Date Posted: 2026-06-11
Experience Level: 5+ years (Lead level)
Remote Status: Hybrid (3 days in-office per week)
π Role Summary
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Lead the strategic vision and execution of user experience (UX) and user interface (UI) design for a major e-commerce platform, ensuring alignment with brand identity and business objectives.
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Drive the optimization of customer journeys and digital asset performance by leveraging data analytics, user research, and A/B testing methodologies.
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Manage and mentor a team of three UX/UI designers, fostering a collaborative and high-performing design culture.
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Act as the primary advocate for user-centered design principles within a multidisciplinary "Digital Factory" environment, collaborating closely with Product Owners, CRO leads, and development teams.
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Contribute to the continuous improvement of design processes, tools, and methodologies to enhance efficiency and deliver exceptional user experiences.
π Enhancement Note: This role is positioned as a Lead UX/UI Designer within a "Digital Factory" structure, implying a significant degree of autonomy and responsibility for strategic direction and team management. The focus on e-commerce, performance metrics (KPIs, commercial transformation), and cross-functional collaboration with Product Owners and CRO specialists underscores its GTM (Go-To-Market) and revenue operations implications, even though it's a design role. The hybrid model with specific in-office days is a key detail for candidates.
π Primary Responsibilities
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Develop and champion the overarching UX/UI strategy, ensuring seamless integration with the group's brand identity and commercial goals for 22 group websites.
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Collaborate closely with the Lead Product Owner (PO) and Lead Conversion Rate Optimization (CRO) specialist to define product strategy, roadmaps, and backlog prioritization, ensuring a unified approach to product development and user experience enhancement.
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Act as the primary voice for UX/UI within the organization, effectively articulating design rationale and defending strategic positioning to stakeholders.
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Define, monitor, and report on key performance indicators (KPIs) related to digital customer experience, sales conversion rates, and overall product performance, using data to drive continuous iteration and improvement.
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Take ownership of critical strategic design initiatives, executing them independently or in partnership with other designers.
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Map customer journeys, identify "pain points" through cross-functional workshops, and contribute to the prioritization of the product roadmap in alignment with management and POs.
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Design user flows, wireframes, and high-fidelity mockups using Figma, and facilitate ideation and co-design workshops leveraging methodologies like Design Thinking, Lean UX, or Design Sprints.
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Propose A/B testing ideas and contribute to personalization strategies in close collaboration with the CRO team.
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Analyze qualitative and quantitative user research, tests, and customer feedback (VOC - Voice of Customer) with support from UX Research and CX teams.
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Conduct regular market benchmarks and maintain a continuous watch on best practices in ergonomics, design, and user experience.
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Lead, inspire, and guide a team of three UX/UI designers, promoting autonomy and ensuring the quality of design deliverables.
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Facilitate daily team rituals, manage incoming design requests, and drive continuous improvement of the design process, including methodologies, tools, and rituals.
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Serve as the ambassador for user-centered design methodologies, fostering a collaborative and shared UX culture across the group.
π Enhancement Note: The responsibilities clearly indicate a dual focus on strategic leadership (vision, KPIs, roadmap) and hands-on execution (design, workshops, A/B tests). The emphasis on performance metrics (sales transformation, KPIs) and collaboration with CRO and PO roles highlights the role's direct impact on revenue and Go-To-Market strategies, which is crucial for operations-minded candidates. The management aspect is also substantial, requiring leadership and process improvement skills.
π Skills & Qualifications
Education: [Not specifically detailed, but a strong portfolio and experience will likely outweigh formal education requirements. A degree in Design, HCI, or a related field is often preferred.]
Experience: Minimum 5 years of experience in a Lead UX/UI Designer role, with demonstrable experience on e-commerce projects. Experience working within Agile environments (SCRUM, SAFe) on complex, full-cycle projects is essential.
Required Skills:
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UX/UI Design Leadership: Proven ability to lead design strategy, manage a team, and drive design initiatives from discovery to deployment.
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E-commerce Expertise: Deep understanding of e-commerce platforms, user journeys, and conversion optimization principles.
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Design Tools Mastery: Expert proficiency in Figma for wireframing, prototyping, and high-fidelity design. Proficient use of Zeplin for design handoff.
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Design Systems: Experience in creating and maintaining Design Systems.
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Agile Methodologies: Familiarity and practical experience with SCRUM and SAFe frameworks.
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User Research & Analysis: Ability to interpret user research, usability testing results, and customer feedback (VOC) to inform design decisions.
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Data-Driven Design: Competence in using data analytics and KPIs (e.g., sales conversion, user engagement) to measure design effectiveness and iterate on solutions. Knowledge of Contentsquare is a significant plus.
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Prototyping & Ideation: Skill in rapid prototyping and facilitating ideation sessions using Design Thinking, Lean UX, or Design Sprints.
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Accessibility Standards: Strong understanding and application of accessibility guidelines (RGAA).
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English Proficiency: Fluent in both written and spoken English, essential for collaboration in a diverse team and for accessing global best practices.
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Leadership & Mentorship: Demonstrated ability to inspire, guide, and develop junior designers.
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Business Acumen: A strong business-oriented mindset, with the ability to understand and contribute to commercial objectives and problem-solving.
Preferred Skills:
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Experience with Contentsquare for UX analytics.
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Familiarity with UX Research tools and methodologies beyond basic usability testing.
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Experience in personalization strategies for digital platforms.
π Enhancement Note: The requirements emphasize both technical design skills and critical soft skills like leadership, communication, and business acumen. The specific mention of RGAA and English proficiency are important details. The "portfolio that demonstrates your thinking process and responsibilities" is a direct call-out for operations-style documentation of impact and methodology.
π Process & Systems Portfolio Requirements
Portfolio Essentials:
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A comprehensive portfolio showcasing your work on complex e-commerce projects, clearly detailing your role and responsibilities.
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Evidence of your strategic thinking process, demonstrating how you translated business objectives and user needs into effective design solutions.
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Case studies that illustrate your experience with user research, ideation, prototyping, A/B testing, and the impact of your designs on key performance indicators (KPIs) such as conversion rates and sales.
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Examples of your work with Design Systems, showcasing their implementation and benefits.
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Demonstrations of your ability to collaborate within multidisciplinary, agile teams. Process Documentation:
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Demonstrate your approach to user journey mapping and "pain point" identification.
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Showcase examples of how you have facilitated or participated in Design Thinking, Lean UX, or Design Sprint workshops.
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Provide insights into how you leverage data analytics and user feedback to iterate and improve designs, with specific examples of success metrics.
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Illustrate your methods for managing design projects within an Agile (SCRUM/SAFe) framework, including collaboration with Product Owners and developers.
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Evidence of your contribution to accessibility standards (RGAA) in design.
π Enhancement Note: The portfolio requirements are heavily focused on demonstrating a structured, data-informed, and impact-oriented design process. Candidates should prepare to articulate their methodology, the rationale behind their decisions, and the measurable outcomes of their work, similar to how operations professionals present case studies on process optimization or revenue impact.
π΅ Compensation & Benefits
Salary Range:
Based on the role's seniority (Lead), location (Tremblay-en-France, near Paris), hybrid work arrangement, and the specific demands of managing a team and strategic UX/UI for a large e-commerce group, a competitive salary range can be estimated.
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Estimated Range (Gross Annual): β¬55,000 - β¬75,000.
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Freelance/Portage Salarial Context: For freelance or "portage salarial" (employment umbrella services), rates would typically be calculated on an hourly or daily basis, reflecting a higher gross amount to account for self-employment overheads, taxes, and benefits. Daily rates could range from β¬350 - β¬550, depending on experience and negotiation.
Methodology: This estimate is based on market research for Lead UX/UI Designer roles in the Γle-de-France region, considering the complexity of e-commerce operations and the leadership responsibilities. It aligns with industry benchmarks for senior design positions requiring strategic input and team management.
Benefits:
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For Portage Salarial: Access to social benefits (health insurance, retirement contributions, paid leave) as per French labor laws, managed through the umbrella company.
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For Freelance: Self-managed benefits, including defining personal insurance, retirement savings, and paid time off.
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Professional Development: Opportunities for skill enhancement through collaboration with experts in a dynamic digital agency environment.
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Innovative Projects: Involvement in exciting and innovative digital projects for a major group.
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Dynamic Work Environment: A stimulating and agile agency atmosphere.
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Hybrid Work Model: Flexibility with 3 days of in-office presence and 2 days remote.
Working Hours: Full-time (Temps complet). Standard French working hours apply, typically around 35-40 hours per week, with flexibility expected within the hybrid model.
π Enhancement Note: Since the original posting mentions "Freelance ou Portage Salarial," the compensation section has been adapted to reflect both possibilities, including estimated salary ranges and daily rates for freelance/portage. The benefits are also segmented based on these employment types. The working hours are presented as standard full-time with flexibility.
π― Team & Company Context
π’ Company Culture
Industry: Digital Strategy, E-commerce, Technology Consulting. Ahead Digital operates as a digital strategy agency, specializing in helping clients navigate the complexities of digital transformation, with a strong focus on e-commerce.
Company Size: Not explicitly stated, but implied to be a growing agency with multiple office locations (Brussels and Paris) and a significant client portfolio. The "Digital Factory" model suggests a substantial client engagement.
Founded: Not specified, but described as a "digital strategy agency in full expansion."
Team Structure:
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Multidisciplinary "Digital Factory": The role is embedded within a client's "Digital Factory," a structure composed of cross-functional "feature teams."
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Feature Teams: These teams are multidisciplinary, typically including Product Owners (PO), Business Analysts, UX/UI Designers, QA Engineers, and Front-end/Back-end Developers.
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Optimization Pole: The Lead UX/UI Designer is part of the "Optimisation" pole, an interdisciplinary team focused on digital experience optimization across 22 group websites. This pole includes UX/UI, UX Research, Cognitive Science, Digital VOC, A/B Testing, UX Analysis, and Personalization specialists.
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Reporting: The Lead UX/UI Designer manages a team of 3 UX/UI Designers and collaborates closely with the Lead PO and Lead CRO. Direct reporting lines are not specified but would likely be to a Head of Design, Digital Director, or similar senior role within the client's organization or Ahead Digital.
Methodology:
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User-Centered Design (UCD): Central to the role, advocating for and implementing UCD principles.
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Agile Frameworks: Operations within a SCRUM or SAFe environment.
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Data-Driven Optimization: Heavy reliance on KPIs, analytics (e.g., Contentsquare), A/B testing, and user feedback (VOC) to inform strategy and design iterations.
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Collaborative Design: Emphasis on workshops (ideation, co-design) and cross-functional teamwork.
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Agile Product Development: Working in "feature teams" with POs and developers.
Company Website: https://www.aheaddigital.com/
π Enhancement Note: The "Digital Factory" and "Optimization Pole" structure is a key insight, indicating a modern, agile, and data-intensive approach to digital product development. This structure is highly relevant to operations professionals who thrive in cross-functional, results-oriented environments.
π Career & Growth Analysis
Operations Career Level: This is a senior leadership position, a "Lead" role, signifying significant responsibility for strategic direction, team management, and execution within a specialized domain (UX/UI Design). It sits at the intersection of design, product management, and GTM strategy.
Reporting Structure: The Lead UX/UI Designer manages a team of 3 UX/UI designers and reports into a higher-level digital leadership role within the client's "Digital Factory" or Ahead Digital. Collaboration is key with Lead PO and Lead CRO.
Operations Impact: The role has a direct and measurable impact on crucial business operations:
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Revenue Growth: By optimizing e-commerce conversion rates, average order value, and customer lifetime value through superior UX/UI design and personalization.
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Customer Acquisition & Retention: Enhancing the user experience to attract new customers and foster loyalty among existing ones.
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Operational Efficiency: Streamlining user flows and improving platform usability can reduce support costs and enhance operational efficiency.
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Brand Perception: Ensuring a consistent, high-quality digital experience reinforces brand image and market position.
Growth Opportunities:
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Leadership Advancement: Potential to move into roles like Head of Design, Director of Product Experience, or broader Digital Strategy leadership positions within Ahead Digital or the client organization.
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Specialization Deepening: Opportunity to become a subject matter expert in advanced UX research, personalization, or specific e-commerce UX challenges.
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Cross-Functional Expertise: Gaining deeper insights into product management, CRO, and business analysis through close collaboration.
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Agency Growth: Contributing to the growth and success of Ahead Digital by leading key client projects and potentially mentoring other designers within the agency.
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Learning & Development: Continuous learning through exposure to diverse projects, cutting-edge methodologies, and collaboration with a team of experts.
π Enhancement Note: This role offers a clear path for growth beyond traditional design roles, into strategic product and GTM leadership. The impact on revenue and operational efficiency makes it highly relevant for individuals with an operations mindset seeking to leverage design for business outcomes.
π Work Environment
Office Type: The role requires a hybrid work arrangement, with 3 days per week spent in the office located at Tremblay-en-France, and 2 days remote. This suggests a blend of collaborative in-person work and focused individual work.
Office Location(s): Tremblay-en-France, Γle-de-France, France. This location is a significant operational hub for the client's e-commerce activities.
Workspace Context:
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Collaborative Environment: The 3 days in the office are designed for intensive collaboration within the "Digital Factory" and "Optimization Pole," facilitating workshops, team rituals, and direct interaction with POs, CRO specialists, researchers, and developers.
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Tools & Technology: Access to industry-standard design and collaboration tools, including Figma, Zeplin, and potentially Contentsquare. The environment likely supports a data-driven approach with access to analytics platforms.
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Team Interaction: Frequent interaction with a multidisciplinary team, fostering a dynamic and knowledge-sharing atmosphere. The role also involves direct management and mentorship of 3 UX/UI designers.
Work Schedule: Full-time, with a hybrid model allowing for structured in-office collaboration and remote flexibility. This setup supports the need for focused design work while maintaining team cohesion and project momentum.
π Enhancement Note: The hybrid model with specific in-office days is a critical aspect of the work environment. Candidates should be prepared for a structured approach to collaboration and in-person engagement, which is common in operations-focused environments where team alignment is paramount.
π Application & Portfolio Review Process
Interview Process:
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Initial Screening: A review of your CV and portfolio to assess relevant experience, e-commerce background, and leadership potential.
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Portfolio Presentation & Discussion: A session where you present your portfolio, focusing on your thought process, problem-solving approach, and the impact of your designs on business objectives (conversion, sales). Be prepared to discuss your role in Agile teams and your experience with Figma/Zeplin.
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Team & Stakeholder Interviews: Meetings with key stakeholders, including the Lead PO, Lead CRO, potentially other designers, and functional managers, to assess your collaboration skills, leadership style, and cultural fit within the "Digital Factory."
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Case Study or Design Challenge: You may be asked to complete a design exercise or case study related to an e-commerce scenario to evaluate your strategic thinking, problem-solving abilities, and design execution under specific constraints.
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Final Interview: A discussion with senior leadership at Ahead Digital or the client to finalize the offer.
Portfolio Review Tips:
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Structure for Impact: Organize your portfolio to highlight 3-5 of your most impactful e-commerce projects. For each, clearly articulate the business challenge, your strategic approach, your specific contributions, the methodologies used (UX research, Design Thinking, A/B testing), and the measurable results (KPIs, conversion improvements).
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Showcase Process: Don't just show final designs; illustrate your journey. Include sketches, wireframes, user flows, prototypes, and iterations. Explain why you made certain design decisions, referencing data and user insights.
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Highlight Leadership: For this Lead role, emphasize examples of how you've mentored designers, driven process improvements, and championed user-centered design within teams.
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Quantify Achievements: Wherever possible, use numbers and data to demonstrate the impact of your work. For example, "Increased conversion rate by X%," "Reduced bounce rate on product pages by Y%," or "Improved task completion time by Z seconds."
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Tailor to the Role: Research Ahead Digital and their client's e-commerce business. Highlight projects and skills that directly align with their stated needs (e.g., strong e-commerce focus, data-driven design, leadership).
Challenge Preparation:
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E-commerce Scenarios: Anticipate challenges related to user onboarding, product discovery, checkout optimization, personalization, or mobile e-commerce experiences.
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Problem-Solving Framework: Practice breaking down complex problems into smaller, manageable parts. Use a structured approach (e.g., define problem, research, ideate, prototype, test, iterate).
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Data Interpretation: Be ready to discuss how you would use hypothetical data (e.g., Contentsquare metrics, A/B test results) to inform design decisions.
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Stakeholder Communication: Prepare to articulate your design rationale clearly and concisely, and to defend your recommendations persuasively, considering different stakeholder perspectives (business, technical, user).
π Enhancement Note: The interview process and portfolio review emphasis are heavily geared towards assessing strategic thinking, data-driven decision-making, and demonstrable impact, which are core tenets of operations roles. Candidates should prepare to "prove" their value through quantifiable results and a structured approach to problem-solving.
π Tools & Technology Stack
Primary Tools:
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Figma: Essential for wireframing, prototyping, UI design, and collaborative design. Expect to demonstrate advanced proficiency.
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Zeplin: Crucial for design handoff to front-end developers, ensuring smooth integration and specification adherence.
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Prototyping Tools: Beyond Figma, familiarity with other prototyping tools may be beneficial for different fidelity levels or specific use cases.
Analytics & Reporting:
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Contentsquare: Explicitly mentioned as a "plus," indicating its importance for understanding user behavior, performing UX analysis, and driving data-informed design decisions.
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Web Analytics Platforms: Proficiency with tools like Google Analytics or similar platforms for tracking user behavior, conversion funnels, and campaign performance.
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Data Visualization Tools: Familiarity with tools that can help present data and analysis effectively to stakeholders.
CRM & Automation:
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While not directly a CRM role, understanding how UX/UI design impacts CRM data capture (e.g., lead generation forms, customer profile enrichment) and marketing automation workflows is advantageous.
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A/B Testing Tools: Experience with platforms for running and analyzing A/B tests to optimize conversion rates and user experience.
Collaboration & Project Management:
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Agile/Scrum Tools: Familiarity with tools like Jira, Confluence, or similar platforms for managing backlogs, sprints, and project documentation.
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Communication Tools: Proficiency with platforms like Slack, Microsoft Teams, or similar for daily team communication.
π Enhancement Note: The technology stack emphasizes tools critical for modern UX/UI design and data-driven optimization in an e-commerce context. For operations candidates, understanding how these tools contribute to business goals (e.g., conversion rates, user acquisition) is key.
π₯ Team Culture & Values
Operations Values:
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User-Centricity: A deep commitment to understanding and serving the user's needs as the primary driver of design decisions and business strategy. This is fundamental to successful e-commerce operations.
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Data-Driven Decision Making: Utilizing analytics, A/B testing, and user feedback to validate hypotheses, measure impact, and guide strategic choices, mirroring operational rigor.
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Efficiency & Optimization: A continuous drive to streamline processes, improve workflows, and enhance the performance of digital assets for maximum commercial impact.
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Collaboration & Transparency: Fostering an environment where cross-functional teams work together seamlessly, sharing insights and feedback openly to achieve collective goals.
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Innovation & Agility: Embracing new methodologies, technologies, and creative solutions to adapt quickly to market changes and deliver cutting-edge user experiences.
Collaboration Style:
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Cross-Functional Integration: Seamlessly working within multidisciplinary "feature teams" and the broader "Optimization Pole," ensuring design is integrated into the entire product development lifecycle.
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Co-Creation: Actively participating in and facilitating workshops (ideation, co-design) with stakeholders from product, marketing, development, and research.
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Feedback-Rich Environment: Encouraging and providing constructive feedback on designs and processes to drive continuous improvement.
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Knowledge Sharing: Promoting the dissemination of UX best practices and insights across the organization to democratize UX understanding and build a shared culture.
π Enhancement Note: The cultural values strongly align with those prioritized in operations roles: data-driven approaches, efficiency, collaboration, and a focus on measurable outcomes. This suggests a work environment where operations professionals can readily contribute and find common ground.
β‘ Challenges & Growth Opportunities
Challenges:
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Balancing Strategic Vision with Execution: Leading the UX/UI strategy while ensuring high-quality, timely execution across multiple projects and for a team of three designers.
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Data Interpretation & Action: Translating complex user data and analytics (e.g., Contentsquare insights) into actionable design improvements that demonstrably boost commercial performance.
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Cross-Functional Alignment: Navigating priorities and ensuring consistent UX/UI standards across 22 group websites, requiring strong negotiation and communication skills with diverse stakeholders (POs, CRO, Marketing, Development).
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Driving UX Culture: Championing user-centered design principles and fostering a collaborative UX culture throughout a large organization, which can sometimes be resistant to change.
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Managing Team Dynamics: Inspiring and guiding a team of designers, fostering their development while ensuring consistent quality and meeting project deadlines.
Learning & Development Opportunities:
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Advanced UX/UI Specialization: Deepen expertise in areas like conversion rate optimization, personalization engines, advanced user research techniques, or accessibility for complex platforms.
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Product Strategy Acumen: Gain a more profound understanding of product roadmapping, backlog prioritization, and business strategy through close collaboration with Product Owners.
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Leadership Skills: Enhance management capabilities, mentorship techniques, and team-building strategies through direct experience and potential agency-provided training.
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E-commerce Industry Insights: Develop a comprehensive understanding of the e-commerce landscape, market trends, and competitive strategies.
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Exposure to New Methodologies: Continuously learn and apply cutting-edge design thinking, Lean UX, and agile development practices.
π Enhancement Note: The challenges presented are typical for senior roles in fast-paced, results-oriented environments, requiring strong problem-solving and strategic thinking skills that are highly valued in operations. The growth opportunities emphasize continuous learning and leadership development.
π‘ Interview Preparation
Strategy Questions:
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"Describe a time you developed a UX/UI strategy for an e-commerce platform. How did you align it with business goals and ensure its successful implementation across multiple touchpoints?" (Focus on strategic thinking, alignment, and execution).
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"How do you leverage data (e.g., analytics, user research, A/B test results) to inform your design decisions and measure the success of your UX/UI initiatives, particularly in driving conversion?" (Highlight data-driven approach, KPI awareness, and impact assessment).
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"Walk us through your process for managing and mentoring a team of designers. How do you foster their growth while ensuring high-quality deliverables and adherence to deadlines?" (Demonstrate leadership, team management, and process improvement skills). Company & Culture Questions:
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"Based on your understanding, what do you see as the biggest UX/UI challenges for a large e-commerce group like our client, and how would your team address them?" (Showcase research, strategic insight, and proactive problem-solving).
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"How do you foster a user-centered design culture within a multidisciplinary team and across different departments?" (Explain your advocacy and collaboration strategies).
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"Describe your experience working within an Agile 'Digital Factory' environment. How do you ensure effective collaboration with Product Owners and developers?" (Detail your understanding of Agile operations and cross-functional dynamics). Portfolio Presentation Strategy:
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Narrative Arc: For each case study, tell a compelling story: the challenge, your role, the process, the solution, and the measurable impact.
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Quantify Everything: Use numbers and metrics to back up your claims about success. If exact numbers aren't available, use strong qualitative descriptions of impact.
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Show, Don't Just Tell: Use visuals (sketches, wireframes, prototypes, final designs) to illustrate your process and solutions.
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Focus on Collaboration: Highlight instances where you worked effectively with cross-functional teams, including POs, developers, and researchers.
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Leadership Examples: Integrate examples of how you've led initiatives, mentored junior designers, or driven process improvements.
π Enhancement Note: The suggested interview questions are designed to probe strategic thinking, data literacy, leadership, and operational execution β all critical for a Lead role impacting business outcomes. Preparing concrete examples that demonstrate these skills will be key.
π Application Steps
To apply for this operations-aligned design leadership position:
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Submit Your Application: Apply through the provided link on SmartRecruiters.
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Curate Your Portfolio: Select 3-5 of your most impactful e-commerce UX/UI projects. For each, clearly articulate the business problem, your strategic approach, your specific contributions, the methodologies used, and the quantifiable results (e.g., conversion rate improvements, user engagement metrics). Ensure it demonstrates your leadership and process.
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Optimize Your Resume: Tailor your resume to highlight your experience in e-commerce, lead roles, team management, Agile environments, and proficiency with key tools (Figma, Zeplin). Use keywords from the job description and emphasize achievements with metrics.
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Prepare Your Presentation: Practice walking through your portfolio case studies, clearly explaining your thought process and the business impact of your design decisions. Be ready to discuss your leadership style and how you foster a user-centered culture.
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Research Ahead Digital & Client: Understand Ahead Digital's agency model and their approach to digital strategy. Research the client's e-commerce presence to identify potential areas for UX/UI enhancement and demonstrate genuine interest.
β οΈ 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.
Application Requirements
Requires at least 5 years of experience as a Lead with a strong background in e-commerce projects and mastery of Figma and Zeplin. Must be proficient in UX methodologies, Design Systems, and Agile frameworks, with a portfolio demonstrating a clear design process.