Senior Digital Product Designer | Brisbane, West End

📍 Job Overview

Job Title: Senior Digital Product Designer | Brisbane, West End

Company: Fitness & Lifestyle Group

Location: Brisbane, QLD, Australia

Job Type: Full-time

Category: Digital Product Design / UX/UI

Date Posted: 2026-09-22

Experience Level: Mid-Senior Level (5-10 years)

Remote Status: Hybrid

🚀 Role Summary

• Lead the end-to-end digital product design for ecommerce journeys across a portfolio of fitness brands, focusing on driving membership conversion.

• Design and optimize web experiences to clearly communicate value propositions, pricing, and offers, translating customer needs into effective digital solutions.

• Collaborate closely with Product, Marketing, Sales, Operations, and offshore development teams to ensure seamless design implementation and user experience.

• Utilize data analytics, user research, and experimentation to continuously identify friction points and enhance conversion rates.

• Contribute to the evolution of a multi-brand design system through the creation and refinement of reusable web components and patterns.

📝 Enhancement Note: This role is positioned as a Senior Digital Product Designer with a strong emphasis on ecommerce and conversion optimization within the fitness and lifestyle industry. The core objective is to improve the digital member acquisition funnel.

📈 Primary Responsibilities

• Own the entire ecommerce customer journey, from initial club discovery and membership comparison to pricing, sign-up, and final conversion.

• Redesign and optimize web experiences across multiple brands (Fitness First Australia, Goodlife Health Clubs, Jetts Fitness, Zap Fitness, Barry's) to enhance clarity of product value, benefits, pricing, and offers, thereby driving conversion.

• Lead the design of responsive web pages and digital experiences, ensuring optimal performance across various devices and screen sizes, with a strong mobile-first approach.

• Design and evolve reusable web components and patterns to maintain consistency and efficiency within the company's multi-brand design system.

• Create modular experiences within Contentful (or similar CMS) to empower the Marketing team to efficiently create, update, and launch web pages with minimal developer dependency.

• Facilitate discovery and design-thinking workshops, adeptly framing problems, exploring potential solutions, and aligning stakeholders around shared customer and business outcomes.

• Leverage customer research, funnel data, analytics, session recordings, and experimentation methodologies to pinpoint friction points and drive continuous improvements in conversion rates.

• Partner effectively with Product, Marketing, Sales, and club operations teams to deeply understand customer and operational requirements, translating these insights into impactful digital experiences.

• Manage the relationship with the offshore development partner throughout the design-to-implementation lifecycle, providing clear specifications, resolving design and technical challenges, and conducting quality assurance of the final experience.

• Proactively research and explore emerging tools, technologies, and innovative ways of working, with a particular focus on AI-enabled design and advanced CMS capabilities to enhance workflows.

📝 Enhancement Note: The responsibilities highlight a blend of strategic design leadership, hands-on execution, and cross-functional collaboration, with a critical focus on measurable business outcomes (conversion). The mention of Contentful and AI tools indicates a modern, agile approach to digital product development.

🎓 Skills & Qualifications

Education: While no specific degree is mandated, a strong educational foundation in Design (e.g., Graphic Design, Interaction Design, HCI), Marketing, or a related field is beneficial.

Experience: Minimum of 5-10 years of progressive experience in product, UX, or UI design, with a significant portion dedicated to conversion-focused digital environments such as ecommerce, subscription services, or membership platforms.

Required Skills:

• Proven experience as a Product, UX, or UI Designer, with substantial experience in ecommerce, subscription, or membership-focused digital environments.

• A strong portfolio is mandatory, showcasing end-to-end product design thinking, including problem definition, discovery processes, design rationale, and demonstrated measurable outcomes.

• Demonstrated experience in designing and optimizing ecommerce or joiner journeys, encompassing pricing, sign-up, checkout, and product/plan comparison stages.

• Expertise in designing digital experiences that effectively communicate complex product benefits, value propositions, pricing structures, and offers in a clear and compelling manner.

• Advanced responsive and mobile-first design skills, with a proven ability to create engaging experiences across multiple devices and screen sizes.

• Experience in designing and evolving reusable components within established design systems.

• Hands-on experience designing for Contentful or a comparable headless CMS, with a strong understanding of modular page structures and component-based design.

• Proficiency in collaborating closely with development teams, understanding technical constraints, and conducting thorough QA of implemented designs.

• Strong workshop facilitation and stakeholder collaboration skills, with a demonstrated ability to unite diverse teams around complex problems and deliver cohesive solutions.

• Experience leveraging research, analytics, experimentation, session recordings, and other data sources to inform design decisions and drive conversion improvements.

• High proficiency in Figma and other prototyping tools, coupled with a solid understanding of accessibility standards and inclusive design principles.

• A proactive, solutions-focused mindset, with the ability to work autonomously in a dynamic, fast-paced environment.

• Experience with AI tools in the design process or a strong eagerness to explore and integrate AI for enhanced design and CMS workflows. Preferred Skills:

• Experience working within multi-brand environments, particularly in the fitness, wellness, or consumer subscription sectors.

• Familiarity with A/B testing methodologies and the ability to interpret test results to guide design iterations.

• Understanding of SEO principles as they relate to web page design and content structure.

• Experience with agile development methodologies and working within sprint cycles.

📝 Enhancement Note: The emphasis on a strong portfolio, end-to-end design thinking, and measurable outcomes is critical for this role. Proficiency in Figma and Contentful are key technical requirements. The "5-10 years" experience level suggests a need for both strong individual contribution and the ability to influence and lead design initiatives.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Demonstrate a clear understanding of the design process from problem identification and user research through to ideation, prototyping, user testing, and final implementation.

• Showcase case studies that detail specific business challenges, the design solutions implemented, and importantly, the measurable outcomes and impact on conversion rates or key business metrics.

• Include examples of how user feedback, data analytics, and A/B testing were used to inform and iterate on designs.

• Present examples of designing for Contentful or similar modular CMS environments, highlighting the creation of reusable components and content structures.

• Exhibit strong visual design craft alongside a deep understanding of UX principles, user flows, and information architecture. Process Documentation:

• Provide examples of how user research and data analysis were translated into actionable design requirements and strategies.

• Illustrate experience in documenting design specifications, component libraries, and design system guidelines for development teams and stakeholders.

• Showcase how design processes were adapted to fit agile development cycles and cross-functional team workflows.

• Include examples of how designs were validated through user testing, stakeholder reviews, and post-launch performance analysis.

📝 Enhancement Note: For a Senior Product Designer role focused on conversion, the portfolio must go beyond aesthetics. It needs to clearly articulate the "why" behind design decisions, demonstrate a data-driven approach, and highlight tangible business impact. Experience with CMS integration and design systems is a significant plus.

💵 Compensation & Benefits

Salary Range: Based on industry benchmarks for Senior Digital Product Designers in Brisbane, Australia, with 5-10 years of experience and a specialization in ecommerce/conversion, the estimated annual salary range is AUD $110,000 - $150,000. This range accounts for the hybrid work model and the significant ownership of the role.

Benefits:

• Complimentary Gym Membership: All-access Goodlife Gym Membership, including one for a friend.

• Hybrid Work Model: A structured hybrid approach, with 3 days in the office (Monday, Tuesday, Thursday) and 2 days working from home, promoting work-life balance.

• Modern Office Environment: A contemporary open-plan office featuring an onsite cafe with complimentary barista coffee.

• Service Recognition: Anniversary leave days and additional complimentary memberships through the Recognition of Service Program.

• Peer Recognition Program: FLG's People's Champion awards to recognize employees who embody company values.

• Exclusive Employee Discounts: Access to discounts with leading fitness, travel, fashion, and retail brands through the partner discount program.

• Employee Assistance Program: Confidential support services for employees.

Working Hours: Typically 40 hours per week, with the flexibility offered by the hybrid work arrangement.

📝 Enhancement Note: The salary estimate is based on market research for similar roles in Brisbane, considering the experience level and specialized skills. The benefits package is comprehensive, with a strong emphasis on health, wellness, and work-life balance, aligning with the company's industry.

🎯 Team & Company Context

🏢 Company Culture

Industry: Fitness & Lifestyle Group operates within the Health, Wellness, and Fitness industry, a dynamic sector focused on promoting physical and mental well-being. The company is a significant player in the Asia Pacific region.

Company Size: Fitness & Lifestyle Group is a large organization with over 310 locations, 600,000+ members, and regional offices across South East Asia, indicating a substantial operational footprint and a complex organizational structure.

Founded: While the exact founding date of FLG as a consolidated entity isn't provided, its portfolio includes established brands like Fitness First (founded 1993), suggesting a long history within the fitness sector and significant experience in market operations.

Team Structure:

• The Digital Product Design team is likely part of a larger Digital or Product department.

• The Senior Digital Product Designer reports to the Lead Digital Product Designer, indicating a clear hierarchy and mentorship structure within the design function.

• Close collaboration is expected with Product Management, Marketing, Sales, and Operations teams, as well as offshore development partners, highlighting a cross-functional and matrixed work environment. Methodology:

• The role emphasizes a data-driven and experimentation-focused approach to design, utilizing analytics, user research, and A/B testing to inform decisions and optimize user journeys.

• Agile methodologies are implied through the need to work closely with development teams and adapt to fast-paced environments.

• Design thinking workshops are a key part of the process for problem-solving and aligning stakeholders.

• The use of a CMS like Contentful suggests a focus on efficient content management and empowering marketing teams.

Company Website: https://flg.wd105.myworkdayjobs.com/FLG/job/West-End-Brisbane/Senior-Digital-Product-Designer---Brisbane--West-End_JR00004186 (Note: This is the job application URL, the main company URL is likely fitnessfirst.com or goodlifehealthclubs.com.au, or a group-level site.)

📝 Enhancement Note: FLG's scale and multi-brand structure mean the Senior Digital Product Designer will need to navigate complexity and potentially tailor approaches for different brand identities while maintaining a cohesive overall digital strategy. The emphasis on conversion indicates a strong commercial orientation within the company's digital efforts.

📈 Career & Growth Analysis

Operations Career Level: This is a Senior-level individual contributor role. It signifies a high degree of autonomy, expertise, and the ability to lead design initiatives autonomously. The role requires not just execution but also strategic input into the ecommerce user journey and conversion optimization.

Reporting Structure: The role reports directly to the Lead Digital Product Designer, providing a clear line of mentorship and strategic alignment. This structure allows for guidance on complex design challenges and career development.

Operations Impact: The Senior Digital Product Designer has a direct and significant impact on revenue generation by optimizing the digital acquisition funnel for memberships across multiple brands. Their work directly influences customer acquisition costs, conversion rates, and overall membership growth, making it a critical role for the company's commercial success.

Growth Opportunities:

• Leadership in Design: Potential to grow into a Lead Digital Product Designer role or a Design Manager position, overseeing larger projects or teams.

• Specialization: Deepen expertise in ecommerce conversion optimization, user research, or specific design systems within the fitness and wellness sector.

• Cross-functional Exposure: Gain broader experience in Product Management, Marketing Strategy, and Sales Operations through close collaboration.

• Mentorship: Opportunity to mentor junior designers and contribute to the development of the broader design function within FLG.

• Strategic Influence: Influence the future direction of digital product design and ecommerce strategy for a leading group in the Asia Pacific fitness market.

📝 Enhancement Note: The "Senior" title implies significant responsibility and the expectation of proactive leadership. Growth paths are likely to involve increased strategic influence, team leadership, or deep specialization within the digital product domain.

🌐 Work Environment

Office Type: The role is based in a modern, open-plan office environment located in West End, Brisbane. This type of setup is designed to foster collaboration and a dynamic atmosphere.

Office Location(s): The primary office location is "Support Office QLD" in West End, Brisbane. This implies a central hub for corporate functions.

Workspace Context:

• Collaborative Design: The open-plan layout encourages spontaneous interaction and collaboration among team members and with cross-functional departments.

• Tools & Technology: Access to necessary design tools (Figma, prototyping software) and potentially advanced CMS capabilities will be available. The company also appears open to integrating AI tools.

• Team Interaction: Regular interaction with the Lead Digital Product Designer, Product Managers, Marketing specialists, and potentially Sales/Operations teams is expected, facilitating a holistic understanding of business objectives.

Work Schedule: A hybrid model is offered, requiring 3 days per week in the office (specifically Monday, Tuesday, and Thursday) and allowing for 2 days of remote work. This schedule balances in-person collaboration with personal flexibility.

📝 Enhancement Note: The hybrid model is a key aspect of the work environment, balancing the benefits of in-office collaboration with the flexibility of remote work. The open-plan office suggests a culture that values transparency and teamwork.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: A review of your resume and portfolio by the Talent Acquisition team or hiring manager to assess qualifications and fit.

• Portfolio Presentation & Discussion: A session where you will present your portfolio, discussing specific case studies, design rationale, process, and outcomes. Be prepared to elaborate on your role in each project and the impact of your designs, particularly on conversion.

• Stakeholder Interview: An interview with the Lead Digital Product Designer and potentially other key stakeholders (e.g., Product Manager, Marketing Lead) to assess your design thinking, collaboration skills, and understanding of business objectives.

• Technical/Design Challenge (Potential): You may be asked to complete a short design exercise or case study, either take-home or during an interview, to evaluate your problem-solving abilities and design approach in a relevant context.

• Final Interview: A discussion with a senior leader to assess cultural fit, strategic alignment, and overall suitability for the role and company.

Portfolio Review Tips:

• Focus on Impact: Clearly articulate the problem you solved, your specific contributions, the design solutions, and quantifiable results (e.g., increased conversion rates, reduced drop-off, improved user satisfaction scores).

• Showcase Process: Detail your design process, including research, ideation, wireframing, prototyping, testing, and iteration. Explain why you made certain decisions.

• Highlight Ecommerce/Conversion: Prioritize projects that demonstrate your expertise in designing for conversion, subscription, or membership journeys.

• Demonstrate CMS/Design System Experience: Include examples of designing for Contentful or similar CMS, and how you contributed to or utilized a design system.

• Be Ready to Discuss: Prepare to speak in depth about each project, including challenges faced, trade-offs made, and lessons learned.

Challenge Preparation:

• If a design challenge is given, focus on understanding the core problem and business objective.

• Structure your approach logically: define assumptions, outline research/discovery steps, propose solutions with rationale, and consider how you'd measure success.

• For ecommerce-focused challenges, think about user flows, key conversion points, and potential friction areas.

• Practice articulating your thought process clearly and concisely, as if presenting to stakeholders.

📝 Enhancement Note: The portfolio is paramount. Candidates must be able to demonstrate a clear link between their design work and tangible business outcomes, especially conversion. The interview process will likely heavily weigh the candidate's ability to articulate their process and impact.

🛠 Tools & Technology Stack

Primary Tools:

• Figma: The primary tool for UI design, wireframing, prototyping, and collaboration.

• Prototyping Tools: Proficiency in Figma's built-in prototyping capabilities or other tools like InVision, Adobe XD.

• Contentful (or similar headless CMS): Experience designing modular content experiences and components for a CMS is essential.

• Design Systems: Experience contributing to or working within established design systems.

Analytics & Reporting:

• Web Analytics Platforms: Familiarity with tools like Google Analytics, Adobe Analytics for understanding user behavior, funnel analysis, and tracking conversion metrics.

• Session Recording & Heatmapping Tools: Experience with tools like Hotjar, FullStory, or similar for qualitative insights into user interaction and identifying friction points.

• A/B Testing Platforms: Experience with tools like Optimizely, VWO, or Google Optimize for running experiments and data-driven optimization.

CRM & Automation:

• While not a direct CRM role, understanding how digital design integrates with CRM (e.g., Salesforce, HubSpot) and marketing automation platforms for lead generation and customer journeys is beneficial.

📝 Enhancement Note: Proficiency in Figma and experience with Contentful are explicitly called out and are critical. A strong understanding of how design impacts conversion, supported by analytics and experimentation tools, is also key.

👥 Team Culture & Values

Operations Values:

• Customer-Centricity: A deep understanding of customer needs and a commitment to designing user experiences that are intuitive, effective, and enjoyable.

• Data-Driven Decision Making: Valuing data, analytics, and experimentation to inform design choices and measure impact.

• Collaboration & Teamwork: A proactive approach to working with cross-functional teams, sharing knowledge, and fostering a supportive team environment.

• Ownership & Initiative: Taking responsibility for outcomes, proactively identifying opportunities for improvement, and driving solutions forward.

• Continuous Improvement: A mindset of always seeking to learn, adapt, and enhance processes and designs to achieve better results.

Collaboration Style:

• Cross-functional Integration: Actively partnering with Product, Marketing, Sales, and Operations to ensure alignment and cohesive execution of digital strategies.

• Workshop Facilitation: Leading productive workshops to brainstorm, problem-solve, and build consensus among diverse stakeholders.

• Feedback Exchange: Openness to giving and receiving constructive feedback to refine designs and processes.

• Knowledge Sharing: Willingness to share insights, best practices, and learnings with team members and across departments.

📝 Enhancement Note: The company culture appears to value a proactive, collaborative, and results-oriented approach. The emphasis on data and continuous improvement aligns well with modern digital product development practices.

⚡ Challenges & Growth Opportunities

Challenges:

• Multi-Brand Complexity: Designing for distinct brand identities while maintaining a cohesive and efficient ecommerce experience across multiple fitness brands.

• Balancing Stakeholder Needs: Navigating diverse requirements and priorities from Product, Marketing, Sales, and club operations teams.

• Driving Conversion in a Competitive Market: Continuously optimizing the digital funnel to stand out in a saturated fitness and wellness market.

• Integrating New Technologies: Staying abreast of and effectively integrating emerging technologies like AI into design and content management workflows.

• Remote Collaboration: Effectively managing design workflows and communication with an offshore development partner.

Learning & Development Opportunities:

• Advanced UX/Conversion Strategy: Deepen expertise in conversion rate optimization (CRO), user journey mapping, and advanced UX research methodologies.

• Design System Evolution: Contribute to the strategic development and expansion of the multi-brand design system.

• AI in Design: Explore and implement AI-powered design tools and workflows to enhance efficiency and creativity.

• Leadership Skills: Develop skills in workshop facilitation, stakeholder management, and potentially mentoring junior designers.

• Industry Insights: Gain in-depth knowledge of the fitness and wellness consumer market and its digital engagement patterns.

📝 Enhancement Note: The challenges highlight the dynamic nature of the role and the industry. The growth opportunities are geared towards both deepening specialized design skills and developing broader leadership and strategic capabilities.

💡 Interview Preparation

Strategy Questions:

• "How would you approach redesigning the membership sign-up flow for [Brand X] to increase conversion by 15%?" (Focus on process, assumptions, key areas for improvement).

• "Describe a time you had to balance conflicting stakeholder requirements for a digital product. How did you resolve it?" (Focus on collaboration, negotiation, and finding mutually beneficial solutions).

• "Walk us through your process for identifying and solving a significant UX friction point in an ecommerce journey." (Focus on data usage, user research, and iterative design). Company & Culture Questions:

• "What do you know about the Fitness & Lifestyle Group and our brands?" (Research the company's mission, values, brands, and recent news).

• "How do you see your role contributing to our mission of helping people live stronger, happier lives?" (Connect your design impact to the company's overarching goals).

• "How do you stay updated on the latest design trends, tools, and AI advancements relevant to ecommerce?" (Showcase curiosity and a commitment to continuous learning). Portfolio Presentation Strategy:

• Storytelling: Structure each case study as a narrative: the problem, your role, the solution, the process, and the measurable results.

• Quantify Impact: Emphasize metrics and ROI. Use numbers to demonstrate the success of your designs.

• Showcase Process: Clearly explain your design decisions and the rationale behind them, referencing research and data.

• Highlight Collaboration: Mention how you worked with developers, product managers, and other stakeholders.

• Tailor to the Role: Emphasize projects most relevant to ecommerce, conversion, and multi-brand experiences.

📝 Enhancement Note: Interview preparation should focus on demonstrating a deep understanding of conversion optimization, a structured and data-informed design process, and strong collaborative skills. Be ready to speak confidently and with data about your portfolio.

📌 Application Steps

To apply for this Senior Digital Product Designer position:

• Submit your resume and a cover letter detailing your suitability for the role through the provided application link.

• Portfolio Customization: Ensure your portfolio is easily accessible and highlights projects demonstrating your expertise in ecommerce, conversion optimization, and multi-brand design. Tailor your case study selection to align with the job description's requirements.

• Resume Optimization: Clearly articulate your experience with Figma, Contentful, design systems, and driving measurable conversion improvements. Use keywords from the job description.

• Interview Preparation: Practice presenting your portfolio, focusing on clear storytelling, quantifiable results, and your design process. Prepare thoughtful answers to potential strategy and behavioral questions.

• Company Research: Thoroughly research Fitness & Lifestyle Group, its brands (Fitness First, Goodlife, Jetts, Zap, Barry's), and its mission. Understand their market position and digital presence to demonstrate genuine interest and strategic alignment.

⚠️ 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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