UX Architect

📍 Job Overview

Job Title: UX Architect

Company: Rhino Africa

Location: District Six, Western Cape, South Africa

Job Type: Permanent

Category: UX/Product Design

Date Posted: 2026-07-24

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

Remote Status: On-site

🚀 Role Summary

• Spearhead the strategic digital transformation of Rhino Africa's entire online ecosystem, focusing on an AI-first approach to enhance user journeys.

• Design and implement conversion-optimized, visually striking digital experiences that directly drive high-intent traveller inquiries and increase booking value.

• Conduct in-depth user research and leverage AI-driven analytics to identify and eliminate friction points for a high-net-worth clientele.

• Act as the primary UX authority, translating complex business objectives into functional, high-fidelity prototypes and a scalable design system.

• Drive data-driven optimization by collaborating with BI and Performance Marketing teams to refine user interactions and site engagement.

📝 Enhancement Note: This role is positioned as a foundational, strategic leadership position for UX within Rhino Africa, aiming to rebuild their digital presence from the ground up. The emphasis on "AI-First Architecture" and "Answer Engine" era signifies a forward-thinking approach to digital strategy, making this role critical for the company's future growth and market positioning in the luxury travel sector. The "high-net-worth traveller" focus indicates a need for sophisticated, premium design and a deep understanding of this specific demographic's expectations and behaviors.

📈 Primary Responsibilities

• Strategic Digital Rebuild: Lead the end-to-end digital overhaul of Rhino Africa's website, blog, and broader digital ecosystem, ensuring a cohesive and elevated user experience.

• User-Centric Design & Research: Execute comprehensive user research methodologies, including qualitative interviews, surveys, and usability testing, to deeply understand the needs and behaviors of high-net-worth travelers.

• AI Integration and Optimization: Design digital journeys that seamlessly integrate with emerging AI technologies and optimize content for AI-generated summaries and LLM-cited content to maintain brand authority.

• Conversion Rate Optimization (CRO): Develop and implement intuitive, conversion-focused designs across all digital touchpoints, with a primary objective to measurably increase traveller inquiries and booking value.

• Information Architecture & Navigation: Structure and organize complex data, including destination details, luxury lodge portfolios, and frequently asked questions, into easily navigable and visually appealing interfaces across all devices.

• Data Analysis & Iteration: Collaborate closely with Business Intelligence (BI) and Performance Marketing teams to monitor user analytics, track key performance indicators (KPIs), and use real-time data to iteratively refine user flows and site engagement strategies.

• Design System Development: Create, maintain, and scale a sophisticated design system that ensures brand consistency, supports multi-language international markets, and facilitates efficient design and development workflows.

• Cross-Functional Collaboration: Serve as the subject matter expert for UX, working collaboratively with Engineering, SEO, Brand, and Marketing teams to translate business goals into functional, high-fidelity prototypes and design specifications.

• Prototyping & Wireframing: Produce high-fidelity, interactive prototypes using Figma to effectively communicate design concepts, user flows, and interaction models to stakeholders.

📝 Enhancement Note: The responsibilities highlight a blend of strategic leadership and hands-on execution. The emphasis on "AI-First Architecture" and "Answer Engine" optimization suggests a need for a UX Architect who can think critically about how emerging technologies impact user interaction and information discovery. The requirement to "organize complex destination data" points to a strong need for robust information architecture skills. Collaboration with BI and Performance Marketing underscores the data-driven nature of this role, requiring the UX Architect to be accountable for measurable business outcomes.

🎓 Skills & Qualifications

Education: While no specific degree is mandated, a strong educational foundation in Human-Computer Interaction (HCI), Interaction Design, Psychology, Graphic Design, or a related field is highly beneficial. The focus is on demonstrable skills and portfolio strength.

Experience:

• Estimated 5-10 years of progressive experience in UX design, with a significant focus on web and platform architecture.

• Proven track record in leading digital rebuilds or major website redesign projects.

• Experience within the luxury goods, high-end travel, or complex e-commerce sectors is highly advantageous. Required Skills:

• UX Architecture & Strategy: Deep understanding of UX principles, user-centered design methodologies, and the ability to define strategic digital visions.

• Portfolio Mastery: A robust, demonstrable portfolio showcasing website and platform work, with a strong emphasis on "Before and After" case studies that clearly articulate how designs improved business KPIs (e.g., conversion rates, enquiry volume, booking value).

• Conversion-Centric Design: Proven ability to design interfaces and user flows with the primary success metric being lead generation, enquiry volume, or direct sales.

• User Research & Behavioral Analysis: Expertise in conducting user research, usability testing, and leveraging AI-driven analytics to understand user behavior and identify friction points.

• Information Engineering & IA: Strong skills in organizing complex information, defining sitemaps, user flows, and creating intuitive navigation structures.

• Prototyping Tools: Advanced proficiency in Figma for creating high-fidelity, interactive prototypes and wireframes.

• Cross-Functional Leadership: Ability to effectively collaborate with and influence Engineering, SEO, Brand, and Marketing teams, translating business goals into actionable design solutions.

• Data-Driven Optimization: Experience in using data (web analytics, A/B testing results) to inform design decisions and iterate on user experiences.

Preferred Skills:

• AI Literacy: A good understanding of how AI influences search behavior, content discovery, and user interaction with digital platforms.

• Design System Management: Experience in building, maintaining, and scaling design systems for complex digital products.

• A/B Testing Expertise: Hands-on experience in designing and interpreting A/B tests to validate design hypotheses.

• SEO Collaboration: Understanding of SEO principles and how UX design can impact search engine rankings.

• Understanding of High-Net-Worth Consumer Psychology: Insight into the motivations, search behaviors, and expectations of affluent travelers.

• Multi-language Design Considerations: Experience designing for international markets with diverse linguistic and cultural nuances.

📝 Enhancement Note: The emphasis on a "Proven Portfolio" with "Before and After" case studies is a critical requirement. Candidates should be prepared to showcase quantifiable improvements to business KPIs directly resulting from their design interventions. The "AI Literacy" and "Answer Engine" requirements suggest that candidates with an understanding of how AI impacts search and content consumption will be highly valued. The "High-Net-Worth Consumer Psyche" indicates a need for a nuanced understanding of a specific demographic's luxury expectations.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Comprehensive Case Studies: Detailed case studies are mandatory, focusing on complex website or platform redesigns.

• "Before and After" Demonstrations: Clearly illustrate the problem, your proposed solution, and the tangible impact of your design interventions on key business metrics such as conversion rates, lead generation, user engagement, and booking value.

• Quantifiable Results: All case studies must include specific, measurable results and KPIs that demonstrate the direct business impact of your UX architecture and design decisions.

• Process Documentation: Showcase your design process, including user research, wireframing, prototyping, user testing, and iteration stages.

• Figma Prototypes: Include links to or interactive versions of Figma prototypes that highlight your interaction design and user flow capabilities.

Process Documentation:

• User-Centric Workflow: Demonstrate a clear, repeatable workflow for user research, analysis, and the translation of insights into design solutions.

• Design System Implementation: Evidence of creating or contributing to a design system, showcasing its structure, components, and application in maintaining consistency across a digital ecosystem.

• Cross-Functional Collaboration Artifacts: Examples of how you've collaborated with engineering, marketing, and other teams, potentially including design handoff documentation or joint problem-solving artifacts.

• Data-Informed Design Iteration: Examples of how you've used analytics, A/B testing results, or user feedback to iterate on and improve existing designs.

📝 Enhancement Note: The portfolio is not just a collection of work but a critical tool to demonstrate a candidate's ability to drive business outcomes through design. The emphasis on "Before and After" case studies with quantifiable results is paramount. Candidates should be prepared to walk through their process and clearly articulate the ROI of their design decisions, particularly in the context of conversion optimization and user acquisition for a luxury travel brand.

💵 Compensation & Benefits

Salary Range: Based on market research for UX Architects with 5-10 years of experience in Cape Town, South Africa, the estimated annual salary range is ZAR 600,000 - ZAR 900,000. This estimate considers the role's strategic importance, the company's focus on luxury travel, and the specific requirements for AI literacy and conversion optimization.

Benefits:

• Attractive Basic Salary: Competitive remuneration package.

• Pension Fund Contribution: Company contribution to a pension fund.

• Paid Vacation: 20 days of paid vacation per year, providing ample opportunity for rest and rejuvenation.

• Exclusive Travel Portal Access: Full access to the "Roaming Rhinos" online travel portal, offering exclusive deals, rebates on activities, transport, and accommodation for personal use, family, and friends. This includes access to company-owned properties like Camissa House and Silvan Safari Lodge.

• Gorgeous Office Environment: Opportunity to work from a beautiful office located in the heart of Cape Town.

Working Hours: The role is listed as full-time, implying standard working hours. Given the on-site nature and the emphasis on collaboration, a typical 40-hour work week is expected, likely Monday to Friday, with potential for some flexibility depending on project needs.

📝 Enhancement Note: The salary estimate is based on publicly available data for UX Architects in South Africa, adjusted for the specific location (Cape Town) and the seniority implied by the "Architect" title and the scope of the digital rebuild. The benefits package, particularly the travel portal access, is a significant perk highlighting the company's industry and commitment to employee experience. The "Market Related" salary mentioned in the raw data suggests the company is open to competitive offers based on candidate experience.

🎯 Team & Company Context

🏢 Company Culture

Industry: Luxury Travel & Tourism. Rhino Africa is a leading player in creating bespoke, high-end safari experiences across Africa, focusing on connecting travelers with the continent in a meaningful and transformative way. This industry demands exceptional customer service, attention to detail, and a deep understanding of affluent clientele.

Company Size: The exact size isn't specified in the provided data, but typically companies with dedicated careers pages and a structured interview process for roles like UX Architect often range from 50-250 employees or more. Rhino Africa's description as "Africa's leading luxury travel company" suggests a significant operation, likely with multiple departments and international reach.

Founded: While the founding date isn't explicit, Rhino Africa has established itself as a "leading luxury travel company," implying a history of growth and market presence, likely founded at least a decade ago to achieve such a standing. This suggests a company with established processes but potentially open to innovation.

Team Structure:

• UX Authority: The UX Architect will act as the central authority for user experience across the digital landscape.

• Cross-Functional Collaboration: This role necessitates close collaboration with Engineering, SEO, Brand, and Performance Marketing teams, implying a matrixed or project-based team structure.

• Reporting: The UX Architect likely reports to a Head of Product, Chief Technology Officer (CTO), or a senior marketing/digital lead, depending on the company's organizational hierarchy.

• "Rhino Crash" Culture: The company emphasizes a collaborative "Rhino Crash" culture, valuing diverse perspectives and encouraging open communication.

Methodology:

• AI-First Approach: A core methodology that integrates AI into design and user experience strategies.

• Data-Driven Decision Making: Reliance on user research, analytics, and A/B testing to inform design choices and measure impact.

• Conversion-Focused Design: A systematic approach to designing digital interfaces with the explicit goal of driving high-intent inquiries and bookings.

• Agile/Iterative Development: Implied through collaboration with engineering and the need for data-driven optimization, suggesting an iterative approach to product development.

Company Website: https://www.rhinoafrica.com/

📝 Enhancement Note: Rhino Africa's positioning as a "leading luxury travel company" suggests a culture that values excellence, customer intimacy, and a deep appreciation for the African continent. The "purpose-driven" aspect, focusing on community upliftment and wildlife protection, indicates a strong ethical compass. The "Rhino Crash" metaphor implies camaraderie and a unified team effort. The emphasis on innovation and human connection in an AI-driven world suggests a balanced approach to technology adoption.

📈 Career & Growth Analysis

Operations Career Level: This role is a senior-level position, akin to a Lead UX Designer or UX Manager, but with a specific "Architect" title emphasizing strategic ownership and foundational rebuilding. It's a crucial role for shaping the company's digital future.

Reporting Structure: The UX Architect will likely report into a senior leadership role such as the Head of Product, Chief Technology Officer (CTO), or potentially a Chief Marketing Officer (CMO) if digital experience is heavily integrated into marketing strategy. They will work closely with leads from Engineering, SEO, and Brand teams.

Operations Impact: The UX Architect's impact is direct and significant, influencing:

• Revenue Generation: By optimizing conversion funnels and increasing traveller inquiries, directly contributing to booking volume and value.

• Brand Authority: Shaping the digital experience to reinforce Rhino Africa's position as a trusted, leading luxury travel provider, especially in the evolving AI-driven search landscape.

• Customer Satisfaction: Creating seamless, intuitive, and inspiring journeys that enhance the overall client experience, from initial research to booking.

• Operational Efficiency: Through the development of a scalable design system and optimized workflows, improving the efficiency of design and development processes.

Growth Opportunities:

• Strategic Leadership: Opportunity to define and lead the UX vision for a major digital transformation, setting the standard for future digital product development.

• Specialization in AI & Future Tech: Deepen expertise in applying AI and emerging technologies to user experience design within the luxury travel sector.

• Cross-Functional Expertise: Gain broad exposure and collaboration experience with engineering, marketing, SEO, and brand teams, fostering a holistic understanding of digital business operations.

• Design System Ownership: Lead the development and evolution of a critical design asset that impacts all future digital products.

• Impactful Projects: Work on projects that have a direct and measurable impact on business growth and customer experience for a globally recognized luxury brand.

• Potential for Team Building: As the digital platform matures, there may be opportunities to build and lead a dedicated UX/Product Design team.

📝 Enhancement Note: This role offers a significant opportunity for a UX professional to make a foundational impact. The "Architect" title suggests a high degree of autonomy and strategic influence. The growth path likely involves expanding responsibilities within digital product development, potentially leading teams or owning broader product strategy as the company evolves its digital capabilities.

🌐 Work Environment

Office Type: The job posting explicitly mentions "gorgeous offices in the heart of Cape Town." This suggests a professional, well-appointed, and likely inspiring physical workspace that reflects the premium nature of the company's brand. It is an on-site role.

Office Location(s): District Six, Western Cape, South Africa. This is a central, accessible location within Cape Town, a globally recognized city known for its beauty and vibrant culture.

Workspace Context:

• Collaborative Hub: The office environment is described as one where collaboration thrives, encouraging interaction among a diverse and talented high-performance team.

• Premium Environment: The "gorgeous offices" suggest a workspace designed to foster creativity, productivity, and a sense of pride for employees.

• Tools & Technology: While not explicitly detailed for the UX Architect, it's reasonable to assume a modern tech stack will be available, including professional-grade hardware and software necessary for design and collaboration.

• Team Interaction: The emphasis on "human connection" and the "Rhino Crash" culture indicates opportunities for regular team engagement, brainstorming sessions, and informal interactions.

Work Schedule: This is a permanent, full-time position. The working hours are not explicitly defined but are typically around 40 hours per week for such roles. Given the on-site requirement and collaborative nature, a standard Monday-Friday schedule is expected, though flexibility may be available based on project demands and company policy.

📝 Enhancement Note: The on-site requirement in a "gorgeous office" in a prime Cape Town location is a significant draw for candidates who prefer a structured, in-person work environment. The description suggests a company that invests in its physical workspace and fosters a culture of collaboration and connection, which is important for creative roles like UX Architecture.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Application Review: Screening of CVs and, crucially, portfolios. Candidates must clearly demonstrate relevant experience and impact.

• Portfolio Presentation & Discussion: Shortlisted candidates will likely be invited to present their portfolio, focusing on case studies that showcase their UX architecture, conversion optimization, and AI integration capabilities. This will involve discussing their process, design decisions, and measurable outcomes.

• Skills-Based Interview: Expect questions probing your understanding of user behavior, AI's impact on UX, information architecture, and your proficiency with tools like Figma. This may include scenario-based questions.

• Cross-Functional Team Interaction: Interviews with or presentations to key stakeholders from Engineering, Marketing, and Brand teams to assess collaboration style and ability to translate business needs into design.

• Behavioral & Cultural Fit Interview: Assessment of alignment with Rhino Africa's values, purpose-driven mission, and "Rhino Crash" culture. Questions will likely focus on accountability, innovation, and collaboration.

• Final Round: Potentially with senior leadership to discuss strategic vision and overall fit.

Portfolio Review Tips:

• Highlight ROI: For each case study, clearly articulate the business problem, your specific contribution as a UX Architect, the design solutions implemented, and the quantifiable business results (e.g., % increase in inquiries, booking value uplift, reduction in bounce rate).

• Showcase Process: Detail your methodology—how you conducted research, analyzed data, iterated on designs, and collaborated with teams. Use visuals to illustrate user flows, wireframes, and prototypes.

• Focus on Conversion: Emphasize projects where your design directly led to increased conversions or lead generation, as this is a key requirement for this role.

• Address AI & Future Trends: Include any projects or insights demonstrating your understanding of AI's impact on UX and how you've designed for emerging technologies.

• Figma Proficiency: Be ready to showcase interactive Figma prototypes and discuss your design system approach.

• Tailor to Rhino Africa: Research Rhino Africa's brand, target audience (high-net-worth travelers), and current digital presence. Frame your experience and case studies in a way that resonates with their specific needs.

Challenge Preparation:

• Design Exercise: You might be given a design challenge related to optimizing a travel booking flow or structuring destination information for AI discovery. Prepare to present your approach, rationale, and potential solutions.

• Strategic Thinking: Be ready to discuss your vision for Rhino Africa's digital future, how AI can be leveraged, and how you would approach the "digital rebuild."

• Data Interpretation: Practice explaining how you would use data (analytics, A/B tests) to inform and validate design decisions.

• Communication Skills: Focus on clearly articulating complex design concepts and strategies to a non-design audience.

📝 Enhancement Note: The interview process is heavily weighted towards portfolio demonstration and the ability to prove direct business impact. Candidates should prepare to articulate their design process, rationale, and quantifiable results with precision. The emphasis on "AI Literacy" and "Conversion Mastery" means these themes should be woven throughout their portfolio presentations and interview responses.

🛠 Tools & Technology Stack

Primary Tools:

• Figma: Essential for creating high-fidelity prototypes, wireframes, and design system components. Proficiency is a non-negotiable requirement.

• User Research Platforms: Tools like UserTesting.com, Lookback, or similar for conducting usability studies and gathering qualitative feedback.

• Analytics Platforms: Google Analytics, Adobe Analytics, or similar for monitoring user behavior, tracking KPIs, and informing optimization efforts.

• A/B Testing Tools: Optimizely, Google Optimize, or similar for designing and analyzing experiments to validate design hypotheses.

• Project Management Tools: Jira, Asana, Trello, or similar for managing design tasks, collaborating with teams, and tracking project progress.

Analytics & Reporting:

• BI Tools: Familiarity with Business Intelligence tools for data analysis and reporting, enabling collaboration with BI teams.

• Dashboarding Tools: Experience with tools like Tableau, Power BI, or Looker for visualizing data and presenting insights.

• Web Analytics: In-depth understanding and practical application of tools to track user journeys, conversion funnels, and site performance.

CRM & Automation:

• CRM Systems: While not a primary UX tool, understanding how UX design impacts CRM data capture and user journeys within a CRM context (e.g., Salesforce for leads) would be beneficial.

• Marketing Automation Platforms: Awareness of how UX design integrates with customer journeys managed by platforms like HubSpot or Marketo.

• Integration Tools: Understanding how different systems (CRM, CMS, analytics) connect and how UX design can facilitate seamless data flow and user experience across integrated platforms.

📝 Enhancement Note: The explicit mention of Figma and AI-driven analytics tools highlights the core technical requirements. Candidates should be prepared to discuss their experience with these specific tools and how they leverage them to achieve business objectives. A broader understanding of the digital ecosystem, including CRM and marketing automation, is also valuable for a role focused on end-to-end digital transformation.

👥 Team Culture & Values

Operations Values:

• Purpose-Driven Impact: A strong commitment to making a positive impact on African communities and wildlife conservation through inspiring travel experiences.

• Innovation & Transformation: A culture that embraces new ideas and technologies (like AI) to reimagine travel and improve operations.

• Human Connection: Prioritizing genuine relationships and meaningful interactions with guests, colleagues, and partners, even in an increasingly digital world.

• Accountability & Ownership: A mindset where individuals take responsibility for their decisions and are accountable for delivering measurable results.

• "Soul and Grit": A blend of passion, dedication, and resilience in pursuing excellence and overcoming challenges.

• Diversity & Inclusion: Valuing diverse perspectives and fostering an environment where everyone feels empowered to contribute ("speak up").

Collaboration Style:

• Cross-Functional Integration: A collaborative approach that bridges gaps between design, engineering, marketing, and brand teams, ensuring a unified digital strategy and execution.

• Open Communication: Encouraging open dialogue and feedback exchange within the "Rhino Crash" team to foster continuous improvement and shared learning.

• Data-Informed Partnership: Working closely with BI and Performance Marketing teams, treating data as a shared resource for strategic decision-making.

• Shared Vision: A collective effort to translate business goals into functional, high-performance digital experiences that align with the company's purpose and brand.

📝 Enhancement Note: Rhino Africa's culture is built around a strong sense of purpose, innovation, and human connection. The "Soul and Grit" descriptor suggests a team that is passionate, hardworking, and resilient. For a UX Architect, this means being able to contribute to a mission-driven organization, embrace new technologies, and collaborate effectively within a team that values both individual contributions and collective success.

⚡ Challenges & Growth Opportunities

Challenges:

• Digital Ecosystem Rebuild: Leading a comprehensive digital transformation from the ground up, requiring strategic vision, meticulous planning, and effective execution across multiple platforms.

• Integrating AI Seamlessly: Designing user experiences that leverage AI effectively without compromising the human, personal touch that is critical in luxury travel.

• Balancing Innovation with Brand Consistency: Ensuring that cutting-edge design and AI integration remain aligned with Rhino Africa's established "soul and grit" brand identity and luxury positioning.

• Understanding High-Net-Worth Traveler Psychology: Deeply comprehending the nuanced needs, expectations, and digital behaviors of a discerning affluent clientele.

• Cross-Functional Alignment: Navigating diverse stakeholder needs and ensuring buy-in from various departments (Engineering, Marketing, SEO, Brand) for design decisions.

• Data Interpretation and Action: Translating complex user data and AI analytics into actionable design improvements that drive measurable business outcomes.

Learning & Development Opportunities:

• Strategic UX Leadership: Opportunity to define and implement a new digital strategy, gaining significant experience in product vision setting and execution.

• AI in UX Specialization: Deepen expertise in how AI is transforming user interfaces, search, and personalization within the travel industry.

• Design System Development: Lead the creation or enhancement of a scalable design system, a highly valuable skill in product design.

• Cross-Disciplinary Collaboration: Gain exposure to the intricacies of SEO, performance marketing, engineering, and brand strategy, fostering