Lead UI/UX Designer – DTC eCommerce Brand

Lead UI/UX Designer – DTC eCommerce (Whisky Library) About the Role We’re looking for a Lead UI/UX Designer to own and elevate the end-to-end customer experience across our direct-to-consumer eCommerce and subscription ecosystem at Whisky Library . This role blends strategic thinking, user-centered design, and conversion optimization to create seamless, high-performing shopping experiences that directly drive business growth. You will work closely with leadership, marketing, engineering, and eCommerce teams to translate customer insights into intuitive digital experiences. We are looking for someone who thrives in fast-paced, high-ownership environments, takes full accountability for outcomes, and is deeply focused on building exceptional customer journeys. Who We Are We are Whisky Library , a U.S.-based whiskey retail and subscription company building a modern way to discover and purchase bourbon. The whiskey industry has remained largely unchanged for decades, and our mission is to meaningfully improve how people explore, learn about, and buy whiskey online. Our platform combines curated whiskey retail with a subscription experience designed to make discovery more accessible, intuitive, and personalized. Customers don’t just purchase bottles—they engage with a guided experience that helps them explore and deepen their appreciation of whiskey. We are a small, global, execution-driven team that values ownership, speed, and high-quality output over process or hierarchy. Every team member is expected to take full responsibility for their work, operate independently in ambiguous environments, and consistently raise the standard of what we ship. What You’ll Do User Experience & Product Design Lead end-to-end customer journeys across web, mobile, landing pages, checkout flows, and post-purchase experiences Conduct UX research and analyze customer behavior to identify friction points and opportunities Create user flows, wireframes, prototypes, and high-fidelity designs Continuously improve usability, accessibility, and overall customer satisfaction Conversion Rate Optimization (CRO) Design experiences that improve conversion rates, engagement, AOV, and retention Collaborate with growth and marketing teams to design and test landing pages, funnels, and offers Use analytics, heatmaps, session recordings, and A/B testing insights to inform design decisions Balance creative direction with measurable business outcomes Design Systems & Brand Experience Build and maintain scalable design systems and UI component libraries Ensure consistency across all digital touchpoints while evolving the brand experience Define design standards, workflows, and best practices Champion high-quality visual design across the organization Cross-Functional Leadership Partner closely with engineers to ensure pixel-perfect implementation Collaborate with marketing, copy, and eCommerce teams to launch campaigns and features Mentor designers and provide clear, actionable feedback Own projects end-to-end from concept to execution with minimal oversight What We’re Looking For Required Qualifications 5+ years of UI/UX design experience in DTC eCommerce, consumer brands, or high-growth startups Strong portfolio demonstrating both UX thinking and high-quality visual design Proven impact on conversion rate, retention, or customer experience improvements Expertise in Figma and modern product design workflows Strong understanding of responsive design, accessibility, and usability principles Experience working closely with engineering and product teams Strong prioritization skills and ability to manage multiple initiatives Preferred Qualifications Experience with Shopify or similar eCommerce platforms Familiarity with analytics and experimentation tools (Google Analytics, Hotjar, Microsoft Clarity, etc.) Experience designing subscription, retention, or loyalty systems Basic understanding of HTML/CSS and front-end constraints Success in This Role You will be successful if you: Take full ownership of the customer experience Make decisions grounded in customer insight and data Move quickly while maintaining a high bar for quality Embrace experimentation and continuous iteration Communicate clearly across teams and disciplines Care deeply about both customer outcomes and business performance Why Join Us? Opportunity to shape the customer experience of a category-defining DTC whiskey brand High-impact role with direct influence on revenue and customer satisfaction Fast-moving, entrepreneurial, and globally distributed team Significant autonomy and ownership over design direction and execution If you’re excited about building exceptional eCommerce experiences and want to help redefine how people discover and enjoy whiskey online, we’d love to hear from you.