UI/UX Designer

Fella & Jones are partnered with a premium luxury ecommerce brand seeking a talented freelance UX/UI Designer to transform wireframes and prototypes into fully designed, build-ready Shopify pages.

This is not a traditional brand design role. We are looking for someone who understands ecommerce, designs with testing and performance in mind, and can maintain a premium aesthetic within the practical constraints of a Shopify theme.

You will combine UX thinking, high-quality UI design and commercial awareness to create templates, components and page experiences that support revenue and improve the customer journey.

About The Role You will work closely with the Ecommerce team, in-house Brand Design team and external development partners. A pipeline of wireframes and prototypes is already in place, covering product detail pages, collection pages, navigation, a product finder quiz and editorial content.

Your role will be to turn these concepts into polished pages that can be built and launched, while helping to improve the overall look and feel of the website.

Key Responsibilities

• Wireframe to final design: Transform existing wireframes, prototypes and site elements into high-quality, responsive designs for desktop, tablet and mobile.
• Shopify page design: Design product pages, collection pages, landing pages, navigation, cart and checkout touchpoints within the constraints of a Shopify theme.
• Design system ownership: Build and maintain a reusable Figma component library to ensure consistency across UK and US stores.
• Developer handover and QA: Produce build-ready specifications, document states and breakpoints, brief external developers and review completed builds against the designs.
• Brand collaboration: Work alongside the Brand Design team to ensure the website experience and campaign creative feel consistent.
• Design for testing: Create variants for A/B and multivariate testing, using the results to inform future improvements.
• Data-led iteration: Use analytics, heatmaps and session recordings to identify friction and design effective solutions.

The Ideal Candidate

• At least four years’ experience designing ecommerce experiences, with a portfolio of live direct-to-consumer websites taken from wireframe to launch.
• Hands-on Shopify design experience and a good understanding of themes, sections, templates and development constraints.
• Advanced Figma skills, including component libraries, variables and design systems.
• Strong UI design skills across typography, layout, spacing, hierarchy and motion.
• A solid understanding of user journeys, information architecture, responsive design and accessibility.
• Experience using performance data, such as GA4, heatmaps and session recordings, to improve conversion.
• Experience working with luxury or premium direct-to-consumer brands.
• Confidence briefing external development partners and reviewing completed builds.
• The ability to work quickly, respond well to feedback and deliver multiple design iterations.

Nice to Have

• Experience within the beauty, skincare or wellness sectors.
• Familiarity with conversion-rate optimisation, experimentation platforms and structured testing frameworks.
• A working knowledge of HTML, CSS and Shopify Liquid.
• Experience designing for multiple storefronts or international markets using shared components.

What’s on Offer

• A defined pipeline of work, with wireframes and prototypes already in place.
• Direct access to the Ecommerce and Brand teams.
• Clear, efficient decision-making processes.
• The opportunity to shape and improve a premium ecommerce experience.