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.