The Opportunity
We are working on a new AI-defined SaaS product empowering ecommerce operators. Our users are real people: entrepreneurs, side-hustlers, and SMB teams who rely on intuitive software to make decisions every day. We move fast, care deeply about craft, and are building the design function from the ground up. We are actively investing in conversational AI features - think natural language querying of your analytics, AI-generated seller insights, and guided decision flows powered by LLMs. Designing these experiences well is genuinely hard and the playbook is still being written industry-wide. We're looking for someone excited to help write it with us.
We're at a pivotal moment. Our product is gaining traction with individual sellers and small teams, but our design practice is still maturing. You'll be joining a team with deep B2B product instincts and strong analytical and enterprise product discipline - invaluable skills we're excited to pair with a designer who deeply understands the B2C mindset: emotional resonance, self-serve onboarding, low-friction flows, and the kind of polish that turns users into advocates.
This is a founding design role with real influence over how the new product looks, feels, and works — and how the broader team thinks about users.
What You'll Do
Champion B2C UX Thinking
Introduce and embed B2C UX frameworks across the product team — including Jobs-to-be-Done (JTBD), emotional design principles, and consumer-grade interaction patterns.
Partner closely with the PM to translate B2B product instincts into B2C-optimised flows, helping the team understand the critical differences in how marketplace sellers discover, adopt, and retain SaaS tools.
Build internal UX playbooks, design critiques, and reference materials that upskill the broader team on B2C best practices.
Own End-to-End Product Design
Lead the design of new features from early concept through to high-fidelity prototypes and design QA - covering the analytics dashboard, insights flows, onboarding, and reporting.
Run lightweight, continuous user research: interviews, usability tests, and in-app feedback loops to ensure we're solving real seller pain points.
Define and maintain a scalable design system that ensures visual and interaction consistency across the product.
Drive Self-Serve & Onboarding Excellence
Design frictionless onboarding experiences that help new sellers reach their 'aha moment' quickly - without hand-holding from the founding team.
Apply activation, engagement, and retention thinking (e.g. empty states, progressive disclosure, habit-forming loops) to improve key B2C growth metrics.
Collaborate with engineering on feedback loops, in-product guidance, tooltips, and contextual help that reduce support burden and boost activation.
Shape Data Visualisation & Analytics UX
Translate complex ecommerce data into clear, scannable, and actionable visual interfaces.
Apply best practices in data visualisation (chart selection, hierarchy, colour encoding) to help sellers of all sophistication levels make confident decisions.
Balance density with clarity: marketplace sellers want power, but not overwhelm.
Pioneer Conversational AI Design (This is a frontier skill, and we know it)
Design conversational interfaces that allow marketplace sellers to query their data in plain English - 'Why did my sales drop last Tuesday?' - and receive answers that are clear, trustworthy, and actionable.
Establish UX patterns for AI-generated content: how to surface confidence levels, explain AI reasoning, handle errors gracefully, and set honest expectations without eroding user trust.
Think carefully about when conversation is the right interface - and when it isn't. Know how to design graceful handoffs between conversational and traditional UI.
Design for the 'good failure': when the AI doesn't know, misunderstands, or gives a partial answer, the experience should still leave the user better off than before they asked.
Create feedback mechanisms that help users correct, refine, and teach the AI - turning every interaction into a signal that improves the product over time.
Prototype and test novel interaction models (e.g. proactive AI nudges, contextual suggestions, natural language filters) and iterate based on real seller behaviour.
What We're Looking For
Must-Have
3–6 years of product design experience with a strong portfolio demonstrating B2C or consumer-facing SaaS products.
Deep fluency in B2C UX frameworks: Jobs-to-be-Done, Hooked Model, emotional design, self-serve onboarding, growth loops.
Proven ability to design for non-technical end users who need to reach value quickly and independently.
Strong visual design skills - typography, hierarchy, colour, layout - with a high bar for polish.
Experience with data-rich interfaces or analytics products, with the ability to simplify complexity without dumbing it down.
Mastery of Figma including prototyping, auto-layout, and component systems.
A collaborative, low-ego approach.
Nice-to-Have
Experience designing for marketplace sellers or e-commerce audiences.
Familiarity with growth design and PLG (Product-Led Growth) principles.
Background working in early-stage startups where you've had to define design practice from scratch.
Basic HTML/CSS awareness that enables productive collaboration with engineers.
Experience running lightweight usability testing and synthesising findings independently.
A Note on Our Team Context
Our product manager comes from an enterprise B2B background - exceptional at stakeholder management, structured thinking, and systematic product frameworks. What we're intentionally adding with this hire is someone who brings the consumer lens: obsession with the first-time user experience, intuition for emotional engagement, and the ability to advocate for a marketplace seller sitting at home on a Sunday evening trying to figure out why their listings aren't converting.
You'll be in a position to genuinely shift how the team reasons about product decisions. We want someone who sees this as an exciting design leadership challenge, not a remediation exercise. The best outcome is a team that combines rigorous B2B discipline with consumer-grade design empathy.
Key Competencies
Competency | What We're Looking For |
B2C UX Frameworks | Can articulate and apply JTBD, emotional design, onboarding flows, and PLG principles in real product decisions. |
User Empathy | Deep understanding of SMB/consumer users - motivation, anxiety, cognitive load, and delight. |
Data Visualisation | Translates complex analytics into clear, scannable, and trustworthy interfaces for non-analysts. |
Design Systems | Builds and governs scalable component libraries that improve team velocity over time. |
Cross-functional Influence | Shapes product strategy through design — not just executes it. Comfortable challenging B2B assumptions constructively. |
Research & Validation | Runs self-serve usability tests and synthesises findings into clear design direction without needing a dedicated research function. |
What We Offer
Competitive salary benchmarked to your region, with equity participation.
Full remote flexibility — work from wherever you do your best thinking.
Founding-team influence: your design decisions will shape the product roadmap and company culture.
A collaborative, low-ego team that respects craft and moves quickly.
