The Role
Analyze session recordings, heatmaps, GA4 funnels, and user behavior to identify UX friction and conversion opportunities. Design A/B test variants and prototypes in Figma, maintain design systems, report conversion insights, and collaborate with product, design, and engineering teams. Evaluate UX research tools and improve e-commerce browse-to-purchase experiences through data-driven testing and iteration.
Summary Generated by Built In
Title: UI/UX Analyst, D2C Product
Reports To: Lead D2C
Location: Mumbai (Work from Office)
About The Role
As UI/UX Analyst, you'll diagnose friction, design better user experiences, and validate improvements through data.You're not a pure designer. You're not a pure analyst. You're the bridge – using session recordings, heatmaps, and funnel data to identify why customers drop off, and designing solutions to test.
- Session recording analysis - watch session recordings 2–3x/week to spot friction and user behavior patterns
- UX friction diagnosis – combine session data, heatmaps, and GA4 to build a prioritized list of improvements
- A/B test variant design – sketch solutions in Figma based on your findings; collaborate with the product and design teams on testing strategy
- Design system maintenance — collaborate with the design strategy team to document components and ensure consistency across the website
- Insight reporting – weekly conversion updates to the team; monthly deep dives on major findings
- Tool evaluation – research and recommend new UX testing tools (UserTesting, Maze, etc.) as you identify gaps in our workflow
You'll collaborate closely with the product and engineering teams to drive user-centric improvements across the platform.
Design Tools & Prototyping:
- Figma proficiency (non-negotiable) – component-based design, design systems, interactive prototypes
- Ability to create A/B test variants quickly and hand off clean specs to engineering
- Understanding of mobile-first design
Analytics & Data Tools( good to have):
- GA4 –funnel visualization, event tracking, custom reports (not deep SQL, but comfortable navigating the tool)
- Session recording tools – session recording, heatmaps, and user behavior identification
- Ability to interpret data and translate findings into design improvements
- Basic statistical thinking (correlation vs. causation, sample size matters)
Platform & E-Commerce Context:
- Familiarity of e-commerce platforms – enough to know what's possible and what's a technical constraint
- Familiarity with conversion funnel – browse → add-to-cart → checkout → payment → confirmation
Tools You Can Learn & Suggest:
- You're encouraged to research and recommend new tools that fit your workflow – UserTesting, Maze, Hotjar, Pendo, etc.
- You should stay current on UX testing and session recording tools
Conversion Psychology:
- Understand micro-interactions that drive decision-making (button color, copy, social proof, urgency)
- Know how to reduce friction (form fields, payment options, trust signals)
- Apply JTBD (Jobs to Be Done) thinking – what job is the customer hiring this product for?
UX Research & Data Literacy:
- Can read a session recording and identify 3–5 UX issues
- Can spot patterns in heatmap data (click clusters, scroll depth, attention areas)
- Comfortable asking "why" – always validate assumptions with data before designing
A/B Testing & Iteration:
- Design test variants based on hypothesis, not guesswork
- Understand statistical rigor (sample size, test duration, confidence levels)
- Iterate based on results – learn from losses, compound wins
Communication & Collaboration:
- Sketch ideas quickly in Figma and get feedback early
- Present findings to product and design teams in a structured way
- Comfortable with ambiguity — you'll be expected to own problems, not just execute specs
- 2–3 years of UX/UI design or product analytics experience (agency, SaaS, e-commerce, or D2C preferred)
- Figma expertise - can create designs, components, and interactive prototypes; not a designer by training, but by fluency
- Conversion psychology – understand how small UX changes impact user behavior
- Data literacy – comfortable with GA4 funnels, segment analysis, and session recording tools
- Mobile-first thinking – design for phones first, then desktop
- India D2C context – nice-to-have but not mandatory. Understanding of Indian customer behavior, payment methods, and logistics is valuable
- Written communication — can document findings clearly and present to non-designers
Request you to share the assignment link while applying.
Assignment:
Task 1 Description:
Audit The Whole Truth Foods' website (thewholetruthfoods.com), specifically the product browse → add-to-cart → checkout flow. Identify 4-5 friction points or UX issues that could impact conversion rate. For 2 of these issues, design a proposed improvement in Figma or any free design tool (Penpot, Excalidraw, Figma free tier). Include a written analysis explaining:
- What friction you identified (and why it matters)
- How you'd measure the impact of your proposed change
- Hypothesis for what conversion lift you'd expect
Task 2 Description:
Your GA4 shows that 42% of users land on the homepage, but only 18% click into a category page. Of those who do, only 8% complete a purchase. Heatmap data shows the category navigation menu has low click-through - users instead using the search bar. Session recordings reveal users are confused about the difference between similar products (e.g., Whey Protein vs. Plant Protein, or different protein bar flavors). The exit rate on category pages is 35%."
Candidate's Task:
- Diagnose the issue – Write 150–200 words on why category navigation is underperforming and how it impacts the funnel (consider: information overload, product differentiation, filtering options, trust signals)
- Propose 3 design/UX changes — Could include: improved category page layout, better filtering, comparison tools, simplified navigation, product badge/labeling, etc.
- Design 1 variant – Redesigned category page or navigation menu in Figma/free tool
- Testing & insights plan – How would you test? What secondary metrics matter (e.g., time on category page, filter usage, comparison tool clicks)?
Note : Please attach the assignment link in the assignment submission tab mentioned in the application form
Skills Required
- 2-3 years of UX/UI design or product analytics experience
- Expertise with Figma, including components, design systems, and interactive prototypes
- Ability to create A/B test variants and provide clean specifications to engineering
- Experience with conversion psychology and reducing user friction
- Data literacy, including GA4 funnels, segment analysis, and session recording tools
- Mobile-first design thinking
- Ability to interpret UX data and translate findings into design improvements
- Understanding of A/B testing, sample sizes, test duration, and confidence levels
- Familiarity with e-commerce platforms and conversion funnels
- Clear written communication and ability to present findings to non-designers
- Experience in agency, SaaS, e-commerce, or D2C environments
- Familiarity with Indian D2C customer behavior, payment methods, and logistics
- Experience with UX testing tools such as UserTesting, Maze, Hotjar, or Pendo
- Submit the requested UX assignment link with the application
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The Company
What We Do
The Whole Truth is an Indian clean-label food company focused on rebuilding consumers’ trust in food. It makes products whose ingredients are disclosed upfront, with a “nothing to hide” approach. Its range includes protein powders, plant proteins, protein and energy bars, muesli, and other nutrition products. The company emphasizes natural ingredients, transparency, and nutritional content across its food offerings for everyday consumers.
