Senior eCommerce UI/UX Designer

Location: Bosnia and Herzegovina, Kosovo, Macedonia, Montenegro, Serbia (Hybrid/Remote)

Level: Senior Individual Contributor

Experience: 6+ years ecommerce design

Compensation: 3,800–5,200 KM net/month as employee, or equivalent contractor rate, plus performance bonus

Schedule: 13:00–21:00 Sarajevo time, with occasional later evenings for U.S. West Coast calls

Employment: BiH employee or contractor through registered obrt, or similar

You will lead design for live Shopify storefronts across U.S. and European DTC and B2B brands generating $5M–$1B in annual GMV.

Your work will ship to production and directly influence conversion, AOV, and revenue.

You will:

• Lead discovery and design direction
• Present and defend recommendations to merchants
• Partner with developers to ship work
• Independently lead engagements
• Own the thinking behind your decisions

You will report to the Creative Director, but this is not an execution-only role.

Serve as the design lead across multiple concurrent engagements, moving projects from discovery through design, merchant approval, developer handoff, implementation, and optimization.

Use qualitative and quantitative information to understand merchant and customer problems, including:

• Analytics, session recordings, and heatmaps
• Merchant interviews and customer surveys
• Competitive research
• Existing CRO and experimentation data

You are expected to develop the hypothesis, identify the problem, and turn evidence into a thoughtful design direction.

Design responsive experiences across desktop, tablet, and mobile, including:

• Homepage, collection/PLP, and PDP experiences
• Navigation and search
• Cart and checkout-adjacent flows
• Customer accounts and B2B/company-account experiences
• Merchandising and promotional experiences
• Campaign and landing pages
• Interactive builder flows

Create and maintain scalable component libraries, responsive patterns, interaction states, and reusable commerce components when appropriate. Your systems should be practical enough to survive the transition from Figma into Shopify development.

We are a CRO-driven agency. You will use research, data, and performance insights to identify opportunities and design solutions that improve ecommerce performance.

You will not manage tests, but you should design with testing in mind.

Strong designers balance:

• Customer behavior
• Business goals
• Technical feasibility
• Merchant requirements

You should defend your recommendations while staying open to evidence that challenges them.

You will work directly with founders, ecommerce directors/VPs, marketing and product leaders, and executive teams.

You must be comfortable presenting work, clearly explaining your reasoning, responding to criticism, asking the right questions, and respectfully pushing back when you believe another approach will produce a better outcome.

We care about the thinking behind the screen, not just how polished the screen looks.

Contribute to scoping and pre-sales when design is involved, with enough understanding of Shopify, complexity, and development effort to help define the work.

Mentor less-experienced designers. Future paths include Design Lead or deeper senior IC specialization.

Your work goes into production and may be tested. We look at metrics such as conversion rate, add-to-cart rate, AOV, revenue per session, funnel progression, engagement, experiment results, and client feedback.

Some experiments will win and some will lose. A losing test is not automatically a bad design decision. We care whether you can explain:

• Why you believed the change would work
• What evidence supported the hypothesis
• What actually happened
• What you learned
• What you would explore or test next

If you have never had a design decision measured against business performance, this role may feel different from a traditional design position.

Most merchants are in the U.S. Standard schedule is 13:00–21:00 Sarajevo time. Occasional later meetings are required for West Coast clients. When you work later, you take that time back.

On days without client calls, you have flexibility as long as you remain reachable during required overlap and work ships on time.

If evening work is a dealbreaker, please consider that before applying.

These are hard requirements:

At least five years of professional ecommerce design experience. We are looking for someone whose experience is primarily ecommerce, not primarily SaaS, mobile apps, branding, print, or general graphic design.

You have designed storefronts launched on Shopify, Shopify Plus, or a similar ecommerce platform and understand real implementation constraints, including:

• Theme architecture, sections, and blocks
• Theme customization
• Checkout limitations
• App-driven functionality
• Platform tradeoffs
• Responsive implementation

You do not need to be a developer, but you should understand what Shopify can and cannot reasonably do.

Highly proficient with Auto Layout, Components, Variables, design systems, prototyping, responsive design, developer handoff, and file organization.

Developers should be able to build from your files without reverse-engineering your intent.

You actively use AI to accelerate research, ideation, content creation, design exploration, and problem-solving.

You should understand where AI creates leverage, where it produces poor work, and how to use it responsibly without outsourcing design judgment.

Your portfolio must include at least three live ecommerce sites you personally contributed to. Be prepared to explain your role, the merchant problem, your decisions, and what shipped.

You must be comfortable communicating professionally in spoken and written English. You will participate in U.S. merchant calls every week.

Shopify Plus/B2B, company accounts, subscriptions, CRO/experimentation, Intelligems, Shoplift, Convert, HTML/CSS, Klaviyo, Recharge, Yotpo, Omnisend, international or enterprise ecommerce.

You do not need to code, but should understand HTML/CSS well enough to inspect a storefront, understand theme structure, and have precise feasibility conversations with developers.

For employees: 20 days paid vacation, local public holidays, birthday off, topli obrok/prevoz, performance bonus, equipment budget, home internet stipend, paid professional development, conference/training opportunities, team gathering travel, and parental leave according to local law with additional Praella pay support.

Praella is a Shopify Platinum Partner, Webby Award winner, and Great Place to Work certified ecommerce agency. We have 100+ team members across the U.S., Bosnia and Herzegovina, Croatia, Greece, and India, with headquarters in Chicago.

We work across strategy, UX, design, development, B2B commerce, CRO, and ecommerce optimization for high-growth and enterprise brands.

Our culture is direct. We challenge ideas respectfully, communicate clearly, and care more about getting to the right answer than protecting our own idea.

Applications missing the items below will not be reviewed.

Send your application to [email protected] with subject:

Senior Designer – [Your Name]

Provide at least three live ecommerce storefront URLs. For each, explain your role, the merchant problem, what you designed, and why.

Tell us about one design decision you made where you can quantify the outcome: what changed, why you believed it would work, the metric you targeted, and what happened.

A losing experiment is acceptable if you can explain what you learned.

Then go to praella.com/work, pick one project, and tell us one thing you think we got right and one thing you would have pushed back on.

Include your current CV/resume.

Confirm your availability for 13:00–21:00 Sarajevo time and occasional later West Coast meetings, that you are based in one of the listed countries, and whether you prefer employment or contractor arrangement.

1. Portfolio Review - We review your portfolio and application.

2. Introductory Call - 30-minute conversation about your background, experience, goals, and the role.

3. Portfolio Deep Dive - 60 minutes with the Creative Director. Walk us through two ecommerce projects in depth. We care about the decisions behind the work, not just the final screens.

4. Paid Design Exercise - A short exercise based on a real, anonymized merchant problem.

Expected effort: approximately 6-8 hours.

Compensation: This is a paid exercise. The rate will be shared with you in advance if you reach this stage of the process.

We do not ask senior candidates to complete unpaid speculative work.

5. Leadership Conversation

Final conversation with company leadership.

Typical process from completed application to offer: approximately 2-3 weeks.

Praella provides equal employment opportunities and prohibits discrimination and harassment of any kind without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by applicable law.