Senior Web Designer

UpGuard; Brisbane; Hybrid; AUD 110,000 - 160,000; Full time

Benefits offered by this job

Gym membership

Hybrid work model

Modern open-plan office with cafe

Anniversary leave days

Recognition of Service program

Employee discounts

Employee Assistance Program

Job summary

Fitness and Lifestyle Group (FLG) is seeking a Senior Digital Product Designer (Ecommerce) to own the design and optimisation of web experiences across Goodlife, Fitness First, Zap and Jetts. You will redesign ecommerce journeys, create modular components, and partner with product, marketing, and offshore developers to convert interest into memberships.

You will lead workshops, analyse funnel data, and apply research to improve conversion, with a focus on communicating value and creating

Qualifications

• Experience as a Product, UX or UI Designer with ecommerce or conversion focus.
• Strong portfolio showing problem framing, discovery, decisions and outcomes.
• Proven experience in designing ecommerce journeys including sign-up, checkout and pricing.
• Experience communicating product value through digital experiences with conversion focus.
• Strong responsive/mobile-first design across devices and design systems.
• Hands-on CMS design experience (Contentful preferred) and collaboration with devs.
• Strong workshop facilitation and stakeholder collaboration skills.

Responsibilities

• Own the end-to-end ecommerce journey from discovery to conversion.
• Redesign web experiences to clearly communicate value and drive purchases.
• Design responsive pages and evolve reusable components within a design system.
• Create Contentful experiences enabling marketing to launch pages quickly.
• Lead workshops and align stakeholders around customer and business outcomes.
• Use analytics and experimentation to improve conversion and performance.

Skills

Product design

UX design

UI design

Ecommerce

Conversion optimisation

Workshop facilitation

Collaboration

Figma

Education

Portfolio demonstrating end-to-end product design thinking

Tools

Contentful

CMS

Prototype tools

Job description

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Senior Digital Product Designer | Brisbane, West End

Fitness & Lifestyle Group ( FLG) is Asia Pacific's largest group of corporately owned health and wellness clubs — 310+ locations, 600,000+ members, and five of the region's most recognised fitness brands: Fitness First Australia, Goodlife Health Clubs, Jetts Fitness, Zap Fitness and Barry's .

We're headquartered in Australia with regional offices across South East Asia, and we're on a mission to help our global community live stronger, happier lives.

The Opportunity

Own the digital journey from discovering a club to becoming a member. As Senior Digital Product Designer (Ecommerce), you will lead the design and optimisation of our web experiences across Goodlife, Fitness First, Zap and Jetts, with a clear focus on making our value proposition compelling and converting interest into membership.

This is a hands‑on, high-ownership role for an experienced product designer who can hit the ground running. You will design web pages, ecommerce journeys and reusable components, bringing them to life through Contentful and our development teams. You will rethink how we communicate the value of our products, memberships and offers online, making complex information easier to understand and helping customers confidently choose the right option.

You will work closely with Product, Marketing, Sales, Operations, club teams and our offshore development partner, leading workshops, challenging assumptions and turning customer and business problems into effective digital solutions. Using research, analytics, experimentation and your understanding of ecommerce and conversion, you will continuously identify opportunities to improve the journey and demonstrate the impact of your work.

Reporting to the Lead Digital Product Designer, this is an opportunity to take genuine ownership of the ecommerce experience and help shape how our brands sell memberships through digital channels.

Key Responsibilities

• Own the end-to-end ecommerce journey, from club discovery and membership comparison through to pricing, sign‑up and conversion.
• Redesign and optimise web experiences to clearly communicate product value, benefits, pricing and offers and drive conversion.
• Lead the design of responsive web pages and experiences across multiple devices and screen sizes.
• Design and evolve reusable web components and patterns within our multi‑brand design system.
• Design modular Contentful experiences that allow Marketing to create, update and launch pages efficiently without developer dependency.
• Lead discovery and design‑thinking workshops, framing problems, exploring solutions and aligning stakeholders around customer and business outcomes.
• Use customer research, funnel data, analytics, session recordings and experimentation to identify friction and continuously improve conversion.
• Partner with Product, Marketing, Sales and club teams to understand customer and operational needs and translate them into effective digital experiences.
• Work closely with our offshore development partner from design through to implementation, providing clear specifications, solving design and technology challenges and QAing the final experience.
• Stay curious and proactive about new tools, technologies and ways of working, including AI‑enabled design and CMS capabilities.

About You

You are an experienced product designer who is comfortable taking ownership – with the experience to form a view, back it and take us towards a new design future. You are proactive by nature, actively seeking out the information, context and solutions you need to get the job done rather than waiting for answers to come to you.

You combine strong design craft with commercial thinking. You understand how to communicate the value of a product through a digital experience and are motivated by improving conversion, not simply creating something that looks good. You are curious about how things work, including the technology behind your designs, and enjoy working closely with developers to bring ideas to life.

You hold yourself to a high standard, take initiative and are confident facilitating workshops and bringing stakeholders along with you. You are comfortable challenging the status quo and reimagining existing experiences when there is a better solution.

Key Experience

• Experience as a Product, UX or UI Designer, with strong experience in ecommerce, subscription, membership or another conversion‑focused digital environment.
• A strong portfolio is required, demonstrating end‑to‑end product design thinking, including the problem, discovery process, design decisions and measurable outcomes.
• Proven experience designing and optimising ecommerce or joiner journeys, including sign‑up, checkout, pricing and product or plan comparison.
• Experience designing digital experiences that communicate complex product benefits, value propositions, pricing and offers clearly.
• Strong responsive and mobile‑first design experience across multiple devices and screen sizes.
• Experience designing and evolving reusable components within a design system.
• Hands‑on experience designing for a CMS, ideally Contentful or another headless CMS, including modular page structures and components.
• Experience working closely with development teams to bring designs to life, including understanding technical constraints and conducting QA of implemented experiences.
• Strong workshop facilitation and stakeholder collaboration skills, with the ability to bring diverse teams together around a problem and a solution.
• Experience using research, analytics, experimentation, session recordings or other evidence to inform design decisions and improve conversion.
• Proficiency in Figma and prototyping tools, with a strong understanding of accessibility and inclusive design.
• A proactive, solutions‑focused approach and the ability to work independently in a fast‑moving environment.
• Experience using AI tools within the design process, or a strong curiosity and appetite to explore how AI can improve design and CMS workflows.
• Experience across multi‑brand, membership, subscription, fitness, wellness or other consumer environments is highly regarded.

In return we offer you

Complementary all access Goodlife Gym Membership, plus one for a friend

FLG is committed to promoting a healthy work‑life balance. We offer a hybrid work model, mixing 60/40 office (Monday, Tuesday and Thursday) and work‑from‑home responsibilities.

Modern open‑plan office with onsite cafe and complimentary barista coffee

Anniversary leave days and additional complimentary memberships through FLG's Recognition of Service Program

Be recognised and rewarded by your peers for living our values with FLG's People's Champion awards

Enjoy exclusive employee discounts with industry leading fitness, travel, fashion and retail brands through FLG's partner discount program

Employee Assistance Program

Our commitment to diversity & inclusion

At Fitness and Lifestyle Group we bring positive energy and attitude to work every day, we are proud of who we are and who we work for. We don't just accept individuality; we encourage it and acknowledge the value diversity and inclusivity brings to our organisation. We pride ourselves on empowering our team to be their authentic selves at work.

We welcome applications from Aboriginal and Torres Strait Islander People, people of all ages, race, sex, intersex status, gender identity, sexual orientation, people with a disability and from other diverse backgrounds.

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