Synopsis The UX/UI Designer is responsible for defining and delivering intelligent, high-impact digital experiences across web and app, with AI embedded as a core capability across the customer lifecycle. This role drives revenue growth, digital share expansion, customer engagement, retention, and operational efficiency through human-centered design, experimentation, and data-driven experience innovation. The ideal candidate combines strong ecommerce and digital domain expertise with AI design literacy, experimentation mindset, and systems thinking — working cross-functionally to continuously evolve the digital ecosystem into an intelligent, adaptive, and high-performing platform. Accountabilities Define and execute the experience strategy and design vision across web and app for assigned digital initiatives. Own the end-to-end experience lifecycle - from discovery and problem framing through design, build collaboration, testing, go-live and optimization - remaining accountable for the performance and quality of the live experience. Translate business strategy and commercial objectives into customer-centric digital journeys that drive measurable impact. Design AI-enabled and data-driven experiences including personalization, predictive recommendations, conversational interfaces, and intelligent automation where applicable. Lead discovery, research, journey mapping, usability testing, and experimentation to validate and optimize experience outcomes. Continuously monitor and improve performance metrics including conversion, engagement, retention, revenue contribution, and customer satisfaction. Simplify complex processes into intuitive and frictionless digital flows. Partner closely with Product, Technology, Commercial, Loyalty, Marketing, Operations and Brand teams to ensure cohesive and commercially aligned delivery. Contribute to and evolve scalable design systems, governance standards, and best practices across digital touchpoints. Advocate for accessibility, usability, security, and customer trust across all digital experiences. Elevate the organization’s maturity in AI-enabled and insight-led experience design through structured experimentation and measurable outcomes. Be adaptable and responsive to shifting priorities, taking ownership of any digital experience domain as required.