UX Analyst

Location: Mumbai, India

Department: D2C

Experience: 3 - 4

Who we are and Why we exist

At The Whole Truth, our mission is to ‘re-build the world’s trust in its food’. Consumers have lost faith in big food companies that hide behind misleading claims. We exist to change that with honesty, simplicity, and unmissable storytelling. We are India’s first (and maybe only) 100% Clean Label food brand. That means we proudly declare every single ingredient on the front of the pack. But that’s not all…We don’t just make products. We build brand love. Loudly, proudly, and consistently through content, community, and creative campaigns that break clutter. And now, we’re ready to scale that brand love even further through smart, memorable, and well-placed media. That’s where you come in.

As UI/UX Analyst, you'll diagnose friction, design better user experiences, and validate improvements through data.

Key Responsibilities

1. Session recording analysis - watch session recordings 2–3x/week to spot friction and user behavior patterns
2. UX friction diagnosis – combine session data, heatmaps, and GA4 to build a prioritized list of improvements
3. A/B test variant design – sketch solutions in Figma based on your findings; collaborate with the product and design teams on testing strategy
4. Design system maintenance — collaborate with the design strategy team to document components and ensure consistency across the website
5. Insight reporting – weekly conversion updates to the team; monthly deep dives on major findings
6. Tool evaluation – research and recommend new UX testing tools (UserTesting, Maze, etc.) as you identify gaps in our workflow

Technical Capabilities Required

• 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

• 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)

• 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

• 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

Functional Capabilities Required

• 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?

• 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

• 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

• 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

Required Skills & Experience

• 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

• 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

1. 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)
2. Propose 3 design/UX changes — Could include: improved category page layout, better filtering, comparison tools, simplified navigation, product badge/labeling, etc.
3. Design 1 variant – Redesigned category page or navigation menu in Figma/free tool
4. Testing & insights plan – How would you test? What secondary metrics matter (e.g., time on category page, filter usage, comparison tool clicks)?