Role
Role
Founding Product Designer (Full Remote)
Date
May 2025 - Present (Contract)
Industry
Health Tech - B2B2C
Team
Working with CTO, CEO and other startup members. Solo designer with start to end responsibilities.
Responsibilities
Built the brand identity from the ground up: defined visual system, tone of voice and guidelines to support marketing and growth.
Designed the product end-to-end: ran user research, defined user flows, crafted wireframes & prototypes, and delivered production-ready UI.
Established the design process and team rituals: introduced research protocols, PRDs, and design-handoff workflows to accelerate development and higher-quality outputs.
Challenges
The platform lacked a unified UX vision: key features were hard to find, content was poorly structured and users frequently complained about confusion.
The design and delivery process was under-developed: with only two engineers and no dedicated designer, the product lacked consistent UI/UX and design-handoff workflows.
A need for scale: The business aimed to support multiple user-types (clients, providers, admins) and mobile + desktop experiences, but the existing architecture and design system weren’t built for growth.
Impact
Improved operational efficiency: Introduced structured research and documentation workflows that streamlined design-to-development cycles by integrating PRDs directly with engineering workstreams. This alignment ensured the team consistently tackled the right problems, reduced ambiguity across stages, and delivered features faster while focusing on measurable user value.
Enhanced navigation & discoverability: Redesigned the information architecture and main navigation, making critical tasks easier and faster to complete. Early user feedback confirmed smoother workflows, and support inquiries related to “how to find features” dropped by over 80%, freeing the team to focus on higher-value work.
Actionable insights for Providers: Created new infographics and timeline visualizations that transformed raw data into clear, actionable insights. Providers could instantly identify client trends and make informed decisions. Post-launch analytics showed a notable increase in time spent on the analytics page, validating stronger engagement and perceived value.
Accelerated results: Delivered visible results within two months shipping redesigned features and setting up scalable design systems. By month six, I had established a foundation for repeatable design sprints and long-term product growth.
Positive user feedback: During usability interviews, providers described the new navigation and analytics page as “I didn't know this existed and now I have it accessible” “I love this menu, so much simpler to understand” and “I am a nerd on data and I would spend hours looking at this infographics” over the legacy experience creating excitement and renewed confidence in the platform.
Over a 6-month contract, I focused on rebuilding the product’s design foundation. By the second month, early wins were already visible as I began delivering features originally scheduled for much later in the roadmap.
Over a 6-month contract, I focused on rebuilding the product’s design foundation. By the second month, early wins were already visible as I began delivering features originally scheduled for much later in the roadmap.
Over a 6-month contract, I focused on rebuilding the product’s design foundation. By the second month, early wins were already visible as I began delivering features originally scheduled for much later in the roadmap.
Redesigning Wayfinding 2.0 - simplifying the menu
The legacy navigation lacked intuitive structure, scalability and mobile/desktop parity. I implemented a new design system and reorganised content into a dynamic menu that adapts by function and content type. Early provider interviews confirmed the revamped navigation was easier-faster to use, more intuitive and aligned with user expectations laying the groundwork for increased engagement and retention.
Providers found the new navigation simpler and easy to use and the infographics got an amazing positive response.
Providers found the new navigation simpler and easy to use and the infographics got an amazing positive response.
Providers found the new navigation simpler and easy to use and the infographics got an amazing positive response.
Analysis
I re-imagined the data visualization layer to illustrate client activity over time making complex trends understandable in seconds rather than minutes. Providers responded enthusiastically to the new infographics and expressed interest in the expanded analytics features that were now feasible thanks to the redesign.
One of my best apps I have created as a Product Designer
One of my best apps I have created as a Product Designer
One of my best apps I have created as a Product Designer
Food activity + Flow with AI
To support clients managing food and beverage impact on glucose, I designed a new side panel to display activity details alongside AI-generated insights and full-course logging. This addition enabled clients to visualise the impact of meals on their health and gave providers a clearer narrative for intervention and coaching.
Responsive
I created a responsive component system covering Desktop, Tablet and Mobile, and introduced both light and dark themes. Recognising that clients primarily use mobile while providers favour desktop, the system delivers consistent, high-quality experiences across devices, improving accessibility, satisfaction and usage frequency.
3 Users Platform
- Clients: Log food & beverage intake, view how their habits affect glucose spikes, and get actionable feedback.
- Providers: Manage & monitor continuous glucose data, identify trends and deliver interventions.
- Admins: Handle onboarding, account and system activations.
