Lead product designer
Lead product designer
TL;DR
TL;DR
Sole in-house product designer for a B2B2C longevity platform serving clinics - part of a broader ecosystem including a patient-facing mobile app. Owning end-to-end design, co-creating roadmaps, design system and establishing feedback loops - driving faster delivery and measurable business impact.
Sole in-house product designer for a B2B2C longevity platform serving clinics - part of a broader ecosystem including a patient-facing mobile app. Owning end-to-end design, co-creating roadmaps, design system and establishing feedback loops - driving faster delivery and measurable business impact.
Context
Context
Longevity startup, pivoting from B2B to B2B2C
Longevity startup, pivoting from B2B to B2B2C
North star: grow active partner base
North star: grow active partner base
Cross-team collaboration: design, PM, engineering, science, marketing, and external agencies
Cross-team collaboration: design, PM, engineering, science, marketing, and external agencies
Limited tooling and budget
Limited tooling and budget
Ownership at a glance
Ownership at a glance
Feedback Loops
Built systems to capture and act on user insights.
Feedback Loops
Built systems to capture and act on user insights.
Feedback Loops
Built systems to capture and act on user insights.
0→1 Delivery
Owned the complete design process, concept through delivery.
0→1 Delivery
Owned the complete design process, concept through delivery.
0→1 Delivery
Owned the complete design process, concept through delivery.
Strategy & Roadmap
Co-shaped quarterly plans
Strategy & Roadmap
Co-shaped quarterly plans
Strategy & Roadmap
Co-shaped quarterly plans
Design system
Co-created design system for scalability & speed.
Design system
Co-created design system for scalability & speed.
Design system
Co-created design system for scalability & speed.
Key design challenges
Key design challenges
How do you make complex biological data scannable for time-pressed practitioners?
Layered information architecture with colour-coding and gradual disclosure - health pillars for context, on-demand depth.
How do you transform biological data from static mirror to actionable tool?
AI suggests evidence-based protocols while preserving practitioner agency. Clear labelling maintains trust - data that guides, not just reflects.
How do you serve practitioners and patients with different needs on a single platform?
Data transforms by user - clinical density for practitioners, simplified clarity for patients - with shared visual language maintaining cohesion.
How do you integrate into diverse workflows without forcing practitioners to change?
Modular features adapt to practitioner narratives, transforming prescriptive software into adaptive tool.
How do you introduce AI without compromising trust or obscuring evidence?
Transparent AI labeling differentiates suggestions from science, ensuring AI augments expertise without undermining it.
Creating a white-label system with complete colour flexibility?
Practitioners control all colours through two separate layers - brand identity and data visualisation - keeping the system flexible yet consistent.
How do you make complex biological data scannable for time-pressed practitioners?
Layered information architecture with colour-coding and gradual disclosure - health pillars for context, on-demand depth.
How do you transform biological data from static mirror to actionable tool?
AI suggests evidence-based protocols while preserving practitioner agency. Clear labelling maintains trust - data that guides, not just reflects.
How do you serve practitioners and patients with different needs on a single platform?
Data transforms by user - clinical density for practitioners, simplified clarity for patients - with shared visual language maintaining cohesion.
How do you integrate into diverse workflows without forcing practitioners to change?
Modular features adapt to practitioner narratives, transforming prescriptive software into adaptive tool.
How do you introduce AI without compromising trust or obscuring evidence?
Transparent AI labeling differentiates suggestions from science, ensuring AI augments expertise without undermining it.
Creating a white-label system with complete colour flexibility?
Practitioners control all colours through two separate layers - brand identity and data visualisation - keeping the system flexible yet consistent.
Impact
Impact
Research as a default: Built feedback loops into every stage of the process.
Research as a default: Built feedback loops into every stage of the process.
Better alignment: Opportunity trees and regular updates reduced questioning and increased focus.
Better alignment: Opportunity trees and regular updates reduced questioning and increased focus.
Faster delivery: Component reuse accelerated shipping and maintained consistency.
Faster delivery: Component reuse accelerated shipping and maintained consistency.
Reduced waste: Tested risky ideas early and stopped low-impact work pre-build.
Reduced waste: Tested risky ideas early and stopped low-impact work pre-build.
Raised product culture: Research became the default; outcomes-first framing and shared artefacts improved shared understanding and decision quality.
Raised product culture: Research became the default; outcomes-first framing and shared artefacts improved shared understanding and decision quality.
Constraints & trade-offs
Constraints &
trade-offs
Short-term wins vs. long-term foundation
Shipped fast while laying groundwork that wouldn't break as we scaled.
Shipped fast while laying groundwork that wouldn't break as we scaled.
Design quality vs. technical constraints
Learned to design within limits while pushing boundaries where it counted.
Learned to design within limits while pushing boundaries where it counted.
Budget vs. tooling
Made free tools work and prioritised impact over perfect workflows.
Made free tools work and prioritised impact over perfect workflows.
Key learnings
Key learnings
Focus on outcomes, not features.
Focus on outcomes, not features.
Focus on outcomes, not features.
Balance user needs with business growth.
Balance user needs with business growth.
Balance user needs with business growth.
Iterate rapidly.
Iterate rapidly.
Iterate rapidly.
Make data informed decisions.
Make data informed decisions.
Make data informed decisions.
Collaborate across teams to bridge gaps.
Collaborate across teams to bridge gaps.
Collaborate across teams to bridge gaps.
Other projects
Other projects
Blood report redesign
Turning a post-pivot mess into a scalable reporting system
Building feedback loop system
Designed feedback system for continuous improvement
Currently based in Slovenia
Currently based in Slovenia
Currently based in Slovenia