Numan

Product Design Director

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A series A health-tech scale-up transforming men’s healthcare. I joined to lead and scale Product Design, unifying brand and product, building the team, and driving measurable impact across revenue, retention and experience.

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Established the design function as a strategic partner, not a service team, embedding designers earlier in discovery, shaping quarterly planning, and influencing companywide decision making.
Proven ability to create and implement design strategies
and visions, build teams, and deliver or optimise products in fast-paced, high-pressure environments.
Proven ability to create and implement design strategies and visions, build teams, and deliver or optimise products in fast-paced, high-pressure environments.

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Embedded a culture of test-and-learn, behavioural insight, and data-driven iteration.

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Redefined the end-to-end patient journey, mapping gaps across onboarding, diagnostics, prescription, adherence and retention, and turning these into actionable product opportunities.

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Drove an approach to continuous improvement, using data and testing to enhance the user experience, which effectively contributes to improving key business and financial results.

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Translated complex clinical requirements into simple, supportive digital journeys users could understand and act on.

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Introduced design rituals (crits, reviews, research cycles) that raised quality and strengthened team culture.

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Bridged brand and product teams to ensure a single coherent identity across all touchpoints.

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Helped restructure the product process, improving velocity without compromising on quality.

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Standardised components, patterns and content rules across multiple treatment categories.

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Reduced design-to-dev cycle times through clearer documentation, prototyping, and componentisation.

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Partnered with CPO, Growth and Clinical teams to define strategy across key revenue-driving categories.

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Improved retention and reduced churn in our core categories from an average of 2 months to 6, resulting in a higher AOV and better LTV ratio.

36% revenue

growth in a key categories.

+ 5 weeks

Led the company through a comprehensive re-branding exercise across web and app, resulting in improvements across all key metrics.

0 app

Delivered the company’s first app on both iOS and Android while developing a vision and strategy for its continued development in 2024.

+ 20 % YoY

Led product redesign resulting in a 30% YoY growth in user engagement.

-4 % refunds

improving treatment matching and clarity

+16 % AOV

through clear flows and improved user guidance