Principal product designer

I joined Waves Women to take the product from an early concept through to a working MVP. I led the end to end product design, shaping the experience from initial research and product definition through to testing, launch and ongoing iteration.

My role covered the full product experience, balancing user needs, business goals and technical constraints while working closely with the wider team.

  • Leading end to end product design from concept through to MVP
  • Defining user journeys, product flows and core experiences
  • Running user research, usability testing and product validation
  • Creating and evolving the visual language and design system
  • Collaborating closely with product, engineering and stakeholders
  • Using user feedback and product data to guide iteration and improve the experience

Client

Waves Women

Year

2025 to 2026

Project Scope

Mobile app design
Product definition
Brand & visual design
MVP delivery
Continuous iteration

My Role

Principal Product Designer
Product strategy
UX and UI design
User research
Prototyping

Building Waves Women from brand idea to working digital product

I helped shape Waves Women from its earliest foundations, defining the brand, product experience and design system that brought a complex health proposition into a simple everyday experience.

From foundations to product

Product
Product strategy
UX and UI design
Research and testing

System
Design system
Interaction patterns
Product foundations

Brand
Brand identity
Visual language
Website design

Built from zero

Shaped the product experience from its earliest concept to launch

Complex made simple

Turned hormone health science into clear, everyday guidance

Research led

Used testing and user behaviour to shape how the product evolved

One connected experience

Created a consistent journey across the app, brand and website

Case studies

Branding waves women

I led the development of the Waves visual identity, working with the team to create a brand that feels credible and trustworthy without becoming overly clinical.

The resulting visual language became the foundation for the app, website and wider Waves experience.

Explore the brand

Designing the Waves Women app

I led the design of the core Waves experience, working closely with the wider team to turn a complex health proposition into a product that feels clear, supportive and easy to use.

Together, we shaped and refined the experience through research, testing and ongoing iteration.

Coming soon

Coming soon

Bringing the product to the web

Alongside the product, I led the design of the Waves Women website, working with the team to create a clear connection between the brand, educational content and the app.

The focus was on explaining the Waves proposition simply, building trust and helping people understand how the product could support them.

Coming soon