Senior Product Designer

📍 Job Overview

Job Title: Senior Product Designer

Company: Flo Health

Location: London, England, United Kingdom

Job Type: Full-Time

Category: Product Design / UX/UI Design

Date Posted: 2025-09-18

Experience Level: Mid-Senior Level (5-10 years)

Remote Status: Hybrid

🚀 Role Summary

• Drive the design of complete user journeys for a leading female health app, impacting millions globally.

• Focus on crafting holistic, user-centered experiences that empower women across various health stages, from menstrual cycles to menopause.

• Collaborate with cross-functional teams, including UX Researchers, Data Analysts, Product Managers, and Engineers, to deliver high-quality, impactful digital products.

• Champion accessibility, scalability, and inclusivity within the design process, ensuring a seamless and empowering experience for all users.

📝 Enhancement Note: While the core responsibilities are in Product Design, this role heavily intersects with GTM strategy by focusing on user acquisition and retention through exceptional experience design. The emphasis on "holistic user journeys" and "user-centric experiences" directly supports growth objectives by enhancing user engagement and satisfaction, which are critical for subscription-based models and long-term user loyalty.

📈 Primary Responsibilities

• Design intuitive, user-centered digital experiences that empower users to better understand their bodies and health, aligning with Flo's mission.

• Conduct and leverage UX research and data analysis to inform design decisions, validate concepts, and iterate on product features, ensuring a data-informed approach.

• Collaborate closely with Product Managers and Design Leads to shape product initiatives, define strategic roadmaps, and translate business objectives into user-centric design solutions.

• Partner with Content Designers to co-create and enhance content-driven experiences, ensuring a cohesive and engaging user narrative across the platform.

• Lead discovery activities and ideation sessions, such as design sprints and workshops, to foster innovation and explore new product possibilities.

• Develop comprehensive end-to-end user journeys, from initial concept and low-fidelity prototypes to high-fidelity mockups and interactive prototypes, ensuring a seamless flow.

• Champion and integrate accessibility (A11Y) best practices into the design process, ensuring designs are inclusive, scalable, and cater to diverse user groups.

• Work closely with engineering teams to troubleshoot technical issues during development and ensure high-quality implementation of design specifications, maintaining design integrity.

📝 Enhancement Note: The responsibilities highlight a strategic role in product development, focusing on end-to-end user journey design and cross-functional collaboration. This indicates a need for a candidate who can not only execute design but also contribute to product strategy and user understanding, aligning with the goals of a hyper-growth startup aiming for market leadership in femtech.

🎓 Skills & Qualifications

Education: While no specific degree is mandated, a strong understanding of Human-Computer Interaction (HCI), User Experience Design, Graphic Design, or a related field is implied through the nature of the role and required skills.

Experience:

• Minimum of 6 years of professional experience in designing digital products for both web and mobile platforms.

• Proven track record of successfully collaborating with cross-functional teams, including Product Managers, Engineers, UX Researchers, and Data Analysts, to bring digital products to life.

• Demonstrated ability to manage the end-to-end design process, from initial ideation and user research through to final launch and post-launch iteration.

Required Skills:

• User-Centered Design: Deep expertise in applying user-centered design principles to create intuitive and engaging digital experiences.

• UX/UI Design: Strong proficiency in visual design, interaction design, information architecture, and user flows for complex digital products.

• Cross-Functional Collaboration: Proven ability to work effectively with diverse teams, fostering strong partnerships and clear communication.

• Complex User Journeys: Adept at designing for intricate user lifecycles and multifaceted user needs, particularly within the health and wellness domain.

• Design Process: Comprehensive understanding and practical application of the full product design lifecycle, including research, ideation, prototyping, testing, and implementation.

• Figma Proficiency: Expert-level command of Figma for wireframing, prototyping, and high-fidelity design, demonstrating efficient workflow and collaboration.

• Interactive Prototypes: Skill in creating interactive prototypes using tools like Figma, Protopie, or After Effects to effectively communicate design intent and user interactions.

• Accessibility (A11Y): Strong knowledge and practical application of accessibility standards (WCAG) to ensure inclusive and usable designs for all users.

Preferred Skills:

• Health Tech Experience: Prior experience working within the health technology sector, understanding its unique user needs, regulatory considerations, and design challenges.

• AI & LLMs: Familiarity or experience leveraging Artificial Intelligence (AI) and Large Language Models (LLMs) to conceptualize and develop innovative product features or insights.

📝 Enhancement Note: The emphasis on "complex user journeys" and "end-to-end design process" suggests the need for a designer who can think strategically about the entire user lifecycle, not just isolated features. The mention of "measurable impact on users and business outcomes" in the portfolio requirement indicates a results-oriented approach is crucial.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Case Studies in Product Design: A robust portfolio must include detailed case studies of completed product design projects, showcasing the full design process from problem definition to solution.

• Strategic Thinking Demonstration: Case studies should highlight strategic decision-making, user research insights, and how design choices aligned with business goals and user needs.

• UX/UI Design Excellence: Portfolio pieces must clearly exhibit strong UX principles, intuitive UI design, and a sophisticated visual aesthetic.

• Problem-Solving Process: Articulate a clear, logical, and user-centric process for identifying and solving design challenges, detailing the steps taken and rationale.

• Measurable Impact: Demonstrate tangible impact on users and business outcomes, supported by metrics, data, or qualitative feedback that quantifies the success of design solutions.

Process Documentation:

• Workflow Design & Optimization: Showcase examples of how you've designed or improved user workflows, detailing the process from mapping existing flows to implementing optimized versions.

• Implementation & Automation: Provide insights into how your designs were implemented and, where applicable, how automation or efficient processes were incorporated to enhance user experience or operational efficiency.

• Measurement & Performance Analysis: Illustrate how you measure the success of your designs post-launch, including the metrics tracked, analytical tools used, and how performance data informed subsequent design iterations.

📝 Enhancement Note: The requirement for a portfolio demonstrating "strategic thinking," "clear problem-solving process," and "measurable impact" indicates that candidates are expected to present not just visually appealing designs, but also well-reasoned, data-backed solutions that drive tangible outcomes. This is a key differentiator for senior roles in product operations and design.

💵 Compensation & Benefits

Salary Range:

• Estimated Annual Salary Range: £88,500 - £105,000 GBP

Benefits:

• Competitive Salary: A strong base salary reflecting the senior nature of the role and industry standards.

• Annual Reviews: Regular performance and salary reviews to ensure compensation remains competitive and reflects contributions.

• Performance Incentive Scheme: Opportunity to participate in a company-wide incentive program, aligning individual performance with company success.

• Paid Holiday & Sick Leave: Generous allocation of paid time off for vacation and to manage personal health needs.

• Female Health Leave: Dedicated leave specifically for female health needs, demonstrating a commitment to employee well-being.

• Enhanced Parental Leave: Comprehensive and supportive parental leave policies for maternity, paternity, and adoptive parents.

• Professional Growth Support: Investment in employee development through learning resources and opportunities to work on world-changing projects.

• Flexible Office + Home Working: Hybrid work model offering flexibility, with the option to work remotely for up to two months a year from abroad.

• 5-Week Fully Paid Sabbatical: A significant paid sabbatical offered after five years of employment, recognizing long-term commitment.

• Health, Pension, and Wellbeing Perks: A comprehensive package including health benefits, pension contributions, and various wellness programs.

• Flo Premium: Access to Flo's premium subscription for employees and their friends/family.

Working Hours:

• The role is likely based on a standard full-time work week, typically around 40 hours, with flexibility offered through the hybrid and remote work options.

📝 Enhancement Note: The salary range provided is typical for a Senior Product Designer in London with 6+ years of experience. The comprehensive benefits package, including specialized leave and a generous sabbatical, reflects a company culture that prioritizes employee well-being and long-term engagement, which is attractive to experienced professionals.

🎯 Team & Company Context

🏢 Company Culture

Industry: Health Tech / Digital Health / Femtech

Company Size: Flo Health is a significant player in the digital health space, with over 400 million downloads and 75 million monthly users, indicating a large, established, and rapidly growing organization. The recent $200M investment and $1B valuation further solidify its status as a hyper-growth, unicorn startup.

Founded: Flo was founded in 2015, giving it a decade of experience in building and scaling its platform, developing deep expertise in the female health technology sector.

Team Structure:

• Design Team Focus: The Design team is central to ensuring an exceptional user experience, acting as data-informed researchers and innovators.

• User-Centric Stream: The Senior Product Designer will be part of the "User-Centric stream," focusing on holistic user journeys across various health stages, including specific initiatives like perimenopause, AI-powered insights, weight management, and the Well-being Score.

• Cross-Functional Collaboration: Expect close collaboration with Product Management, UX Research, Data Analysis, and Engineering teams, fostering a highly integrated product development process.

Methodology:

• Data-Informed: Design decisions are heavily influenced by user research and data analysis, ensuring products meet user needs and business objectives.

• User-Centric: A primary focus on creating experiences that empower and benefit users, particularly women, across their health journeys.

• Agile & Iterative: The hyper-growth environment suggests an agile approach, with rapid iteration and continuous improvement based on user feedback and performance data.

• Craftsmanship & Ownership: A strong emphasis on the quality of design ("craft") and taking ownership from concept to execution.

Company Website: flo.health

📝 Enhancement Note: Flo Health's culture is described as mission-led, product-driven, and fast-paced. The emphasis on "moving fast, staying focused and taking ownership" aligns with a startup environment, while "debate is encouraged" and "decisions are shared" suggests a collaborative and open culture. The commitment to "craft" and "raising the bar" indicates a high standard for design and product quality.

📈 Career & Growth Analysis

Operations Career Level: This role is positioned as a Senior Product Designer, indicating a mid-to-senior level position within the product design function. It requires significant experience and the ability to operate with a high degree of autonomy and strategic input.

Reporting Structure: The Senior Product Designer will likely report to a Design Lead or Head of Design, working within a specific "stream" or product area. They will collaborate closely with Product Managers and other cross-functional leads.

Operations Impact: The designer's work directly impacts user engagement, retention, and satisfaction, which are critical drivers of revenue growth for a subscription-based app like Flo. By crafting intuitive and empowering health experiences, the designer contributes to increased user acquisition, conversion to paid subscriptions, and overall customer lifetime value. The focus on AI-powered insights and new health areas also positions the role to drive future product innovation and market expansion.

Growth Opportunities:

• Skill Advancement: Opportunity to deepen expertise in designing for complex health journeys, AI-driven features, and large-scale digital health platforms.

• Leadership Potential: As a senior member, there's potential to mentor junior designers, lead design initiatives within the User-Centric stream, and influence the overall design strategy and team growth.

• Career Progression: Potential pathways could lead to Principal Product Designer, Design Lead, or management roles within the design organization as Flo continues to scale and expand its product offerings.

• Industry Expertise: Gaining specialized experience in the rapidly evolving Femtech and HealthTech industries, which is highly valuable.

📝 Enhancement Note: The "hyper-growth start-up" context implies a dynamic career path with significant opportunities for rapid advancement and increased responsibility. The company's focus on AI and new health areas suggests a forward-thinking environment where designers can contribute to cutting-edge product development.

🌐 Work Environment

Office Type: Flo Health operates a hybrid work model, meaning employees will split their time between working in the office and remotely. The office environment is likely designed to foster collaboration and innovation.

Office Location(s): The primary office location mentioned is London, England. Specific details about office amenities or accessibility would typically be available upon request or during the interview process.

Workspace Context:

• Collaborative Environment: The hybrid model and emphasis on cross-functional collaboration suggest that the office space is optimized for teamwork, brainstorming sessions, and in-person meetings.

• Tools & Technology: Employees will have access to industry-standard design tools such as Figma, and potentially other prototyping or research software, supported by a robust tech infrastructure.

• Team Interaction: Opportunities for regular interaction with design peers, product teams, and other stakeholders, facilitating knowledge sharing and collective problem-solving.

Work Schedule: A standard full-time work schedule (approx. 40 hours/week) is expected, with flexibility built into the hybrid model. The ability to work abroad for up to two months annually adds a unique layer of flexibility for employees.

📝 Enhancement Note: The hybrid model and the allowance for working abroad suggest a modern, flexible approach to work, appealing to professionals seeking work-life balance and autonomy. This environment is conducive to continuous design exploration and iterative development.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: A recruiter or hiring manager will likely review the application and portfolio for initial fit. Be prepared to articulate your experience and why you're interested in Flo.

• Portfolio Review & Design Exercise: A significant part of the process will involve a deep dive into your portfolio, discussing specific case studies. You may also be asked to complete a design challenge (take-home or live) that assesses your problem-solving skills, design process, and execution.

• Cross-Functional Interviews: Interviews with Product Managers, engineers, and potentially other designers or researchers to assess collaboration skills, technical understanding, and cultural fit.

• Leadership Interview: A final interview with senior design leadership or a key stakeholder to discuss strategic alignment, career aspirations, and overall fit with the company's vision.

Portfolio Review Tips:

• Curate Select Case Studies: Choose 3-4 projects that best showcase your strategic thinking, problem-solving process, UX/UI skills, and measurable impact, ideally relevant to complex digital products or health tech.

• Structure for Clarity: For each case study, clearly outline the problem, your role, the process you followed (research, ideation, design, testing), your specific contributions, the challenges faced, and the final outcomes with supporting data.

• Highlight Impact: Quantify the success of your designs using metrics related to user engagement, conversion rates, task completion, or business objectives. Explain how your design decisions led to these results.

• Demonstrate Process: Walk through your design thinking, emphasizing how you translated user needs and business goals into effective solutions. Explain your rationale behind key design decisions.

• Tool Proficiency: Be ready to discuss your proficiency with Figma and any other relevant design and prototyping tools.

Challenge Preparation:

• Understand the User & Problem: If given a design challenge, thoroughly understand the user context and the specific problem statement provided.

• Emphasize Process: Focus on demonstrating your systematic approach to solving the problem, including research, ideation, sketching, wireframing, and prototyping.

• Justify Decisions: Clearly articulate the reasoning behind your design choices, linking them back to user needs, business goals, or design principles.

• Consider Constraints: Acknowledge and address any technical or business constraints that might influence the design.

• Presentation Skills: Practice presenting your work concisely and effectively, being prepared to answer questions and receive feedback.

📝 Enhancement Note: The emphasis on a portfolio demonstrating "strategic thinking" and "measurable impact" suggests the interview process will heavily scrutinize the candidate's ability to connect design work to business outcomes. Preparing specific examples of how your design decisions drove growth or improved user metrics will be crucial.

🛠 Tools & Technology Stack

Primary Tools:

• Figma: The core design tool for wireframing, UI design, prototyping, and collaboration. Expert proficiency is expected.

• Prototyping Tools: Experience with Protopie, Figma's prototyping features, or Adobe After Effects for creating interactive and dynamic prototypes.

• Design Systems: Experience in building, contributing to, or working within design systems to ensure consistency and scalability.

Analytics & Reporting:

• Analytics Platforms: Familiarity with tools like Google Analytics, Amplitude, or Mixpanel for understanding user behavior, tracking feature adoption, and measuring product performance.

• Data Visualization: Ability to interpret data visualizations and dashboards to inform design iterations and understand user trends.

CRM & Automation:

• While not directly a CRM or automation role, understanding how user data flows from product usage into CRM or marketing automation systems can be beneficial for a holistic view of the user lifecycle.

📝 Enhancement Note: Proficiency in Figma and advanced prototyping tools is a hard requirement. Familiarity with product analytics tools is highly beneficial for demonstrating data-informed design practices and understanding user impact.

👥 Team Culture & Values

Operations Values:

• Mission-Driven: A strong commitment to Flo's mission of improving female health and empowering women.

• User-Centricity: Placing the user's needs and well-being at the forefront of all design decisions and product development efforts.

• Data-Driven: Relying on research, data, and analytics to inform strategies, validate hypotheses, and measure success.

• Ownership & Accountability: Taking responsibility for tasks and projects from conception through to successful execution and impact.

• Craftsmanship & Quality: A dedication to high standards in design execution, attention to detail, and delivering polished, effective products.

• Collaboration & Openness: Encouraging debate, sharing decisions, and working effectively across disciplines to achieve common goals.

Collaboration Style:

• Cross-Functional Integration: Designers work seamlessly with Product Managers, Researchers, Data Analysts, and Engineers, fostering a unified approach to product development.

• Feedback-Driven: An environment where constructive feedback is welcomed and utilized to continuously improve designs and processes.

• Knowledge Sharing: A culture that encourages sharing best practices, insights, and learnings across the team to elevate collective capabilities.

• Experimentation: Willingness to explore new ideas, test hypotheses, and iterate based on learnings, embracing a growth mindset.

📝 Enhancement Note: The company values highlight a blend of purpose-driven work with a strong emphasis on execution and continuous improvement. The collaborative nature signifies that team players who can communicate effectively and integrate with other functions will thrive.

⚡ Challenges & Growth Opportunities

Challenges:

• Designing for Diverse Needs: Catering to a wide range of users with varying health conditions, digital literacy levels, and cultural backgrounds within the female health spectrum.

• Balancing Innovation and Usability: Introducing new, potentially complex features (like AI-powered insights) while maintaining an intuitive and accessible user experience.

• Data Privacy and Trust: Designing in a sensitive domain like health tech requires a strong focus on user privacy, data security, and building user trust.

• Scaling a Hyper-Growth Product: Adapting design processes and solutions to support rapid user growth and evolving product demands.

Learning & Development Opportunities:

• Specialized Domain Expertise: Deepen knowledge in femtech, women's health, and AI applications within healthcare.

• Advanced Design Skills: Hone skills in complex journey mapping, AI-driven design, and large-scale product system design.

• Mentorship and Leadership: Opportunities to mentor junior designers and take on leadership roles in specific product streams or initiatives.

• Industry Exposure: Work on a product with a massive global reach, gaining experience in international markets and diverse user behaviors.

• Continuous Learning: Access to learning resources, potentially including conferences, workshops, and online courses, to stay abreast of design trends and technologies.

📝 Enhancement Note: The challenges presented are typical for a leading product in a rapidly growing, sensitive industry. They also represent significant growth opportunities for a designer looking to expand their expertise and impact.

💡 Interview Preparation

Strategy Questions:

• Design Philosophy: "Describe your design philosophy and how it applies to creating user-centric experiences in the health tech space." (Prepare to discuss your core principles, user empathy, and how you prioritize user needs.)

• Problem Solving: "Walk me through a complex user journey you designed. What was the problem, your process, and the outcome?" (Select a case study that showcases your strategic thinking and ability to handle complexity.)

• Collaboration: "How do you collaborate with Product Managers and Engineers to ensure design quality and successful product launches?" (Provide examples of your communication, negotiation, and teamwork skills.)

• Data Integration: "How do you use data and research insights to inform your design decisions?" (Be ready to discuss specific metrics, research methodologies, and how they influenced your work.)

Company & Culture Questions:

• Mission Alignment: "Why are you passionate about Flo's mission to improve women's health?" (Research Flo's mission and values; connect your personal motivations and career goals to them.)

• Team Dynamics: "What kind of team environment do you thrive in, and how do you contribute to a positive team culture?" (Reflect on your experiences with collaboration, feedback exchange, and team contribution.)

• Growth Mindset: "How do you stay updated with design trends and continuously improve your skills?" (Showcase your commitment to learning and professional development.)

Portfolio Presentation Strategy:

• Storytelling: Frame each case study as a narrative. Start with the problem, introduce your role, detail your process and solutions, and conclude with the impact and learnings.

• Visual Clarity: Ensure your presentation slides are clean, well-organized, and visually represent your design work effectively. Use high-fidelity mockups and interactive prototypes where appropriate.

• Focus on Impact: Emphasize the "so what?" – what was the tangible result of your design work? Use data and metrics to back up your claims.

• Conciseness: Be mindful of time. Practice presenting each case study within a set timeframe, focusing on the most critical aspects.

• Q&A Readiness: Anticipate questions about your design choices, challenges, and how you would approach future problems at Flo.

📝 Enhancement Note: Prepare to articulate how your past design work has directly contributed to user growth, engagement, or business objectives. This "operations impact" perspective is key for senior roles. Be ready to discuss your process for integrating user feedback and data into iterative design cycles.

📌 Application Steps

To apply for this Senior Product Designer position:

• Submit your application through the provided Greenhouse link, ensuring your resume and portfolio are up-to-date and tailored to the role.

• Portfolio Customization: Curate your portfolio to prominently feature 3-4 case studies that demonstrate your strategic thinking, end-to-end product design process, UX/UI expertise, and measurable impact. Prioritize projects that align with complex digital products or health/wellness domains.

• Resume Optimization: Tailor your resume to highlight experience in digital product design, cross-functional collaboration, user-centered methodologies, and specific achievements using keywords from the job description (e.g., "complex user journeys," "Figma," "accessibility," "data-informed design").

• Interview Preparation: Practice articulating your design process, rationale, and the impact of your work. Prepare specific examples for behavioral questions related to collaboration, problem-solving, and handling challenges. Rehearse your portfolio presentation to be concise and impactful.

• Company Research: Thoroughly research Flo Health, its mission, its product, and its recent achievements (e.g., funding, user growth). Understand the competitive landscape in femtech and digital health to demonstrate informed interest and strategic thinking.

⚠️ Important Notice: This enhanced job description includes AI-generated insights and operations industry-standard assumptions. All details should be verified directly with the hiring organization before making application decisions.