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Founding Lead Product Designer
Building Healf’s Future: Lead Wellbeing Intelligence, Design System & Culture
About Healf
Healf is Europe’s fastest-growing company—scaling from £1m to over £100m in under three years, with a bold mission: to redefine wellbeing for tens of millions of people.
We curate the world’s best wellbeing brands across The Four Pillars™: EAT, MOVE, MIND, SLEEP. But we’re not just curating—we’re evolving. From an e-commerce platform, we’re becoming a health technology company, armed with Wellbeing Intelligence: a product that learns, personalises, and grows smarter with every interaction from our 500,000+ users.
The defining challenge isn’t how to build it—it’s what it should be. How do we make a health companion trustworthy, empathetic, and non-anxiety-inducing? How do we turn data into meaningful action without losing the human tote of wellbeing?
This isn’t a traditional design role. It’s the chance to define the future of health design, from first principles.
What You’ll Own
The Product from the Ground Up
- Define what Wellbeing Intelligence should feel like—not just a dashboard, but a lived experience.
- Mobile app surfaces, information architecture, and emotional tone.
- Start from the user’s world: "What does it feel like to want to be well but not know where to begin?"
- Research, explore, decide, defend—and shape culture around it.
The Design System (From Scratch)
- Build the foundation that every designer and engineer will inherit.
- Components, patterns, standards—future-proof for scale.
- Align on quality early: Don’t underbuild (chaos) or overbuild (slowness).
Healf’s Design Culture & Language
- Shape how Healf feels digitally: clinical or warm? minimal or rich? expert or approachable?
- Create a thesis around product language, rituals, and cross-functional collaboration.
- This isn’t joining a design team—you’re building one.
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A Clear, Opinionated Product Vision
- Own the direction—not as a follower, but as a strategic voice.
- Bring evidence, drive decisions, and push back when the brief is flawed.
What You’ll Create in Your First Year
- A unique design language that users trust and connect with.
- A self-sustaining design system developers actually use.
- Actionable user research that transforms outcomes, not just validates.
- Emotional product moments—users should describe it as "how it feels", not
"how it works". - A compelling vision for the next chapter, backed by data.
- A design function people aspire to join—one that embodies ownership, clarity, and impact.
Anchors of This Role
You’re Not Shooting for Perfect Briefs
- First instinct: **question the brief before turning to illustration.
- Strong opinions on what users truly need—and the confidence to say it.
- You’ve been the first. Whether as a founder, first hire, or early-stage architect, you know what it’s like to build when nothing exists.
System Level + Micro Attention
- Great design is both consistent (system) and magical (moments).
- Onboarding that makes strangers feel seen before they speak.
- Empty states that turn confusion into curiosity.
- Notifications that land at the right time—helpful, not intrusive.
Cross-Functional Fluency
- You’ve thrived through build stage—not just surface-proper design.
- You’ve pushed back when:
- Implementations missed intent.
- Engineering had to make hard calls.
- Research was a post-hoc validation instead of upstream input.
You Have Strong Opinions—and the Intention to Back Them
- Call out weak briefs in product.
- Advocate against sloppy implementation in engineering.
- Push your own work—if it’s not good enough, fix it.
Get help with your application
Your very own career expert that helps elevate your application to the next level.
You Seek Impact Beyond Tick-Boxes
- Ambition isn’t about titles—it’s about what the work becomes.
- You want to look ahead and think: "This changed how millions think about their health."
Ideal Candidates Show Us:
✔ A product you led end-to-end—show the journey, not just NiFi droplets.
- Problem framing.
- Key decisions + tradeoffs.
- Results + reflections.
✔ Zero-to-one experience: built everything from scratch—no patterns or systems.
- What did you establish? What principles drove it?
✔ A design problem you exposed and solved—the unspoken pain no one else named.
- How did it change the company’s priorities?
✔ Real engineering collaboration—proof you didn’t just "hand off".
- Threads in PRs, eruptions about edge cases, hard questions when mattering ceased to be solved.
✔ A point of view on great health design—contact with values, flaws, and taste.
- We’re looking for opinion, not just execution.
The Deal
This is not a transaction. It’s a commitment—but with equal weight.
For You
- Ownership, autonomy, and real influence—every decision matters.
- A company that moves at founder speed with scope for meaningful change.
- Your next challenge could be the most meaningful of your career.
For Healf
- You give everything you have—your talent, your grit, your long-term focus.
- In return, we commit: your growth, wellbeing, and skills—because this company’s trajectory rises or falls with great people like you.
The world’s best moments in design happen when you define them. This is yours.
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Jessica, London
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