Jude
Female Health
I joined the female health startup as the third employee in the pre-seed phase, and worked with the founder to grow the Team, business and brand to deliver products that change the daily lives for women with incontinence.
With the mission to promote comfort, confidence, and efficasy
Process & Remit
-
I led the team across all future Experience pipeline ideation and opportunities. This was across all types of experiences physical product, medical guides, in person events and our Ecommerce webshop.
-
I led all process across Research and Design process, and implemented the approaches learnt from top tier research agencies from my corporate experience. Implementing a co-creation culture and a constant test and iterate approach.
My team specifically ran:A/B proposition testing
Co-creation workshops
Focus groups
Qual & Quant studies,
Product trials
-
All Design and creative process sat within my remit. This was across product design, development, ad creative, and brand.
Optimisation of our E-commerce shop UI/ UX (HotJar)
Leading a team of researchers, Designers, Devs/ Engineers across all design output.
Packaging and product development, COGs and Budget management
New product Development (underwear and pads improved design for manufacture, user comfort)
Brand Identity, Playbooks & Guides shared with external creators, agencies for improved briefing
Creative Campaign Briefing, Managment, creative direction
Manufacturer Product Development management & negotiation
-
My role also stretched into the delivery and operations in the early stages of the startup.
I worked closely with our operations team and manufacturers for product updates and releases, on new orders and improved product
Leading all quality standards, certification and verification (across responsible manufacturing, sustainability, and accreditaton of materials)
Supplier checks and registration for Export
2000
Women engaged in product testing, trials, and co-creation
£4.7M
raised in seed funding, to support the growth of Jude
7,000
Bladders served across Knowledge, Prevention and Management products
17
Voted 17th in the top 100 UK startups
3
New products tested, designed and launched in 9 months
Strategy & Product Management
Designing Process & Principles
My role went further than just implementing experience design outcomes across physical and digital experiences.
I used my experience of Design, Research and Thought Leadership to set up the Design and Product Function, and implementing best practise approaches to innovation.
This set the foundational approach to design products , and how we communicated with real women (our users), by the creation of a 3,000 woman community that fedback and inputted on their needs and conditions on new products, campaigns etc.
Purpose Led Design
Education
Clear FREE access to medically backed knowledgeand advice
Prevention
The most sustainable solution to bladder care (and any medical issues) is to offer preventative solutions first
Managment
Offer products and services that support and enable a normal life.
Human centred design
Playful Science
With our mission to normalise incontinence, and open up the conversation around the struggles, our creative strategy was:
Direct
Playful
Underpinned with scientific knowledge
With all brand experiences designed and considered to take the condition and medical needs seriously, but still lightening the conversation with approachable visuals and commentary.
#Start-Up Life
This role enabled me to cover all basis. Leading teams of designers, researchers and freelancers and copy writers to get products launched and our pipeline fulfilled.
It required getting my hands dirty, agile thinking and entrepreneurial spirit where ever necessary, running creative shoots, (and even featuring my manicured nails in underwear campaigns on occasion)
This role pushed me to my limits, requiring unbelievable hours and commitment to the purposeful change we were making for the women that used our products.