SaMD Regulations Wizard

SBRI Development funded Innovation

Overview

I led a full rewrite of a scaleup’s product suite to create a scalable, user-focused solution built for growth. Using a mobile-first approach, I overhauled the UX, improved core features, and upgraded the infrastructure. The result was a faster, more accessible product that performed seamlessly across platforms and regions, ready for US expansion and global competition.

My contribution

- Product strategy
- Product design
- User research

The team

- CTO
- Technical architect
- 2x Product designers
- 8x Engineers
- 2x QA engineer
- 2x Product managers
- Delivery manager

Year

2023-24

Product brief

To overhaul existing monolithic infrastructure and transition to a flexible, secure, and scalable event-driven micro-services architecture. This rewrite is essential to support global growth and improve performance, reliability, and user experience.

Key deliverables

Transition from a monolithic system to a micro services architecture to enable independent service deployment, improving system resilience and scalability.
Implemented a new front-end framework that allows for rapid front-end development, improved code maintainability, and a consistent design system across products. The updated user interface not only modernised the look and feel, but also significantly enhanced accessibility, responsiveness, and performance across devices. This foundation enabled the team to accelerate delivery times, reduce technical debt, and provide a better overall experience for both users and developers.
Implement a global architecture blueprint to ensure smooth regional deployments with compliance to local data laws, reducing latency and improving user performance.
Redesign the platform with a mobile-first approach, improving usability and accessibility across all platforms (iOS, Android, web).
Ensure improved site performance, search functionality, and compliance with WCAG 2.1 AA standards to enhance user experience and accessibility.
Support seamless functionality across platforms, enabling smooth user access to trusted digital health products.

Above left: Workshop with a selection of users to discuss the existing platform. Above right: Site architecture to achieve a global deployment & localised features.

We embraced ‘Design Thinking’ as part of our human-centred methodology to deepen our empathy and better understand the needs of our users.

Above left: Feedback workshops with user feedback groups
Above right: High-fidelity wireframes for initial walk-through.

Above: Persona development, feature mapping and flow diagrams and user journey flows to validate specific processes.

Process

The scale of the task was significant and made even more complex by the fact that we were a newly formed team. We had to quickly establish not just our footing, but also a way of working that felt inclusive and effective for everyone. Rather than enforce rigid processes that might limit contribution or discourage collaboration, we aligned on a set of shared principles. This empowered individuals to add value where they were strongest, while ensuring clear ownership and accountability across the team.

This foundation—built on mutual trust and a shared ethos—was critical to delivering the product on spec and on time. It reinforced for me just how powerful a well-aligned, collaborative team can be. When everyone is pulling in the same direction, proud of their contribution and respectful of others, the results speak for themselves.

Challenges

No product build is without its complexities, and this one was no exception. Alongside delivering a world-class rewrite featuring enhanced global capabilities, improved performance, and new functionality, we also maintained the legacy product to ensure continuity.

This dual approach allowed us to deliver a seamless transition for existing customers while driving forward meaningful improvements.

Above: Product roadmap managed with JIRA.

Above: Figma design and prototypes

Outcome

A full product rewrite was successfully delivered, introducing new features and performance enhancements that enabled expansion into the US market and other international territories. The 12-month programme met all strategic objectives while ensuring uninterrupted service for the existing client base.

The launch resulted in multiple client renewals and new business wins across both the UK and US, demonstrating the effectiveness of the new platform in driving growth and retention.