Member Bio
Product design for health startups + scale-ups
You’ve built it. People just don’t engage.
I’m an independent Senior Product Designer that helps health startups and scale-ups build products that patients and clinicians use, not avoid. Engagement follows.
Book a discovery call or start with a flow audit.
Sound familiar?
- Patients leave during registration. Legal, clinical and engineering disagree on why. The fix never lands.
- Users register but don’t engage. Activation numbers stay the same no matter what you try.
- Clinicians and staff avoid the product. It’s built for them but they won’t touch it. No one knows why.
Where I’ve boosted engagement
- Genomics needed to cut sample rejections of their US/UK at-home genetic test. I worked with lab staff to identify rejection drivers; designed simple, accessible online instructions based on GDS design patterns and redesigned the physical test kit. In first month post-launch, sample rejection rate fell to 0.3% (-9.7%) saving $2,000 per 500 kits.
- Genomics needed to increase account-creation rate on their genetic test marketing website. I identified pain points through survey data and usability testing; redesigned the site with new product identity, clearer messaging and simpler science content. In first month post-launch, account-creation rate rose to 59.3% (+5.3%), outperforming healthcare benchmarks of 40%.
- US healthcare brand needed to raise uptake of a clinical product sales tool. As Senior Product Designer, I reorganised critical information and designed a swipe-only navigation for one-handed access, removing the blocker to further clinic expansion. Led to 30% more clinical adoption and 3 more clinics expressing interest. Case study coming soon.
Two ways to work together
Bring me in to do the work, or start with a one-off audit to see how I think.
- Embedded product design. I join your team to design and ship the work that moves your engagement numbers. I’m in your Slack, your meetings and your design reviews, from research to launch. From £4,300 a month + VAT, less than an agency or a permanent hire. Best when you have a defined plan that needs senior attention through the work. Learn more.
- Flow UX Audit. I walk through one user flow like a user would and find what’s stopping people. You get a video walkthrough and a shareable report with prioritised fixes. £2,500 + VAT, bought online. Best for a fast, senior read on one underperforming flow, like sign-up or onboarding. A low risk way to get a sense of how I work, if you’re not ready for a full engagement. Learn more.
What they say
‘Oli’s blend of technical skill, principled user-centred thinking, and experience make him a valuable addition to the team.’
Tom Byers, Lead Product Designer, Genomics
‘I constantly relied on Oli’s calm, focused and methodical approach to unlocking the problem we needed to solve. He tackled complex journeys that required adherence to regulation and balanced that with keeping things simple for the end user.’
Catharine Webber, Head of Digital Product, Candide
‘His thorough approach to exploring problems, framing opportunities, and creating solutions made him a joy to work with. His deep understanding of UX best practices was integral to designing successful products.’
Giles Currington, Product Design Lead, Candide
Why teams bring me in
- Regulated-product experience. I’ve shipped MHRA work, fed hazard matrices, and run IEC 62366 testing. I work with clinical and legal teams, not just PMs and engineers.
- Outcome-led. My benchmark is patient activation, clinician adoption and other key metrics. Not screens shipped.
- Accessible by default. Health products reach older adults, people with low digital literacy and users under stress. I design for that from the start, not as a last-minute audit. As someone who stammers, I also bring lived experience of disability and a personal empathy to my accessibility practice. This makes me a natural advocate for neurodiversity and universal design that makes products and services better for everyone.
- Senior attention throughout. You work directly with me, not someone new to design who gets handed the brief.
- Low coordination overhead. I define my own work and give engineering clear design specs. You’re not project-managing me.
- Honest, not just agreeable. I’ll tell you if I see issues with the brief, the timeline is too ambitious, or the design isn’t addressing the right problem.
Background
Ten years across regulated and consumer products:
- Independent Senior Product Designer, Oli Batstone Design (Dec 2025 to present). End-to-end design of AI-powered wellness/e-comm app product; iPad redesign for a US healthcare brand.
- Senior Product Designer, Genomics (2022 to 2025). Genetics-powered preventative health; consumer onboarding, clinician dashboards, an MHRA-approved UK launch and the Health Insights design system.
- Product Designer, Candide (2020 to 2022). B2B2C garden visitation platform; ticketing, gifting, CRM.
- Product Designer, Masabi (2018 to 2020). Mobile ticketing serving 85M+ global journeys, including SDK work with Uber and Google.
- UX/UI Designer, NewDay (2016 to 2018). Consumer credit and retailer checkout finance across 10+ brands.
Plus dMBA business design course, Royal College of Art Service Design Masterclass, and Nielsen Norman UX Certification (distinctions in all exams). Reserve-listed for GDS Lead Interaction Designer.
Get the engagement you need
Book a discovery call or learn more on olibatstone.com. I currently have two client slots available.