Serve First

an AI-powered customer experience platform that turns feedback from multiple sources into clear, actionable insights, helping businesses improve customer satisfaction and drive measurable outcomes.

problem

Serve First had reached a critical stage of growth but lacked a dedicated product design function. The platform consisted of multiple disconnected products with an outdated user experience, inconsistent interfaces, and limited scalability. Without a design system, established processes, or a clear product vision, feature delivery was slow and product quality varied significantly across web, tablet, and mobile experiences.

solution

To establish a scalable product foundation, I introduced the company's first end-to-end product design function. This included creating a comprehensive design system, redesigning and rebuilding the entire product ecosystem across desktop, tablet, and mobile platforms, and implementing AI-powered design workflows that accelerated feature delivery by six times. Alongside this, I defined a strategic product roadmap focused on growth, usability, and scalability, aligning product investment with business objectives and future market opportunities. The combination of a stronger product vision, scalable platform architecture, and clearly prioritised roadmap helped support the company in securing a £10 million APR facility and attracting over £7 million in investment, enabling the next stage of business growth and product expansion.

I joined Serve First as its first Senior Product Designer and was later promoted to Head of Product Design, taking ownership of product strategy, design operations, and team growth.

My first priority was establishing a scalable design foundation. I created a unified design system that standardised components, patterns, accessibility requirements, and interaction behaviours across all products. Using this system, I led the redesign of the company's three core platforms: the desktop product, tablet application, and mobile application, creating a consistent experience for users regardless of device.

As the product organisation matured, I recruited and onboarded three additional product designers, building the company's first design team. I introduced design processes, mentoring frameworks, and quality standards to ensure consistency while enabling the team to scale effectively.

To improve speed and efficiency, I developed an AI-powered design tool stack that streamlined research, ideation, prototyping, documentation, and developer handoff workflows. This reduced design-to-development lead times and enabled the team to deliver new features approximately six times faster than previous processes.

Working closely with leadership and engineering teams, I also defined and maintained a strategic product roadmap aligned to business objectives and customer needs. The roadmap identified key growth opportunities, prioritised high-impact initiatives, and provided a clear vision for the future of the platform. This work contributed to the company securing a £10 million APR facility and attracting over £7 million in investment, providing the resources required to accelerate product development and business growth.

year

2025

timeframe

Ongoing

tools

Figma, Claude Code, Cursor