Head of Design/Founding Designer at Good Maven in London, England, GB

We’re looking for a Principal Product Designer (Head of Design), for Limbic, to define and build their design function from the ground up.

About Limbic

Limbic is a London-based, globally-serving clinical AI start-up on a mission to make high-quality mental healthcare accessible to everyone, everywhere.

Limbic is already used in over 50% of NHS Talking Therapies services and by leading healthcare providers in the US, making it the largest deployment of AI for direct patient care globally. Our technology is clinically validated and UKCA Class IIa certified, demonstrating safety and effectiveness in real-world settings.

Our products are proven to improve patient outcomes—raising recovery rates, reducing dropouts, and enabling 24/7 access to care. As we expand into a direct-to-patient (D2C) experience, design is becoming mission-critical to delivering safe, effective, and human-centered AI therapy

Why Join Limbic

• Define design at one of the most impactful AI healthcare companies.
• Work on a product where design directly impacts patient wellbeing.
• Build a function, product, and brand from the ground up.
• Tackle complex challenges at the intersection of AI, healthcare, and human experience.

The Role

We’re looking for a Principal Product Designer (Head of Design) to define and build our design function from the ground up.

This is a pivotal, high-impact role at a critical moment in Limbic’s journey as we transition from a B2B platform to a consumer-facing product. You will lead the design of experiences used by patients in vulnerable moments, where trust, safety, and emotional nuance are essential.

You’ll own the end-to-end patient experience, shape our product and brand, and establish design as a strategic capability across the company.

This is a highly visible role, working closely with our CEO, CTO, and cross-functional leadership across product, machine learning, and clinical teams.

What You’ll Do

• Own and build the design function from 0 → 1, setting standards, processes, and culture.
• Lead product design across the entire patient journey, from onboarding to ongoing care.
• Design experiences that are clinically safe, emotionally intelligent, and effective.
• Shape Limbic’s product, brand, and experience in parallel.
• Partner closely with product, ML, clinical, and growth teams to deliver high-impact outcomes.
• Translate complex AI and clinical systems into clear, intuitive user experiences.
• Establish a high bar for craft, including interaction design, motion, and visual quality.
• Use research, data, and insight to drive measurable improvements in patient outcomes.
• Contribute to company strategy, not just design execution.

Who We’re Looking For

Core Requirements

• You have significant experience as a staff/principal product designer, head of design, or design manager, ideally in startup or high-growth environments.
• You are a 0→1 builder, with experience creating products, systems, or teams from scratch.
• You have strong product thinking and business acumen, and can operate at a strategic level.
• You are comfortable working across product, brand, and company-level decisions.
• You have experience designing end-to-end user experiences, from insight to shipped product.
• You have a strong understanding of how to design for trust, safety, and sensitive user contexts.
• You thrive in ambiguous, fast-moving environments and can balance speed with quality.

Design Craft

• Exceptional attention to detail and a high bar for quality and polish.
• Strong skills in interaction design, visual design, and UX.
• Ability to design experiences with emotional nuance and clarity.
• Experience delivering work where design quality directly impacts outcomes.

Nice to Have

• Experience with consumer products, particularly in sensitive domains (e.g. healthcare, finance, wellbeing).
• Exposure to AI/ML-powered products.
• Experience in brand or storytelling tied to product experience.
• Previous experience working in regulated environments.

What We Offer

• Competitive salary (benchmark ~£135k+, flexible for senior candidates)
• Meaningful equity participation
• 25 days PTO + bank holidays
• Quarterly “Life Days”
• Pension scheme
• Enhanced parental leave
• Access to mental health support
• Central London office located in Brick Lane, hybrid working (2-3x/wk onsite required)