Open to Senior, Staff and Lead roles

Product design for complex domains.

Research, product thinking, prototyping in code and design systems. I started out building websites, so I'm comfortable in code and know what it takes to build what I design. I've spent most of my career at fast-moving B2B startups and scale-ups, so I like getting something real in front of people early. AI tools let me go further and faster, but the judgement calls are still mine, grounded in solid product experience.

Right now I'm at Cera, redesigning care planning and building a new WCAG 2.2 compliant AI-native design system.

Amy Martens
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Amy MartensSenior Product Designer

Selected work

A navigation sidebar, accordion and toggle button component shown alongside claude code prompts
Cera · Design system · 2025Password

A design system for humans and agents

Cera's engineers were shipping UI with AI coding agents, and nothing kept it consistent. I got a shared system off the ground, with guidance built in for the agents.

2.2 AAWCAG conformance on every component, some AAA
1source of truth for Figma, code and agents
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Increasing Wayflyer's conversion rate by 25% with redesigned onboarding
Wayflyer · Onboarding · 2022

Letting customers onboard themselves

Wayflyer's onboarding was a rigid, linear flow designed for outbound sales, blocking users who got stuck. As sole designer in the onboarding pod, I redesigned it from the ground up.

+25%conversion rate
−38%support intervention rate
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A composition of three elements from the care insights report. The care plan summary, a card in 'thinking' state and an excerpt from the care timeline showing a single entry
Cera · Care Insights · 2025Password

Everything a care supervisor needs for a review, in one place

Field care supervisors were spending up to an hour checking three separate systems to prepare for a client review. I designed an AI-powered report that synthesises care data into a single structured summary.

50%faster review preparation
3 → 1systems to check before a review
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Mockup showing patient mobile experience and desktop author tool side by side
Definition Health · Author · 2022–2025

Putting questionnaire changes in clinicians' hands

Adding one question to the rigid health questionnaire could cost two sprints of engineering time. I designed Author, a no-code tool that lets clinical staff build and edit accessible, logic-driven questionnaires themselves.

Weeks → minutesfor questionnaire changes
Up to 50%fewer clicks for patients
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Creating a new design system to improve accessibility, efficiency and consistency
Definition Health · Design system · 2022–2025

Making accessibility the default across LifeBox

LifeBox had no design system, leaving the UI inaccessible and inconsistent. I built one from scratch, covering tokens, components and documentation, bringing the product closer to NHS integration standards.

2.2 AAWCAG, across the whole product
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Improving efficiency with self-serve accounting platform connections
Wayflyer · Accounting connections · 2022

From emailed links to self-serve connections

Connections relied on staff manually emailing external links, a phishing-like experience with heavy operational overhead. I challenged the initial approach, ran a stakeholder workshop and designed a self-serve in-app connector.

85%of connections became self-serve
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What people say

Amy is the kind of designer who makes the whole team more capable. Her background in engineering gives her a technical fluency most designers simply don't have. She led the implementation of Claude AI for our design team and built out a designer repository so we could easily share and access prototypes.
James TimsonProduct Designer, Cera
Amy is an exceptional Senior Product Designer who brings the total package: empathy for our users, understanding of the business, beautiful designs and brilliant communication to bring senior management on board and knowledge-share across the entire business.
Victoria TaylorSenior Product Manager, Definition Health
Amy has a deep understanding of how design, product and engineering come together within a complex business environment, which is extremely valuable to any team. She has a bias for getting things done and prioritises her work to maximise value for the customer.
Eva BaneProduct Manager, Wayflyer
Amy is an exceptional product designer whose process involves the user from the first stage to the last. She led the research and design for Onboarding 2.0, successfully managing significant stakeholder interest, and has demonstrated patience and resilience seeing difficult projects through to a positive conclusion.
Serafima S.Product Design Manager, Wayflyer
Amy is a talented UX Designer who is always a pleasure to work with. A positive can do attitude and excellent problem solving skills while always keeping customers at the heart of everything she does. Amy has run numerous projects at Pure360 from inception through to release that had a material impact on the business.
Matthew OliverHead of Product, Pure360
Amy is a fantastic product designer, and I feel very lucky to have worked with her. She's highly skilled at getting to the root of a problem and brings real depth of expertise to any team she joins. She's a great partner who has taught me and others so much, and I hope we get to work together again!
Alice Garrigou-GrandchampSenior Product Manager, Cera

About

I am a Senior Product Designer who thrives at the intersection of product discovery and front-end execution.

I love the messy early stages of figuring out what to build, then staying hands-on as it takes shape in code.

Right now, I'm leveraging AI to close the gap between Figma and the codebase. I am actively building out a coded design system with UI components, semantic token architecture, agent instructions and Storybook documentation that keep design and engineering in perfect sync.

I am looking to lean more into a builder role where I can go beyond static specs and prototypes, directly shaping the code and systems that allow complex B2B products to scale rapidly without sacrificing accessibility.

  • Product discovery
  • Prototyping in code
  • Design systems
  • Front-end
  • Accessibility
  • CeraSenior Product DesignerThe UK's largest tech-led home care provider2025Now
  • Definition HealthSenior Product DesignerPre-op assessment software for NHS and private hospitals2022–2025
  • WayflyerSenior Product DesignerFintech unicorn funding e-commerce businesses2022
  • Pure360 (now Spotler)Product Manager, Lead UX Designer, UX DesignerB2B email marketing platform2014–2022
  • CrunchSenior UX Designer and Developer, UX Designer and DeveloperOnline accounting software for UK freelancers2009–2014
  • DomusWebsite and UI DesignerWebsite and back-office software for estate agents2006–2009

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