Application · Head of Product Design
Hey Heidi,I'm Charlie.
- Charlie Murray
- Canberra, AU
- Charlie Murray
- Canberra, AU
Application · Head of Product Design · Heidi
Hey Heidi,I'm Charlie.
Every so often a company comes along that makes you step back, both in admiration and in thought. It makes you question what you're doing and why you're not doing it there. Heidi is that company.
The opportunity to use AI to genuinely transform the experience for both clinicians and patients, that's rare. There's no shortage of things you can point AI at, and the list grows every hour. But I'm chasing impact. Heidi sits at a brilliant intersection: technology I'm deeply passionate about, applied to something world-changing, inside a company hungry for growth. That's an environment and a team I'd love to meet.
My background is in physiotherapy. Anyone who's worked clinically knows what documentation tax feels like at 7pm on a Friday, the distance between what you noticed about a patient and what made it into the file. Heidi's a tool we would have used in our clinic, without a shadow of a doubt. But note-taking is just scratching the surface of what's possible now and in the future. With this kind of platform at our disposal, it opens up a very tangible opportunity to actually transform digital healthcare. That gets me going.
On the business side, I've built and run teams – Here was an interdisciplinary clinic that grew to 35 people. Physios, psychologists, yoga, pilates, massage — several of which overlap with cohorts you build for. The admin friction Heidi solves is not abstract; it cost real money in real rooms.
More recently: five years co-founding and running FINE, a strategy and design agency. Our team also launched Rosy, a telehealth psychology brand and platform that scaled to ~$750k revenue. The last twelve months I've gone deep on AI. Claude Code and Codex are daily drivers, shipping tools across investment, agency operations, and client work.
The rest of the site is a longer look at how I think and some things I've built. I'd love to open up a conversation and see if there's room for someone like me on the team.
What I bring
Five things I'd be useful for, day one.
Product design with founder context
I understand the importance of a good design system, comfortable owning it end-to-end and helping bring cohesion to the team's execution.
AI baked into the design process
Using AI daily to create efficiencies and lift the quality of output. Keen to learn from the team and share what's working across design workflows.
Brand, copy, taste
Editorial instinct from agency-side rebrands and websites. Copy and visuals should be part of the same system. Would want to work closely with the Head of Brand to ensure both distinctiveness and consistency.
Clinical empathy from inside
Clinical background means I can communicate effectively with medical and allied health teams, rally stakeholders, and help translate their pain points into design and product decisions.
I can sell
I love business and deals as much as design. I know how to scope and close multi-stakeholder work, and I value a strong commercial lens in the product decisions that ultimately influence design.
Current practice
How I'm building right now.
The toolkit I reach for, and the working method I bring to it. This site is built on the static subset: Nuxt 4, Nuxt UI, Tailwind, Vercel SSG.
- Nuxt
- Nuxt UI
- Vue 3
- TypeScript
- Tailwind
- Supabaseauth + data when needed
- Vercel
- Claude Codedaily driver
- Codexdaily driver
- Wispr Flow
- GitHub
I'm not an engineer by training. So in an early experiment I built Bite-me, a (quick and dirty) Claude-powered tutor app that could teach me some basic TypeScript with a direct knowledge of the codebase I was working on at the time.
Multi-model workflow
Use Claude and Codex side by side, playing models off against each other. Different strengths for different tasks, better output when they check each other's work.
Parallel agents
Run multiple sub-agents on independent threads at once. Research, scaffolding, and review happen in parallel, not in sequence.
Design in code
Build component libraries and design systems directly in the codebase. Front-end design, prototyping, and iteration all happen in the same AI-assisted workflow.
The journey
How I got here.
Sales, physio, teaching, coffee, agency, clinic, AI. (Plus some quick-and-dirty experiments along the way.)
Bose
Sales consultant · 2007–2009
Learnt how to sell. Still the most useful skill I have.
University of Queensland
Bachelor of Physiotherapy · 2006–2009
Graduated into allied health. First real exposure to clinical documentation and the systems around patient care.
Lakeside Sports Medicine
Physiotherapist · 2010–2012
Three years in sports medicine at MSAC, Albert Park. High-performance athlete population. Understood documentation tax first-hand: the gap between what you notice and what makes it into the file.
University of Melbourne
Masters of Teaching · 2012–2013
Pivoted into education. Learnt how to explain complex things simply, a skill that shows up in every product I design. Wrote my thesis in four days, on the use of ICT in education.
Melbourne Grammar School
Teacher · 2013
A year teaching secondary. Reinforced that clarity beats cleverness, every time. Also discovered how rigid an institution can be. Wasn't for me.
The Directory Coffee
Founder · 2013–2017
Attempted to build a double-sided marketplace for specialty coffee. Had no idea what I was doing but learnt UX and started honing how to pitch. A beautiful failure.
ED Digital
Digital Producer · 2016–2017
Hired as a producer, ended up driving the project book from sales to strat to ops.
here. wellbeing
Founder & Director · 2017–2023
Founded and grew to a 35-person interdisciplinary clinic. Physios, psychologists, yoga, pilates, massage — several of which overlap with cohorts Heidi builds for. Sold for a small exit.
FINE™
Co-founder & Creative Director · 2020–present
Strategy, brand and design agency. Five years building brands, shipping products, and learning what actually converts.
Rosy™
Founder · 2022–2023
Telehealth psychology startup I founded. Scaled to ~$750k revenue. Recruited psychologists nationally and broke the category clichés.
FINE proposal tool
Product, Design, Eng · 2026
AI-assisted proposal generator inside our agency app. Templated structure keeps the model useful without letting it drift.
Dasher
Quick experimental build · 2026
A friend had an exit and needed a way to invest in an informed way. Built an ASX value-investing platform with AI-assisted decision support and a verification layer that never silently automates high-risk calls.
Flow-former
Quick experimental build · 2026
We're doing some renovations at home right now and I needed a sprinkler and irrigation planning tool to solve a problem for the landscapers. Draw zones on satellite imagery, measure areas and pipe runs, print an A4 mud map.
Leadership
How I lead.
The teams I've helped build have always done their best work when they had clear goals, felt valued, and had real autonomy. I foster candour. It gets us to something great faster and everyone has a better time along the way.
I've always hired for taste, curiosity, and cultural fit. I feel if you get those three right, you've got a chance at making some magic.
I like to work to high standards at a high cadence. I've found the best way to get a team on board with that is to champion it yourself. I like people and I'm told I smile, a lot.
What I'd want to learn first
The bigger questions on the table.
I'd love to sit down with the team and talk these through. That's how I'd figure out where I can best contribute, not by guessing from the outside.
Where does Heidi go after documentation?
Scribe solved the note. Comms is solving admin. What's the next surface, and is it deeper into the consult or wider into the practice?
Is hardware a new direction or a one-off?
The device changes the design surface completely. If there's a roadmap, the design team needs to be building for that now.
How does the product stay coherent across 50+ countries?
Not translation. Clinical culture. A GP in Melbourne may write short dot-point notes and trust AI readily. A GP in Munich may write structured reports and expect to review everything. Different documentation norms, different medicolegal environments, different expectations of what the software should do for them.
Where does Heidi end and the practice management system begin?
Integration partner today, but the gravity will pull toward owning more of that workflow. That's a massive product scope decision.
What's the plan for enterprise and hospital deployments?
Customised deployments into larger organisations change the product surface significantly. How that scales will shape what the design team needs to build for.
What does the design team need to become?
Who's there now, where are the gaps, and what does this role actually need to unlock?
These are the kinds of conversations I'd love to have. If it's landing, catch me below.
Love to chat.
If you're up for a call, please reach out below.
Designed and built with Claude Code in ~2.5 hours.