GenHealth
Designing AI-assisted healthcare experiences and simplifying complex clinical decision-making workflows.
For Companies
Clear product direction for founders and teams
Working with founders and teams on what to build, in what order, and why — from early definition through execution. Including how AI tools fit into the work, not as a separate initiative, but as part of how products get built now.
Relevant Experience
A selection of products, platforms and services I have helped shape through product strategy, UX thinking and practical delivery experience.
Roadsoft
Helping transportation companies manage compliance, driver performance and tachograph data through complex enterprise workflows.
Tech for Changes
Designing a mobile-first platform that helps refugees navigate essential services, community and information in an unfamiliar country.
Foragr
Designing an AI-powered receptionist platform that helps businesses automate customer interactions and appointment scheduling.
Client feedback
“Their UX designers were open and keen to learn about my business. Our business is specific, and it takes years of experience to fully understand the scope of our product in the market. They were open to learning everything about our product. It was easy to transfer the information, which sped up the project.”
Where I Bring the Most Value
I typically work at the stages where product decisions have the biggest impact.
- Product Strategy
- Discovery & Validation
- MVP Definition
- Product Prioritization
- User Journeys & Workflows
- Information Architecture
- Product Direction
- Practical AI Adoption
For visual design execution, I often collaborate with specialized UI designers.
Does This Sound Familiar?
Does any of this sound familiar?
Too many ideas — unclear what to build first
Most teams have more ideas than capacity. The real challenge is deciding what matters most right now — and having the confidence to say no to everything else.
Building features before enough validation
Shipping fast is good. Shipping the wrong thing is expensive. A short discovery phase before committing prevents months of rework.
AI initiatives without a practical roadmap
AI is full of possibility and full of noise. I help teams separate what's genuinely useful for their product from what's hype.
Product and engineering pulling in different directions
The most common source of slowdowns isn't technical. It's misalignment on priorities and decisions. I help teams get on the same page.
Uncertain about what the MVP should actually include
Scope creep starts early. Getting clear on what the minimum viable version is — and what to defer — is one of the most valuable decisions a team can make.
Hard to connect user feedback to product decisions
User research is only valuable when it influences what gets built. I help teams create a clear path from insight to decision.
How I Help
How I typically work with teams
MVP Definition
Helping teams decide what to build first — and what to leave out. Clear scope creates momentum and prevents expensive course corrections.
Product Direction
Turning business goals and user needs into a clear, prioritised direction the whole team can move toward with confidence.
AI Adoption
Helping teams understand where AI fits in their product and workflows — practically and specifically, not as a general strategy.
Product Discovery
Reducing risk before significant investment. Understanding users, testing assumptions, and making decisions based on evidence.
Team Alignment
Getting product, engineering, and business on the same page — around priorities, trade-offs, and what success actually looks like.
Decision Making
When there are competing options and no obvious right answer, I help teams think clearly and move forward with confidence.
Why Work With Me
Why companies bring me in
An independent perspective — not entangled in internal politics or assumptions
25+ years building and shipping products across startups and established companies
I work across business, product, and engineering — not just one layer
Practical focus — clarity and action, not frameworks and reports
Helping teams gain confidence when the path forward isn't obvious
“My job is to help teams see their situation clearly — and make the next right decision with confidence.”
— Matej Musulin
Engagement Models
Ways to work together
Strategic Product Guidance
Ongoing advisory or focused project support — product direction, prioritisation, and the decisions that determine what gets built.
Fractional Product Support
For founders running product alongside everything else. Clarity on what to build and how to work effectively with your team.
Team Workshops
Focused sessions on product thinking, AI adoption, decision-making, or team alignment — tailored to your actual context.
Leadership & Team Mentorship
Working with product and design teams on developing product thinking and navigating how the industry is changing.
Inquiry
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Share context about your team and what you're working through. I'll come back with some thoughts before we schedule time to talk.
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