Shakira Damji

Semble Health

Senior Product Designer 2021-09 Current

Software design, complex user journey mapping, Productboard and Pendo champion, coaching, agile development, accessibility, design Systems, user research and testing, project planning, UX workshops and training

Semble is a software prioduct used by private GPs, consultants and hospitals to manage their business and store patient data. The system includes appointment booking, invoicing, storing electronic health records and analytics. It's also integrated with multiple labs, pharmacies and with Compucare. The nature of the software requires detailed knowledge and complex user journey mapping for each project. As the only Product Designer in the company delivering tested designs to 4 agile delivery teams is a key responsibility.


Productboard champion - defining processes for Productboard and embedding them within the organisation. Collecting customer insights from commercial teams as well as direct from customers and using them to prioritise features and define roadmaps.

Using Pendo to understand user behaviour, create custom reports and identify success milestones. Also tasked with writing communciations to customers in-app

Recent projects

Rebranding Heydoc to Semble and designing the new Semble UI component library.

Increasing the safety of sharing patient data with 2FA.

Saving medical secretaries time by allowing them to search a list of NHS GPs and add those GPs as a relationship to the patient.

Sending patients reminders and follow-up messages for appointments.

Allowing clinics to take payment on site with Stripe payment terminals.

Ability to book theatres for surgery on the calendar.

Improving the onboarding process.


  • Providing design input across 4 agile delivery teams
  • Delivering designs and prototypes for agile delivery
  • Project planning with Product Owners on each delivery team
  • Building relationships with customers
  • Leading user research sessions
  • Leading user testing sessions to validate ideas
  • Leading internal UX workshops
  • Championing the jtbd framework and defining Semble users' jobs
  • Presenting ideas and delivering training to the wider company
  • Mentoring and skills development for the mid-weight graphic designer