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I'm a design-led product leader with over 15 years of experience building, scaling, and leading B2B SaaS products from early vision through to mature platforms. I work at the intersection of product strategy, design, and execution, and I've led products used by more than 1 million users across 700 organisations. I've owned end-to-end lifecycles, unified complex ecosystems, and built teams of up to 17 direct reports. I'm deeply curious about AI and its practical, creative applications—especially where emerging technology can improve products without sacrificing clarity, usability, or taste. I stay close to the work, make clear decisions, and take responsibility for outcomes.…I'm a design-led product leader with over 15 years of experience building, scaling, and leading B2B SaaS products from early vision through to mature platforms. I work at the intersection of product strategy, design, and execution, and I've led products used by more than 1 million users across 700 organisations. I've owned end-to-end lifecycles, unified complex ecosystems, and built teams of up to 17 direct reports. I'm deeply curious about AI and its practical, creative applications—especially where emerging technology can improve products without sacrificing clarity, usability, or taste. I stay close to the work, make clear decisions, and take responsibility for outcomes.

Karl Friend

Product Designer, Designer, UX Designer, +2

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I'm a design-led product leader with over 15 years of experience building, scaling, and leading B2B SaaS products from early vision through to mature platforms. I work at the intersection of product strategy, design, and execution, and I've led products used by more than 1 million users across 700 organisations. I've owned end-to-end lifecycles, unified complex ecosystems, and built teams of up to 17 direct reports. I'm deeply curious about AI and its practical, creative applications—especially where emerging technology can improve products without sacrificing clarity, usability, or taste. I stay close to the work, make clear decisions, and take responsibility for outcomes.…I'm a design-led product leader with over 15 years of experience building, scaling, and leading B2B SaaS products from early vision through to mature platforms. I work at the intersection of product strategy, design, and execution, and I've led products used by more than 1 million users across 700 organisations. I've owned end-to-end lifecycles, unified complex ecosystems, and built teams of up to 17 direct reports. I'm deeply curious about AI and its practical, creative applications—especially where emerging technology can improve products without sacrificing clarity, usability, or taste. I stay close to the work, make clear decisions, and take responsibility for outcomes.

Available to hire

I’m a design-led product leader with over 15 years of experience building, scaling, and leading B2B SaaS products from early vision through to mature platforms. I work at the intersection of product strategy, design, and execution, and I’ve led products used by more than 1 million users across 700 organisations. I’ve owned end-to-end lifecycles, unified complex ecosystems, and built teams of up to 17 direct reports.

I’m deeply curious about AI and its practical, creative applications—especially where emerging technology can improve products without sacrificing clarity, usability, or taste. I stay close to the work, make clear decisions, and take responsibility for outcomes.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Intermediate

Intermediate

Beginner

Beginner

Beginner

Language

English

Fluent

Work Experience

Head of Product / Principal Product Designer at Friendly Manager

September 1, 2024 - Present

Own end-to-end product strategy and decisions across the platform; unify multiple platform initiatives into a single, coherent product vision; lead a fully remote, cross-functional team; write detailed product specifications for engineering delivery; own UI/UX from discovery through high-fidelity execution; balance speed and long-term maintainability with engineering; serve as central product authority aligning business goals, technical constraints, and user needs.

Key Youth Leader at Golden Sands Baptist Church

March 1, 2023 - November 1, 2023

Grew the youth group from 10 members to over 100; built and scaled a leadership team; established weekly and yearly plans; delivered age-appropriate teaching and activities; maintained strong relationships with young people and their families; coordinated with church leadership and external partners to align programs with community goals; created media to support communication and outreach.

Founder at KBM edia

October 1, 2022 - Present

Designed and built mobile-first, responsive websites using Webflow and Concrete5; led end-to-end product and design delivery for not-for-profit and client websites; redesigned a government site with strong accessibility and usability standards; created design systems and onboarding flows for SaaS platforms; produced strategic product recommendations and used AI tools to accelerate ideation and content creation.

Senior Product Owner & Designer at Friendly Ltd

October 1, 2007 - January 31, 2022

Owned product discovery, strategy, roadmapping, and delivery; facilitated customer and internal discovery workshops; managed backlogs via Jira and ClickUp; led cross-functional teams across product, design, engineering, and customer success; translated user stories into production-ready designs in Figma; built interactive prototypes; transitioned the business from a services agency to a focused SaaS platform; raised equity funding; led a team of 17 with zero staff turnover for five years; maintained a 0.001% churn rate; led customer migrations and platform transitions; hired and handed over control to a new CEO.