NEWCROSS HEALTHCARE - 2024 > 2026
Product Manager a market-leading 20M+ monthly visitor healthcare shift marketplace app in the UK
Context
As Product Manager on HFGo, I owned the performance and growth of a two-sided marketplace connecting healthcare workers to shifts across the UK.
The product had been experiencing a sustained decline in engagement and workforce activity, while also scaling in complexity (more users, more clients, more matching logic).
My role was to stabilise the marketplace, improve shift coverage, and rebuild core product performance through data-driven discovery, prioritisation, and delivery.
What is it?
HFGo is a mobile app (iOS & Android) used by healthcare workers to find, accept, and manage shifts.
It is powered by a matchmaking system that connects staff to shifts based on availability, skills, preferences, and client demand, working alongside a B2B platform used by hospitals to create and manage bookings.
20M+
Monthly users
10 ppl
Squad
+15%
Sqd Velocity
+6 NPS
Points
Achievements
Rebuilt marketplace performance strategy
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Identified and escalated a multi-year workforce decline (~60%) through weekly performance tracking
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Reframed strategy around:
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retaining active staff first
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then reactivating churned users
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Prioritised high-impact, low-effort improvements to stabilise supply
Result
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Reversed declining trend into +3–6% growth in active users
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Stabilised marketplace liquidity and engagement
Fixed critical matchmaking (AutoAssign) failure
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Proactively pushed to track performance of an under-monitored feature
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Discovered only 55% of AutoAssign bookings were fulfilled
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Prevented feature shutdown by leading a 3-week discovery phase
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Delivered prioritised improvements (RICE-based backlog)
Result
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Improved fulfilment from 55% → 68% in 4 months
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Increased trust and usage of automated matching
Increased engagement through product improvements
Delivered and optimised key product areas:
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shift notifications (Inbox redesign)
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profile completion flows
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matchmaking improvements
Result
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+20% engagement with matchmaking
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+19% engagement with shift notifications
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+5% increase in profile usage
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+6 NPS improvement
Improved squad execution and delivery speed
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Led a squad of 10 (engineers, designers, data)
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Worked with ~70% reduced development capacity
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Used AI tools and low-code approaches to maintain delivery pace
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Collaborated across product, operations, legal, marketing, and support
Result
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Maintained consistent delivery despite reduced resources
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Continued improving core marketplace KPIs
Led re-platforming of the mobile app (React Native upgrade)
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Owned prioritisation of which parts of the app to refactor first based on user impact and technical risk
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Balanced delivery of new features with progressive refactoring of legacy components
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Worked closely with engineers to identify unstable areas and reduce regression risk
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Structured releases to minimise disruption to users during the transition
Result
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Successfully upgraded the app to a modern React Native version
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Reduced technical instability and improved long-term scalability
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Maintained product performance and user experience during the transition
Key impact
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Reversed long-term user decline into sustained growth
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Increased engagement across key product journeys
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Improved automated shift coverage and matchmaking performance
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Delivered measurable operational and business impact under constraints
