Hi, I’m Toby

I’ve spent the last 6+ years designing B2C consumer products, from fast-moving startups to products used by millions.

Currently designing growth experiences at Flo Health, using experimentation to improve how millions of people discover and experience Premium.

I’ve spent 6+ years designing B2C products, from fast-moving startups to products used by millions.

Currently designing growth experiences at Flo Health.

Toby Abram standing on a beach at sunset, in a white T-shirt and black shorts, with the sea behind him.

I started out in industrial design, where ideas went from sketch, to prototype, to test.

An internship designing parts for high-speed trains taught me I loved solving problems, but I missed the delight design could bring.

I eventually found that in digital interfaces. The medium changed. The way I design never really did.

Where it all began

“I’ve always learned by making”

Today, I bring the same mindset to digital products: care about the craft, make ideas tangible, put them in front of people, and learn from what actually happens.

It’s probably why I’ve gravitated towards experimentation. Every release becomes another prototype, another opportunity to learn and make the next one better.

Where I am now

From prototypes to experiments

  • 140+ experiments
  • 80M users exposed
  • $4M+ total revenue

My impact over the last few years at Flo Health

  • 140+ experiments
  • 80M users exposed
  • $4M+ total revenue

Born in the US, my family are Dutch, and I was raised in the UK.

Fun fact 1

Three countries, one backstory

A city balcony crowded with potted tomato plants and climbing greenery, with red-brick flats behind.

I’m secretly great at gardening even though I don’t have a garden...

Fun fact 2

A garden without a garden

Four photos in a grid: mid golf swing on a tree-lined fairway, a hike through cloud-covered mountains, a squash team with a trophy, and surfing a small wave.

I love an active lifestyle golf, hikes, squash, and surfing (well... trying)

Fun fact 3

Usually outdoors

The Monodoro timer counting down in the macOS menu bar, showing 25:00.
The timer's own panel: a 25:00 work interval, four session dots and playback controls.
Passion project

Monodoro

A minimalist mac-OS timer I designed, built and shipped to the App Store.

A phone showing a folding blueprint for a basic paper dart.
Passion project

Origami blueprint

Reimagining paper-plane instructions through animated blueprints.

The Roelofs & Rubens storefront on a laptop: handmade ceramic decorations.
Side project

Roelofs & Rubens

Redesigning an e-commerce experience to increase conversion.