Crafting Digital Experiences and Driving Innovation at Basket

In the ever-evolving world of digital products, having someone who can bridge the gap between technology, business, and user experience is invaluable. Enter Rob Balderstone, Head of Product at Basket, a consumer wishlist app that helps users track potential purchases, monitor prices, and organise shopping lists with ease.

With a diverse background spanning marketing, product management, and even jazz, Rob’s journey into the startup world is anything but conventional.

From Jazz to Product Management: A Unique Career Path

Rob’s route into product management didn’t follow the traditional trajectory. “I’ve had a really traditional pathway into product,” he jokes. “A degree in jazz, a bit of landscape gardening, then facilities management, corporate event management, before moving into digital marketing and startups.”

Despite its unconventional nature, his background gave him an edge in understanding both creative and analytical aspects of building products. His marketing expertise introduced him to user research, customer engagement, and feature development, all of which naturally aligned with product management. “I found I was already doing a lot of product work in marketing roles without realising it,” he explains.

After working with an ed-tech company and a few startups in insurance technology and smart hardware, he fully transitioned into product management, refining his technical knowledge along the way.

What Does a Head of Product Do?

At Basket, Rob plays a crucial role in leading a cross-functional engineering team, working closely with designers, developers, co-founders, and stakeholders to ensure the product not only functions seamlessly but also addresses real user needs.

“Think of product as the spider at the centre of the web—pulling together various skill sets from finance, marketing, engineering, and business strategy,” he explains. “It’s about ensuring everyone speaks the same language and is aligned toward solving a real user problem, rather than just building features for the sake of it.”

Navigating the Startup World

Startups have a unique appeal for Rob. “Every time I’ve made a career move, it’s been into smaller and smaller businesses.

“I love the agility and speed of startups”

“You can move quickly, test ideas, and change direction without being bogged down in bureaucracy.”

However, that agility comes with challenges. “The hardest part is avoiding incremental progress in too many directions. If you’re chasing everything, you’re achieving nothing.”

The AI Revolution & Staying Ahead of the Curve

One of the most exciting aspects of Rob’s role is exploring the potential of AI-driven product development. “We can’t have a conversation these days without mentioning AI,” he laughs. “I’ve been using AI tools for a while now to automate the grunt work—writing product requirements, testing concepts, and refining workflows—so that we can focus on creative, high-value tasks.”

The ability to rapidly prototype, iterate, and skip traditional static design phases is something Rob sees as a game-changer for product teams, particularly those in fast-moving startups.

Lessons in Leadership & Growth

Rob’s leadership style is centred around clarity and problem-solving. “I get a lot of feedback that I’m good at getting to the nub of a problem,” he says. “It’s easy to run with a good idea without really asking: What problem are we actually solving?”

“If you can’t measure it, you can’t improve it.”

This clarity helps him guide both product development and business decisions, ensuring that every initiative is tied to a measurable outcome. “One of the best pieces of advice I ever received was: If you can’t measure it, you can’t improve it. That’s shaped my entire career.”

Outside of Work: Music, Family, and Finding Balance

Beyond his role at Basket, Rob is passionate about jazz. “I studied it, but I never wanted it to be my job—I wanted it to be my escape.” He runs a jazz band that plays weekly, keeping his musical roots alive.

Balancing work and family is also a priority, especially since becoming a dad. “My son was born a month before I joined Ministry of Work, and one of the reasons I love being here is the community of other working parents. It’s been great having those shared experiences.”

Connecting & Collaborating

For those at Ministry of Work looking to tap into Rob’s expertise, he’s always happy to chat about AI, product strategy, and user experience. “I love learning from people in different industries—there’s always a crossover,” he says.

The best place to connect? LinkedIn. “There aren’t many Rob Balderstones on there—so if you find one, it’s probably me!”

Final Thoughts

From jazz to startups, AI-driven product innovation, and scaling digital experiences, Rob Balderstone is at the forefront of a rapidly evolving industry. With his eye on the future, his work at Basket is set to change the way consumers track and purchase—and we can’t wait to see where it goes next!