Your team is busy, but you can’t tell if it’s building the right things
Research gets done and then sits in a deck. Design executes the roadmap instead of shaping it. Then leadership asks what the customer experience is actually doing for the business.
That’s not a problem with your talent. It’s what happens when customer insight has nowhere useful to go.
WHAT I DO
I’m the senior layer between what your team knows about its customers and what your business decides to build. Senior judgment, on demand — not a full-time hire or an agency handoff.
Stop treating research as a receipt
Insight shapes the question, not just the after-the-fact proof.
Move beyond the feature factory
Trade momentum for strategy, so the roadmap solves real problems.
Decisions leadership understands
Tie customer behavior to retention, adoption, and revenue.
THE FRAMEWORKS BEHIND THE WORK
The Feature Factory Escape Model shows where a team operates today. The Insight to Impact Ladder connects what customers do to the decisions those signals should drive.
LEVEL 1
Feature Factory
Success measured by output.
LEVEL 2
Problem Solvers
Insight shapes better bets.
LEVEL 3
Experience Strategy
Insight, product, and outcomes connected.
WHY IT MATTERS NOW
AI made a competent interface cheap. The advantage has moved to judgment — knowing which problem is worth solving and turning that into strategy. That’s the work AI can’t do for you, and it’s the work I do.
WHEN CUSTOMER UNDERSTANDING STARTS CHANGING THE WORK
“Erin’s attention to detail with the design of our product features is incredible.”
R. Garza
Account Exec, Samsara
“I love the calm she brings to the table. Her design know-how cannot be understated.”
N. Sales
Customer Success, ArborXR
“She challenges me to improve, and considers the small things that impact the work.”
S. Mete
Product Designer, ArborXR
ABOUT
I spent six years leading Design at ArborXR and ten years in product before that, and I kept noticing the same thing: the work that changed the company rarely showed up on a screen. It was the decision underneath it.
Bring one product decision you’re trying to make.
In 30 minutes we’ll pressure-test the question, the signals, and the tradeoffs in front of you.
