Deliveroo

I'm responsible for product design management across the following business areas: Design Systems, Accessibility, Design Operations, Physical Product Design, Deliveroo for Work, and Partner Advertising.

Senior Group Product Design Manager

Booking.com

Booking.com (BKNG) is the world's largest online travel company serving hundreds of millions of daily users. The product supports 40+ languages and 50+ currencies and has an inventory of over 2.5 million properties and travel experiences worldwide.

I led and managed two cross-disciplinary teams that work on the company’s design system and accessibility efforts. We worked to achieve scalable, user-centric, and high-quality tech and design by impacting our internal design and front-end development systems and processes. 

Previously led and scaled a design team that worked on a collection of B2B utilities from 10 to 30+ people. Increased partner sign-ups by 25% and reduced customer service inbound significantly through meaningful research and data-based product improvements.

Performed interviews for various high-level roles across discipline—including a C-suite role.

Principal Designer

Worked on various customer and partner-facing products by performing quantitative and qualitative user research, designing prototypes, coding solutions using HTML & CSS, and mentoring and training others in the design team. 

In addition to my core design responsibilities, I helped to scale our diverse design team from ~30-40 to 300+ as a hiring manager. I recruited at conferences through public speaking about design, product, and tech. I also performed interviews for other disciplines—including but not limited to—data science, engineering, product, and copywriting.

Senior Designer

As a product owner at Booking.com, I have guided the development efforts of the following products:

Booking Now Mobile Application
Booking Now is the freedom of spontaneous travel. You’ll feel inspired to have a last-minute adventure because you know Booking Now finds your perfect place to stay. Simply open the app, choose your preferences, and see curated accommodations personalized to your needs. 

Mobile Data Science
Reducing friction and adding value for customers on Booking.com in a Mobile Context and/or while using a Mobile Device. We do this by quickly offering highly relevant and personalized suggestions, as well as using data to identify potential motivators, which tailor to the customer’s specific situational needs.

Product Owner

My core role is UX Designer for the Booking.com tablet website. I work on a small team of talented designers and developers to optimize the tablet website experience. I use Sublime Text, Git, and the Adobe Creative Suite to design and develop features for the site. Each day we tackle new usability and design challenges from concept to execution to help better meet the needs of our customers. I am also a member of the desktop landing pages team, and I frequently collaborate with many other teams throughout the company.

On any given day you can find me performing international usability tests, writing user research reports, analyzing data, prioritizing projects, designing and coding solutions to identified problems, collaborating closely with peers and business stakeholders, rolling out the codebase, or giving presentations about business, design, and-the-like to both internal and external audiences in The Netherlands and abroad.

UX Designer

Medifast, Inc

Medifast provides their customers with proven, healthy weight loss through their doctor-recommended products and 5&1 Weight-Loss Plan.

While at Medifast, I designed and coded (HTML&CSS) email marketing programs using Coda, Lyris, and ExactTarget. My efforts automating, personalizing, and mobile-optimizing their e-communications achieved an increase in revenue from their campaigns by 195%. It also led to a significant increase in delivery, click-through, and open rates.

Web Designer

aMuse Toys

aMuse Toys is an independent store that provides its customers—both growing and grown—with beautiful, purposeful play. There were two brick and mortar locations in Baltimore, Maryland, as well as an accompanying online shop.

My duties at aMuse included web design, development and maintenance, e-mail marketing, blogging, copywriting, graphic design, product photography, social media marketing, buying, event planning and promotion, employee management, sales, and generally having fun getting to know local families and watching their children grow up through the years. I also got pretty good at gift wrapping oddly-shaped gifts.

Sales & E-Marketing Manager

📚 Writing "Design for Impact" • Visit erindoesthings.com • Principal Designer & Senior Design Manager

“Be Kind & Make Things Better”

I deliver impactful, user-centric products and tell stories about how I do it. 
My career started in customer service when I worked retail and waited tables. This experience gave me a service mindset, which guides my design approach.

I've got lots of experience testing designs at Booking.com, where I worked for 9 years. I also dabble in product management, engineering, and people management.

Previously, my specialty was data-informed design and experimentation. Now, my focus is design systems, operations, and product accessibility.

I don’t even know how to even begin saying this but… 
I FINISHED THE BOOK. 😭🎉

It has a cover.
It has a release date—June 11!
And its available for PRE ORDER. 

So if you want to level-up your approach to product experimentation, check it out👇

https://lnkd.in/e8Mkj-MB

Erin Weigel

Craig Sullivan

LinkedIn Fam, I come to you today with some exciting news and a request for your help to support my crowdfunding campaign. My ice cream brand, Tudy's Kitchen, will soon be available across the NL and BE starting this summer! 

This is a massive achievement not just for my business but for underrepresented groups, as I’ll become the first Black woman owned ice cream brand in a major retail space in these regions.

The cost for our initial production is significant, and needed urgently, so we’re turning to our community to raise funds: https://lnkd.in/eNih45Sr

Growing Tudy's Kitchen means more than just scaling a dessert line - it’s building a brand aimed at generating growth opportunities for all underserved communities, particularly womxn and people of color. This is the vision we strive to achieve along every stage of our success. To find out more, please visit our campaign link.

If you’re unable to contribute, I’d love your help in amplifying this by sharing in all your networks. To follow our progress, stay connected via our IG page, @tudyskitchen.

ulule.com • 1 min read

Woman owned ice cream brand in Amsterdam

Wanna peep the first chapter of my upcoming book? 👀😄
It’s was published as a “sample chapter” on Rosenfeld Media’s website yesterday. 🎉

Check it out here:

https://lnkd.in/eNS-CJzi

Poorly designed experiments are rampant in A/B testing and CRO. 😭 
If you share one publicly, you might get thrown under the bus. 🚌

Though I can't stop public pile-ons, I can step-up to improve our collective experimentation efforts.  

To learn how to design GOOD EXPERIMENTS in a SAFE and FUN environment, sign up for my workshop at Experimentation Elite on June 11, 2024.

I don't have a degree in math or statistics. 
But I have learned from some of the best such as Lukas Vermeer and Lucas Bernardi over the last 10+ years. 
They have been kind and patient with me. 
And I, in turn, promise to be kind and patient with you. 

Not only that—we can have fun, too!
To explain brain-melting experimentation concepts I... 

✏ Draw pictures, 
🖼  Use memes, and 
📖  Tell silly stories.

Because there's SO MUCH JOY in experimentation as we discover new things together. 

If you join, here's what we'll cover:

👉 The difference between designing a test to learn vs. reducing risk
👉 How to structure your approach and write good hypotheses
👉 Terms like significance (α), power (β), p-values, and confidence intervals
👉 How to calculate sample size to get trustworthy results
👉 All kinds of stuff about sample ratio mismatches (SRMs)
👉 How to analyze your data and the caveats to consider
👉 The history about how all of this stuff to solidify your learning

To sign up, go to Experimentation Elite's website and check out the workshops!

And don't for get to sign up for Test & Learn Community (TLC)'s Mentorship Summit. 

TLC is a supportive, non-profit community led by the amazing Kelly Wortham. It's filled with positive vibes. 💕 

Kelly's community is a great way to level-up your skills and learn from some of the best practitioners in the world. 

As a final thought, I'll leave you with my personal motto as a reminder to us all: BE KIND & MAKE THINGS BETTER.

Have a great day! 🎉 

Join Johann Van Tonder, Iqbal Ali, myself and Marcella Sullivan for Q&A and discussion, as well as a freebie copy of our book.  3pm this afternoon, LinkedIn event link in comments.

See you there :-)

I Spoke at Inorbit in Slovenia (here's what happened)

Join me as I attend inOrbit 2024, one of the biggest online marketing conferences in Europe held by RedOrbit (shoutout to their team leader, Andraž Štalec) in the beautiful seaside town of Portorož, Slovenia! 

In this vlog, I’ll take you behind the scenes of two action-packed days at the conference where I spoke about the top 10 commandments for creating high-converting emails, and led a workshop on how to use AI to optimize your email marketing.

This vlog also includes some of my favorite moments from attending talks held by top professionals such as Rok Hrastnik, Dennis Yu, Joao Adao, Erin Weigel, or Neil Collard. 

So many great people, so many great learnings! 

Find the link in the first comment below to this video. 

🚀 NEW BOOK: Design for Impact is a down-to-earth guide to 🅰️/🅱️ testing and product experimentation—and it's now available for pre-order!

Learn from principal designer and senior design manager Erin Weigel, veteran of Booking.com, who has designed, coded, and analyzed more than 1,200 A/B tests! 😱

In Design for Impact, Erin gives you practical tips and tools to design better experiments at scale. She does this with self-deprecating humor that will leave you smiling—if not laughing aloud.

Pre-order before June 11 and save 15% off the list price!
https://lnkd.in/ey5YjnZY

#ux #uxbooks #productexperiments #abtesting #design #experimentation

Join us on June 11th at the beautiful Crowne Plaza Birmingham NEC for an enlightening workshop hosted by Erin Weigel, aptly titled "The Good Experimental Design Workshop." This is your chance to gain confidence in the essentials of experimental design and transform the way you approach A/B testing!

👩‍🏫 Who Should Attend?
This workshop is perfect for anyone eager to delve into the world of experimentation but feels daunted by the mathematical jargon. If you love experimenting, but you’re intimidated by p-values and confused by type I and type II errors—this is for you.
If you’re a data scientist, statistician, or stats whiz—you probably know this stuff already. 

📚 What You'll Learn:
Erin has crafted an engaging curriculum to guide you through the core concepts of experimentation. With her use of straightforward language, vivid examples, and interactive exercises, you’ll see how all the pieces of experimental design fit together:
- Unravel the history and importance of robust experimental design.
- Decode intimidating statistical terms and concepts.
- Learn through hands-on practice how to craft well-structured experiments.

🛠️ Tools You'll Gain:
Each participant will leave with Erin's "Good Experimental Design Toolkit," a collection of easy-to-follow templates that will make designing impactful experiments as easy as pie!

🍽️ Plus, Enjoy Complimentary Meals!
Your ticket includes not just a wealth of knowledge but also breakfast, refreshment breaks, and lunch—all provided to keep you energized throughout the workshop.

📍 Where & When:
Crowne Plaza Birmingham NEC, B40 1PS
Date: Tuesday, 11 June 2024, from 9:30 AM to 1:00 PM BST

🪑 Seats are Limited!
With an intimate setting designed for personal interaction and hands-on learning, spaces are limited. Secure your spot early to avoid missing out on this opportunity to boost your experimental design skills.

🎟️ Book Your Ticket Now!

#Experimentation #Workshop #DataScience #ABTesting #ProfessionalDevelopment #ErinWeigelWorkshop #GoodExperimentalDesign #EXelite24

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