Erin Weigel

Principal Designer & Senior Design Manager, ErinDoesThings

Session: Design for Impact: Your Guide to Designing Effective Product Experiments
10:40 - 11:10, April 9th 2024, Deep dive
In this talk Erin covers how to design effective product experiments. She'll take you through a brief history of experimental design and give you practical tools to help you and your team level-up your experimentation approach.

In the end, you’ll know about the Conversion Design process and how it leverages the knowledge of all the members of your product team to make things better—not just different. This talk covers both high-level theory as well as hands-on practical tips and tools to help you design better experiments.


Erin Weigel delivers impactful, user-centric products and tells stories about how she does it. Her career started in customer service when she worked retail and waited tables. This experience developed her service mindset, which guides her unique design approach. She has A/B tested thousands of design changes at, the world's largest online travel website, where she worked as Principal Designer for 9 years. Her specialties are Conversion Design and building experimentation cultures. She's currently writing Design for Impact: Your Guide to Designing Effective Product Experiments, published by Rosenfeld Media, which will be released in 2024.