About me
Hi, my name is Erin Weigel.
About me
Hi, my name is Erin Weigel.
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 approach to business strategy and design.
Eventually, I gained lots of experience A/B testing my decisions in big tech, which taught me to challenge every assumption, and learn from high-quality evidence.
I now focus on growing businesses as a Strategic Advisor and Principal Designer through my consultancy, Erin Does Things. I help executive teams get from high-level and ambiguous business challenges to impactful shipped products that people love.
I live in Amsterdam, The Netherlands, with my boyfriend, Jan, our daughter, Hedda.
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 approach to business strategy and design.
Eventually, I gained lots of experience A/B testing my decisions in big tech, which taught me to challenge every assumption, and learn from high-quality evidence.
I now focus on growing businesses as a Strategic Advisor and Principal Designer through my consultancy, Erin Does Things. I help executive teams get from high-level and ambiguous business challenges to impactful shipped products that people love.
I live in Amsterdam, The Netherlands, with my boyfriend, Jan, our daughter, Hedda.
My strengths
Based on Gallup's Strengthsfinder 2.0
Strategic
Always ready with the next move forward.
Positivity
Quick to smile and generous with praise.
Individualization
Appreciates the unique qualities of others.
Empathy
Instinctively understands and cares about people.
Achiever
Driven to make progress and get results.
Be kind & make things better
MY LIFE MOTTO
Be kind & make things better
MY LIFE MOTTO
Work history
More than 15 years of experience
Strategic Advisor & Principal Designer
2024–current
I am on the advisory board of ABsmartly, an experimentation platform, where I help shape the product and business direction. Additionally, I am a Strategic Advisor & Principal Designer for Netherlands-based CRO agency ConversieKracht.
I also do contract advisory work for various clients to help them get new products off the ground, and hit their business growth goals.
Senior Design Manager
Design Systems, Accessibility & Operations
Oct 2021–July 2025
I lead the company’s Design System, operations, and accessibility efforts across all products, platforms, and disciplines.
- Managed and passed an accessibility audit to maintain a multi-year contract worth a material amount of revenue per year.
- Defined the Design System Engineer job descriptions and hiring process and hired two high-level mobile engineers.
- Write and manage job descriptions for various individual contributor and management roles.
- Measure team progress with a bi-yearly Design System Health survey and monitor other revenue and technical health metrics.
Principal Designer
Design Systems, Accessibility & Operations
Sept 2019–Sept 2021 (3 years)
I led Booking.com's Design System, operations, and accessibility efforts across an org of hundreds of designers and thousands of engineers.
- Achieved WCAG 3.0 compliance within a year.
- Facilitated the creation of a team vision and managed the team from storming, to norming, to performing within 6 months.
- Shipped Assembly, Booking.com’s internal suite of design and development tools that increase engineering and design quality, performance, and efficiency.
- Performed interviews for other disciplines at all levels—including a C-suite role—such as data science, engineering, product management, and content.
Nov 2016–Aug 2019 (3 years)
I led a 30+ person design team that redesigned a collection of partner-facing utilities.
- Helped to double active property listings from 500,000 to 1+ million within 1 year by helping product and design teams find and fix growth-blocking issues.
- Increased designer job satisfaction by 25% with team development practices.
- Doubled partner sign-ups and reduced customer service contacts through A/B-tested product improvements.
Senior Designer
Post-booking Customer Engagement
Oct 2015–Oct 2016 (1 year)
I worked on a cross-disciplinary team that designed and developed Booking.com's Travel Guide product.
- Conclusively increased customer loyalty and reduced customer service inbound with a redesign of the travel guide's Transport Section.
- Designed, engineered, and released new content and features into the Travel Guide and measured its impact via A/B tests.
- Helped to scale the diverse design team from about 30 people to 300+ as a hiring manager.
- Recruited talent and was a brand ambassador at conferences via public speaking about design, product, and tech.
Product Manager
Mobile Data Science Team
Oct 2014–Oct 2015 (1 year)
I led a development team that improved customer experience through the use of machine learning, data science, and product personalization.
- Conclusively increased product conversion through the release of various mobile-context, last-minute booking features such as "Nearby Airport Hotels" and smarter auto-extended search results.
Designer
Tablet Web & Desktop Landing Pages
Feb 2013–Apr 2014 (1 year, 2 months)
Designed and developed Booking.com’s tablet website on a cross-disciplinary team.
- Increased revenue by solving UX issues through user research, design and A/B testing.
- Created training sessions for new-hires about design and experimentation best practices that I presented during Tech Team on-boarding sessions.
Education
I hold a Bachelor's Degree in Fine Art (B.F.A.)
Baltimore, U.S.A.
Stockholm, Sweden
International Certification