Erin Weigel

Erin Weigel is an Amsterdam-based principal designer, senior design manager, and conference speaker whose work focuses on user-centered design, data science, and business growth. She holds a bachelor's degree in fine art painting from the Maryland Institute College of Art and has studied at Konstfack University College of Art & Design in Stockholm, Sweden. Weigel's background in customer service, A/B testing, product management, sales, and engineering informs her approach to design, combining analytical rigor with a human-centered perspective.

Weigel conducted thousands of A/B tests at Booking.com, a leading online travel website, where she served as principal designer for nine years. She designed and coded more than 1,200 A/B tests and analyzed thousands more. During her tenure, she led Booking.com's design system, operations, and accessibility initiatives across a large organization of designers and engineers, achieving WCAG 3.0 compliance. She also contributed to business growth by doubling partner sign-ups and reducing customer service contacts through A/B-tested product improvements. After Booking.com, Weigel became a senior design manager at Deliveroo, where she continued to advance design systems and accessibility at scale.

Weigel developed the Conversion Design framework, a methodology that integrates user-centered design, business value cycles, and the scientific method to help teams measure the effectiveness of their work. She detailed this approach in her book, "Design for Impact: Your Guide to Designing Effective Product Experiments," published by Rosenfeld Media. The book serves as a practical A/B testing guide, featuring the Conversion Design process to support experimentation in organizations. It has been described as a resource for product teams and a foundation for building an experimentation culture.

Weigel shares her expertise in design and experimentation at conferences and workshops worldwide, including events such as GPeC Summit, Chicago Camps, inOrbit, UX London, and Experimentation Heroes. She aims to make experimentation accessible to professionals beyond data science. In addition to public speaking, Weigel serves on the advisory board of ABsmartly, an experimentation platform, and acts as a strategic advisor and principal designer for Netherlands-based CRO agency ConversieKracht. Through her writing, speaking, and consulting, Weigel is recognized for her practical contributions to product experimentation, A/B testing, and conversion design.