Erin shares why Design for Impact was the book that needed to be written, not just for designers, but for anyone looking to grow their business or product through scientific experimentation and system thinking. Drawing on her journey from internal talks to conference keynotes, Erin reveals how she developed the Conversion Design Process and the “flying wheel” visual that demystifies how businesses really work.
Erin also discusses why experimentation requires bravery from leadership, how to get buy-in without waiting for permission, and why simple, proven tools often outperform complex processes. Join Matt and Moshe as we dived with Erin into:
- Her background and how she got to write the book
- The step-by-step process Erin used at Booking.com—and how it can be generalized to any organization
- How to apply experimentation and A/B testing beyond the design team
- Why ownership in experimentation should be shared, not siloed, to strengthen outcomes
- The counterintuitive truths behind successful organizations (and why most common assumptions are wrong)
- How to start building a culture of experimentation, even if your company isn’t there yet
- The importance of “testing like you’re wrong” and being honest with what the data shows
- Practical frameworks like the 60-40 split (60% low-effort experiments, 40% long-term bets) to prioritize learning and impact
- And so much more!
- LinkedIn: https://www.linkedin.com/in/erindoesthings/
- Website: erindoesthings.com
- Design for Impact book: https://erindoesthings.com/design-for-impact/
- Product for Product Podcast - linkedin.com/company/product-for-product-podcast
- Matt Green - linkedin.com/in/mattgreenproduct/
- Moshe Mikanovsky - linkedin.com/in/mikanovsky/
Note: any views mentioned in the podcast are the sole views of our hosts and guests, and do not represent the products mentioned in any way.
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