Interview with Erin Weigel on “Designed for Impact”

Erin, what’s your journey into CRO and what drives your work today?

I started as a designer, always focused on making the best decisions for customers.

Over time, I realized that combining qualitative insights with quantitative data and testing everything was the key to truly improving products, rather than changing them for the sake of change.

What can we expect from your CJAM 2025 session?

I’ll be sharing the “conversion design process” from my book, which is all about using systems thinking (not just linear steps) to rally entire teams around experimentation. It’s about democratizing testing, breaking down silos, and driving real growth by working together.

What’s the key message you want to get across?

Don’t settle for “different” - strive for better. Too often, teams chase vanity metrics or copy “best practices” without context. The real magic happens when diverse teams collaborate, test, and focus on what actually improves the customer experience.

Why is this so important?

Because real improvement is hard work! It takes more than just ideas, it takes evidence, teamwork, and a relentless focus on the customer. When everyone brings their unique perspective, we create collective intelligence that leads to smarter, more impactful solutions.

What are the common pitfalls?

Not testing enough, relying on insignificant results, or blindly following trends. And perhaps the biggest: not involving the whole team in the process. Great ideas can come from anyone - designer, developer, or data scientist.

What should teams do differently?

Rally around a shared process where every role can shine. Stop the handoffs and start collaborating from start to finish. Focus on your own customers, not just what worked for someone else.

And finally, what’s your vision for the future of CRO?

I hope we stay truly customer-centered, even as AI and synthetic research tools become more common. Nothing replaces real, current, human insights. Let’s use technology to support us—but never lose sight of the people we’re designing for.

Don’t miss Erin's session at CJAM 2025 on October 23rd!

Seats are limited and going fast, secure your ticket today to be part of the event.