Elizabeth Peterson

About

I’m a fractional product design leader and senior individual contributor helping startups and growth-stage companies build thoughtful products, scale design, and move complex work from concept to launch. Over the past 10+ years, I’ve led product and design across venture-backed startups and enterprise organizations including Signos, BetterUp, Accenture, and CDW. I partner with founders and product teams to define product strategy, improve customer experience, and create systems that help organizations move faster with clarity and confidence. Alongside leadership and strategy, I’m highly hands-on in execution. I independently drive large, complex product initiatives from concept through launch—translating ambiguous problems into clear interaction models, polished prototypes, and intuitive user experiences. My work combines strong product thinking with deep craft in interaction design, creating interfaces that balance usability, function, and visual quality. I’m experienced designing within established design systems and know when to leverage existing components for speed and consistency versus when a product requires new patterns or components to solve a problem well. I use prototyping and AI-assisted workflows to quickly communicate complex interactive concepts, align teams early, and accelerate decision-making. My experience spans AI-powered products, digital health, consumer and enterprise SaaS, growth optimization, and behavior-change platforms. Whether stepping in as a fractional design leader or embedded senior IC, I bring strategic thinking, strong execution, and a bias toward shipping meaningful work that creates measurable business impact.

Experience

• Principal Product Designer · Signos2023 – 2026

  Executive design leader for a Series B AI-driven metabolic health platform leveraging continuous glucose monitoring (CGM) and machine learning to improve health outcomes across consumer and enterprise markets. Business & Revenue Impact • Drove a 35% increase in product page conversion and 20% lift in homepage conversion through end-to-end funnel redesign, UX optimization, and A/B testing frameworks—directly contributing to top-of-funnel revenue growth. • Architected B2B product experiences and sales enablement tools that contributed to a 5× increase in enterprise revenue within a single fiscal year, expanding partnerships with insurers and medical providers. • Elevated Net Promoter Score (NPS) by 18 points through a systematic mobile app experience overhaul, incorporating longitudinal health data visualization, personalized behavioral nudges, and frictionless onboarding. • Reduced design-to-production cycle by 3+ weeks by implementing AI-assisted design workflows, accelerating time-to-market across product and marketing teams. Product Leadership & 0→1 Execution • Spearheaded 0→1 design and launch of a GLP-1 medication adherence platform in under 30 days, leading a cross-functional team of 8 across product, engineering, clinical, and data science to ship a first-of-kind feature combining CGM data with medication management. • Designed and scaled a personalized AI-driven behavioral health insights engine within the Signos mobile app, synthesizing real-time CGM data and ML model outputs into actionable, human-centered coaching experiences for hundreds of thousands of members. • Led complete website rebrand execution—translating new brand identity into a scalable, high-performance digital experience across Webflow and Figma, establishing a unified design language across product and marketing. • Established enterprise-grade population health dashboards and clinical workflow tools for insurer and medical partner portals, enabling data-driven patient management at scale. Design Operations & Systems • Built and maintained a scalable, component-driven design system and CMS architecture in Figma and Webflow, enabling rapid iteration and design consistency across 10+ product surfaces and marketing channels.

• Senior Product Designer · BetterUp2021 – 2022

  Core design contributor on a global mental fitness platform with millions of members, owning end-to-end design for AI-powered coaching and behavioral science product lines. • Owned full product design lifecycle—from problem definition and user research through prototyping and launch—for multiple machine learning-powered features, including a personalized member insights system and an ML-driven coach insights platform. • Designed a personalized behavioral health email experience that achieved a 45% open rate and 7% CTR, significantly outperforming industry benchmarks and demonstrating measurable engagement impact at scale. • Partnered with product management and ML/data science teams to translate complex behavioral science research into scalable, intuitive user experiences, including coach-member communication tools and a high-fidelity video coaching platform.

• Head of Product & Co-Founder · Qledgr2018 – 2022

  Co-founded and led product strategy, design, and operations for a fintech startup enabling real-time healthcare and education investment accounts. • Defined and executed end-to-end product vision, strategy, and design from concept through MVP, establishing the company’s core B2B SaaS investment platform for financial advisory partners. • Recruited and built a cross-functional founding team and advisory network spanning the finance, banking, and healthcare sectors, establishing key institutional partnerships to support go-to-market launch. • Developed investor-ready product roadmap and platform architecture, positioning the company for an Angel investment round.

• Senior Product Designer · EversourceUnknown – Unknown

  Earlier Experience: Senior Product Designer, Eversource

• Product Design Consultant · AccentureUnknown – Unknown

  Earlier Experience: Product Design Consultant, Accenture

• Senior Product Designer · Priority HealthUnknown – Unknown

  Earlier Experience: Senior Product Designer, Priority Health

• Senior Product Designer · Table XIUnknown – Unknown

  Earlier Experience: Senior Product Designer, Table XI

• UX Designer · CDWUnknown – Unknown

  Earlier Experience: UX Designer, CDW

Education

• General AssemblyUX Design Immersive
• Wilson College

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