Most products fail because they ignore the messy reality of how people actually use them. I help you create products that work by understanding the overall system, designing for  behaviour, emotions and people’s real context. 

Most importantly, I think about risk - always.

I’ll help you see what can go wrong to users and the business, so we can mitigate it and make informed trade-offs (rather than nasty surprises)

Here’s how I help you:

🤝 If you're a potential client:
→ UX Audits: analysing your product and identifying opportunities
→ Fractional design and research support that drives business, and user impact
→ Clarity on strategic direction and vision 


📕 If you're here for my content, I write about: 
→ How to consider the *overall* experience
→ Connecting design impact <> business impact
→ Identifying different types of risk (and mitigate it)
→ Designing for how people *actually* use things by considering context, behaviour and emotions 
→ Tips to help along your design processes

I'd love to hear about how I can help you. Drop me a message on LinkedIn, or send an email to: hello@ampersandco.studio

And if you don't have a project, I'm always down for a coffee chat!

Emily Anderson

Issue #1 of Beyond the Happy Path newsletter is live!

This one is all about Churn. It’s not the sexiest thing, I know

It's easy to assume that when people stop using our products and services it's because they *wanted* to. We focus on reasons like: they didn’t see value or it’s too expensive

But that’s not always true.

Sometimes people leave because they had no choice. They leave because they *have* to:

Maybe their ability changed and they can't use it anymore. Maybe they're struggling financially and can't afford it right now. Or maybe someone passed away.

In this issue I dive into:

➡️ Why we need to think about churn in terms of “wanted to” vs “had to” reasons (i.e voluntary, involuntary, and situational churn)

➡️ Real examples that can help to reduce churn

➡️ Ideas for how you can start considering it in your process

Incase you missed it, you can read the post in the link below (and subscribe for future issues too  👀)

https://lnkd.in/ef9CMEAE
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It's very early days of the newsletter and I'm not going to pretend to have it all figured out. So if you've got any feedback of what you want to see more / less of, I'd love it here it!

Designer | Reducing risks to users and businesses | Founder, Ampersand | Speaker

Hey 👋 I’m Beth. I'm a product leader working at the intersection of regulated industries, complex user needs, and scalable B2B SaaS.

I help time-pressured teams find clarity in ambiguity: delivering products that genuinely improve client service, reduce operational load, and widen access to support.

Most recently, I led multiple revenue-critical squads at Legl, including the development of an AI-enabled risk assessment product, built from 0-1. The work focused on modernising compliance workflows, improving product–market fit with enterprise customers, and scaling adoption in a highly regulated environment.

Before that, I spent six years at Birdie, joining as employee #15 and helping scale the company from seed to Series B. I led Birdie’s flagship care management product, supported thousands of care providers, drove significant revenue growth through product optimisation, and helped take the platform international - all during a period of sustained hypergrowth.

My sweet spot is early-stage and scaling products: turning deep user insight into confident decisions, building products that hold up as complexity grows, and helping teams move faster without burning out.

I care deeply about empathetic leadership, mentoring others in product, and creating psychologically safe teams that do their best work - even in demanding, regulated contexts.

🧠 Always happy to chat about product strategy, discovery, PMF, scaling in regulated markets, AI-enabled workflows, or the occasional cycling route.

Beth Colquhoun

I’ve just wrapped up a formative stretch of work at Legl. 

More than anything, it was the people who made this experience what it was - isn't it always? Tremendously sharp, thoughtful colleagues who pushed the quality bar time and time again, and customers hungry for innovation in the legal sector, who were boundlessly generous with their time and candid with their insights.

I’m taking some time out to pursue a few long-held personal goals outside of work, while staying open to short-term product advisory work (typically 1-2 days per week). I’m particularly interested in helping teams find product–market fit, run effective discovery, and scale with intention.

If a conversation would be useful, my DMs are open.

Product leader supporting teams with PMF, discovery and scale | ex-Legl, ex-Birdie

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The Battle

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