Erica Hellbe[email protected]

Founding product designer · New York

I turn product
ambiguity into
systems people get

From social experiences used on college campuses to AI tools that help teams decide what to build next, I design systems not just screens.

LinkedIn

DoorList · Product Design · Consumer

Turning an event utility into a more social experience.

Friends Activity made the social behavior already happening on DoorList visible, giving students another reason to return between events while showing the value of building a network.

View DoorList case study

Swipe to explore · Tap an image to enlarge

DoorList event creation with cover art, music and event details DoorList guest list with group invitations and guest approvals DoorList event feed with photos, reactions and music
Event creation, guest management and the event feed.

Pilot · Founding designer · B2B

Making noisy product signals feel actionable.

Pilot watches analytics, customer sentiment, shipped code and competitors to surface product opportunities. The design challenge is not displaying more information. It is helping a team understand what deserves attention and why.

View Pilot case study
Pilot suggestion detail showing an event-sharing problem, annotated interface and ticket creation controls
A suggestion keeps the product problem, interface context and next action together.
Pilot Product Tracker showing shipped changes, search coverage trends and metrics by product area
Product Tracker connects shipped changes to KPI movement across the product.

About

A designer who likes being early.

I’m a product designer drawn to the stage where the product, the team and even the problem are still taking shape. I work closely with founders and engineers to frame the right question, test the risky assumption and build the system that lets a product grow.

I earned an athletic scholarship to study Interaction and UX/UI Design at Academy of Art University, where I competed in both tennis and soccer. Originally from Stockholm, Sweden , I am now based in New York, where I bring the same discipline and range to work that unites product strategy with thoughtful craft.

More about me
Product strategyUX & UIDesign systemsExperimentation0→1 products

Have an ambitious product?

Let’s connect.

[email protected]