Liz Lancaster

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I create products, designs, and brand strategies that delight users and launch companies forward.

I specialize in helping founders to bring early-stage startups to life with design at the core.

With an entrepreneurial mindset and a passion for systems thinking, I’ve co-founded an AI startup, led and scaled design teams at a unicorn fintech, co-owned a creative digital agency and crafted award-winning visual campaigns for global brands.

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Core Capabilities

Vision & Product Strategy

As a founder, I’ve shaped AI product direction from scratch — connecting product-market fit, GTM needs, and user empathy into usable, scalable systems. I have deep experience in innovating, testing, and launching new products.

Design Systems & Scalability

I’ve built and scaled cross-product design systems from MVP to enterprise maturity — driving consistency, speed, and sustainable growth across teams. I’ve led redesigns of complex enterprise software and built systems from the ground up to ensure usability, visual craft, and cross-functional efficiency.

AI-Integrated UX

I specialize in designing AI experiences that are intuitive, explainable, and built to enhance—not replace—human decision-making. I’ve led UX for AI products where trust, transparency, and user control are critical. I design interfaces that help people understand, shape, and confidently act on AI-driven insights.

Cross-Functional Leadership

I partner deeply with C-suite, product, engineering, and marketing to define roadmaps, lead rituals, and drive alignment. At Extend, I led a team of 5 and shaped org-wide design practices. My love of people and mentorship guides my trust-first leadership style.

UX Strategy & Research

I lead research-driven design efforts and have built team frameworks grounded in proven qualitative and quantitative methods — from intake interviews to study design and synthesis. I'm passionate about uncovering the human truth behind product problems and turning insights into strategic, actionable UX improvements.

Award-Winning
Visual & Brand Design

With roots in visual storytelling and marketing campaigns, I bring clarity and emotional resonance to every interface. I’ve earned 15 creative awards, including a Clio. I’ve accomplished work that spans international brands, contributed to a SuperBowl commercial, and gained a specialty in high-impact web design.