Eglė Beliūnaitė Book a free diagnosis call

Fractional product & design leadership

Build the product your clients actually need. Then ship it.

You're fixing a product or launching a new one. Your name is on it. But nobody can say which client evidence the decisions rest on, delivery keeps slipping, and you're the one making product calls at night. I work inside your team to connect what clients say to what gets built, and to get it out the door.

For CPOs and VPs of Product fixing or launching a product the current team can't deliver yet.

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What's actually breaking

On the surface it looks like a speed problem. Under that, it's something else.

Building got cheap. Your team can prototype a feature in a day, and so can every competitor. There are more products out there than ever, and most of them won't last. The ones that do are built by teams who know who they're building for.

That's where it breaks. Commercial hears from clients every day, but it lives in people's heads or sits behind sales. No one captures it. No one turns it into something the team can build from. So the product gets fixed or launched on assumptions and whoever is loudest.

Delivery has its own problem. The strategy is set, but the team keeps asking each other what it is. Work moves slowly, gets reworked, and lands late. So you step in. You prototype. You make calls that shouldn't be yours. It holds for a while, and then it shows.

A redesign won't fix this. Faster tools won't either. They just get you to the wrong product sooner.

Who is this actually for

You own a product you can't deliver alone yet.

  • You're fixing an existing product or launching a new one, and your name is on the result.
  • You can't say with confidence which client evidence your roadmap rests on.
  • Your strategy is set, but delivery is slow, clunky, and keeps slipping.
  • You're deciding whether to upskill your team into product builders or hire them, and you're not sure which.
  • You want AI in how your team builds, but don't know where it actually helps.
  • You want a product that sells itself, instead of one that needs sales to carry it.

Most leaders I work with are CPOs and VPs of Product at scale-ups, in the middle of a fix or a launch. The same pattern shows up for MDs at enterprise, where what clients say stays with sales and never reaches the people who build.

  • You want an extra pair of hands.I work on the product with your team. I don't join the ticket queue.
  • You want a fresh coat of paint.A redesign isn't a fix, and I won't pretend it is.
  • You've already decided what to build.I'm here to find what clients actually need, not to sign off on a plan.
  • You want the whole org restructured before anything ships.I start with the product in front of you. The team gets better because of it.
  • You want the cheapest option.This is senior work, embedded, and scoped to the real problem.

Who this isn't for

Being honest here saves us both time.

How I work

From what clients say, to what your team ships.

Most engagements start with one product or one feature. They usually touch more than one of these, because they don't come apart cleanly. Evidence with no delivery behind it sits in a deck. Delivery with no evidence ships the wrong thing faster.

Pillar One

Client Evidence

For when you're fixing or launching a product and can't say what it's built on.

I run client interviews, pull together what commercial already knows, and turn it into source-of-truth artifacts the team builds from. Every product decision gets something real behind it, and you have proof you can take to the board.

Pillar Two

Product Delivery

For when the strategy is set, but shipping is slow and fragile.

I partner with your delivery team on one product or feature and rebuild the cycle around it: understanding the problem, deciding, building, shipping, and learning. That includes a clear-eyed review of where AI tools help your team ship and where they just add noise. Once it works on one feature, the team runs it on the next.

Pillar Three

Team & Roles

For when the team you have isn't set up for how products get built now.

Product manager, designer, analyst, product builder. The roles are shifting, and nobody's job description has caught up. I help you decide whether to upskill or hire, define the roles the product needs, and coach your team lead through the change. It starts with the team on this product, not a company-wide restructure.

Book a free diagnosis call

How we'd start

Five steps. The first one is free.

  1. 1

    Book a free diagnosis call

    We talk through the product you're fixing or launching and what isn't landing. No pitch.

  2. 2

    Diagnosis & Report

    You get a written read on what's slowing the product down and what to fix first. Yours to keep, whether or not we work together.

  3. 3

    Scope

    If it makes sense to work together, we pick one product or feature to start with and agree what good looks like.

  4. 4

    Embedded work

    I work inside your team on that product, building the evidence, the delivery cycle, and the roles it needs. Not slides.

  5. 5

    Handoff

    We review, and the team runs the cycle on the next feature without me. The goal is for you to need me less, not more.

What you get

The deliverables make the outcome real.
The outcome is the reason you'd hire me.

Outcomes - what you walk away with

  • A product built on what clients actually need
  • Product decisions with evidence behind them, not the loudest voice
  • Client knowledge that reaches the team building the product
  • Delivery that's faster and holds up on a bad week
  • A roadmap you can defend to the board
  • A clear answer on upskilling or hiring product builders
  • Your evenings back, because the team no longer needs you to make every product call

Deliverables - what gets built

  • Client interview programmes
  • Synthesised commercial intelligence
  • Source-of-truth artifacts the team builds from
  • A discovery-to-delivery cycle, tested on a real feature
  • Planning & prioritisation frameworks
  • An AI workflow audit
  • Role definitions for how your team builds now
  • An upskilling or hiring plan
  • Team-lead coaching (managing up, down, across)

Proof

What people say

Moses Velasco

VP FMCG Media and Consumer Insights

"Joining GFK as VP of product for several propositions it was clear that the need for client centricity was going to be critical to bridge the legacy mind set and solving client challenges of today and tomorrow. Hiring Egle and forming a design culture led to value that GfK had never realized or what could be possible.

Client centricity was a distant buzz word that now has tangible and real meaning in the halls of GfK. Product propositions are backed with client research, less dependency on SME and HPPO decision making, a more empowered product team are some of they key results of Egle and her teams contribution.

Egle and her team provided the research, evidence and guidance that created and aided a strong sense of credibility in product strategy. She and her team leveraged this to strengthen the alignment between all stakeholders at every level - no easy task!"

Anna Malysheva

Senior Product Designer

"One of Egle's remarkable qualities is her ability to help individuals discover their place and role in the midst of transformation.

In a corporate setting, where change can be challenging, she consistently guides and encourages team members to embrace new opportunities and adapt to evolving circumstances. Egle's inclusive approach ensures that every team member feels valued and empowered, creating a harmonious and collaborative environment.

Navigating changes is never an easy task, especially in large and established corporations. However, Egle's unwavering positivity and genuine support for her team make a significant difference. She possesses a remarkable knack for finding the right words at the right time to uplift and motivate her colleagues. Her ability to instill confidence and optimism in others plays a pivotal role in overcoming obstacles and achieving success."

Andrew Heyers

Retail Product Strategy and Development

"My knowledge of design thinking and the power of its capabilities was next to zero prior to working with Egle on our development for Newron Retail - Egle is a true leader, design thinker and motivator who helped us focus on what's right for the client through the whole ideation and discovery phase - her ability to encourage and guide those of us with limited experience in design thinking and concepts was amazing, leaving us excited to share those same concepts and thought processes with those around us in projects since.

Egle managed to truly take us from a position of ambiguity to a place of certainty with her true enthusiasm and passion for the subject space, and in the process helped us gain the tools and processes to transform how we serve our retailers today and in the future."

Niloo Roshani

Lead UXR

"I have had the pleasure of working with Egle for over a year now and she is an inspiring leader. As an advocate of design thinking and a true champion of our team, she has consistently empowered us to reach new heights and has fostered an environment of creativity, collaboration, and support. What sets Egle apart is her unwavering dedication to our team's well-being and professional development. She actively encourages open communication and provides a safe space for us to share ideas, voice concerns, and learn from one another. Her approachability and willingness to listen have created a culture of trust, transparency, and mutual respect, where everyone feels valued and supported. Egle is an exceptional leader who leads by example - her ability to think strategically has inspired us to push the boundaries and explore new horizons. She consistently encourages us to take calculated risks, learn from failure, and embrace a growth mindset.

Working under her leadership has been an absolute privilege."

How engagements work

This page shows what I do, not a price tag.

Every engagement is fractional and embedded, scoped to the product we look at on the diagnosis call. Some leaders need the evidence. Some need delivery. Most need a bit of both. We work out the right shape before either of us commits to anything.

If you'd rather see the work than read about it, the call is the place to start.

Book a free diagnosis call

Questions you're probably asking

Let me answer

Is this coaching or done-with-you?

Done-with-you, mostly. I work inside your team on the product and build the actual thing: research, delivery cycle, roles. Coaching your team lead is part of it, but I'm not here to advise from the sidelines.

Will you design or build the product yourself?

No. Your team builds it. I make sure they're building the right thing, and that they have what they need to ship it.

How much of my time does this take?

Less as it goes. Early on we talk often. The point is to reach a place where the team ships without you making every call, and eventually without me.

I already hired a UX lead. Does that conflict?

No. Often the lead is capable and just doesn't have the client evidence or the process to lead yet. I work with them, not around them.

How fast will I see something?

You get a report from the first call. Then we start on one product or feature, so the first change shows up in something your team ships, not in an org chart.

Can you work with the team I already have?

Yes. I start with the people you've got and the product in front of them. Replacing everyone is rarely the answer.

What if I'm not sure what I need?

That's what the call is for. You don't need a clean brief. You need someone whose job it is to look.

Why not just hire a permanent leader?

You might, eventually. Bringing me in first means you learn what the product needs from the role before you commit a headcount to it.

One step

Start with the product in front of you.

You were hired to fix or launch a product that works, built on what clients actually need. I help your team get there and ship it. If the team runs better afterwards, that's yours to keep. Start with a free diagnosis call.

Book a free diagnosis call