How UX Can Influence Without Authority

Hi, I'm Sara Riedel. I have 9 years of experience in UX—first as a Product Designer, now as a UX Researcher. I lead the research team at ZoCo Design, partnering with designers, PMs, engineers, and executive leadership to surface clear, actionable insights that shape product strategy, reduce risk, and improve user experience.

I’ve led research across healthcare, retail, and digital services for organizations including CoverMyMeds, University Hospitals, TaskRabbit, Tractor Supply, and Highlights. I thrive in ambiguous, complex problem spaces and excel at translating user needs into opportunities, requirements, and decisions that product teams can confidently act on.

Ellie Koewler is the Director of Growth at ZoCo Design, a healthcare consultancy built for teams where adoption is the make-or-break metric. With an MBA and 12 years of experience partnering with clients to achieve their goals, she helps organizations connect human-centered design with meaningful business outcomes.

Career highlights

• Award-Winning MedTech Leadership: Led the team behind a Netty Award-winning MedTech initiative, earning industry recognition for innovation and excellence in healthcare technology.

• Strategic Marketing Transformation: Spearheaded a shift in company positioning and marketing strategy to better align with customer needs, strengthen market differentiation, and improve sales funnel performance.