About

Equal parts strategist, designer, and builder.

Erin Toland with Eywa outdoors — Me and Eywa. A little of the world beyond the work.

I’ve spent my career helping organizations see what a digital experience could become, then making that future concrete enough to build.

Today, I lead product design across Lincoln Center’s digital ecosystem, shaping vision and execution across web, mobile, event discovery, design systems, prototyping, and emerging AI experiences. Earlier, I built products for some of the world’s most recognized media brands. Alongside that work, I created Whisper to God, an independent consumer product and media venture that grew to more than 26,000 followers in its first year.

I connect product strategy, design leadership, and technical execution. I help teams define the right problem, establish a clear experience direction, and turn that direction into thoughtful digital products people can use.

Ideas into working products

Always learning.
Always building.

I'm endlessly curious about what technology makes possible. I spend much of my time experimenting with emerging tools, building working prototypes, and exploring how AI is changing the way we design and develop digital products.

I love getting my hands into the work. Testing an idea, writing code, building something functional, breaking it, improving it, and discovering possibilities I hadn't considered when I started.

That curiosity shapes the way I lead. I believe the strongest product strategies come from understanding both the vision and what it takes to bring it to life.

01 / Audience intelligence · Working prototype

Lincoln Center Data Platform

A shared, trusted understanding of how audiences engage across Lincoln Center and its Resident Arts Organizations, with each organization’s data and patron privacy protected.

The platform brings audience and engagement information into a common framework to reveal patterns, identify shared audiences, and uncover opportunities for collaboration. Clear reporting and AI-assisted analysis help teams turn evidence into decisions about programming, marketing, and audience development.

Working prototype · Silent walkthrough

02 / Conversational discovery · Working prototype

Aria

A personalized digital concierge that brings performances, dining, practical information, and saved plans into one intuitive conversation.

Aria helps visitors move from inspiration to a complete day or night out, with guidance tailored to their interests. The vision includes seamless ticket purchasing and delivery within the experience, helping people spend less time planning and more time enjoying Lincoln Center.

Working prototype · Silent walkthrough

03 / Living styleguides · Shared web components

Lincoln Center Design System

A living, interactive guide that brings the campus-wide and Lincoln Center Presents identities into one consistent resource for Brand, Marketing, and Design.

Typography, color, layout guidance, usage notes, visual examples, and shared web components form a common foundation. The system helps teams make clearer design decisions, reduce inconsistencies across digital experiences, and evolve the brand together.

Lincoln Center campus-wide and Lincoln Center Presents living styleguides displayed on realistic laptops in an architectural workspace — Two identities. One shared foundation.

Areas of expertise

Product Design and Experience Strategy

Designing intuitive digital products and experiences, connecting product vision, user needs, and business objectives.

Design Leadership and Systems

Establishing coherent design direction, scalable systems, and strong standards for thoughtful human-centered execution.

AI and Rapid Prototyping

Using emerging tools to make ideas tangible, test assumptions, and accelerate experimentation.

Cross-Functional Alignment and Executive Storytelling

Bringing diverse disciplines together around clear ideas, while translating complex product challenges into compelling narratives.

The person behind the work

A life shaped by what I notice.

My curiosity doesn't switch off when I close my laptop. I'm happiest outdoors with my dogs, a camera, and absolutely no particular destination.

I've always loved animals and the natural world. I can spend hours watching wildlife, exploring the woods, or photographing the changing light. Photography and filmmaking give me another way to experiment creatively and share the things that capture my attention.

My dogs, Eywa and Millie, are a huge part of my life, and I firmly believe that time spent outdoors is time very well spent.

A bird gliding above Ojai mountains as the sun sets in an orange sky — Ojai, in the last light.

A bee hovering beside a pink flower in warm sunlight — A small encounter. A whole world.

A winding road in Ojai beneath a golden sky, framed by trees — Ojai after a winter rain

All photographs in this section by me.

A belief I return to

“To work without pleasure or affection, to make a product that is not both useful and beautiful, is to dishonor God, nature, the thing that is made, and whomever it is made for.”
— Wendell Berry

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