Ed Roberts is Chief Strategy Officer at We Are Systematic, a design consultancy specialising in complex digital products for the automotive and mobility sector.

With a background spanning analyst, researcher, and product strategy roles, Ed champions evidence-based approaches to product design. His work focuses on helping automotive and EV companies reduce innovation risk by grounding decisions in real user insight rather than assumption.

At WAS, Ed leads product initiatives and design accelerators for clients including BMW, JATO Dynamics, and Ebbon Group. He has extensively researched the digital experience of EV drivers including charging and car companion apps through systematic analysis of customer feedback, identifying the jobs, pains, and gains that shape driver experience at the chargepoint.

Ed writes and speaks regularly on evidence-based product strategy and the role of AI in design research.