Form + Sum helps product teams at startups and growing companies move faster with confidence — combining rigorous research, sharp strategy, and design thinking to reduce risk and create products that stick.
Why Form + Sum
Most product teams are great at building. The hard part is building the right thing — and knowing when you've gotten it right. That's where I come in.
Form + Sum bridges the gap between user insight and product direction. Whether you need to understand your users deeply, evaluate what you've built, or make a strategic bet with confidence, I bring the methods, experience, and clear thinking to get you there.
"Great products emerge when research, strategy, and design are treated as one continuous conversation — not separate handoffs."
Services
I work as a senior-level embedded partner — not a vendor. Engagements are tailored to your actual needs, from focused sprints to ongoing strategic relationships.
Strategic direction grounded in what users need and where the market is going.
AI products that users trust. I specialize in designing and evaluating AI experiences — from transparency and explainability to hallucination risk and onboarding.
Expert reviews and benchmark studies that surface what's working, what isn't, and what to fix first.
Deep qualitative work to understand users before you build — so you solve the right problem the first time.
Rigorous testing and measurement to validate decisions and de-risk launches at every stage.
Turning behavioral data into product insight. I work directly in your analytics stack to connect what users do with what they need.
Hands-on UX design when you need it — grounded in research and built for real implementation.
Facilitated sessions that get cross-functional teams on the same page — and moving in the same direction.
Structured, time-boxed sprints to go from problem to tested concept in days — not months.
How I work
Every engagement is built on four principles that keep work moving and keep the team aligned.
Before any study or sprint, I make sure we're solving the real problem — not just the one that's easy to measure.
The right approach depends on where you are in the product lifecycle and what decisions are on the table. I'm method-agnostic — rigorous either way.
Findings are only valuable if they change something. I deliver clear, direct recommendations your team can actually use.
I'm built for agile environments. Rapid turnarounds, iterative cycles, and executive-ready storytelling at every stage.
About
I'm Page Laubheimer, founder of Form + Sum. I spent a decade at Nielsen Norman Group — the world's leading UX research consultancy — where I led mixed-methods research programs, built quantitative methods from the ground up, and advised VP-level leadership at 50+ organizations across healthcare, SaaS, and developer tools.
I've published 80+ articles on UX research and AI interfaces reaching over a million readers, created 11 professional training courses, and trained more than 5,000 practitioners globally.
Now I bring that same rigor and strategic orientation directly to product teams — without the overhead.
Contact
Whether you have a specific project in mind or just want to explore whether I'm a good fit, I'm happy to start with a conversation. I typically respond within one business day.