Hi, I'm Thelma Van

Product Strategist and Consultant

But those titles don’t tell you much of what I actually do.

 

I help organizations close the gap between where they are and where they want to go.

 

I specialize in identifying obstacles to progress and designing the path forward. These challenges could involve launching a new project, resolving a stalled initiative, or modernizing existing processes and products. The solution is not more meetings, more documentation or frameworks — it’s clarity.

 

I have worked in highly regulated environments for over twenty years. In that time, I’ve learned projects rarely lack talent, effort, or ideas. More often than not, teams struggle to move forward because they either don’t know where to start or can’t see the problem slowing them down.

$19M+
annual revenue generated from products with direct design and leadership contribution
15M+
users reached through design and product leadership solutions
80%
reduction in data development rework by implementing data-driven design and early-stage prototyping
15×

team growth achieved in 7 months, scaling and managing diverse talent

“Thelma embodies the definition of an expert. She is an SME in user experience, organizational transformation, and product management. The value she brings causes the client to defer to her advice without question.”
— Engagement Manager
“Watching Thelma lead the team through a complicated business scenario was like watching a master class in calm, strategic thinking.”

— Senior Executive
“Your one-day class had an impact that will change how our entire team works through and beyond 2025.”
Following a problem, priority, product workshop.
— Project Manager
90+
person organization transformed from waterfall to product management and scaled agile framework
35+
professional careers transformed through mentorship, UX coaching programs, and team leadership
Impact & Industries

What I’ve helped build

The products I’ve helped shape support millions of people. I’ve helped organizations modernize legacy systems, launch greenfield products, and conduct R&D for emerging technology.

Is it all hype? It can be — without a clear problem to solve. According to Gartner, 85% of AI projects fail to deliver business value.

I’ve led product management for highly regulated organizations — from problem framing to launched product — implementing strategies that went beyond AI hype, assessing risk, reward, and payoff.

What is data if it doesn’t answer questions?

I helped transform the way a federal agency built data products by implementing a question-first framework. Through a series of workshops, project teams learned to focus on the questions users needed to answer in their day-to-day work—including individuals working at the highest levels of government.

The result: a dashboard that gave real answers.

The problem isn’t always the platform or the technology—sometimes it’s the way teams work.

I’ve helped transform products serving more than 17 million applicants across 90% of federal agencies by changing how teams identify and prioritize client problems, make decisions, and get work done.

Low-code doesn’t eliminate complexity—it just changes where it shows up.

I’ve built products and worked with teams to replace manual processes and legacy apps with low-code solutions by helping stakeholders distinguish between must-haves and nice-to-haves.

The result is usable tools.

Trust is one of the most important features an election system can have.

I led design and product strategy for election management and voter registration platforms — including state voter portals and mobile applications — used by 26 states, supporting more than 50 million voters.

Services

What I offer

Every organization has a different challenge standing in the way of progress. Depending on what we uncover, we start with the product, the process, or the people.

The Product

Product Blueprint

When everyone has a different idea of what’s being built, this is the map that creates a shared understanding of what gets built—and why.

The Process

Facilitation

When everything feels important, nothing moves. I help teams leave meetings with priorities and action.

The People

Team Optimization

When the team structure is the obstacle, I find where your structure is fighting your talent and realign the work around reality.

Speaking & Writing

On stages & in pages: Things I've learned

Driven by curiosity and shaped by experience, I often share what I’m learning, whether it’s through personal reflection or professional exploration.

Dear Change Maker

As you wind down this week, I imagine it feels like crossing the finish line of a marathon while juggling chainsaws – exciting, exhilarating, and as graceful as a giraffe on roller skates.

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