Hi, I’m Zoe Forster - aka Zofo.

When teams need clarity around their users, their product, or their next move - that’s where I come in.

With Zofo Digital, I bring 10 years of experience in user and market research, service design, and product strategy.

I work with clients ranging from Fortune 500 companies, government agencies, and early-stage ventures. Depending on the project, I either work hands-on or assemble and lead freelance teams with trusted collaborators in research, design, and development.

My consulting clients have included Meta, Principal Financial Group, Prologis and Utah Lake Authority. I’ve also contributed to early-stage product strategy and AI powered solutions.

Prior to Zofo Digital, I honed my consulting and strategic leadership through roles at PwC and Wayfair.

Why Zofo?

Why Zofo?

Achieve more, spend less

Skip the corporate layers and top-tier agency fees. I personally handle the heart of your project, providing a flexible approach that meets your exact needs.

True Partnership

I treat clients as partners, not just accounts. I work side by side with you every step of the way, building solutions together.

Real Results

My focus is rooted in impact. I go beyond gathering insights— I deliver strategies that achieve measurable outcomes. 

“What sets Zoe apart is her collaborative spirit. She works seamlessly across teams, bridging gaps between stakeholders, engineers, and fellow designers to ensure alignment and drive meaningful outcomes. Whether facilitating workshops, conducting user research, or presenting high-level strategies to leadership, Zoe’s communication skills shine through, making even the most complex ideas accessible and actionable.”

Head of Digital Ecosystem at Meta