Who we Are
I+E is a collective of senior strategists, designers, researchers and analysts that come together in the right teams for the right challenges. We believe better outcomes come from a human-centered approach, asking the right questions, and trying brave ideas.
Together, we are
Visionary thinkers:
We have a powerful ability to visualize a better future and to springboard off trends and technologies to new opportunities.
Living for the chaos:
We are nimble in uncertain environments and find connections between seemingly disparate phenomena.
Catalysts:
We are deep thinkers but we also know how turn ideas into action. We use knowledge and creativity to make things happen.
Meet the Founder
Leona Kohen founded Ideas & Experiments after repeatedly seeing the same gap: companies were strong in either strategy or execution—but struggled to define what was actually worth building in the first place.
That gap is what she set out to close.
Leona works at the intersection of human psychology, business strategy, and design—helping organizations define and de-risk new product and experience bets before significant time and capital are committed.
Her work is driven by a deep understanding of human behavior: not just what people say they want, but how they actually think, choose, and act—and what that means for what a business should build next.
She is most often brought in at the earliest stage of new initiatives—when the opportunity is still undefined, alignment is unclear, and the cost of getting it wrong is high.
Over the past 20 years, she has worked with companies including Nike, Uber, Spotify, La Mer, and Planned Parenthood—shaping products, services, and experiences across industries.
Before founding I+E in 2019, she was Group Creative Director and Head of Experience Strategy at R/GA, and earlier an innovation consultant at ?Whatif!.
She brings to every engagement a clear point of view, the ability to cut through ambiguity, and the range to carry an idea from early definition through to something real.