What others say
Services
Product Strategy
Deep Dive with a Behavioural Lens
User Research
Using Psychological Frameworks
UX Audit
Engagement & Behaviour Change
Academy
Workshops & Training for Teams
Methods
What I do
I work with product teams to uncover the psychological friction that data alone can't explain — and turn it into design decisions that actually hold up in the real world.
That means behavioural analysis, not just usability testing. Decision architecture, not just user flows. Understanding why people hesitate, not just where they drop off.
The result: experiences that convert better, feel easier, and earn trust — because they're designed around how the human mind actually works, not how we wish it worked.
Turning behaviour insights into usable, engaging, and impactful digital experiences.
How I work
Every engagement starts with understanding the real problem — not the brief, but what's actually happening in users' heads.
Behavioural Discovery — I look at your product through a psychological lens. Where does trust break down? Where does cognitive load spike? What are users feeling that they'll never put in a survey?
Evidence-Based Design — Every recommendation ties back to how the human mind processes decisions. No guesswork, no "best practice for best practice's sake."
Ethical by Design — I help users succeed without manipulating them. Especially critical in health, finance, and any context where people are vulnerable.