I apply behavioral science to product design to drive measurable business results a cross fintech, travel, and retail.
I've worked with clients including
How I approach design
Start with the problem, not the solution
Most design failures happen before a single wireframe is drawn. I spend disproportionate time at the front end — mapping behavioral reality, identifying where user intent breaks down, and reframing the actual problem before any solution is proposed. The brief is rarely the real brief…
Behavioral science as a strategic lens
I draw on formal training in behavioral psychology — Octalysis, cognitive load theory, choice architecture, loss aversion — not as decoration but as a diagnostic and generative tool. It's how I build hypotheses that are specific and testable, not generic best practices dressed up as insight.
Design for Decisions, Not Just Interfaces
Every screen is a decision point. I design flows that reduce friction, increase perceived value, and guide users toward confident action — with the most attention on the moments that matter to business: conversion points, drop-off zones, and commitment thresholds.
Measure what you ship
I define success metrics before design begins and build validation into the process. Not to cover myself — but because design that can't be measured can't be improved, and can't justify its existence to a business.
Behavioral Design Strategy
Product Design
UX Research
Conversion Optimization
UX Research
Design Systems
Workshop Facilitation
Currently exploring new opportunities in product design.
Open to remote roles worldwide.
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