If the systems we’re building are designed to affect human decisions, then understanding the human making those decisions has to come before we build the system.
“I study how people make decisions and build systems that align with real human behavior.”
My work connects buyer psychology, marketing, operations, AI, and execution. I help organizations understand what is influencing performance, identify where people or processes are getting stuck, and build practical systems that move the business forward.
Understand why customers trust, hesitate, compare, choose, return, or leave, then design the experience around what helps them act.