Experience design, behavioural science & service strategy.
All in one.
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AI and decision-making.
I use qualitative research and data to understand the psychological forces that drive our choices, to navigate our irrationalities with greater clarity.
Connecting tech with people’s needs.
Whether it’s integrating GenAI into ScienceDirect or creating a proof of concept for a drone platform, my goal is always the same: connect products and services to people’s needs.
Service design for the public sector.
At the BBC, I mapped the service ecosystem across 30 + products. At Cambridge, I designed the service model for 108 university libraries. It was all about making sense of the invisible, untangling complexity.
