How my background shapes my human-centred approach

My background in behavioural economics has given me a deep understanding of how real humans (our users) actually behave, as opposed to how businesses assume they should behave. Businesses often think:

• “If we build the perfect product, customers will use it!”

• “If we provide detailed explanations of why our product is great, customers will read them and buy it!”

But human decision-making is rarely that rational. Behavioural insights help bridge this gap between expectation and reality.

My experience in service design has trained me to approach problems holistically, considering multiple user perspectives—both customers and employees. Through user interviews and co-creation sessions, I’ve learned how to reframe business problems into user-centric challenges, ensuring solutions align with real user needs.

My background in UX research strengthened my capacity to:

• Conduct studies in fast-paced digital environments (How much research is enough research in a business setting?)

• Analyze self-reported data (i.e., surveys) from a critical lens

• Scope research studies effectively—especially when stakeholders aren’t sure what they’re looking for