I help organisations understand the psychology driving how people negotiate, learn, decide, and buy — then apply that understanding to real commercial outcomes. Drawing on a background in UX design and applied psychology, I work across negotiation strategy, training design, and business strategy, identifying the cognitive biases, motivational patterns, and decision-making mechanisms already shaping your outcomes, whether you’re aware of them or not. The goal isn’t academic theory for its own sake. It’s spotting where confirmation bias is costing you in a negotiation, where training format is quietly failing your team, or where a pricing or retention strategy is leaning on the wrong psychological lever — and fixing it.
With over fifteen years’ experience designing digital products, I help teams build interfaces that work with how people actually think. This covers the full range of UX practice — research, information architecture, interaction design, accessibility, and usability testing — grounded throughout in the psychology of attention, memory, and decision-making that determines whether a design genuinely serves its users or simply looks like it should. The result is products that are easier to use, easier to learn, and more likely to keep the people who try them.
Beyond individual screens and flows, I help businesses think through the bigger picture — how product decisions, pricing structures, and growth strategy actually land with the people meant to use them. This means applying the same psychological grounding behind my UX and behavioural psychology work to commercial strategy itself: where a pricing tier is doing more or less work than it should, where retention is leaning on friction rather than genuine value, where a change is meeting resistance that has nothing to do with its merits. The aim is strategy that holds up not just on a spreadsheet, but against how people actually decide, adopt, and stay.