Take a balanced approach to understanding consumer behavior. While features influence purchase decisions, it's the emotional connection to your brand that makes your product and value proposition truly stand out—and keeps customers coming back. I recommend
- Driving products from 0 to 1: translating ambiguous ideas into validated, buildable concepts by grounding early bets in real customer insight rather than assumption, connecting product cognition to emotion, integrating UX research into the full product lifecycle, and shaping the holistic customer journey—from first spark of an idea through launch and beyond.
- Embedding AI into the process itself: using it to synthesize research faster, surface patterns across qualitative and quantitative signals, and prototype experiences early enough to test emotional resonance. AI accelerates the how; it doesn't replace the judgment of why something will matter to a customer.
- Collaborating across research, design, product, engineering, analytics, finance, and marketing to unlock more value from your insights—whether you're validating a brand-new 0-1 bet or evolving something that already exists.