Case studies framed around tensions, behavioral contradictions, and the ecosystem implications of getting it right — or wrong.
Three projects that shaped strategy, shifted roadmaps, or changed how organizations made decisions.
Two years. Twelve studies. A 0→1 platform launch. $3M TPV — achieved by understanding that virtual economies are not commerce problems. They're identity, ownership, and ecosystem trust problems.
Thousands of sales conversations happened every week at Instagram Business. None of it reached product or research teams. The challenge wasn't gathering data — it was getting the right people to trust the system enough to contribute to it.
They built a single-click automation that could replace hours of manual work. 18% tried it. Most never came back. This wasn't a training problem — it was a mental model problem nobody had named yet.
Earlier explorations — the foundational work that built the instincts behind everything since.
A mobile budgeting app for young professionals with unstable or irregular incomes — freelancers, gig workers, seasonal earners. Designing for the financially underserved rather than the financially optimized.
Interview design exercise · 1 week · End-to-end concept
A Facebook Messenger chatbot designed to reduce communication overhead between professors and students at UF. Research revealed the limits of asynchronous AI communication before those limits were widely understood.
Research & conversation design · 2 months · UF Human Experience Research Lab
Working with the EDIT UF program to help minority entrepreneurs translate their vision into reality through emerging technology. Where designing for someone's livelihood — not just their workflow — first shaped how I listen.
NDA · Concept development · IoT · Voice · VR · Entrepreneurial diversity program
A web application to help geographically dispersed life science researchers track team engagement. The first project that revealed: the technical decision is always downstream of the human one.
Web app · UX research · 4 months · The pivot from software engineering to behavioral research
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