About
I’m interested in why people do what they do — especially when technology gets involved.
I’m a behavioural scientist by training and a product person by practice. I spend most of my time thinking about how people make decisions, where systems confuse them, and how technology can make those systems more useful.
Outside work, I build things.
Some start with a problem I’ve had myself. Others start with a question I can’t stop thinking about. Usually I end up somewhere between product design, behavioural science, data and AI.
How I got here
My route here has been fairly non-linear.
I studied law, then management, then spent several years doing a PhD in psychology at Durham University, researching how people behave in an organisational context.
Eventually I realised I was less interested in studying behaviour from a distance and more interested in designing the systems people actually interact with.
So I moved into product.
Then AI changed the equation again. A lot of things that previously required a team, funding and months of development suddenly became possible to prototype alone.
That was difficult for me to ignore.
Now I spend an unreasonable amount of my spare time building small products, interrogating datasets, experimenting with new tools, and following ideas far enough to find out whether they’re actually any good.
What tends to pull me in
I keep coming back to a few things.
- Behaviour
- What people intend to do versus what they actually do.
- Decision-making
- Especially when the information is messy, incomplete or overwhelming.
- AI
- Less as a spectacle, more as a tool for reasoning, building and making complicated things usable.
- Products
- Taking an observation and turning it into something somebody can actually use.
- Data
- Particularly when the interesting part isn’t collecting more of it, but figuring out what it really means.
That overlap is where most of the things on this site come from.