I bridge the gap between complex systems and the human "decision-at-the-door."
As the research and design lead behind IAMBIC’s mobile platform, I pioneered the virtual fitting experience for the world’s first AI-tailored sneaker, recognized as a TIME Best Invention of 2023. I specialize in the 0→1 phase of product development: identifying the "why" behind consumer behavior, testing hypotheses, and validating product-market fit in high-stakes environments where no precedent exists.
Solving the "Confidence" Gap: My work at IAMBIC wasn't just about foot scanning; it was about solving the psychological hurdle of remote biometric tasks. Through 500+ observational research sessions, I mapped where technical uncertainty triggered task abandonment. I replaced that uncertainty with real-time feedback and guidance framework that translated mandatory precision into a simple, scripted mobile experience.
Evidence-Based Strategy: I believe that research shouldn't just inform design; it should define the business model. At IAMBIC, I led the customer discovery and problem validation research for our leadership team's pivot from a B2B fit prediction tool to a D2C size-inclusive footwear brand, securing U.S. National Science Foundation (NSF) Phase II backing.
The Strategic Foundation: My approach is rooted in the unique intersection of UCLA Psychological Research, Venture Design, and a decade of Cultural Journalism (VICE, Consequence). This background empowers me to build cross-functional frameworks that connect data, ops, and marketing. I translate raw human insights into strategic systems that solve the no-show and attrition crises in the tech and live event sectors.
Current Research
The No-Show Epidemic: To solve the $1.8B leak of attendance attrition, I model the 48-hour planning window to identify the point of forfeiture—the tipping point where cumulative cognitive load outweighs the emotional ROI of attendance.
The Experience Refugee: For a behavioral study of displaced loyalty, I investigate the migration patterns of fans when legacy cultural hubs disappear and why long-term super-fans are opting out of traditional festival models in favor of low-tax alternatives.
Behavioral Utility Modeling: Applying Expectancy-Value Theory to live operations to stabilize the probability of success, ensuring that the transition from ticket-holder to attendee is frictionless and high-margin.
Select Publications
St. Vincent Debuts 'Masseduction' with Surreal Live Show (The MAT Magazine)
Coachella Put Everything in its Right Place in 2017 (The MAT Magazine)
The Paranoyds Eat Their Own (Vice)
Primavera Sound 2016: Radiohead, Lush, The Avalanches Triumph (The MAT Magazine)
Time Travel, Film and Madonna: An Interview with L.A. Witch (The MAT Magazine)
Festival Outlook: The OutKast Effect (Consequence)
A Sea of Pulp: Writings Aboard S.S. Coachella (Consequence)
Photo Features
10 Things to Do in NYC Now (The New York Times)