I work at the intersection of behavioural science and product execution, building the measurement systems that help teams understand where users struggle, disengage, or derive value.

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Across fintech and subscription platforms, I've designed structured approaches to quantify friction, model drop-off drivers, and segment customers based on behaviour rather than demographics. My work combined event-level analysis, structured survey measurement, and qualitative inquiry to surface the trade-offs that matter - and support clear, evidence-based decisions at leadership level.