Still asking ‘but why?’ Just with bigger sample sizes now.

I’ve always been curious. That curiosity led me to study Cognitive Science, where I dug deep into how people think, learn, and make decisions. It’s basically a playground for anyone who enjoys asking difficult questions.

I was just about to start my PhD when I got offered what I thought was my dream job: a research scientist role at Alpha, Telefónica’s moonshot factory. It was a sharp left turn from academia and exactly the right one. At Alpha, innovation had no boundaries, and I had the freedom to experiment with research methods, blend behavioural science with strategy, and design ways to test bold ideas that didn’t yet exist. It was research paradise (with excellent snacks).

After that, I joined an edtech startup in the Bay Area, founded by John Cumbers, with ambitious goals around reshaping science education. We had no snacks, very few users, and an abundance of unknowns. It was lean, chaotic, and focused on 0-to-1 product development, where I often had to make decisions with three data points and a strong gut feeling. It taught me to work fast, think scrappily, and keep research useful even when things were messy and the path wasn’t clear.

More recently, I’ve been at Kiwi.com, a larger tech company with clearer structures, more stakeholders, and a lot more meetings. There, I’ve focused on quantitative UX research that drives product and business decisions from pricing and segmentation to message testing and feature prioritisation. I’ve also worked directly with the CEO, testing early product ideas and bringing evidence into high-level strategy conversations.

I’ve mostly worked under the title Research Scientist, because my work doesn’t really fit into a tidy UX-only box. I bring together behavioural science, quant methods, and strategic thinking to answer the kinds of questions that can change roadmaps and not just interface copy. My experience spans across edtech, health, and travel, but really, I’ll work on anything as long as the question is interesting.