Past Projects
AI at Triple Whale: building the research program behind it
I built and lead the research program behind Triple Whale's AI. It started on Moby chat, grew through the partner program into agents, and now defines the automation product being built.
2024–present | Triple Whale Case study in progress
Growth financing: the numbers have to be lendable first
Whether Triple Whale should lend to its brands. Ten interviews and a survey sorted six product shapes into four build calls. Design is underway on the lead direction.
2026 | Triple Whale
AI creative generation: what separates the teams who publish
Fourteen interviews on why AI-generated ads were not getting published. I wrote the requirements the designs were built against, and Moby Studio is live.
2025–2026 | Triple Whale
Turning a book into a course: what the market decided before we built it
A behavioral science course with no content yet. I built the landing page as the test and came back with a $200 price, a four-to-six-week format, and a hybrid model.
2022 | Creative Science
Mapping Triple Whale's customer journey: what teams rebuilt against it
I built Triple Whale's customer journey framework, then led the service blueprint mapped to it. Teams restructured and hired against the blueprint. Both feed the mapping program now underway.
2025–present | Triple Whale Case study in progress
A voice-first survey in the clinic: what the facilitators saw
A day program facing a 50% Medicaid cut, nine stakeholders on delivering a recorded survey, and a typed-response option built for clients who found speaking difficult.
2024 | Lotic for Arisa Health
What sustains daily self-reflection: what the measures couldn't ask
The qualitative half of a mixed-method study. One end-line instrument, twenty-one participants. The daily survey was lowering the well-being it measured, and the recording barrier put a typed option in the product.
2023 | Lotic
Defining Lotic's core audience: what a day left no room for
The company's first primary research. Thirty-seven interviews and a survey defined who Talk2Me was for, set the principles it was designed against, and scoped the beta to those students.
2022 | Lotic
Writing
Research papers giving cross-functional teams a shared vocabulary for recurring concepts.
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Teams often treat these as one and the same, which leads to short-term engagement tactics standing in for real behavior change. The paper draws the line and makes the case for change that respects people's autonomy and holds over time.
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The way a product paces and responds shapes how time feels, and whether people stick with it. The paper translates research on time perception into design principles that reduce friction without relying on dark patterns.
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Personalization tailors an experience from your data; customization hands you the controls. The paper untangles the two and shows how to balance them so an experience stays relevant without trading away privacy or burying people in options.
Earlier Work
Digitizing a coaching system: what the team hadn't agreed on
Thirteen internal interviews, a behavioral audit of the existing app, and a habit model for translating one-to-one coaching into a digital product.
2022 | Creative Science for MaxOne & OWN IT
A vaccine purchasing platform: learning from outside the category
Twelve interviews with clinic purchasers, five platforms studied outside healthcare, and a set of recommendations that each carried its own precedent and reason.
2022 | Creative Science for Johnson & Johnson
Building Community: why open meetings stay empty
A year of fieldwork inside NYC community boards, ending in a 163-prompt tool for conversations that start before a proposal does.
2020–2021 | The New School
UrbanCentric Innovation: what makes an innovation last
Urban sustainability studied across three time horizons, from consumer fieldwork to a historical systems map to a 2045 forest city.
2020 | The New School