MY STORY IN FOUR CHAPTERS
CHAPTER 1
I like humans
It all began with a realisation: I like humans, not just interacting with them, but understanding why we behave the way we do and what shapes our decisions. This fascination led me to study psychology and later specialise in behaviour change with a Master’s degree at UCL. This was my first deep dive into the practical side of behavioural science - how theories and frameworks could address real-world challenges. My thesis on reducing food waste in university canteens wasn’t just academic; it made me realise that I could work in the field to create change for the better, in ways that align with my values.
CHAPTER 2
Diving into complexity
After completing my Master’s, I joined the Complex Urban Systems for Sustainability and Health (CUSSH) project at UCL’s Centre for Behaviour Change. This was a pivotal chapter for me, as it allowed me to solidify the methodologies and approaches that would become the foundation for my future work.
The project was inherently interdisciplinary, bringing together researchers, policymakers, and urban planners to explore how behaviour change could transform cities. I refined my skills in research design, stakeholder engagement, and behavioural analysis, while coordinating a network of over 480 academics and practitioners. During this time, I also published papers on sustainable urban interventions and behavioural systems mapping, which gave me the chance to contribute to the academic discourse while deepening my understanding of how to bridge rigorous research with practical application in addressing complex, systemic challenges.
CHAPTER 3
Time for decisions
My next step took me to Simply Rational, a spin-off of the Max Planck Institute for Human Development. This role allowed me to explore the intersection of behavioural science and machine learning, working on projects that enhanced decision-making processes for organisations and their clients.
During this time, I began to learn the intricacies of project management. Leading projects required balancing scientific research, stakeholder needs, and team dynamics while keeping everything aligned and on track. I discovered how machine learning could amplify behavioural insights, enabling innovative and impactful solutions that were grounded in evidence but forward-thinking in design.
CHAPTER 4
It’s all on me now
Freelancing was a natural evolution, a chance to integrate everything I had learnt and focus on work that aligned with my values. By this point, I had built a strong foundation in behavioural science and gained experience working across interdisciplinary teams and challenging projects. I knew I wanted to bring this expertise to a wider range of contexts, where I could make a direct and meaningful impact.
As a freelancer, I’ve worked with both private and public sector organisations across diverse fields, including sustainability, finance, cybersecurity, health, tourism, and innovation. Each project has required a tailored approach, adapting behavioural science principles to meet specific needs and contexts. Whether designing interventions, facilitating co-creation workshops, or conducting data analysis, my focus has always been on delivering solutions that last.
This journey is one I’m still on, and it continues to push me to grow and explore new ways of applying behavioural science. Every project adds a new layer of understanding and expertise, and I’m genuinely excited about the opportunities ahead to create meaningful and lasting change.