What others have to say
What I do
I work with product teams to uncover the psychological friction that data alone can't explain — and turn it into design decisions that actually hold up in the real world.
That means behavioural analysis, not just usability testing. Decision architecture, not just user flows. Understanding why people hesitate, not just where they drop off.
The result: experiences that convert better, feel easier, and earn trust — because they're designed around how the human mind actually works, not how we wish it worked.
How I work
Every engagement starts with understanding the real problem — not the brief, but what's actually happening in users' heads.
Behavioural Discovery — I look at your product through a psychological lens. Where does trust break down? Where does cognitive load spike? What are users feeling that they'll never put in a survey?
Evidence-Based Design — Every recommendation ties back to how the human mind processes decisions. No guesswork, no "best practice for best practice's sake."
Ethical by Design — I help users succeed without manipulating them. Especially critical in health, finance, and any context where people are vulnerable.
About me
I’m Flavio - UX Psychology Specialist & University Lecturer (BFH, HSLU, FFHS)
Users abandon forms that look perfectly logical. They ignore buttons that are placed exactly where best practice says they should be. They tell you they want one thing — and do the opposite.
Most UX teams respond by testing more. I respond by asking why.
With an MSc in Psychology and a background in Cognitive Neuroscience, I don't just observe user behaviour — I understand the mechanisms behind it. Why trust breaks down on screen three. Why a "simple" flow feels overwhelming. Why users say yes in interviews and bounce in production.
Over the past six years, I've contributed to projects for organisations including SBB, Mobiliar, Spitex OPAN, Digital Health StartUps and FinTech Apps - across consulting, in-house, and academic roles.
This isn't a soft skill bolted onto a design career. It's the foundation everything else is built on.
Skills
Over the years I have extended my methods and knowledge in User Experience Research & Design.
Behavioural UX Strategy
UX Psychology
Ethical Behaviour Change Design
Cognitive Load Assessment
UX Audit
Psychology-Based User Research
Behavioural Journey Mapping
Dark Pattern Prevention
AI Human Interaction
Digital Health Interventions
