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.

This isn't a soft skill bolted onto a design career. It's the foundation everything else is built on.

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.

Teaching Usability, User Experience Research and Human-Computer Interaction at several universities of applied sciences: BFH, HSLU, FFHS and FHNW.