I have a degree in psychology, I’m fascinated by how the brain works and how we perceive and retain information. On top of studying psychology I also have a strong background in visual arts. I love design and being creative. Wanting to apply both design and psychology in a more practical field I began my studies in front end development. I am passionate about creating meaningful experiences for users. Being a strong proponent of data-driven design I gravitated towards web analytics and SEO/SEM. I have lots of experience helping organizations define and measure key performance metrics and usability. I transitioned into UX design because I recognized the need for both qualitative and quantitative research. I also love having an active role in designing a better solution. I believe that understanding your users and acknowledging their needs and frustrations is the key to improving functionality, ease of use and enjoyment.