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Designing impactful experiences informed by behavioral science

Hey, I'm Sid (they/them). I use behavioral insights and human-centered design to shape products and experiences people rely on every day. If you’re building something that could change how people create, connect, or thrive — let’s talk.

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— Previously, I was a Principal UX Designer

at Applied Research Works, a Bay Area-based company using AI to deliver clinical insights that improve human health.

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With 10+ years uncovering the ‘why’ behind human behavior,

I’ve increased user engagement by 40% within a year, de-risked multi-million-dollar decisions, and led large-scale, award-winning experiences for 4.3M+ people.

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Regardless of the context, I am at my best when working with dedicated folx to bring big, bold ideas to life

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In that spirit, I'm also the Creative Chair for AIGA's Women In Leadership and Design (WILD) SF

We amplify women and non-binary designer voices in the Bay Area that lead to stronger, more inclusive design teams. If you're interested, reach out! I'd love to get you connected.

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On a personal note, I fell in love during the pandemic

The unexpected detour altered my path and continues to inform my research and design approach.

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Drop me a note

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Hypotheses drive discoveries.

Let's explore what's possible.