I’ve always been drawn to what software can unlock:

• At 14, I built my first website — helping me publish my writing and earn money online.
  
  

• At 16, I began designing software at a startup building tech for global retailers like M&S, Waitrose, and Uniqlo.
  
  

• By 19, I dropped-out of UAL* to dive full-time into designing apps, websites, and bespoke tools for startups alongside PMs and founders.

But over the next 8+ years, I realised something deeper:

The best-performing designs weren’t just functional—

They tapped into human psychology.

They accounted for:

• The incentives driving rational choices, and—

• The unconscious biases shaping instinctive reactions...

Because UX doesn’t happen on a screen—

It happens in the user’s mind.**

Once I saw that, I went looking for the best minds to learn more from—

Only to realise I’d been learning from them already...

Because alongside reading foundational psychology books by Daniel Kahneman,
Dan Ariely, and Robert Greene—

I was constantly studying Growth.Design’s materials to learn the behavioural principles that most directly affect UX (from their famous value-dense case studies).

So I reached out to it’s founders: Dan and Louis-Xavier—

Expressing my appreciation for their work and desire to learn more up-close from them.

(With 130,000+ subscribers of product designers, managers, and founders... I didn’t expect a reply).

They got back to me the next day.

They asked if I would like to try making a case study in their unique style?

Hell yes.

So I immediately did exactly that.

They loved it.

Then they asked if I wanted to try something else:

A new, hands-on format they were experimenting with for teaching a concept deeply.

I did that too.

Within two weeks, I experienced some truth of the saying:

If you want to learn something, teach it.

This is exactly what I was seeking, and—

—They saw the potential for a partnership.

And so, 59 emails later, we began working together.