Experimental Designer

During her BSc in Psychology at the University of Bristol, Emily was a part of the research team at the Tobacco and Alcohol Research Group, where she studied cognitive changes and behavioural biases associated with alcohol consumption.

She subsequently pursued a MSc in Behavioural Economics. Throughout the programme, she focussed on rationality, behavioural frameworks and individual differences in financial decision-making. Emily is passionate about preserving scientific rigour in commercial contexts.

At Cowry, she aims to bridge the gap between academic literature and fluent customer journeys.

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Behavioural Architect

Hannah recently completed a BSc in Psychological and Behavioural Science at the LSE. Here, she specialised in understanding how trust in the messengers of information is pivotal to the success of all behaviour change strategies. Motivated to contribute towards both global health and sustainability policies, she decided to pursue a dissertation on this topic, navigating the contextual dependencies of messenger effects among minority populations with regard to the UK’s COVID-19 vaccine campaign.

Alongside observing behaviour change, Hannah firmly believes in the value of evaluating the efficacy of behavioural interventions from an ethical standpoint. She enjoys discussing ethics and seeks to uncover the intersection between philosophical and scientific literature to negotiate its nuanced application to behavioural science used in the private sector context.

At Cowry, Hannah is eager to translate these interests in bridging the gap between paper and practice to drive behaviour change meaningfully, and ethically, to improve people’s everyday experiences.

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Behavioural Designer

Letitia has always been intrigued by human behaviour. During her MSci degree in Psychology at University College London, she developed a keen interest in applying behavioural science to topics related to health. She was involved in creating a behavioural intervention to increase male student participation in physical activity.

Working alongside a nutritionist charity, she also conducted research to examine how our food environment, specifically health labels on food packaging, influence consumers’ perceptions and behavioural intentions. 

At Cowry, Letitia applies her knowledge of various cognitive biases, frameworks and models to help clients create fluent experiences for their customers.

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Lead Behavioural Designer

Rich has a unique blend of behavioural design, user experience and strategy. He’s particularly interested in the intersection between UX design and the application of behavioural science.

At Cowry, Rich combines his experience at Trainline as a UX expert and Creative Producer with an academic rigour earned from completing an MSc in Behavioural Decision Science.

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Senior Behavioural Architect

With a background in psychology and behaviour change, Vanessa combines the conceptual rigour of a research psychologist with a genuine interest in real world issues. Having lived in several countries, she is excited by the diversity of thought and opinion and incorporates this into her work.

Vanessa's aspiration is to continue bridging the gap between academia and applied behavioural science to increase the effectiveness of behaviour change. Her previous work experiences range from developing behaviour change interventions for non-profit organisations to applying behavioural science to start-ups seeking to support inexperienced investors.

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Chief Choice Barkitect

Tammy has a Phd from the University of Pawsylvania. She specialises in being a good girl, tummy scratches and nose boops.

Her favourite part of the Cowry process is digging out the insights and she brings endless cuddles to every Cowry workshop.

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Head of Academy

Nikki has extensive L&D experience and has worked across the employee lifecycle in media and manufacturing industries. Her diverse background includes developing a diversity intervention, restructuring workflows to integrate new technology and designing upskilling programs. She was a founding member of the Digital Change team that built the online presence for a national newspaper group.  

While studying for an MBA, she researched consumer values for a major South African magazine house. Nikki’s entrepreneurial spirit led her to set up a company that designed and delivered business and leadership programmes for young people. She is currently studying an MSc in Behavioural Decision Science and is passionate about applying and teaching BeSci to drive innovation and positive change in business. Nikki joined Cowry as Academy Manager in 2022.

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Behavioural Architect Manager

As Behavioural Architect Manager, Sarah uses models & frameworks from Behavioural Science to build innovative solutions for clients that improve customer experiences and better business outcomes.

Following a postgraduate degree in Economics, Sarah obtained a Master’s degree in Behavioural Economics with distinction from City, University of London. Before Cowry, Sarah worked at Africa’s largest economics-based consultancy where she applied Behavioural Science to both public and private sector projects across retail, financial services and public health.

Sarah is passionate about applying international insights from Behavioural Science to the African context. She is therefore particularly interested in Cowry’s Diversifi BeSci Network, a new collaborative network of applied practitioners championing the use of Behavioural Science globally.

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Behavioural Design Manager

Cynthia is a human-centred designer who’s passionate about making customer experiences easier for all, including vulnerable audiences. She’s formally trained as a product, service and UX designer, with professional experience in Diversity & Inclusion. Previously she’s done work for clients such as Tesco Bank, EY Nalla, The Association of Mortgage Intermediaries, Channel 4 and Zwift.

As a Behavioural Design Manager at Cowry, she brings a unique, interdisciplinary skillset to the team. Cynthia obtained her M.Sc. in Design for Interaction from Delft University of Technology (the Netherlands) and her Postgraduate Diploma in Behaviour Change from University College London. Through this, she’s developed an innovative approach combining service design and behavioural science methods.

In her spare time, Cynthia is a mental health and sustainability advocate, serving as a trustee for Mind and co-founder of Slow Fashion UK.

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Behavioural Architect Manager

Si works at the intersection of nudging and human-centred design. He focuses on how we can elevate standard behavioural interventions by applying an understanding of how people see, hear, and navigate the world. His work on consumer financial decision-making has been published in a range of major scientific journals.

After gaining his PhD in Cognitive Psychology, Si spent six years working at Leeds University Business School, before joining the Behavioural Insights Team for three years. Across his academic and applied work, Si’s worked with clients such as major financial firms (Grant Thornton, HSBC, Monzo, AON; ClearScore); third-sector charities (Citizens Advice; PayPlan); and government departments (DCMS, DHSC, PHE).

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