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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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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Behavioural Architect Manager

As a Behavioural Architect Manager at Cowry, Sam defines and runs our projects to tackle businesses’ behavioural challenges. He does this by analysing existing behaviours and contexts relevant to our clients, before designing practical behavioural solutions by translating and applying the research, insights and frameworks from behavioural science.

Sam has worked in behaviour change professionally for over 7 years. He started his career at PwC delivering organisational change in transformation, technology and cultural change programmes for national and international clients’ public and private sector clients.

He then pursued behavioural science more formally by completing a MSc Behavioural Science at the University of Stirling. Sam has since taken up a post as Honorary Lecturer at the university as part of a partnership with Cowry. He teaches on the application of behavioural science to organisations’ customer and colleague challenges.

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Senior Behavioural Architect

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Senior Behavioural Architect

Whilst completing his undergraduate degree in Economics and Management, Ash studied Buyer Behaviour which fuelled his desire to deepen his understanding of Behavioural Science.

Following this, Ash pursued a Masters in Behavioural Economics with his dissertation investigating how the presentation of gambling odds within the football betting market can nudge consumers into making poor decisions.

As a Senior Behavioural Architect at Cowry, Ash uses his knowledge of human behaviour to develop innovative and creative interventions that produce long-lasting behaviour change.

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