My practice · Private Research & Strategic Advisory
Research and strategic advisory for founders focused on building ahead of the curve.
The world is moving to the 22nd century. Are you building for it?
For the founders who know that by the time something shows up in a report, you're already late. Primary research, real conversations, original synthesis — so you can focus on building what matters.
Content strategy, Reddit & LinkedIn presence, and in-person outreach across Berlin for an organization helping people build real communities.
Together by Design distills lessons from real communities and shares them with people trying to build their own.
I develop and execute the content strategy across platforms, build the organization's presence on Reddit and LinkedIn, and run in-person outreach in community spaces across Berlin.
Social commerce · Purchase intent · Search behavior
Reached VP and SVP level · Directly contributed to Shopping becoming a top YouTube priority · Opened the strategic case for global e-commerce partnerships
Users searching for specific products on YouTube weren't browsing — they were ready to buy. They wanted product details, pricing, and a clear path to purchase.
It was a different intent signal than YouTube had been built around, and the behavioral shift was already in motion.
Recognizing it opened up an opportunity for YouTube to pursue partnerships with major e-commerce platforms globally, and integrate end-to-end checkout flows for organic purchases.
UX Research · Google / YouTube
Shopping on YouTube Shorts
Social commerce · Short-form video · Product strategy
Flywheel model reached SVP of Engineering · Rewrote the product roadmap for Shopping · Influenced launches across YouTube Ads, Google Shopping & Google Labs
The first Gen Z researcher at Google to publish on social commerce. I didn't just study the generation — I am the generation.
Short-form video had already changed how people discover products. What wasn't understood yet was what happened next — how the path from inspiration to purchase worked in real shopping journeys.
I developed a flywheel model for shopping behavior built from observed real-user feedback over time. The framework reached the SVP of Engineering and rewrote the product roadmap to better serve user needs.
Brand Strategy · Consulting
Airstream
Gen Z · Brand perception · Cultural strategy
Report presented to senior leadership · Informed brand direction, collaboration, and activation opportunities
Airstream wanted to understand how their brand was landing with a generation they hadn't fully reached yet.
I recruited and profiled a range of Gen Z creatives — artists, influencers, photographers, models, founders — and produced a cultural report capturing how this audience saw the brand, what they expected from it, and what about its legacy had their attention.
The output was a strategic brief: actionable ideas for how Airstream could show up authentically for a wider, younger audience while honoring what makes the brand iconic.
Field Research · New York
Starbucks Mobile Concept Store
UX · Personas · Educational framework
App improvements shipped nationally · Customer education framework developed · Research supported the opening of 30+ mobile-first stores across the US
Starbucks was piloting a concept store built around an ambitious premise: being mobile-first, with nearly all orders placed ahead of time through the app.
Being embedded in that experiment from the ground up was an opportunity to understand how customers and technology meet at the point of service, and how people adapt to technology in everyday life.
As a trainer embedded in the store, I ran field research that shaped how the concept came to life. The framework and findings went on to support the opening of 30+ mobile-first stores across the US.
Ethnographic Research
The Gig Economy in COVID-19
Ethnography · Community behavior · Product strategy
Established digital ethnography as a core research method · Findings framed as strategic recommendations for gig economy platforms
Crisis doesn't create new behaviors — it accelerates the ones already under the surface.
What emerged was remarkable. Drivers had built the infrastructure they needed themselves: online communities where they shared resources, told their stories, exchanged ideas for growing their businesses, and kept each other safe.
Uber wasn't meeting drivers where they were, so they found each other in that gap.
About
I am a UX researcher and strategic advisor based in Berlin. Connection has been my through-line since I was 11, when I built a social network site for my classmates. That thread has taken me from New York to Berlin, through Google and YouTube, to founding my own practice chasing the place where culture and technology meet. Where it breaks down, where it's about to happen, and what it takes to build it.
My work sits at the intersection of consumer behavior, emerging technology, and culture, with a particular focus on what's shifting in Gen Z behavior and transatlantic markets.
I have spent my career in the gap between what's happening in culture and when it shows up in reports. At Google and YouTube, I surfaced signals from the corners of the internet before they became mainstream trends. On the ground in New York, Paris, and Berlin, I move between worlds — founders and operators, artists and creators — and translate what I find into intelligence you can build on.
Technology exists to connect us. I find where the potential is ahead of the product — in the spaces where culture and behavior shift before the data catches up — and build the bridge to drive real business impact.
My practice the22nd is the formalization of work I've done and loved for a long time. Built on a new path in Berlin, for founders building theirs. I also work with organizations I believe in, including Together by Design, where I work on content strategy for community builders.
Skills & Services
✦ Research
Primary research Ethnography UX research Behavioral analysis Trend & signal detection Gen Z · transatlantic markets
✦ Strategy
Research synthesis Strategic advisory Brand positioning Content strategy Community strategy Go-to-market research
✦ Execution
Community building Social media strategy Stakeholder communication In-person outreach Platform strategy
✦ Deliverables
Research reports Strategic briefs Diary studies User personas Journey maps Stakeholder presentations
✦ Tools
UserTesting · dscout Qualtrics · Figma Cursor · Claude Code SQL · R · Python Adobe Suite · Excel
✦ When I'm offline
vintage shoppingfuturologyDöner Kebabrainart museumslive musicBerlinpizzatrendspottingcollagingBroadwaythe beachrunningParisjournalingreadingtravelingcoffeeNew York