About
Strategy and design, and the habit of taking both all the way to something that works.
I am a senior at the University of Michigan studying Cognitive Science on the Decision & Cognition track, with a minor in Entrepreneurship. It is a degree about how people actually decide things, built out of philosophy, neuroscience and AI. My work has mostly been in preventative health, consumer research and brand. I stay on a project from the initial concept through to what ships.
01 / STORY
I have always loved creative work. I took AP Art twice and have been drawing, painting and taking photographs for as long as I can remember. Recipe development started in a gluten-free household, and I have been writing about food and wellness since 2019.
The same work now happens with more at stake, and it runs from finding the problem through to answering it. At Truemed I took a functional medicine practice from brand research through a design system to a site running in production, and designed an experiment testing whether screened non-experts could replace specialist review.
With my own brand I ran the cost analysis that ruled out the product I had already built, then designed the replacement and sold out its launch in a day. Cognitive science is the consumer side, why people decide what they decide. Entrepreneurship is the building side.
VISION
DESIGN OF THE TIME
TRANQUILITY
02 / EXPERIENCE
Truemed
Strategy & Operations Intern
Health fintech backed by a $34M Series A led by Andreessen Horowitz. Owned the Root Cause site end to end. Designed a crowd-labeling experiment testing whether screened non-experts could replace specialist review. Built an outbound recruitment channel for a clinical study, and researched and built two B2B pitch decks with the GM of New Verticals.
Ava’s Elevated Foods
Founder
Better-for-you cookie brand built through the U-M entrepreneurship practicum. Led six people across formulation, brand, packaging and unit economics. Ran the COGS analysis that forced a format pivot, and sold out the launch in 24 hours.
ACE Consulting Group
Project Manager, promoted from Analyst
Led a five-analyst team through a seven-week client engagement for a Detroit bakery, scoping the work and presenting recommendations directly to the client.
Michigan Innovative Marketing
Analyst
Benchmarked twelve competitors for a sustainable grocery app on automation, customization, budgeting and content partnerships, to locate its positioning gap.
Consider Magazine
Marketing Director
Built the brand kit and style standards that hold a student publication consistent across issues, channels and events.
Bloomfield Open Hunt
Head 8-and-Under Swim Coach
Led daily practices and set meet lineups for a 120+ swimmer program across three summers, driving a 90% season-best rate.
03 / EDUCATION & RESEARCH
University of Michigan
B.A. Cognitive Science: Decision & Cognition track Minor in Entrepreneurship.
Evaluating reasoning in large language models
Tested two LLaMA models on health questions containing hidden contradictions, each paired with a nearly identical answerable version. The larger model caught the contradiction twice as often, while both frequently produced confident answers that missed the problem entirely.
Interpreting behavior through social class schemas
A vignette study with fourteen participants, run with two co-authors. Each read the same ambiguous story about a student working in a high-end restaurant, with one detail changed to cue an upper- or lower-class reading, then recalled it after a delay. The cue did not only change how people read the story. It changed what they remembered of it.
- COGSCI 200
Introduction to Cognitive Science
- PHIL 343
Rational Choice Theory
- PSYCH 449
Decision Processes
- SOC 495
Culture and Cognition
- COGSCI 446
Cognitive Science and Generative AI
- SI 311
Product Design
- SI 347
Human-Computer Interaction
- DIGITAL 285
Society in a Digital World
- PHIL 183
Critical Reasoning
- ENTR 411
Entrepreneurship Practicum
- ENTR 413
Entrepreneurial Marketing
- ENTR 390
E-Commerce Entrepreneurship
- ECON 101 / 102
Principles of Economics I and II
04 / TOOLS & METHODS
- Figma
- Design systems
- Tokens
- Component libraries
- Brand
- Packaging
- Next.js
- React
- Tailwind
- Vercel
- Git
- Claude Code
- Experiment design
- Prolific
- Competitive benchmarking
- Customer discovery
- SEMrush
- Unit economics
- COGS modeling
- Forecasting
- Excel