With a background in cognitive science and human computer interaction - Product Experience has been the cornerstone of my life. It informs the the way I see the world and inspires the way I shape the world. Understanding how product experience matched with strategy and business can enrich ( and perhaps save ) the world - has become the focus of my career and a driving force behind what I do every day. Usually, I join a project at the very beginning with a challenge to balance analytical and aesthetic aspects of product with a complex phenomena to support data informed decision making.