I’m obsessed with why people do (some) things (and not others). I translate what people do (and why they do it) into products that work.
50 West
HI THERE. I’M SARAH.
Humans are hard. I can help.
I’m hyper-focused on helping my clients achieve their goals, in budget and on-time.
Can’t Stop Won’t Stop
What I’m Reading
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POPULAR PRESS
I spent the day trying to teach seniors how to use an iPhone and it was a nightmare
Women portrayed as younger than men online, and AI amplifies the bias
The Brain Navigates New Spaces by ‘Flickering’ Between Reality and Old Mental Maps