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Behavioral Insight for Marketing & Engagement Strategy
Exploring how behavioral friction shapes retention, decision-making, and repeat behavior across digital products and consumer experiences.
Loop Stabilization Framework
A behavioral systems framework exploring how engagement becomes unstable across transitions — and how high-leverage constraints can be identified through friction diagnosis, state comparison, and intervention design.
DLCL #001 – Labubu (Pop Mart)
Primary Value Map positioning Labubu within the Decision Loop Framework, illustrating that the product primarily creates value through identity and intrinsic emotional value.
Products Beyond Utility
Exploring how participation, identity, and meaningful friction help products create experiences that extend beyond their core function.
Quiet Memory User Experience
A conceptual user flow exploring how users can organize emotionally linked memories through soft hide, archive, and cooldown experiences.
Designing Decision Loops
A system-level exploration of how user behavior is shaped by repeated decision loops over time.
This project breaks down how pacing, rewards, and interaction design influence how users engage, continue, and eventually return.
This project breaks down how pacing, rewards, and interaction design influence how users engage, continue, and eventually return.
Role Continuity: The Next Frontier of Platform Strategy
When functional differentiation hits a ceiling, delivery platforms must win on emotion and social presence. This study introduces the "Role Continuity Model"—a strategic framework for brands to move beyond speed and price by protecting the user’s presence in high-stakes moments.
When Design Doesn’t Match Usage
This project proposes a shift from a purely functional product to an emotionally driven daily routine. By redesigning supplements into more accessible formats, such as powder sachets and functional treats, the product becomes easier to use and more naturally integrated into everyday interactions between pets and owners.
How National Geographic Drives Engagement Through Human Psychology
Engagement on social media is often treated as unpredictable.
But it’s not.
Through analyzing National Geographic’s content, I found that engagement tends to follow two main pathways: emotional and cognitive.
Each type of content triggers a different kind of response, from sharing to discussion.
This project explores how understanding these patterns can lead to more intentional content strategy.
But it’s not.
Through analyzing National Geographic’s content, I found that engagement tends to follow two main pathways: emotional and cognitive.
Each type of content triggers a different kind of response, from sharing to discussion.
This project explores how understanding these patterns can lead to more intentional content strategy.
Loop Stabilization Framework
A behavioral systems framework exploring how engagement becomes unstable across transitions — and how high-leverage constraints can be identified through friction diagnosis, state comparison, and intervention design.
DLCL #001 – Labubu (Pop Mart)
Primary Value Map positioning Labubu within the Decision Loop Framework, illustrating that the product primarily creates value through identity and intrinsic emotional value.
Products Beyond Utility
Exploring how participation, identity, and meaningful friction help products create experiences that extend beyond their core function.
Quiet Memory User Experience
A conceptual user flow exploring how users can organize emotionally linked memories through soft hide, archive, and cooldown experiences.
Designing Decision Loops
A system-level exploration of how user behavior is shaped by repeated decision loops over time.
This project breaks down how pacing, rewards, and interaction design influence how users engage, continue, and eventually return.
This project breaks down how pacing, rewards, and interaction design influence how users engage, continue, and eventually return.
Role Continuity: The Next Frontier of Platform Strategy
When functional differentiation hits a ceiling, delivery platforms must win on emotion and social presence. This study introduces the "Role Continuity Model"—a strategic framework for brands to move beyond speed and price by protecting the user’s presence in high-stakes moments.
When Design Doesn’t Match Usage
This project proposes a shift from a purely functional product to an emotionally driven daily routine. By redesigning supplements into more accessible formats, such as powder sachets and functional treats, the product becomes easier to use and more naturally integrated into everyday interactions between pets and owners.
How National Geographic Drives Engagement Through Human Psychology
Engagement on social media is often treated as unpredictable.
But it’s not.
Through analyzing National Geographic’s content, I found that engagement tends to follow two main pathways: emotional and cognitive.
Each type of content triggers a different kind of response, from sharing to discussion.
This project explores how understanding these patterns can lead to more intentional content strategy.
But it’s not.
Through analyzing National Geographic’s content, I found that engagement tends to follow two main pathways: emotional and cognitive.
Each type of content triggers a different kind of response, from sharing to discussion.
This project explores how understanding these patterns can lead to more intentional content strategy.
Loop Stabilization Framework
A behavioral systems framework exploring how engagement becomes unstable across transitions — and how high-leverage constraints can be identified through friction diagnosis, state comparison, and intervention design.
DLCL #001 – Labubu (Pop Mart)
Primary Value Map positioning Labubu within the Decision Loop Framework, illustrating that the product primarily creates value through identity and intrinsic emotional value.
Products Beyond Utility
Exploring how participation, identity, and meaningful friction help products create experiences that extend beyond their core function.
Quiet Memory User Experience
A conceptual user flow exploring how users can organize emotionally linked memories through soft hide, archive, and cooldown experiences.
Designing Decision Loops
A system-level exploration of how user behavior is shaped by repeated decision loops over time.
This project breaks down how pacing, rewards, and interaction design influence how users engage, continue, and eventually return.
This project breaks down how pacing, rewards, and interaction design influence how users engage, continue, and eventually return.
Role Continuity: The Next Frontier of Platform Strategy
When functional differentiation hits a ceiling, delivery platforms must win on emotion and social presence. This study introduces the "Role Continuity Model"—a strategic framework for brands to move beyond speed and price by protecting the user’s presence in high-stakes moments.
When Design Doesn’t Match Usage
This project proposes a shift from a purely functional product to an emotionally driven daily routine. By redesigning supplements into more accessible formats, such as powder sachets and functional treats, the product becomes easier to use and more naturally integrated into everyday interactions between pets and owners.
How National Geographic Drives Engagement Through Human Psychology
Engagement on social media is often treated as unpredictable.
But it’s not.
Through analyzing National Geographic’s content, I found that engagement tends to follow two main pathways: emotional and cognitive.
Each type of content triggers a different kind of response, from sharing to discussion.
This project explores how understanding these patterns can lead to more intentional content strategy.
But it’s not.
Through analyzing National Geographic’s content, I found that engagement tends to follow two main pathways: emotional and cognitive.
Each type of content triggers a different kind of response, from sharing to discussion.
This project explores how understanding these patterns can lead to more intentional content strategy.
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