
Leaf: Transport Emissions Cut By Behaviour
UX Design, Mobile
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On a three-day international sprint, my team put me forward as Decider. I narrowed our brainstormed ideas down to one behaviour-change concept. The judging panel rated it the strongest of the competing submissions and asked afterwards whether we would sell it.
Design Iterations & Learnings
Ideation: one candidate solution per persona pain point, so every idea had to answer to a real behaviour first, not to which technology was newest.
Narrowing: as Decider, I cut the field to the two or three strongest candidates using behaviour-change fit as the criterion, then committed the team's remaining time to those only.
Final: Leaf, a rewards-based mobility app built on reward systems and social appraisal. External judges, not an internal panel, judged it the most innovative and appealing concept in the room, and asked to buy the concept outright. We declined. A service with a strikingly similar reward mechanic, Jelbi, launched in Berlin not long after. I can't claim a direct line between the two, only the resemblance.
Outcomes


Questions people usually ask
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What does complex, large-enterprise B2B SaaS experience actually give me, and would I still move fast enough for a smaller team?
How do I work when the brief isn't clear yet, and what part of the job do I enjoy most?
How do I actually strengthen a team, and will I get hands-on or mostly direct from a distance?
What did I do with the time between roles, where do I stand on AI, and what am I looking for next?
How has living abroad shaped me, both as a person and as a principal design lead?







