I am a Senior Lecturer in the Marketing Discipline and currently teach Design Thinking. I am also the Director of the RMIT Behavioural Business Lab. With a Masters in Psychology, a PhD in design and consumer behaviour, and work experience in both design and business schools my research is truly interdisciplinary. I use my ability to understand different ways of thinking to design innovative solutions to complex societal and business problems. My approach uses behavioural insights obtained in both qualitative and quantitative research to affect positive behaviour change in society. My research covers areas such as product (design) perception and evaluation by consumers, the social roles that products can play to consumers, how to design products for social change, and psychological factors influencing the adoption of highly innovative products by consumers. I have published in top-tier academic journals such as Psychology & Marketing, International Journal of Design, Acta Psychologica, British Journal of Psychology, Journal of Psychology in Aesthetics, Creativity, and Arts, and Journal of Design, Business and Society. The project 'Sans Forgetica, a font to remember (sansforgetica.rmit)' gained world-wide acclaim.