Behaviour Design and Innovation Director at Tobias & Tobias
Ash is director of Tobias & Tobias, a design and innovation studio on Sydney’s Northern Beaches. He has spent the past couple of decades studying and practising all aspects of human-centred design — from human factors and user experience to behavioural economics. Ash is passionate about understanding how people perceive, process and recall information, and using that knowledge to predictably affect their behaviour.
Ash started his career in aviation, where design is the difference between life and death, and decided that human-centred design should be applied more broadly. During his career, he has worked on many interesting projects, from the early research and design of Wotif.com to designing the experience of visiting a GP for Bupa.
Ash has also acted as Australia’s first federal court expert witness in human-computer interaction; The Australian human-centred design representative to ISO; and chair of the Australian human-computer interaction conference, OZCHI.