All Team Members

Sarah Reid



I’m obsessed with understanding when and why people behave in ways that don’t match up with their intentions or preferences and designing things that help bridge that gap, not only for better navigability but also to promote value-centred experiences. To do this, I like to combine methodologies and tools from design, behavioral economics, and sociology to figure out how people negotiate their everyday lives—what are people willing to trade-off and why? And what really matters to people?—so we design solutions that embrace human complexity and context, not in spite of it.

At Doblin I head up our work on behavioural design in Canada. I earned a PhD. in Sociology at the University of Toronto and held a postdoc at Rutgers School of Management. My work is published in the Harvard Business Review, Rotman Magazine, the Journal of Design Strategies, the Behavioral Scientist, the Journal of Health and Social Behavior, and Work & Occupations.


PhD in Sociology – University of Toronto

What Inspires Me

Sociological imagination, music (especially classic rock n roll), starting something new, Gloria Steinem, my two fierce nieces