From Insight to Impact: Designing Systems That Shape Behaviour

​User Stories Meetup #2

In a world overflowing with dashboards, AI models, and user data, why do so many organisations still struggle to create meaningful impact?

​In this keynote, Michelle draws on her journey from neuroscience to industry. Her experience spans behavioural modelling in iGaming, people and product analytics at Spotify, and workplace innovation at Ericsson. She explores how data becomes truly powerful only when it is designed around human behaviour.

​Through real-world stories of influencing C-level decisions, building responsible AI models, and productising behavioural insights, she will share a practical framework for turning insight into systems that drive sustainable change.

​Expect honest lessons, practical examples, and ideas you can apply across UX, product, and data teams.

​About Michelle

​Michelle began her career in neuroscience labs studying the brain. Today she applies that same curiosity to understanding data, decision-making, and the systems that shape behaviour in organisations and products.

​Her career includes behavioural modelling in iGaming, people and product analytics at Spotify, and workplace innovation at Ericsson. She brings a behavioural science perspective to UX, product, and data, helping organisations translate insights into systems that drive responsible and lasting impact.

​About User Stories

​User Stories is a community meetup in Malta designed for people working in user-focused roles, including UX, product, data, design, and research, as well as students interested in these fields.

​Each meetup features a keynote from an industry professional, followed by discussion and networking with the local community.

​This event marks the second User Stories meetup and continues our goal of creating a space where people can learn from real experiences, exchange ideas, and connect with others building user-focused products and services.