About

Following an undergraduate degree in Experimental Psychology and a Masters in Clinical Psychology, Ziba was drawn to business and spent time working in organisational effectiveness at Bank of New York Mellon. Currently, Ziba is the Head of Core Consulting at Cowry, a Behavioural Economics Consultancy. At Cowry Consulting, she leads the 'Pilots and Programmes' for clients, such as Aegon, Fidelity, Sky and Tesco. Ziba spends the majority of her time identifying cognitive friction in the current customer journeys to help inform the creative process within Cowry at the key Design stage.

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