Roxana Barbu

As a Cognitive Science alumni, in her day to day work, Roxana puts those insights to use at Canada Post, an iconic Canadian brand. She works with clients on complex problems from product ideation to post-deployment.

Her ambition is to co-create innovative experiences and compelling digital solutions that are good for people and businesses too. She does so by leveraging her in-depth understanding of human cognition and neuroscience to uncover insights that traditional UX methods may miss.

Roxana realized early in her schooling that she did not want to pursue a traditional career in academia. Cognitive science, being interdisciplinary by definition, allowed her to broaden her horizons. As an adjunct, she enjoys working with students passionate about bridging academia and industry (e.g., understanding behavior changes principles and applying them to everyday digital solutions; studying people’s perceptions around safety, and how we might leverage that to protect ourselves and our loved ones online).