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I worked on the development of PEBL, a consumer product concept designed to address smartphone addiction among Gen Z and Gen Alpha by targeting the behavioral reflex of reaching for a phone. As part of the business development team, I contributed to market research, problem definition, and go-to-market strategy, helping shape PEBL as a physical, screenless alternative that replaces habitual phone use with a tactile, collectible object.

Through this project, I gained hands-on experience applying human-centered design and behavioral psychology to a real-world problem. I collaborated cross-functionally with product designers, developers, and researchers to evaluate existing solutions, define the ideal customer profile, and build a scalable D2C business model with multiple pricing tiers. This experience strengthened my ability to think entrepreneurially, translate qualitative research into viable business decisions, and communicate innovative ideas that balance emotional appeal, usability, and commercial feasibility.