Why Behavioral Science Matters for Every Entrepreneur: Insights from Kathryn Ambroze
- Boryana Dimitrova
- Oct 30, 2025
- 4 min read
Updated: Dec 1, 2025
In episode 31 of the Wellness Marketing 101 podcast, I had a fascinating conversation with Kathryn Ambroze, a behavioral scientist and VP, UX Research Lead - Trust and Security at JPMorganChase.
Kathryn’s journey from neuroscience to behavioral science and now to leading user experience research for one of the world’s top financial institutions is filled with valuable lessons for entrepreneurs who want to understand their customers better and design smarter businesses.
From Neuroscience to User Research: A Nonlinear Path
Like many of us, Kathryn didn’t take a straight road to where she is now. She began her academic career studying neuroscience with the intention of becoming a dentist. But along the way, she discovered a deeper interest in research and human behavior.
“No one’s path is traditional,” she says. “I realized I was more interested in how people make decisions than in the medical side of things.”
After working as an applied consumer neuroscientist, Kathryn earned her Master’s in Behavioral and Decision Sciences (MBDS) from the University of Pennsylvania, which helped her expand her toolkit for studying human behavior.
That led her into user experience (UX) research, where she applies behavioral insights to improve digital experiences - from banking apps to online decision-making tools.
Behavioral Science vs. User Research: What’s the Difference?
At first glance, the two fields sound similar and they are closely connected. But Kathryn explained the subtle difference:
Behavioral Science explores why people act the way they do.
User Research studies how people interact with products and digital experiences.
Behavioral scientists might ask questions like, “How do we get more people to recycle or save money?”User researchers might ask, “How can we make this app easier to use so people actually save money?”
In both cases, the goal is the same, which is to understand human behavior and design experiences that help people make better choices.
Using Science to Protect Customers
Kathryn’s current work focuses on trust and security at JPMorgan Chase, helping customers recognize and avoid scams, and improving how the bank communicates risk.
“Scams are becoming more sophisticated,” she explains. “Our job is to make sure customers feel safe where they keep their money and their data.”
Her work combines psychology, technology, and ethics by using research to create digital experiences that are both safe and intuitive.
Why Every Entrepreneur Should Care About User Research
You don’t need to work at a Fortune 100 company to apply behavioral science. In fact, Kathryn says small businesses can benefit even more by studying how customers behave on their websites or apps.
“Research helps you identify pain points and unmet needs,” she says. “When you align your design with real customer behavior, you create experiences people actually enjoy.”
For entrepreneurs, this means:
Test your website flow — are customers getting stuck or confused?
Review your checkout process — is it easy and secure?
Evaluate your content — does it answer real questions or just fill space?
The goal is to make your website efficient, effective, and emotionally intuitive — guiding visitors smoothly from interest to action.
Friction Isn’t Always Bad
One fascinating insight from Kathryn: not all friction is a problem.
“Sometimes, friction is a good thing,” she says. “It gives people time to pause and reflect before taking action.”
Think of it like a childproof cap on medicine, a small barrier that protects users. Online, that might look like a confirmation message before deleting important information or an extra security step before making a payment.
Friction, when designed intentionally, can build trust and enhance safety — especially in industries like banking, healthcare, or wellness.
How Small Businesses Can Run Low-Cost User Research
If you’re an entrepreneur wondering how to start applying these ideas, Kathryn shared several budget-friendly tips:
Start with one clear question.
What behavior are you trying to understand or improve? (e.g., “Why are people abandoning their cart?”)
Use what’s available.
Review your website analytics to see where visitors drop off — then dig deeper into why.
Be your own tester.
Go through your website like a first-time visitor. Is it clear what you offer and how to buy it?
Learn from others.
Follow experts and listen to behavioral science podcasts like:
The Behavioral Grooves
No Stupid Questions
User Research Strategist with Nikki Anderson
Embrace “dogfooding.” Test your own customer journey - experience your service as your customer would.
“You yourself are a user,” Kathryn says. “Pay attention to what frustrates or delights you in other experiences, and bring that awareness into your own business.”
Applying Behavioral Science Beyond Business
Even outside of work, Kathryn applies behavioral insights to her daily life — and one of her favorite ways to de-stress is through baking.
“I love watching people’s reactions when they try something I’ve made,” she laughs. “It’s the researcher in me! I’m a professional people-watcher!”
Fun fact: she even baked her own wedding cake! (Her sister Grace Ambroze, also a guest on Wellness Marketing 101, shares the same passion for baking!)
Connect with Kathryn:
You can connect with Kathryn Ambrose on LinkedIN. She’s always open to conversations about behavioral science, UX research, or even buttercream recipes!
If you enjoyed this story, share it with a like-minded entrepreneur and follow me on Instagram @blackseaams for more marketing insights to help you grow your wellness business the right way.
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