Customer experiences that change behavior.

The Choice Hacking approach to customer experience is powered by strategic behavioral science frameworks (supercharged with AI) that guide tactical recommendations for "nudges", UX, marketing, creative, and content. 

Choice Hacking creates effective and emotional experiences that drive short-term sales goals, long-term brand building, and customer behavior change.

A selection of the brands I've worked with in my career include: 

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The power of going "beyond the nudge"

The Nobel prize-winning concept of "nudging" has taken on a life of its own in marketing and experience design. But nudging's real power emerges when behavioral science and psychology are applied in holistic ways, not one-off tests - augmenting tried and tested tools like customer journey maps, design thinking, information architecture, and comms planning.

This holistic approach supercharges creativity, grounds experiences in effectiveness, and can unlock hidden value for brands. 

Supercharged Marketing

Marketers have embraced the potential of behavioral science but are often hamstrung by the very thing that makes it powerful - its academic DNA. In response, I've created proprietary frameworks born from years of producing tangible results, acting as a bridge between research and the real world.

Journeys That Sing

Creating customer journeys isn't just about fixing problems. The difference between average and extraordinary brands is in journeys that aren't just effective but emotional as well. A "journey that sings" combines art and science to elevate your experience beyond the basics (but it gets those right, too).

Habits That Transform

Building and changing habits are the highest aims of experience design. From getting people to exercise or driving sales frequency, digital experiences have the power to transform our lives. Actions tied with emotional investment are the foundation of habits that stick.

The Long and Short of It

What if I told you that brand and customer experience could not only play nice, but work better together? Sure, we all want to drive short term sales. But long-term branding building is a critical ingredient for continued growth. The Choice Hacking approach can help you do both. 

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I'm Jen Clinehens.

My mission is to create customer experiences that generate sales and drive long-term brand love. After years in the trenches of agency, client-side, and startup roles, I've developed a unique approach to strategy that combines Behavioral Science, psychology, AI, CX, data, and design thinking. From helping create McDonald's Digital Drive-Thru experience to AT&T's first loyalty program, my work has spanned continents, industries, digital + retail. I hold an MBA from Emory University and an MS in Creative Brand Management from the VCU Brandcenter (aka the "world's most innovative business school). 

I've worked on projects featured in:

Adweek • Ad Age • Fast Company • Campaign • The Financial Times • The Wall Street Journal • Variety • Harvard Business Review • Business Insider • Business Week • Forbes • Fortune • CNBC • USA Today • Mashable • PC Mag • CNET • MIT Technology Review • PSFK •

Availability: I'm located in the UK and commonly work across Canada, Europe, South Africa, Australia / NZ, Hong Kong, the UAE, and my homeland of the United States. I'm happy to take on work in additional markets, just send me a note!

What people say about working with me...

The maturity of our economy and business sectors reflects the trend to focus more attention on value optimization than value creation. That’s why Jennifer Clinehens is such an asset. 

She is an intelligent strategist and an immensely effective leader of projects and people, but her real strength is her ability to combine analytical rigor with original thinking to bring innovative business ideas to life. 

Kelly O'Keefe

Managing Partner and CEO,

Brand Federation

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In scale up, all businesses lean on the guidance of a few select people, and as one of our most valued “friends of Dragonfly” Jen has been instrumental in our growth as a business. ...[With] her unique expertise in the field of human behavioural insight she has also helped us shape how we land DragonflyAI with all our clients. 

We listen carefully when we have time with her, as her insights are second to none, always pragmatic and driven by her years of experience on both brand and agency sides of the fence.

Thank you Jen.

Mark Bainbridge


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[Jen] collaborates well across cross functional teams, sees both the big and small picture, and drives towards team success.

Her abilities allow her to communicate effectively across all levels of management, and drive high unified engagement. She is a pleasure to work with, and is an asset to any team/project!

Cindy Zanelli


AT&T Technology Services

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Let's crack your most difficult business problems.

Do any of these sound familiar? I've been there, done that (and if there's something you don't see here that's really bothering you, let's talk about it).  

  • Need to present an innovative, joined-up, and consistent experience across channels and/or markets? I can help you create: customer experience playbooks that lay out pragmatic creative guidelines, science-based frameworks that lead to consistent and persuasive messaging, simplification exercises to reduce cost and complexity, visual salience audits to make sure your message lands, and even help you build an entire customer experience from scratch (in retail and/or digital). 
  • Need to drive short-term sales? Let's talk marketing and customer experience effectiveness. I've helped optimize promotions like McDonald's Monopoly, rework checkout/product/menu experience to make them frictionless, simplifying digital experiences and more.
  • Need to create or change customer habits? Let's talk about product and user experience design. With years of applying behavioral science and gamification to multiple user interfaces (mobile, VR, digital retail signage, Connected Car, web, wearables, Voice, and more), I can help you create an experience that drives habits, loyalty, and engagement.
  • Want to drive long-term loyalty and sales? Let's talk about how my approach can help you supercharge creative, drive positive customer emotions and memories,  and create more loyal, engaged customers.
  • Having trouble defining or selling in your customer experience team? Let's talk about refining your proposition, augmenting your team's strategic toolbox, or finding that killer project that will make you famous inside your organization.  

How we can work together


One-offs (Most popular)
  • When you need support for a single project (or a series of small projects) for 3 months or less: For those who need a project lead or a subject matter consultant to add some spice to their marketing and customer experience strategies. 
  • Common deliverables include: CX Playbooks, customer journey maps, UX strategy, identifying holes in a "leaky bucket", analyzing existing creative journeys, or partnering with creative teams to develop science-led work.  


  • Need a new skillset? I can act as a hired gun to design and lead client and/or internal workshops inside your business. Commonly these are customer journey map, insight generation, and experience design workshops. 
  • Need a different brain in the room? I can partner with your business to contribute a unique perspective and behavioral science skillset to your workshops. 
  • Need to train up your own team or clients? I got you - check out my Training page here.


Longer-term Engagements
  • When you need someone to support customer experience innovation and/or creation for 3 months or more: For those who need longer-term behavioral science + CX support. 
  • Common deliverables include: Multi-phase or high-effort projects such as customer experience transformation, launching a new business or app, digital retail transformation, creation of a new kind of customer experience (digital drive thru for example), or continuous improvement projects.  

Want to learn more? 

Drop me a line, or schedule an intro call now.

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