I spent nearly 15 years working directly with people in crisis: as a substance abuse prevention specialist, a school counselor, and a mental health professional serving some of the most vulnerable populations in our communities. Children navigating trauma. Adults in survival mode. People whose nervous systems were in a constant state of fight or flight.

Then I spent nearly six years leading UX at the senior level, designing and shipping products used by millions of people.

At some point I couldn't unsee it. The shame-based notifications. The dark patterns targeting people in distress. The onboarding flows that retraumatize without knowing it. The streak mechanics that punish people who are already struggling.

Most product teams aren't trying to cause harm. They just don't know what harm looks like from the inside. I do.

That's why The Iceberg Project exists.